Olympic Marketing - the myths, the magic, and the future

P&G, Bridgestone, BMW and USOC on Olympic sponsorship.

It is a quirk of coincidence that the summer Olympic cycle is linked, quadrennium-for-quadrennium, with the US presidential election cycle.

This current election cycle is proving more vicious than most, and it is no understatement to suggest that many Americans are more willing to engage with international stories that make them feel good about their country than normal.

The Olympics, then, is the balm that soothes the wounds of incessant political rhetoric.

That was certainly one of the key points raised during an Olympic sponsorship session at the Leaders Sport Business Summit in New York this March.

Leaders Digest – charting the money, the moves and the media

Now produced as a podcast, former Coca-Cola marketer Scott McCune helms a discussion on the merits, measurements and impacts that come with an official Olympic association.

On the panel:

Janet Fletcher, brand director, Olympics & Sports Marketing at Proctor & Gamble
Trudy Hardy, VP of marketing at BMW North America
Phil Pacsi, VP consumer marketing at Bridgestone North America
Lisa Baird, CMO, US Olympic Committee

On the agenda:

The birth, evolution and impact of P&G’s game-changing ‘Thank you, Mom’ campaign
BMW’s integration into the fabric of US Olympic preparation and performance
Bridgestone’s first crack at an Olympic Games: why it’s activating in the US, Brazil, South Korea and Japan only this year
The link between a US presidential election and a Summer Games, and why the American public might need a feel-good dose of healthy patriotism a little more than usual

Listen to or download the podcast here, subscribe to the Leaders Podcast on iTunes or your preferred podcast platform.

Olympic Marketing – the myths, the magic, and the future

It is a quirk of coincidence that the summer Olympic cycle is linked, quadrennium-for-quadrennium, with the US presidential election cycle.

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