INTERNATIONAL OLYMPIC ACADEMY 7th JOINT - IOA

within a targeted audience is a relatively easy marketing research task.
However, as the costs of the Olympic sponsorship are constantly
rising, there is a heightened sense of accountability. In other words,
organizations want to assess the impact of sponsorship on the bottom
line - sales.
It is important to remember that the Olympic sponsorship involves
primarily a marketing exchange. A sponsor gains the profits from
receiving the right to be associated with the Olympic entity and the
Olympic Games receives benefit either from monetary support or
product being supplied by the sponsors.
The Olympic sponsorship programme is just one element of the
broader promotional strategy. All the elements in the promotional mix
must be integrated to have the greatest and the most effective
promotional impact. However, the Olympic sponsorship decisions not
only influenced the promotion, but also affect the entire marketing
mix.
Sponsorship objectives
Corporation-related Olympic Games sponsorship objectives
Increase in public awareness of the company and its services
The Olympic Games have proved to be highly effective as a
communication medium for increasing public awareness.
Enhancement of company image
Each company strives to attain a particular image with customers and
general public. Companies often become involved in major
international sport events such as the Olympic Games in order to
enhance their global image
Alteration of public perception
A long term commitment is required in order to effectively alter
public perception and build a strong corporate image through the
Olympic Games sponsorship, as it takes longer to change a pre-existed
and pre-established public perception than to maintain an existing one.
Involvement with the community
It is often part of a company’s “good-citizenship” effort to contribute
to the local and the surrounding community.
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