What is the value of the Olympics brand now that relaxed marketing rules make it easier for non-sponsors?
Olympic bosses have opened the tournament to non-sponsors for the first time in an attempt to swell its reach, all but confirming the rise of the pseudo sponsors and the pivotal but controversial role they have to play.
Innovative and contrarian aren’t words normally associated with the International Olympic Committee and yet that’s exactly how sponsorship experts describe its shake-up to the business of marketing for the event. Sponsors will have to share the likes of Usain Bolt and Michael Phelps with non-sponsors that have paid nothing to the IOC or national committees for Rio 2016, as long Read full story ›
Source: The Drum
