The Olympic Games Effect How Sports Marketing Builds Strong Brands

by Davis, John A.

• ISBN13: 9781118171684
• ISBN10: 1118171683
• Edition: 2nd
• Format: Paperback
• Copyright: 2012-03-20
• Publisher: Wiley

Summary

Marketing at the Olympics, the attraction and the rewards Essential reading in preparation for the 2012 London Olympics, the newly revised and fully updated second edition of The Olympic Games Effect offers fascinating sports marketing and branding insights into the promotion of the Games themselves, and their unique attraction for corporations in particular. The important lessons of past Olympics will be used to show a hundred year-plus tradition based on a several thousand year old testament to the love of sports and competition, revealing how, in recent years, this has evolved into a seductively attractive vehicle for a wide range of audiences, from consumers to corporations. Loaded with historical information on the Olympics, the book traces the history of the Olympics back to 776 BC. This legacy is vital to the ongoing success of the Olympics, and is at the heart of why brands care so much Packed with illustrations that illustrate how the Games have become arguably the worlds most successful sports event and the marketing opportunities this has led to Includes relevant business strategies and recommendations to help companies understand how to make more effective sports sponsorship decisions This timely new edition of The Olympic Games Effect shows the value contributed by sponsoring the worlds premier sporting event, and explains how, by extension, other global sports events have the potential to generate similarly impressive results for their sponsors.

Author Biography

John A. Davis is the author of several acclaimed marketing books: The Olympic Games Effect; Competitive Success; Measuring Marketing; Magic Numbers for Sales Management; and Magic Numbers for Consumer Marketing. He is a member of the marketing faculty at the Lundquist College of Business, University of Oregon. Previously, he was Dean, Global MBA Program, and Professor of Marketing at SP Jain, with campuses in Singapore, Dubai, and Sydney. In 2010, he was the recipient of the "Best Professor in Marketing" honor, awarded by CMO Asia and Asia's Best Business School Awards. Before SP Jain, he was Department Chair and Professor of Marketing at Emerson College, and Professor of Marketing Practice at Singapore Management University, where he received the "Most Inspiring Teacher" award and Dean's Teaching Honors. John regularly consults with leading global companies and is a sought-after conference speaker, including: TEDx, YPOs, Global Brand Forum, World Knowledge Forum, American Marketing Association, the Lausanne Sports Management Conference, and Entrepreneur's Organization. He has founded two award-winning companies and has led marketing teams at Nike, Informix, and Transamerica. He received his MBA from Columbia University and his BA from Stanford University.

John and his wife, Barb, have three terrific children, Katie, Chris, and Bridget. They also have two dogs, Milo and Grinner, and two cats, Spike and Zola. Grinner thinks she rules the world, and the other family pets support this delusion.

Table of Contents

Acknowledgments	p. ix
Introduction	p. xi
History, Legacy, Tradition
The Olympic Dream	p. 3
The Olympic Experience	p. 15
The Olympic Dynamics	p. 35
The Olympic Host Cities	p. 47
Section I Sponsorship Preparation Questions	p. 115
Success and Achievement
The Olympic Stage	p. 129
The Olympic Halo	p. 145
The Olympic Spirit	p. 159
Section II Sponsorship Preparation Questions	p. 169
Controversy and Challenge
The Olympic Challenges	p. 175
Section III Sponsorship Preparation Questions	p. 185
Reputation Development
The Olympic Opportunity	p. 189
The Olympic Sponsor Case Brief: Acer	p. 221
The Olympic Sponsor Case Brief: Samsung	p. 227
The Olympic Sponsor Case Study: Coca-Cola	p. 235
The Olympic Sponsor Case Study: Visa	p. 245
Section IV Sponsorship Preparation Questions	p. 261
Olympic Marketing Victory
The Olympic Fans	p. 267
The Olympic Creative Execution	p. 295
The Olympic Marketing Communications	p. 313
The Olympic Sponsorship Checklist	p. 337
The Olympic Sponsorship Lessons	p. 341
Section V Sponsorship Preparation Questions	p. 345
About the Companion Web Site	p. 349
Notes	p. 351
Index	p. 385
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