Is Olympic Sponsorship Worth the Money? - 0 views
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Rob Robson on 12 Jun 08Multinationals 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.