Torino 2006 Olympic Sponsorship - International Olympic Committee

Sponsorship l Chapter Five
● Many Olympic sponsors capitalise on the Olympic Games as an opportunity to build new
connections with communities in the host country. Sponsors leverage this vital opportunity through
Olympic activations and programmes directed at local citizens.
● The Olympic Games enjoy high global awareness and appeal and Olympic sponsors seek to
maximise this opportunity to engage consumers – in countries all over the world – in the Olympic
experience. By establishing sustainable programmes in target markets, sponsors bring the Olympic
spirit to local communities. In doing so, they connect with and demonstrate their commitment
to these communities by providing consumers with rare Olympic-themed experiences.
● Olympic sponsors demonstrate their commitment to the host region through their support
for the Olympic Games. Such opportunities are especially valuable to sponsors, as they work to
establish, maintain or strengthen positions of prominence in the host country or city. Contributing
to the success of a significant national endeavour like the Olympic Games demonstrates the
sponsor’s commitment to the local community and positions the company as a business leader in
the region.
● Legacy is a significant concept in the scope of Olympic sponsorship. Sponsors provide contributions
of products, services and financial support and often develop enduring projects for outreach and
civic improvement. In these ways, Olympic sponsors leave lasting legacies, ensuring that the value of
Olympic sponsorship will resonate in the host city community – and other communities in the
world – long after the Olympic flame is extinguished.
“We think we can contribute something to society by partnering with the Olympic
Movement.” Brian Perkins, Corporate Vice President, Corporate A fairs, Johnson & Johnson
Build Customer Relationships
Olympic sponsorship builds new customer relationships and reinforces existing ones, as sponsors engage
their constituents in the Olympic experience in a variety of ways:
● 1. Olympic Games Hospitality – The Olympic Games can represent the invitation of a lifetime and an
important opportunity for Olympic sponsors to build and reinforce relationships with customers.
IOC Marketing Report – Torino 2006 l 61