Sponsorship Leveraging Case Studies-Sydney 2000 Olympic Games

摘要

It does not get much bigger for a company whose management decides to sponsor the world's most aspirational sports and cultural property-the Olympic Games. The fanfare that comes with associating with the five Olympic rings is balanced by the commercial requirement to produce a net return on funds invested in order to justify the sponsorship. After reviewing the historic consumer effects of Olympic sponsorship, this article presents three product category case studies from the Sydney 2000 Olympics. Sponsors' leveraging strategies and competitors' ambush marketing tactics are outlined and assessed in terms of their sponsorship awareness levels via four distinct yet interrelated longitudinal surveys.