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Index
Cover
Contents
Title
Copyright
Dedication
Acknowledgments
Introduction
Section I: History, Legacy, Tradition
Chapter 1: The Olympic Dream
Authenticity
Mythology and Mystique
Pinnacle of Sport
Questions
Chapter 2: The Olympic Experience
The Olympic Brand
The Olympic Experience
Olympic Myths and Heroes
Questions
Chapter 3: The Olympic Dynamics
Before Olympic Success
During Olympic Success
Post-Olympic Success
New Sports and Events
Questions
Chapter 4: The Olympic Host Cities
Religion, Politics, Nationalism, and Sports
Olympic Bidding
Potential Impact (The Olympic Games Effect)
Costs
Economic Impact
Risks and Benefits of Hosting an Olympic Games
2008 Beijing Summer Olympics
2010 Vancouver Winter Olympics
Youth Olympic Games
Looking Ahead: 2012 Summer Games in London
Looking Ahead: 2014 Winter Games in Sochi
Summary
Questions
Chapter 5: Section I Sponsorship Preparation Questions
Ultimate Dream
Values
Creating Value
Personality
Questions
Section II: Success and Achievement
Chapter 6: The Olympic Stage
Olympic Broadcasts
Questions
Chapter 7: The Olympic Halo
Long-Term
Short-Term
Questions
Chapter 8: The Olympic Spirit
Vera Caslavska, 1968 Olympics in Mexico City
Miracle on Ice, 1980 Olympics in Lake Placid
Eddie the Eagle, 1988 Winter Olympics at Calgary
Jamaican Bobsled Team, 1988 Winter Olympics at Calgary
The 1994 Russian Winter Olympics Team
Karnam Malleswari
Matthias Steiner
Petra Majdic
Joannie Rochette
Questions
Chapter 9: Section II Sponsorship Preparation Questions
Global Stage
Olympic Games Effect
Short-Term
Overcoming the Odds and Dealing with Surprises
Section III: Controversy and Challenge
Chapter 10: The Olympic Challenges
Questions
Chapter 11: Section III Sponsorship Preparation Questions
Section IV: Reputation Development
Chapter 12: The Olympic Opportunity
Official Olympic Sponsorship
Ambush Marketing
Questions
Chapter 13: The Olympic Sponsor Case Brief: Acer
Background
Strategic Ambitions
Marketing Tactics and Challenges
Executive Turnover
Questions
Chapter 14: The Olympic Sponsor Case Brief: Samsung
Background
Increasing Brand Value
Olympic Sponsorship
Questions
Chapter 15: The Olympic Sponsor Case Study: Coca-Cola
Coca-Cola’s Olympic Sponsorship Activities
Questions
Chapter 16: The Olympic Sponsor Case Study: Visa
Brand Fit
Usage Stimulation
Event History and Credibility
Broad Reach
Governing Body Control
Advocacy Creation
Low Risk
Event’s Marketing Plan
Ease of Implementation
Strong Member Interest
Financial
Trusted Reputation
Questions
Chapter 17: Section IV Sponsorship Preparation Questions
Section V: Olympic Marketing Victory
Chapter 18: The Olympic Fans
The Fans
European Sports Trends
Youth Perceptions in the United Kingdom
United States Youth Studies
How Sponsors Can Use Fan Data to Improve Their Business
Fan Segments and Targets
Relevant Customer Needs Within
Market Share of Each Segment
Targeting
Questions
Chapter 19: The Olympic Creative Execution
Message
Imagery
Identities/Logos/Landmarks
Mascots
Merchandising
TOP Sponsor Creative Examples
Questions
Chapter 20: The Olympic Marketing Communications
Traditional Marketing
New Media Marketing
New Media Tools Growth Areas
2008 Summer Olympic Games in Beijing
2010 Winter Olympic Games in Vancouver
Singapore 2010 Youth Olympic Games in Singapore
2012 Summer Olympics in London Expectations
Questions
Chapter 21: The Olympic Sponsorship Checklist
Your Company’s Competitive Fitness
Chapter 22: The Olympic Sponsorship Lessons
Benefits to Olympic Sponsors and Non-Olympic Sports Sponsors
Questions
Chapter 23: Section V Sponsorship Preparation Questions
Questions
Final Word
About the Companion Web Site
Index
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