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Olympic Sponsorship Case: Coca-Cola

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Coralyn Johnston

on 25 March 2013

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Transcript of Olympic Sponsorship Case: Coca-Cola

Olympic Sponsor Case Study:
Coca-Cola Coralyn Johnston (6002023); Reilly Beesley (6376325); Adam Schnurr (4506564); Neetika Chopra (6044292); Ilwad Aman (5683673)
University of Ottawa
School of Human Kinetics
Presented to Dr. Eric MacIntosh
For the class APA2134A Presentation Outline Brief history of the IOC
Brief history of Coca-Cola
What is sponsorship?
Specifics of sponsorship deal between IOC & Coca-Cola
Case Study Questions
A Question for you!
References History of the Olympics History of Coca-Cola Coming Together What is sponsorship? TOP Sponsor Programme The IOC and Coca-Cola's Sponsorship Deal Case Study Questions Case Study Questions Questions? References Potential Risks for the IOC and Coca-Cola Match or Mismatch? Missions Coca-Cola Company To refresh the world
To inspire moments of optimism & happiness
To create value & make a difference IOC To promote ethics, education & fair play
To promote development through sport
To promote gender equality
To ensure the continuous celebration of the Olympics Values IOC Respect


Friendship Coca-Cola Accountability, Integrity

Quality, Leadership

Collaboration, Passion, Diversity CSR Initiatives Move to the Beat
Sustainability efforts
Olympic Solidarity Program
Ex. Salt Lake City
Ex. Coca-Cola's unhealthy products
Technology Breeding ground for Americanized Commercialism Domination of American Companies
Potential for Protests Termination of the sponsorship Decreased funds for IOC
Decreased brand awareness for Coca-Cola
Issues with shared programs ROI Potential for no ROI for Coca-Cola
financial losses
time/energy losses Ripple Effect Leveraging the Sponsorship Global Brand Awareness Platform for other Beverages Integration into Host City Positive Public Image through CSR Increase Sales 1996 Atlanta Olympics Noteworthy Events First time all NOC's participated
Terrorist attack
9 million views worldwide Olympic Bid Accusations Coca-Cola conspired with the IOC
Commemorative pins to seem less invested
Overshadow Coca-Cola's beneficial actions Brand Police Created by IOC in 1985
Highest level of Olympic Sponsorship
Ultimate goal is to support the athletes
Includes best multinational companies
Global marketing rights for Summer and Winter Olympics
Advertising for the Olympics through sponsors marketing campaigns Sponsorship is “investing in a sports entity to support overall organizational objectives, marketing goals, and promotional strategies” (Shank, 2005, p.330) Ancient Olympic Games 1st Olympics held in 776BC & continued for 12 centuries
All males could participate
Events included:
Pentathon (running, jumping, discus throw)
Pankration (primitive form of martial arts)
Equestrian events Modern Olympic Games 1st modern Games occurred in Athens in 1896
NOC - 14
Athletes - 241
Events - 43
Volunteers - n/a
Media - n/a
2008 Beijing Olympics
NOC - 204
Athletes - 10, 942
Events - 302
Volunteers - 100,000
Media - 24,562 (Olympic Games, 2013) (Olympic Games, 2013) Invented in Atlanta over 100 years ago (1886)
Pharmacist created a syrup and mixed it with carbonated water
1st year - sold 9 drinks a day
Started popping up all over America
Created bottled Coca-Cola ... and the new "Coca-Cola Contour Bottle"
Coca-Cola became the first truly global brand
Formula is still a safely guarded secret! Brief History Sponsorship first began in the 1928 Amsterdam Olympics
Share many values, including the pursuit of excellence, a sense of fair play, and building a better and more peaceful world
Developed the tradition of creating programs that bring the spirit of the Games to consumers in the host cities and around the world
Coca-Cola also works with NOC's to support athletes globally
