Abstract
During the 2008 Summer Olympic Games in Beijing, China, I had the good fortune of serving the United States Olympic Committee (USOC) as their Chief Marketing Officer. In this position I found myself working with some of the world’s largest sports sponsors including Coca-Cola, Visa, McDonald’s, General Electric (GE), Johnson & Johnson, AT&T, Anheuser-Busch (makers of Budweiser), The Home Depot and Samsung. Each organization listed above was aggressive in activating its Olympic sponsorships IOC) or domestically oriented through the USOC.
This is a preview of subscription content, log in via an institution.
Buying options
Tax calculation will be finalised at checkout
Purchases are for personal use only
Learn about institutional subscriptionsPreview
Unable to display preview. Download preview PDF.
Bibliography
Amis, J., Slack, T., and Berret, T. (1999). Sport sponsorship as distinctive competence. European Journal of Marketing, 33 (3/4), 250–72.
Burton, R. (2013). Ambush at the Olympics: A significant marketing quandary. In B. Seguin, N. O’Reilly and D. Pound (eds), Ambush Marketing: Sponsors, Mega-Events and Lawyers. Morgantown, W.V: Fitness Information Technology.
Burton, R., and O’Reilly, N. (2012). How IOC’s Pound sees anti-doping, marketing efforts evolving. Sports Business Journal, 15 (2), 23.
Coca-Cola. (2008). Coca-Cola conversations. Retrieved from www.coca-colaconversations.com, 28 July 2008.
Cornwell, T. B., and Maignan, I. (1998). An international review of sponsorship research. Journal ofAdvertising, 27 (1), 1–21.
Crow, D., and Hoek, J. (2003). Ambush marketing: A critical review and some practical advice. Marketing Bulletin, 14, 1–14.
Farrell, K. A., and Frame, W. S. (1997). The value of Olympic sponsorships: Who is capturing the gold? Journal of Market Focus, 2, 171–87.
Jensen, J., and Hsu, A. (2011). Does sponsorship pay off? An examination of the relationship between investment in sponsorship and business performance. International Journal of Sports Marketing and Sponsorship, 12 (4), 352–64.
Meenaghan, T. (1991). The role of sponsorship in the marketing communications mix. International Journal ofAdvertising, 17, 3–28.
Miller, D. (2008). The Official History of the Olympic Games and the International Olympic Committee: Athens to Beijing, 1894–2008. Edinburgh: Mainstream Publishing.
Morgan, A., and Frawley, S. (2011). Sponsorship legacy and the hosting of an Olympic Games: The Case of Sydney 2000. Journal of Sponsorship, 4 (3), 220–35.
Payne, M. (2006). Olympic Turnaround. Westport: CT: Praegar.
Shilbury, D., Westerbeek, H., Quick, S., and Funk, D. (2009). Strategic Sport Marketing. Sydney: Allen and Unwin.
Speed, R., and Thompson, P. (2000). Determinants of sport sponsorship response. Journal of Academy of Marketing Science, 28 (2), 226–38.
Editor information
Editors and Affiliations
Copyright information
© 2013 Rick Burton
About this chapter
Cite this chapter
Burton, R. (2013). Investigating Olympic Sponsorship: A Contemporary Review of Selected Activation and Achievement. In: Frawley, S., Adair, D. (eds) Managing the Olympics. Palgrave Macmillan, London. https://doi.org/10.1057/9780230389588_10
Download citation
DOI: https://doi.org/10.1057/9780230389588_10
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-35119-0
Online ISBN: 978-0-230-38958-8
eBook Packages: Palgrave Business & Management CollectionBusiness and Management (R0)