TY  - JOUR
AB  - 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.
VL  - 9
IS  - 4
SN  - 1464-6668
DO  - 10.1108/IJSMS-09-04-2008-B006
UR  - https://doi.org/10.1108/IJSMS-09-04-2008-B006
AU  - Davies Fiona
AU  - Tsiantas Georgios
PY  - 2008
Y1  - 2008/01/01
TI  - Olympic sponsorship: evolution, challenges and impact on the Olympic Movement
T2  - International Journal of Sports Marketing and Sponsorship
PB  - Emerald Group Publishing Limited
SP  - 29
EP  - 47
Y2  - 2024/04/25
ER  -