Renewal of their sponsorship agreement (12 year contract)
Today, Coca-Cola is the longest continuous corporate sponsor of the Olympics Became a TOP Sponsor in 1986
Service category of non-alcoholic beverages
In 2012 London Olympics, they sold over 23 million beverages in an 8 week period
Beneficial for both parties Ahmed, K. (4, August, 2012). Coca-Cola chief: 'The Olympics needs sponsors toflourish’. The Telegraph. Retrieved March 18, 2013 from http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/9450239/Coca-Cola-chief-The-Olympics-needs-sponsors-to-flourish.htmlAmoako, G.K., Dartey-Baah, K., Dzogbenuku, R.K., & Junior, S.K. (February 2012). The effect of sponsorship on marketing communication performance: A case study of Airtel Ghana. African Journal of Marketing Management, 4, 65-79. doi:10.5897/AJMMX11.006Chanavat N., Martinent G., and Ferrand A. (2010). Brand Images Causal Relationships in a Multiple Sport Event Sponsorship Context: Developing Brand Value through Association with Sponsees. European Sport Management Quarterly, 10(1), pg 49-74. Retrieved March 17, 2013 from http://journals1.scholarsportal.info.proxy.bib.uottawa.ca/show_html.xqy?uri=/16184742/v10i0001/49_bicriabvtaws.xml&school=ottawa#body-S0029The Coca-Cola Company (2013). Mission, Vision, and Values. Retrieved March 17, 2013 from http://www.coca-colacompany.com/our-company/mission-vision-valuesCoca Cola Icecek. (2008-2009). Corporate Social Responsibility Report. Retrieved March 18, 2013 from http://assets.coca-colacompany.com/41/b2/afa3194c4c0b83109f945acbe3db/2008-2009_icecek.pdfCornwell T. B., Weeks C. S., and Roy D.P., (2005, June). Sponsor-ship Linked Marketing: Opening the Black Box. Journal of Advertising, 34 (2), pg 21-42. Retrieved March 17, 2013 from http://journals1.scholarsportal.info.proxy.bib.uottawa.ca/details.xqy?uri=/00913367/v34i0002/21_smotbb.xmlDavis, J. A., (2012) The Olympic Sponsor Case Study: Coca-Cola. The Olympic Games Effect: How Sports Marketing Builds Strong Brands pg 235-245 Singapore: John Wiley & SonsThe Economist. (July 21, 2012). The Olympic games are big business. Who wins and who loses. The Economist. Retrieved March 18, 2013 from http://www.economist.com/node/21559326 Hickman, M. (16 July, 2012). Britain flooded with 'brand police' to protect sponsors. The independent. Retrieved March 11, 2013 from http://www.independent.co.uk/news/uk/home-news/britain-flooded-with-brand-police-to-protect-sponsors-7945436.htmlInternational Olympic Committee (2012). IOC marketing: Media guide london 2012. (1st ed.) London, UK: IOC Communication Department. Retrieved March 11, 2013 from http://www.olympic.org/Documents/IOC_Marketing/London_2012/IOC_Marketing_Media_Guide_2012.pdfMaloney, L. (2004). Atlanta 1996. Encyclopedia of the modern Olympic movement, 235–6.Payne, M. (2006). Olympic turnaround: How the Olympic games stepped back from the brink of extinction to become the best known brand. Westport, Ct.: Praeger Publishers.Phillips, J. (July 2012). The Movement to Ban McDonald’s, Coca Cola from the London Olympics. Times Magazine. Retrieved March 17, 2013 from http://business.time.com/2012/07/05/olympics-2012-the-move-to-ban-mcdonalds-coca-cola-from-the-london-games/ Shank, M.D. (2005). Sports marketing: A strategic perspective (p. 330-364) N.J.: Prentice Hall. Smithers, Rebecca. (July 26,2012). Olympics Attacked For Fast Food and Fizzy Drink Links. The Guardian. Retrieved March 17, 2013 from http://www.guardian.co.uk/lifeandstyle/2012/jul/26/olympics-attacked-fast-food-fizzy-drink-links Wise, Sophie. (May 25, 2012). McDonald’s and Coca Cola’s Olympic Logo Increases Negative Emotions in Younger Generations. One Poll Data Hub. Retrieved March 15, 2013 from http://news.onepoll.com/olympic-logo-increases-negative-emotions/ How can Coca-Cola emphasize their other, "more healthy" beverage options? What marketing strategies could they optimize? Questions for us?
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