I don’t know about you, but I am completely obsessed with the Olympics! As the Winter Olympics in PyeongChang grew closer, my excitement level was rising. Are Meryl Davis and Charlie White competing in Ice Dancing? What will Ice Hockey look like without NHL players competing? Can Shaun White really compete in his fourth Olympic Games? In addition, what struck me this year, after joining the MS-DIM program were my thoughts about big data and brand management.
A quick trip to Google, proved that I wasn’t alone in my interest in these topics. I first came across this article, which focused on the Olympics as a brand. While I knew that the Olympics are costly, I was a little surprised to learn that sponsorship revenues were almost $850 million at the most recent Summer Olympics. And while that was interesting to learn, I was even more fascinated by the restrictions put into place to protect the brand and it’s sponsors. For example, did you know that Olympic athletes “cannot wear any branded apparel that isn’t official on Olympic property”? I also learned that a brand that has an existing relationship/sponsorship with an Olympic athlete, but isn’t an official sponsor of the Games, can run marketing campaigns featuring the likeness of the athlete, but may not make any “overt or implied reference to the Olympic Games” and must seek approval before running any campaigns. There is even a YouTube video to explain all of this!
After a recent class discussion about the Super Bowl, including footballs with sensors in the laces and players outfitted with sensors to collect numerous data points, I was excited to read that these same things are happening at the Olympic Games. This article talks about Dutch Speed Skaters wearing Samsung Smart Suits with 5 sensors. The part of this story that struck me most was that the data is tracked in real-time and then sent to the coach, who in turn can send a signal to the athlete to make corrections. Is this a competitive advantage or cheating?
I also stumbled across this article that talked about how the increasing popularity of social media has given the world access to so much more of the Olympics. Did you know that the most recent summer games “generated more than 53 million mentions of the Rio Olympics on social media”? In addition, there are so many incredible advertising opportunities during the games. This article contained so many great tips for maximizing your brands presence on social during the winter games.
The MS-DIM program has allowed me to see the Olympics through a new and different lens and I love that!
“A One-Stop Guide to the Perplexing World of Olympics Marketing- What brands and sponsored athletes can and can’t say, wear and do” by Robert Klara, Adweek– http://www.adweek.com/brand-marketing/what-brands-and-sponsored-athletes-can-and-cant-say-wear-and-do-during-the-olympics/
“Samsung Gives Speedskaters SmartSuit Tech For Olympic Winter Games” by Dave Claxton- Sports Techie– https://www.sporttechie.com/samsung-gives-speedskaters-smartsuit-tech-olympic-winter-games/
“How Social Media Has Changed the 2018 Winter Olympic Games for Marketers- Opinion: Not taking advantage of advertising opportunities will put your brand in last place” by Chandler Sopko, Adweek– http://www.adweek.com/digital/chandler-sopko-adaptly-guest-post-2018-winter-olympic-games/