INTERNATIONAL OLYMPIC ACADEMY 7th JOINT - IOA

Conclusion
The Olympic marketing programme has become the driving force
behind the promotion, the financial security and stability of the
Olympic Movement. Olympic sponsorship has played a vital role
throughout the development of the Olympic Games. Today, Olympic
Games are the most effective international corporate marketing
platform in the world, reaching billions of people in over 200
countries and territories throughout the world. So Olympic
Sponsorship has become a brilliant marketing strategy for the
corporations who would like to create a link between Olympic Games
and its brand.
Today it’s almost impossible to find any public event that is not
sponsored in some way or another. On the other hand, effectiveness of
sponsorship has become a very important issue among marketers.
According to the scholars, sponsorship effectiveness should be
measured in a manner of reflecting how its objectives were set. But to
acquire these objectives with sport sponsorship, it is necessary for
companies to support the event with adequate advertising, public
relations and other promotional activities. Otherwise companies fail in
their sponsorship attempts (Erdogan and Kitchen, 1996).
Sponsors who invested advertising time on the games were far
more successful in building a link with the Olympics than were those
who did not make that investment. Of the official Olympic sponsors
who ran advertising on the Olympics, 64 percent succeeded in
creating a link in the consumer's mind between the Olympics and their
brand. Whereas among official sponsors who did not run advertising
on the Olympics, 4% -just one sponsor- succeeded in creating a link
between the Olympics and the brand. The one sponsor who succeeded
without advertising on the Olympics was Sports Illustrated, a sponsor
which is its own media vehicle (Crimmins ve Horn, 1996).
Olympic broadcasting has contributed more to the growth of the
Olympic Movement worldwide than any other factor throughout the
history. But Olympic broadcasting and the Olympic Sponsorship
provide revenue for the Olympic Movement interdependently.
Sponsors are willing to pay nearly $50 million to get involved in
TOP programme because of its effectiveness but they need to pay
almost the same for their publicity to get success. In this situation
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