The classic modern Olympic case study and one that gets more than its fair share of praise in ‘Working the Olympics’, is Samsung. The story of a faceless OEM turned global brand superstar on the back of a quality product portfolio, a sponsorship portfolio bordering on lavish, and a single-minded attitude to brand marketing. Yet so much has changed, even since we began writing ‘Working the Olympics’, that instinctively that story feels like it belongs to a bygone era; an era when it was Western markets and Western consumers that were the prime audience and emerging brands were desperate for the riches that could be unlocked with a mass consumer profile and a hefty marketing spend. Now the world is very different. Continue reading
Tag Archives: Coca-Cola
Global – Local Sponsorship Portfolios
As interest ramps up at the peak of the 4-year Olympic cycle, as well as the UEFA European championships year, there’s going to be a lot said and written about major global platforms; and with our new Olympic publication we’ll probably be as responsible as anyone. With all that going on, I’m keen to maintain a balance and address some of the broader issues facing sponsors beyond the major global flagship properties, and for that matter beyond sport. Continue reading
