Olympic Brand
5.3
5. SPONSORSHIP AND TV RIGHTS MANAGEMENT OF THE OLYMPICS Emilio Fernández Peña Director Centre d’Estudis Olímpics Departament de Comunicació Audiovisual i Publicitat
5.3
5 .3. The Olympic Brand
The Olympic Brand •
Ubiquitous presence.
•
Crucial element able to generate economic resources.
Olympic rings painted on a street in London during the 2012 Summer Olympics. / Author: carlbob.
5.3
Olympic Brand: a great evocative power •
5.3
The more positive evocative power a brand has the more value has for the sponsors.
Slazenger branded 2012 Summer Olympic tennis balls. Author: Carine06.
The Olympic Games emerged as a global brand thanks to the television
•
5.3
Nowadays the creation of the brands goes in parallel to the creation of the product or service.
Tommy Hilfiger.
Apple.
Pierre de Coubertin and the Olympic Brand
•
5.3
His design in the birth of the modern Olympics easily permitted them to become a global brand.
Bust of Pierre de Coubertin, Baden-Baden. Author: 3268zauber.
Olympic symbols which recall the Olympic brand
Olympic Flag. / Author: Sam.
Olympic Torch, Salt Lake City 2002.
5.3
The Brand associated with the sponsorship programs
5.3
• 95% people around the world recognises the Olympic symbols
as associated to the Olympic Games. • Sponsorship as a transference of reputation. • The sponsored brand receives money in exchange.
5. SPONSORSHIP AND TV RIGHTS MANAGEMENT OF THE OLYMPICS Emilio Fernández Peña Director Centre d’Estudis Olímpics Departament de Comunicació Audiovisual i Publicitat
5.3
5 .3. The Olympic Brand
The Olympic Brand •
Ubiquitous presence.
•
Crucial element able to generate economic resources.
Olympic rings painted on a street in London during the 2012 Summer Olympics. / Author: carlbob.
5.3
Olympic Brand: a great evocative power •
5.3
The more positive evocative power a brand has the more value has for the sponsors.
Slazenger branded 2012 Summer Olympic tennis balls. Author: Carine06.
The Olympic Games emerged as a global brand thanks to the television
•
5.3
Nowadays the creation of the brands goes in parallel to the creation of the product or service.
Tommy Hilfiger.
Apple.
Pierre de Coubertin and the Olympic Brand
•
5.3
His design in the birth of the modern Olympics easily permitted them to become a global brand.
Bust of Pierre de Coubertin, Baden-Baden. Author: 3268zauber.
Olympic symbols which recall the Olympic brand
Olympic Flag. / Author: Sam.
Olympic Torch, Salt Lake City 2002.
5.3
The Brand associated with the sponsorship programs
5.3
• 95% people around the world recognises the Olympic symbols
as associated to the Olympic Games. • Sponsorship as a transference of reputation. • The sponsored brand receives money in exchange.
