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#ThatsGold: Sponsorship activation in the 2016 Rio Summer Olympics

Author

Listed:
  • Apostolopoulou, Artemisia

    (Robert Morris University, USA)

  • Branvold, Scott
  • Pearson, Jacob J.
  • Synowka, David P.

    (Robert Morris University, USA)

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.

Suggested Citation

  • Apostolopoulou, Artemisia & Branvold, Scott & Pearson, Jacob J. & Synowka, David P., 2017. "#ThatsGold: Sponsorship activation in the 2016 Rio Summer Olympics," Journal of Brand Strategy, Henry Stewart Publications, vol. 6(3), pages 263-280, December.
    • Handle: RePEc:aza:jbs000:y:2017:v:6:i:3:p:263-280
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    More about this item

    Keywords

    sport sponsorship; sponsorship activation; digital media; Olympic Games; The Olympic Partner programme;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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