INTERNATIONAL OLYMPIC ACADEMY 7th JOINT - IOA

Building business and trade relations and goodwill
The Olympic Games offer an opportunity to build relationships with
businesses, affiliates and trade customers beyond the daily business
operations. The opportunity for potential customers to be present, as
well as the provision of guest hospitality accommodations such as
choice reserved or skybox seating, special receptions and corporate
hospitality tents, is unique to the Olympic Games sponsorship
programmes.
Enhancement of staff and employee relations and motivation
The Olympic Games sponsorship can help to increase staff motivation
and corporate pride.
Product and brand-related Olympic Games sponsorship
objectives
Increase in target market awareness
The selection of the Olympic Games provides possible exposure to the
company’s target market and it is crucial for implementation product
brand-related objectives. Demographics of the participants or
spectators, size of the immediate spectators, the extended media
audience and the strength of awareness of audience to associate with
the Olympic Games are important evaluation criteria for the
companies seeking to increase awareness within a specific market.
Identification and creating image within the target market
(positioning)
The Olympic sponsorship is a valuable tool for creating or altering the
image of a product.
Increase in sales or market share
The Olympic sponsors persistently evaluate sponsorship programmes
exclusively on the achievement of sales objectives. It is therefore
necessary for the sponsorship promoter to develop a sponsorship
incorporating sales enhancement opportunities.
Block or pre-empt competition
Frequently companies can use the Olympics sponsorship as a means
of fighting the competition. Categorical exclusivity is extremely
crucial for achieving this objective because this strategy prevents the
competitors from entering into the Olympic Games.
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