Investigating Olympic Sponsorship: A Contemporary Review of Selected Activation and Achievement

Rick Burton

Chapter 10 in Managing the Olympics, 2013, pp 165-181 from Palgrave Macmillan

Abstract: Abstract During the 2008 Summer Olympic Games in Beijing, China, I had the good fortune of serving the United States Olympic Committee (USOC) as their Chief Marketing Officer. In this position I found myself working with some of the world’s largest sports sponsors including Coca-Cola, Visa, McDonald’s, General Electric (GE), Johnson & Johnson, AT&T, Anheuser-Busch (makers of Budweiser), The Home Depot and Samsung. Each organization listed above was aggressive in activating its Olympic sponsorships IOC) or domestically oriented through the USOC.

Keywords: Brand Equity; Olympic Game; Advertising Campaign; National Football League; Brand Awareness (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-38958-8_10

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DOI: 10.1057/9780230389588_10

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