SportBusiness International

Analysis and insight for the global sports business

Sponsorship & Marketing

Sponsorship & Marketing

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3 Apr 2014

UPS is the world’s largest package and document delivery company and one of the world’s largest airlines, employing 335,000 employees. UPS sponsored the 1996 Summer Olympic Games held in Atlanta. Colin Beesley, previously UPS UK marketing director, explained: “It was clear that any activity we invested in neededm to deliver effective methods of reaching both external and internal audiences, locally and globally. A tall order.

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2 Apr 2014

The Olympic and Paralympic Games is the largest peacetime logistics challenge on the planet and for UPS represented the ultimate proofpoint for the organisation’s sustainable logistics solutions. Embedded within the LOCOG operations structure, UPS built a supply chain to support the running of the Games. This “live” case study was fully integrated into all UK communications and underpinned a super-premium onsite customer engagement experience across 18 days of the London 2012 Olympic Games.

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2 Apr 2014

Personal care brand, P&G signed a partnership with the International Olympic Committee for the decade beginning with London 2012 and continuing with the subsequent four Olympic Games claiming its IOC partnership is the most far-reaching in Olympic history. The partnership was designed to demonstrate the appeal of P&G’s brand portfolio whilst raising awareness of P&G as the brand behind the brands As the host market, P&G UK was the first to devise and deliver the activation of the London 2012 Olympics with the ‘Thank You Mum’ campaign

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24 Mar 2014

Lloyds TSB became the first Tier One Partner of the London 2012 Olympic and Paralympic Games in February 2007 – a landmark moment for the Bank, and for LOCOG. The decision was based on the central belief that an alignment with the largest event the UK had ever held, would provide an extraordinary means of bringing to life the new brand promise of “For the Journey”, for customers and colleagues.

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20 Mar 2014

In the early- to mid-2000s, Citi was consistently ranked as the top global brand in the financial services category by Interbrand, with the company rising to eleventh across all global brand categories by 2007. However, in the wake of the recent economic downturn and subsequent recession, Citi’s global brand ranking dropped to forty-second just four years later. The steepest decline was in the United States, where Citi’s unaided brand awareness was rising as brand appeal was declining. In effect, the Citi brand was becoming better known, but less liked.

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