There are many different options for marketers during the Olympics at various levels of cost and involvement. To have any stake in the game, according to IOC regulation, companies that wish to market their product(s), service(s), and/or company at the massive event must fall into a category of sponsorship, with the intention to benefit all parties. With the organization of the Olympics “on the verge of collapse” in 1980, The Olympic organizing committee had to act fast to preserve its financial stability. After the Los Angeles Olympic Games in 1984, the IOC began to create three distinct sponsorship categories that have since evolved into the configuration effective today. (6) Corporate sponsors, domestic sponsors, and TOP level or international …show more content…
These channels come in many shapes and sizes, but first and foremost is the establishment of who/what individuals, governing bodies, Olympic committees, etc. the company will be sponsoring, if not a TOP sponsor (as TOP sponsors generally contribute in their own unique ways). Then, for all sponsorship levels, it follows to determine how the company will advertise and stake their claim using various marketing platforms and innovations. Numerous sponsors choose to financially support individual athletes or individual sports on both national and international levels. Marketing in this way supports the infrastructure of the Olympics by ensuring the development of its sports and those that might compete in them. The athletes/sports organizations may be given apparel and equipment, and in exchange exhibit the branding of and mention the company of various media platforms. Other official Olympic sponsors might supply infrastructure in the form of venues, equipment, services, and even personnel to support the vision of the games and in return be recognized for their unique contributions. Sponsors also choose various media channels to advertise based on their history of success, relevant market potential, and market reach. TV is historically the most viewed and consequently most used form of media for marketing during the Olympics. In recent years, the internet, having seen immense growth in technological advancements and in use across the globe, has also proven to be paramount to the success of international marketing. Virtually replacing much of print mediums for the Olympic Games, internet advertising can perform diverse marketing functions, connecting consumers to the brand/company in ways most have only just begun to understand. Social media is considered the new