#ThatsGold: Sponsorship activation in the 2016 Rio Summer Olympics

Artemisia Apostolopoulou, Scott Branvold, Jacob J. Pearson and David P. Synowka
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Artemisia Apostolopoulou: Robert Morris University, USA
David P. Synowka: Robert Morris University, USA

Journal of Brand Strategy, 2017, vol. 6, issue 3, 263-280

Abstract: The purpose of this case study was to examine sponsorship activation techniques implemented by three sponsors of the 2016 Summer Olympic Games, namely Coca-Cola, Procter & Gamble and Samsung. Following a review of sponsorship-related literature, various secondary sources were examined to identify the most commonly used sponsorship activation techniques within the context of the Rio Games. The findings of this case study point to the increased use of digital media in the design and delivery of the activation campaigns of these three Olympic sponsors. More traditional methods of sponsorship activation, such as advertising, thematic packaging and on-site programmes, were also identified. Executives in charge of designing and executing sponsorship agreements should capitalise on the new opportunities created by digital media in order to engage consumers on various platforms and to build stronger relationships between their target markets and their brands.

Keywords: sport sponsorship; sponsorship activation; digital media; Olympic Games; The Olympic Partner programme (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2017:v:6:i:3:p:263-280

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