The Olympic brand, ambush marketing and clutter
by Benoit Seguin, Norman J. O'Reilly
International Journal of Sport Management and Marketing (IJSMM), Vol. 4, No. 1, 2008

Abstract: A qualitative research methodology of 10 in-depth interviews with worldwide Olympic The Olympic Program (TOP) sponsors and senior executives of the Olympic marketing programmes, this research provides a unique investigation into one of the sport world's most powerful brand. Specifically, this research examines ambush marketing and advertising clutter from a corporate point of view. Results suggest that these issues remain a threat to the International Olympic Committee (IOC) and its corporate partners. Some essential elements that the IOC must address include: (a) brand management; (b) brand protection; (c)protection of sponsors' rights; (d) consumer education; (e) fully integrated marketing communications programme and (f) National Organising Committees (NOCs)' education in marketing and brand management. Corporate partners must activate their sponsorship rights and work, in close collaboration with the IOC and NOCs, to truly understand the Olympic brand and integrate it into their own marketing communications programme aimed at consumers.

Online publication date: Wed, 26-Mar-2008

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