Will the Rio Games Redefine Future Olympic Advertising and Sponsorship Strategies?

August 1, 2016

In the upcoming Olympic Games, now just three weeks away, two extraordinary occurrences are affecting marketers and their strategies-- for the short and long term. One involves significant changes to the rules regarding marketing restrictions and their impact on official sponsors, while the other, of course, involves the many unforeseen issues now occurring simultaneously in Brazil. These factors will undoubtedly recast both advertising and sponsorship concepts around such large events moving forward, particularly as marketers seek innovative ways to develop more authentic connections between brands and consumers in a transparent, social media era.

As the world watches the Rio Games, it will also become clear that overwhelming financial, political and social burdens can quickly batter host countries in light of today's complex national and international challenges. Such realizations will also have far-reaching consequences for the planning of future Olympiads.

This is the first year that we'll see new marketing efforts affected by the International Olympic Committee's Rule 40, which ends a blackout during the Games for companies who sponsor athletes, rather than the event itself. This turnaround is the result of concerted lobbying efforts by both athletes and their agents who persistently and persuasively argued that athletes were being deprived of commercial consideration and potential income during their most marketable moments. In a statement, the U.S. Olympic Committee's CMO, Lisa Baird, said: "The USOC relies on partner support and works very hard to protect their Olympic rights, but while doing so we also look to expand opportunities for Team USA athletes."

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