The Olympics has been a huge international world event for a very long time but, besides the athletes being the big show an stars, but also the brands sponsoring them for this huge world event. However, the technology created now Smartphones, Netbooks, Tablets, etc is it even worth the time to have a sponsorship for something? New technology has created a new world for brands to sponsored whether it's just from a simple video or photo to this new social media world created.
In this article "Brands Winning Big at London Olympics" some of the things I read really caught my attention about how strict a Sponsorship has become to be and stay recognized. Being in the Olympics is one thing but to have your own brand be recognized can be a huge deal for a company. Certain amount of brands an endorsements can be in the Olympics and they don't want another brand to over power them right? But social media has caused that to be a bigger issue and the rules to become more strict. Where nowadays it has become so easy for unofficial brands to get recognized in a huge event with one finger. The rules have come to the point of not being able to take photos and videos and uploading them to the certain size of your camera! Is it even worth the time to have a sponsorship anymore?
It's almost like Brands have their own competition; a fight to see who can make it into the Olympics. The Olympics is like the "Holy Grail" especially for brands. Almost everyone sees the Olympics so why not be the perfect place to have a sponsorship for something? It creates that halo effect if someone sees one of their favorite athletes sporting Nike or Adidas it makes them want to go out an get the same because they saw it on the Olympics.
How clever really is a brand? If a sponsorship being worth the time anymore becoming a question in the industry the brand equity should be an important factor for any brand. Making sure from just a logo, slogan, picture that brand name is known always. Some examples could be "All day I dream about sports" Adidas, or just Nike's swoosh sign or their clever slogan's like "Just do it!" Nike I believe is more clever though on getting their brand name known well. Getting through the online restrictions Nike had came up with a clever slogan "Make it Count" never once referring to the Olympic games. It could be inferred its about the games but it could also be inferred on just going for what you want and doing your best at it which allows this slogan to balance out being somewhat a sponsor for the Olympic games but also just another typical Nike campaign.
In my opinion Olympic sponsors should have strict laws but to some point. As time goes forward newer and bigger things are going to come a long. People have the technology to get what they want out too and it could either hurt or help a sponsorship. Who's to say that going to a world event someone shouldn't be allowed to take a video or a picture while cheering their favorite athlete on? Or just some of the nice features they see being at the Olympics venue? I think a sponsorship should look at what we have today and what people can do and include them not exclude them.
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