Corporate Sponsorships Throughout Olympic History Paper

Corporate Sponsorships Throughout Olympic History
The Sochi 2014 Olympic Winter Games staging was successful with the support of ten Worldwide Olympic Partners (Olympics.org, 2017). The partners provided a variety of products, services, technologies, expertise, and financial resources, creating unique contributions as well as innovative marketing programs that promoted their Olympic sponsorships, supported the athletes, and spread the Olympic values around the world, which included (Olympics.org, 2015):
Coca-Cola leveraging their partnership to create positive change in Russian lives and accelerating business through several initiatives including the support of the Olympic Torch Relay and launch of an Active Healthy Living Showcase;
ATOS integrating, managing, and securing the vast Olympic IT systems

Nevertheless, the Games want to provide partners with various opportunities to interact with athletes and consumers while being known at its core – a nonprofit organization building a better world through sports (Olympic.org, 2017). The Olympic committee knows that exclusivity will drive up partner spending for rights not accessible to their competition, positioning the Olympic brand as one of the most sought branding investments. The Olympic committee knows allowing non-sponsoring corporations to abuse the logo will diminish the sponsorship program, which makes up roughly 40 percent of revenues for the organization (Olympics.org, 2017).

References
Keller, K. L. (2014). Strategic brand management: Building, measuring, and managing brand equity. (4th ed.). Upper Saddle River, NJ: Prentice Hall.
Olympics (2017). 100 years of Olympic marketing. Retrieved from: https://www.olympic.org/sponsors/100-years-of-olympic-marketing Olympics (2015). IOC Marketing Report Sochi 2014. Retrieved