In our modern, hyper-connected world, few instances of the “old world” remain as relevant and riveting as the Olympic Games. Amateur at heart, with years of blood, sweat & tears, unwavering levels of dedication & determination coupled with salaries to rival the best corporate jobs, it is now absolutely professional. Few accolades rival the badge of honour when one can ultimately label oneself – an Olympian. Athletes can use the acronym OLY behind their names where one might traditionally find MD, Phd or Dip.
All boxes ticked.
So, what is the hype all about?
What makes leaving the trimmings of a modern day athlete lifestyle where no luxury is spared, no expense too great and every individual whim is catered for, motivation to move into the Athletes Village? To live in University like residences, sometimes four to a flatlet with one basin, toilet and a hand held shower? To sleep on cardboard beds with micro thin mattresses in a room with no aircon? Having to drop off & collect your laundry yourself, queue in the dining hall with a tray & cutlery in hand to choose from the same food and drink offerings for the duration of your stay? Wait in line to catch a bus to a training or match venue, where the driver may get lost once or twice, and wait again to return to the Village?
Why would global brands like Coca-Cola, Toyota, Samsung & P&G choose to sponsor such an occasion? Investing billions of dollars for a two week sporting festival? Countries and Cities invest millions of dollars in preparing bid documents, motivations and ultimately building numerous stadiums to host the Games.
After all, it is just a game. Isn’t it?
The answer to these questions make for a compelling sponsorship case study.
1. The Village is where it all begins, the hub with pop up stores and activations where products are on hand to be sampled and surveyed. More coffees being served at a Grab n Go than at Heathrow Airport. Now that’s traction!
2. The Athletes make for the perfect brand ambassadors, influencers and custodians for trial and consideration. Social media content and stories on steroids. Oops, you know what I mean!
3. The On and Off field Kit make for an apparel manufacturers dream, where you have almost 12,000 athletes in the prime of their lives proudly strutting around in the latest gear in the Village, and breaking records and winning gold medals on the pitch.
4. Accessories showcasing the latest integrated tech and providing the rest of us couch-potatoes with a view of our resting heart rate, sleep health and how it’s going to impact performance. Not!
5. The Stadiums packed to the rafters with fervent locals and passionate internationals supporters providing opportunities for brand activation & engagement.
6. The Tickets make for mouth-watering viewing and the Hospitality provides a once in a lifetime experience for key stakeholders & customers driving loyalty and renewal.
7. The Streets (and rivers) through which many of the events take place, literally take the Games and sponsor messaging to the people aligning to their sense of national pride and unity.
8. The Performances that break the mould and inspire the next generation of athletes, fans and consumers.
9. The Broadcast takes the excitement, competition, victor and vanquished, to a global audience perfectly rounded to receive a brand’s messaging of choice.
10. The Economics of the Games, supply vs demand, means exclusivity is a commodity that is closely guarded and carefully controlled driving aspiration for competitors and pride for the existing partners.
Sport, along with solid, old school values are the order of the day: Hard work, Passion, Teamwork, Commitment, Responsibility. These values that brands crave, and pay millions to be associated with, are all personified and on show at the Olympic Games.
It is the perfect platform for brands to tell their stories, showcase their latest products, leverage and activate, and to generate countless hours of social content to drive awareness, association, consideration & ultimately affinity.
Put the Olympics on your bucket list. It’s the confluence of the greatest sporting events that one can experience. It’s a must do, must see, must sponsor opportunity that every brand should aspire to.
And how can your brand achieve this? Sponsor Team South Africa and join them on their journey to LA 2028. Leverage and activate the platform that will place your brand at the heart of what matters most to South Africans.
Contact richard@flashsponsorship.comto partner with Team South Africa on their journey to #LA2028.
