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Final Essay

680 Words3 Pages

The 2004 Athens Olympics was a high-profile global phenomenon that attracted a myriad of companies in its sponsorship program. A particular business that derived significant benefits from the Summer Games is the Coca-Cola Company which had an opportunity to not only advertise its products but also sell them by being the official soft-drink of those Games. It had to pay significant amounts to be given the senior advertising spot at the games. Additionally, Xerox, IBM, John Hancock, Samsung, Sports Illustrated/Time, UPS, and Visa paid significant amounts to be given exclusive marketing and also sponsorship rights (Wong, 2009). A company like Coca-Cola spent around $145 million while others like Kodak, McDonalds, Panasonic, Adidas, Samsung and Visa collectively spent $1.3 billion. The 2004 Olympics served as a perfect tool for these companies to deliver advertisements to a global audience. Samsung, for instance, sponsored the Games by sponsoring then torch relay together with Coca-Cola; providing …show more content…

Since businesses pay significant amounts of money to earn those sponsorship rights, the platform presents an excellent platform for companies to showcase themselves to everyone watching them in the world. For instance, those companies like Nike and Adidas that endorse athletes by providing clothes and equipment use them for they know that their equipment is advertised by great sportsmen across the world and people watching would love to be associated with such sportsmen (Lee, 2005). Branding themselves on the stadiums and on on the equipment used on the track in addition to creating promotional campaigns that show how the firms are the official sponsors of the games is an excellent means of promotion means since global audiences pay considerable attention to any commercials that are connected to Olympic

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Sponsorship for companies and the event itself is a win-win on both sides. Companies love to lend their names on to teams and events that show off the company name. It brings publicity to the name and drives potential customers as well as a way to get their name out there. On November 22nd, I attended the Indiana Pacers game versus the Phoenix Suns. The facility that the Pacers play is called Bankers Life Fieldhouse, where there are a wide variety of sponsors displayed throughout the facility.

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AT&T stadium in Arlington, is the largest NFL stadium with 80,000 seats, and the Bell Centre in Montreal, is the largest NHL arena with 21,228 seats. These large capacities offer a big stage for these companies to be recognized weather it’s on the jumbotron or sign. Some teams have had ads on jerseys and people have been talking about if there should be ads on all sports jerseys. In most European sports leagues(hockey,soccer,basketball, etc.), teams have ads as the crest of the jersey.

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Ford Motor Company has been involved in the development of alternative fuels since Henry Ford founded the company in 1901. Henry Ford was a conservationist who truly cared about the environment and the damage that emissions were causing. Ford’s efforts continued into the 20th century and he was able to produce his own brand of alternative fuel known as “Benzol” (Ford Corporate News Center, 2014). Other historical innovations of Henry Ford include the Fordson tractor that was capable of running on alcohol or today better known as ethanol, propane fueled trucks in the 1960s, and North America’s first hybrid car in the 1980s (Ford Corporate News Center, 2014). From the late 20th century and to the early 21st century, Ford sold more than ninety percent of the world’s alternative fuel

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Cristiano Ronaldo, the current best footballer in the world, gets sponsored $21.7 a year by Nike to be a brand ambassador and wear their clothing as often as possible. He even wears Nike football boots. When young children go to buy their sports equipment they will opt to buy the Nike football boots as they have seen the best player in the world, Ronaldo, wear them and so they will feel as though if they dress like him, they will play like him. The biggest way for a company to maximise their brand exposure through sponsorships is to try and tie down athletes to 360 deals. A 360 deal is when both the player and the team that they play for are both sponsored by the same company.

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