mens adidas football boots increasing cost of being an Olympic sponsor
SubscriptionsGo to the Subscriptions Centre to manage your:My ProfileAdvertising has always been part of the modern Olympics, but it was a “Games changing” move in 1984 that created the expensive, exclusive sponsorship program that we see today.At the 1984 Los Angeles Games, the International Olympic Committee reduced the number of advertisers from hundreds of brands down to 35.For the benefit of exclusivity, the cost of being a sponsor went up. But being an official, exclusive Olympic sponsor was a big enough draw that it allowed the IOC to charge much higher rates. in NL). You can also hear the episode on Olympic marketing at the Under the Influence website. Games posted a huge profit, which in turn led the IOC to create a global sponsorship program known as TOP standing for “The Olympic Partners.”It gave a small, select group of advertisers the rights to use Olympic symbols worldwide during a particular Olympic period in return for lucrative fees.In 2012,
these TOP sponsorship corporations paid over $100 million each to participate, with the next tier paying $40 million each.Watch the Sochi Olympics opening ceremonyFor up to the minute results, visit the CBC’s Sochi Olympics websitePrior to this, competing brands were allowed to advertise at the same event. And perhaps the most extreme example occurred at the 1968 Olympics in Mexico City.The Adidas and Puma shoe companies were owned by feuding brothers, Adolf and Rudolf Dassler.Their sibling rivalry exploded into a full fledged war during these Games when their respective shoe companies furiously tried to outbid each other to induce track athletes to wear their brands.The running shoe competition never ends. Gold medal sprinter Usain Bolt of Jamaica poses with his running spikes and official team uniform for the London 2012 Olympic Opening Ceremony arranged by his sponsors PUMA.The shoe companies blatantly ignored Olympic amateur regulations and distributed over $100,000 in cash, and over $350,000 in shoes and equipment during the 1968 Games.