Torino 2006 Olympic Sponsorship - International Olympic Committee

Chapter Five l Sponsorship
● Consumer Promotions – Olympic sponsors develop attractive Olympic-themed promotions in
association with their products and services that encourage consumer sales.
● Customer Incentives – Sponsors use their Olympic association to motivate customers, retailers,
distributors and other partners to achieve sales goals.
●
On-site Sales – The Olympic environment experiences a massive influx of consumers during the
Games, with hundreds of thousands of visitors descending upon the host city each day. Olympic
sponsors enjoy a strong presence and the rights to leverage powerful opportunities to drive
incremental sales.
● Showcasing – As the Games capture the world’s attention, Olympic sponsorship provides a company
with an unmatched platform for demonstrating the quality of its products and services.
“It’s going to enable us to penetrate emerging markets. It’s also going to help us fortify
existing markets. We think it’s going to help build our business.” Brian Perkins, Corporate Vice
President, Corporate A fairs, Johnson & Johnson
“Our business is a network business, you need cardholders and you need places you can
use your card. So you have to get them both going at the same time. And an event like
this kick starts the whole proce s.” Chris Rodriguez, President & Chief Executive Officer, Visa International
Motivate Employees
Olympic sponsorship can engage all company personnel and the entire corporate culture in an important
global project. Employees who work for Olympic sponsors take pride and purpose in contributing to this
unique event. By enabling company personnel to participate in the Olympic experience, Olympic sponsors
can motivate and reward employees and enhance morale.
● Sponsors have developed strong incentive programmes for motivating and rewarding employees
who achieve key goals or targets. Working at the Olympic Games can be a once-in-a-lifetime
experience. The opportunity to be a part of an Olympic Games project team can provide
motivation and inspiration to employees as they demonstrate their professional expertise.
58 l IOC Marketing Report – Torino 2006