Sports sponsorship is one of the most lucrative businesses for brands. The number of people who receive an advertisement or print is impressive. Of course, the price to pay is not cheap.
In the 1990s, Nike and Reebok were in an intense rivalry for dominance in the sporting goods market, and the Olympic Games offered a great platform for both brands to highlight their products.
Nike’s strategy consisted of several steps:
Step 1: The Nike Center
The brand built a 15,000-square-meter hospitality center 150 meters from the entrance to the Olympic Village. It was a multi-story glass and steel structure where athletes could meet with their families.
Step 2: Billboards everywhere
Nike paid to advertise on thousands of billboards strategically placed in different locations around Atlanta. They read: “You don’t make money, you lose gold.”
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Step 3: Guerrilla Marketing
Nike distributed flags with its branding at the entra shopify api integration nces to the various Olympic venues. Television cameras captured scores of people waving flags with the Nike logo in the stands.
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Step 4: Attract the best athletes
Although Reebok was the official sponsor, athletes were free to choose the brand of sports shoes they wanted to wear. All eyes were on Michael Johnson in the 400m final, who not only won the gold medal but also broke the world record. The photo of him in his golden Nike trainers became an iconic image.
Obviously, this image appeared in news reports and newspapers in different parts of the world.
Nike sales increased by 22% after the games
Proving that being an official sponsor was not necessary to achieve impact and reach, but rather a correct execution of a marketing strategy.
In 1998, Reebok sued the Atlanta Olympic Organizing Committee, alleging that its rights to exclusivity and visibility at the Olympic Games had been violated.
The lawsuit was settled out of court in a private agreement, and specific details of the settlement were not fully disclosed to the public.
As a result of this lawsuit, the need to carefully manage sponsorship agreem atb directory ents and ensure that contractual rights are rigorously enforced was highlighted. Some points are:
Clarification of Exclusivity Rights
Visibility and Promotion Rules
Regulations to Avoid Preferences
Protection for Sponsors
Partnering with the Olympics allows brands massive global expo 7 examples of transactional emails to engage customers sure due to media coverage , an opportunity that many brands would not pass up.
