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BRO TIME

BRO TIME. First- begin reading “Olympics 2012: Brand Bolt has unique appeal for sponsors” Article Questions: Write on the back- Why is Bolt attractive for sports marketers? Do you think that Puma teaming up with Bolt will pay off for Puma? Why or why not?

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BRO TIME

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  1. BRO TIME • First- begin reading “Olympics 2012: Brand Bolt has unique appeal for sponsors” • Article Questions: Write on the back- • Why is Bolt attractive for sports marketers? • Do you think that Puma teaming up with Bolt will pay off for Puma? Why or why not? • Do you believe that Bolt’s line can become popular or tap the US market? Why or Why not? Bolt Line Meet the Artist Behind the Line

  2. The Olympic Money Machine Economics in the Sports and Entertainment Industry

  3. Cost of the Games over the Years $2 Billion Moscow ‘80 $4 Billion Seoul ‘88 $546 Million Los Angeles ‘84 $1.4 Billion Montreal ‘76 $611 Million Munich ‘72 $175 Million Mexico City ‘68 $1.9 Billion Tokyo ‘64 $1.8 Billion Atlanta ‘96 $9.4 Billion Barcelona ‘ 92 $3.8 Billion Sydney ‘00 $15 Billion Athens ‘04 $14.4 Billion London ‘12 $40 Billion Beijing ‘08

  4. Putting on the Games • Overall cost - $14.4 Billion • Nearly DOUBLE the estimate given in 2005 • Who foots the bill? $9.6 Billion Central Government $3.4 Billion National Lottery $1.4 Billion City of London Cost and Impact of London Olympic Games

  5. Expected Revenue • Sponsorship - $1.1 Billion • Ticketing – About $1 Billion • Merchandising - $140 Million • International Olympic Committee – About $1.5 Billion • Olympic Broadcast Services - $300+ Million • TOTAL Expected Revenue = $4 Billion

  6. Cost Breakdown for London ‘12 • Olympic Related Construction = $11.3 Billion • Olympic Village/Media Center = $1.86 Billion • Olympic Venues = $1.86 Billion • Transportation = $1.34 Billion • Games’ Program Delivery = $1.12 Billion • Security and Policing = $1.28 Billion

  7. Olympic rings on London Bridge: $487,500 Aquatics Center: $434 Million

  8. Interesting Facts about Olympic Budgeting in the Past • After terrorist attack in Munich in ‘72, security became an enormous part of the budget • Montreal in ’76 spent $1.4 billion and took over 30 years to pay off its debt • Los Angeles in ’84 spent $546 million and made the first hugely profitable recent Olympics ($222.5 million)

  9. More Fun Facts: The People • 61 counties participated in the London Olympics • The most EVER! • 160,000 jobs created to sustain the games • 23,900 athletes • 20,600 press and broadcasters • 4,800 family members of athletes

  10. Broadcasting Rights • NBC paid $1.2 Billion for exclusive U.S. rights to the London Games • Will the multiple spoilers hurt the network?

  11. Sponsorship • Form of Sales Promotion • Most often used in the sports and entertainment industries • Business relationship between a provider of funds or resources and an individual, event or organization that offers promotional exposure

  12. World Wide Olympic Partners • Using the Olympic name • Grants companies exclusive global marketing rights within a certain product category • Generally sign on for 3-4 years

  13. Commericals • VISA - Go World • Coca Cola - Support Our Athletes • P&G - Proud Sponsor of Moms • McDonald's - The Simple Joy Winning • Omega - The offical time keeper of the Olympics

  14. Domestic Olympic Sponsors Grants companies marketing rights in the host country only

  15. Commercials • United – for the USA • UPS • Cisco

  16. Endorsements • Approval or support of a product or brand, usually by a celebrity • Major source of income for famous athletes and celebrities

  17. Top American Male Endorser • Expected to make more than Phelps in sponsorship deals • Endorsements: Nissan, AT&T, Gillette, Gatorade and Omega • Expected to bring in more than 6 million this year

  18. Olympic Endorsement Video Top American Female Endorser • Expected to bring in 8-10 Million over the next 4 years • Attractive to marketers due to age and success for next Olympics in Rio • Landed large endorsement from Proctor and Gamble

  19. Top Paid Athletes of the 2012 London Olympics • Roger Federer - $54.3 mil • LeBron James - $53 mil • Kobe Bryant - $52.3 mil • Maria Sharaporva - $27.1 mil • Kevin Durant - $25.5 mil • Carmelo Anthony - $22.9 mil • Usain Bolt - $20.3 mil • Novak Djokovic - $19.8 mil • Chris Paul - $19.2 mil

  20. Top Non-Olympic Athlete Endorsers • Tiger Woods - $60 million • Phil Mickelson - $57 million • Peyton Manning - $15 million • Dwight Howard - $12 million • Tom Brady and Kobe Bryant - $10 million

  21. Olympics 2016: Marketing Rio • Branding the 2016 Olympic logo • The logo was opened up to designers throughout the country • Creating the Iconic Rio Logo for 2016

  22. Exit Ticket • Choose your favorite athlete or celebrity • Create a list of 10 products or brands that you think that individual could endorse • Think outside the box – it doesn’t have to be limited to brands within their specific industry or sport

  23. Article Links • http://www.dnaindia.com/sport/report_olympics-2012-brand-bolt-has-unique-appeal-for-sponsors_1724773 • http://www.bizjournals.com/nashville/blog/2012/07/the-risky-gamble-of-olympic-athlete.html • http://www.huffingtonpost.com/2012/07/31/female-athletes-endorsements-sexualization-lack-of-visibility-research_n_1725786.html?utm_hp_ref=women&ir=Women • http://adage.com/article/news/sponsored-olympics-creative/236416/

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