Analysis of an advertising expert – Despite the worldwide criticism, Olympic sponsors should benefit – News

Reason: There is no sporting event comparable to the Olympic Games for sponsors.

The Olympic Games in Beijing begin in February. This is not only a unique event for the athletes, but also for the sponsors. Marketing expert Hans-Willy Brockes says: “Only the Olympic Games are truly global.” They would be followed by people all over the world.

The color rings cost up to 250 million

It is therefore one of the greatest feelings for the sponsors to be able to advertise with the five rings in television advertising, on posters or on the Internet. Brockes estimates that the twelve main sponsors are paying the International Olympic Committee (IOC) large sums of up to 250 million dollars for a four-year Olympic cycle.

This is despite the fact that Olympic sponsorship follows very specific rules and the logos of the main sponsors are hardly visible during the competitions. In contrast to a football World Cup, for example, the sponsors are not constantly displayed on the boards in the stadiums.

The main sponsors would have the opportunity to advertise their products during the commercial breaks, says Brockes, Managing Director of the ESB marketing network: “In all television and media broadcasts, you get the advertising blocks in some cases exclusively – or at least offered them first.”

Good image despite human rights issues

Sponsors can strengthen their brand image because of the commercial breaks, also because they can link their own campaigns to the games. This time, too, they are likely to benefit from the sponsorship – despite international criticism of the host country China for suppressing human rights, Brokes believes.

According to the marketing expert, the image of an event always rubs off on the sponsors. So you have seen boycotts or controversial decisions at the Olympic Games again and again. But: “The sponsors usually didn’t have much of a negative impact.”

That should be the case this time too. Accordingly, the bottom line is that the positive effects on the image of the sponsors are likely to outweigh the negative this time as well.