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Is Olympic Sponsorship Worth the Money? - 0 views

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2008 beijing brand branding consumer loyalty marketing multinational olympics research sponsorship

shared by Rob Robson on 12 Jun 08 - Cached

Rob Robson on 12 Jun 08

Multinationals and Chinese corporations have paid a total of $850 million to be official 'sponsors of the Beijing and Turin Olympic Games. One of the primary aims is to gain a foothold among China's huge middle class. But research by the China Marketing Research Group, suggests that on the measures of brand awareness, brand loyalty and sales, Olympic sponsorship may not be justified.

<div class="cArrow"> </div><div class="cContentInner">Multinationals and Chinese corporations have paid a total of $850 million to be official 'sponsors of the Beijing and Turin Olympic Games. One of the primary aims is to gain a foothold among China's huge middle class. But research by the China Marketing Research Group, suggests that on the measures of brand awareness, brand loyalty and sales, Olympic sponsorship may not be justified.</div>

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