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Olympic sponsorship: evolution, challenges and impact on the Olympic Movement

Fiona Davies (Cardiff Business School, Cardiff University Aberconway Building, Colum Drive, Cardiff CF10 3EU, Wales, UK)
Georgios Tsiantas (Citibank International plc, Greece)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 July 2008

Abstract

Selecting the most effective leveraging methods is crucial for national Olympic sponsors, who have limited time to achieve their sponsorship objectives. This paper presents the Optimal Leveraging Activity (OLA) model, which suggests that leveraging activities for high involvement products/services should primarily focus on enhancing brand image, knowledge and involvement, while for low involvement products/services a more sales-oriented approach is favourable. The leveraging activities of four Grand National Sponsors of the Athens Olympic Games illustrate the differences.

Keywords

Citation

Davies, F. and Tsiantas, G. (2008), "Olympic sponsorship: evolution, challenges and impact on the Olympic Movement", International Journal of Sports Marketing and Sponsorship, Vol. 9 No. 4, pp. 29-47. https://doi.org/10.1108/IJSMS-09-04-2008-B006

Publisher

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Emerald Group Publishing Limited

Copyright © 2008 by Winthrop Publications Limited