Case Study Analysis

Campaign Evaluation

Conclusion, Future Threats, and Challenges

Case Study Analysis

Official Sponsor versus Regular Program Advertiser Television Strategies for the Sydney Olympic 2000 Games

-Concluded that without sponsors’ financial and resource investments the Olympic movement would not survive-For the future, sponsors must make sure not to ambush the public with advertisements

-Must remember to set a measurable objective when it comes to income, or else it will disappoint many and cause problems later on

Goals of Organization and Main Objectives of Campaign

-Gain mass amounts of media on national and international levels

-Find companies to fit the Olympic Movement

"hope to evoke images, and associations of national patriotism, human aspiration, international friendship, integrity, unity and peace, together with sporting elitism and prestige"

Campaign Evaluation

Sponsor Attraction

-Successful

-Created a connection between the AOC and “olympism” which attracted sponsors

-Attracted sponsors with things such as marketing and promotion opportunities, emotional attraction, brand equity transfer, and the attempt to differentiate themselves from other brands

Key Players, Target Groups/Publics

Coca-Cola, IBM, John Hancock, Kodak, McDonald’s, Panasonic, Samsung, Sports Illustrated, Time magazine, UPS, and Xerox

Background Continued...

2000 Sydney Olympics

AOC (Australian Olympic Committee)

- Second time Australia has hosted the Olympics. First time was in Melbourne in 1956.

-145 events in 17 different sports.

-At the 2000 Sydney Olympics, there were 300 events in 28 sports.

Strategies, Tactics and Decision Making Process

Opening Ceremony at 2000 Olympics

-Sponsorship Relations: Commitment, Trust and Leveraging.

-Commitment- many sponsors sign contracts for multiple years and games to show they are committed to one another.

-Trust- closely tied with commitment, trust that they are going to give off the right image.

-Leveraging- showed their commitment and trust in one another to put their company in their hands to help them succeed.

-A feeling of family was established through joint activities.

Background of Organization and Campaign

-The Olympics began in 776 BC by Hercules.

-Abolished in 393 BC by Theodosius because of its negative influences.

-Modern Olympics were created nearly 1500 years later by Pierre de Coubertin in 1896.

-The first modern Olympics was held in Athens, Greece.

- There were 43 events in 9 different sports.

Arena at the first Olympics in Athens

Sponsorship legacy -had both positive aspects and negative aspects

Positive-

•Enhanced Australian Olympic Committee’s(AOC) credibility•Overall success in hosting the 2000 Olympics was sure to bring commercial returns for their own company

Negatives-

•The AOC overestimated how much money they would raise leaving them with less revenue than they had planned for

•The loss in income later affected the funds for the 2004 Australian Olympic Team

•Left some concerned for Australia’s sporting future

Reference Page

Waitt, G. (1999). Playing games with sydney: Marketing sydney for the 2000 olympics. 36(7), 1055-1077.

Morgan, A., & Frawley, S. (2011). Sponsorship legacy and the hosting of an Olympic Games: The case of Sydney 2000. Journal of Sponsorship,4(3), 220-235.

W. Richard (2002). Olympic Games Study Commission: Interim Report to the 114th IOC Session, 2-30.

Tripod, J. & Hirons, M. (2009). Sponsorship Leveraging Case Studies- Sydney 2000 Olympic Games. Journal of Promotional Management, 15: 118-136.

Chalip, L. (2002). Using the Olympics to Optimise Tourism Benefits. Retreived from: http://fama2.us.es:8080/turismo/turismonet1/economia%20del%20turismo/turismo%20y%20deporte/using%20the%20olympics%20to%20tourism%20benefit.pdfLenskyj , H. J. (2002). The Best Olympics Ever?: Social Impacts of Sydney 2000. Albany, New York: State University of New York.

Campaign Evaluation

Sponsorship Relations & Objectives

Successful

-Created a strong sense of commitment, trust, and leveraging with their sponsorship alliances

-Were successful in their objectives by finding sponsors that accurately fit the image of the Olympics and the Olympic movement

-For the most part objectives were reached-successfully find companies that were a good fit for the Olympics and its movement

By: Kara Beisswanger, Morghan Posko, and Valerie Marotta