Competitive Edge - Sports & Entertainment Marketing News

Even under a dark cloud of Covid, brands can’t quit the Olympics


When Usain Bolt won his record-breaking third 100 meter gold medal in a row at the 2016 Olympics in Rio de Janeiro, the Jamaican sprinter was met at the finish line with a watch company’s logo. As the games’ “official timekeeper,” Omega, the luxury Swiss watchmaker, was granted the right to flash its emblem on millions of screens around the world as Bolt made history.

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Discussion Questions:

  1. What is a global product?
  2. Do you think the Olympic Games are a global product? Why or why not?
  3. What do you think the headline is saying by suggesting “Even under a dark cloud of covid, brands can’t quit the Olympics”?
  4. What is sponsorship?
  5. What is endorsement?
  6. Why do brands engage in sponsorship and endorsement activities?
  7. Why do you think the Olympic Games offer such a great opportunity for sponsorship and endorsement?
  8. Why do you think brands are still hoping to leverage the Olympic Games as a tool for marketing their products and services despite the ongoing pandemic?
  9. Do you think there is a risk associated with an investment in the Tokyo Games? Why or why not? Be prepared to discuss your answers.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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