[in 1928, American athletes wore Coca-Cola Logo hat and sportswear marked with Coca-Cola logo. They entered the Amsterdam stadium in Holland. The audience did not know what the signs on their hat and sportswear represented. After that, people drank Coca-Cola's drink from the other side of the Atlantic and began to have an indelible impression on the brand.

This is one of the most expensive sponsorships in the world, but it is also one of the most magical sponsors in the world.

On the big stage of the Olympic Games, some companies are rushing to compete for the "burning money campaign", while others are perfectly combining their brand with the Olympic brand.

A successful company has its own specific goals.

They want to establish or change their image, hope to achieve pformation, and hope to improve sales performance, hoping to promote consistent values and even globalisation inside.

Olympic sponsorship undoubtedly helps them achieve their goals in these areas.

　　內(nèi)部調(diào)和劑

When the image of sponsors is overwhelming, remember that it is not just consumers, but also employees and potential employees.

3M is a model in this respect.

As early as 80s of last century, when the first Olympic sponsorship TOP program began, 3M was acutely aware that through Olympic sponsorship, it could solve its internal communication and communication challenges.

What kind of communication and communication challenges does 3M exist?

As a huge industrial company, 3M's products include thermal insulation materials, reflective materials, office stationery and so on.

Yes, of course, what people often mention is newspaper stickers, but it is only one of 50 thousand products.

These 50 thousand kinds of products are developed and produced by 50 departments. You can imagine that the business between different departments is quite different.

At the same time, the company is constantly developing and its business is constantly changing.

In the face of a large company approaching 60 thousand employees, vice president Charles Eldridge knows that 3M needs a strong stage. On this stage, it appears in the image of a strong multinational company, rather than just producing newspaper stickers.

Facts have proved that the big platform provided by the Olympic Games really brings together employees who serve different departments and different product categories.

At the same time, the company began to integrate its marketing plans in different countries and regions of the world, which also played a positive role in the inter departmental communication.

Another typical case is UPS. After UPS sponsored the Olympic Games for the first time, its employees were very proud and greatly encouraged.

At the time of the Sydney Olympic Games, UPS began to adjust its marketing budget, and more than half of it was used for staff internal communication.

Under the unified Olympic sponsorship goal, people keep talking about everything about the Olympic Games, which shortens the distance between employees and makes employees feel more and more strongly about the company.

Because of its huge workforce around the world, UPS has also found that potential Olympic athletes are among its employees.

This is a god given chance. The UPS sports training subsidy scheme, which is closely integrated with the Olympic sponsorship plan, was born.

UPS not only provides flexible work arrangements for competitors in its own company, but also provides holidays for sports training as well as sports equipment.

These interlocking measures enable the company to work towards an objective consistently and consistently, so that the value of Olympic sponsorship can be achieved within the company.

After sponsoring the Olympic Games, the brand and values of the company can be conveyed by the spirit of the Olympic Games, and can also make great attraction to potential employees.

IBM developed the technology system for the Olympic Games in the 90s of last century. Its image of some rigid technology leaders has been subverted. Potential employees think that IBM is a company full of vigor and vitality, and loves innovation and pformation.

Brand enhancer

On the one hand, the above IBM case illustrates its attraction to potential employees, and on the other hand, it proves that Olympic sponsorship has played a good role in the spread of its brand image.

As a loyal sponsor of the Olympic Games, Coca-Cola has almost never missed the Olympics since 1928.

On the platform of Olympic Games, the practice of using Olympic marketing means to promote its products is becoming more and more mature.

What Coca-Cola hopes is that people not only think of what is in the bottle as a drink, but more importantly, it can make people feel refreshed.

In short, Coca-Cola is closely related to the Olympic spirit.

Coca-Cola conveys the spirit of optimism and optimism, which coincides with the Olympic dream of faster, higher and stronger.

This makes it possible for Coca-Cola to adopt a whole set of promotion and marketing models.

As a result, a series of activities have not been directed to sales. Coca-Cola's goal is to let consumers remember brands and create loyalty to brands.

Coca-Cola is undoubtedly successful.

Its brand awareness and cognitive sustainability have been successfully created and maintained.

In the 80 years sponsorship history of Coca-Cola, Coca-Cola has always poured human, financial and material resources into the Olympic Games, brand and consumer. It has been rewarded with the reputation of the world's first brand.

Like Coca-Cola, the Olympic Games, combined with the Olympic Games, combine their brand and Olympic Games skillfully, and the success is UPS.

In addition to enabling employees to recognize the brand of the company, UPS also endeavors to make people think of it as a disseminator of the Olympic spirit. It has deeply excavated its connection with the Olympic Games and promoted the reputation and reputation of the brand.

The achievements of the forerunners made the latecomers see the hope.

With the help of the Olympic TOP sponsorship program, GE also hopes to launch a global brand promotion plan.

This plan enables people to have a comprehensive understanding of the brand image of GE.

Just as 3M is regarded as a mere manufacturer of newspaper stickers, in the eyes of many people, GE is the company that invented the bulb by Edison.

GE hopes to break the inherent impression by sponsoring the Olympic Games and correctly convey the connotation of its brand to people.

　　銷售助推器

There is no doubt that sponsoring the Olympic Games, sponsors want more than fame, and more importantly, the income of real gold and silver.

In fact, starting from the sponsorship of the Olympic Games, we will build our own sales system so that our sponsors will continue to climb in sales.

In 1981, Kodak, a veteran sponsor, reached a consensus with International Olympic Committee to prepare for sponsoring the upcoming Olympic Games.

However, the smart financial staff of Kodak found that the later signed a contract with a total price of US $4 million, the more we could save the company a lot of interest.

A year has passed, and Kodak has no substantive action yet.

At the moment, the Olympic Committee found Japanese electric company, hoping to convince Fuji to join the Olympic sponsorship through the electricity link.

This is a great opportunity for Fuji to block Kodak in the US market.

After a series of efforts, Fuji seized the opportunity.

After launching the sponsorship scheme, Fuji still increased its share in the US market in the past 1-2 years, rising from 3% to 9% in the past 3% years.

[in 1928, American athletes wore Coca-Cola Logo hat and sportswear marked with Coca-Cola logo. They entered the Amsterdam stadium in Holland. The audience did not know what the signs on their hat and sportswear represented. After that, people drank Coca-Cola's drink from the other side of the Atlantic and began to have an indelible impression on the brand.

This is one of the most expensive sponsorships in the world, but it is also one of the most magical sponsors in the world.

On the big stage of the Olympic Games, some companies are rushing to compete for the "burning money campaign", while others are perfectly combining their brand with the Olympic brand.

A successful company has its own specific goals.

They want to establish or change their image, hope to achieve pformation, and hope to improve sales performance, hoping to promote consistent values and even globalisation inside.

Olympic sponsorship undoubtedly helps them achieve their goals in these areas.

　　內(nèi)部調(diào)和劑

When the image of sponsors is overwhelming, remember that it is not just consumers, but also employees and potential employees.

3M is a model in this respect.

As early as 80s of last century, when the first Olympic sponsorship TOP program began, 3M was acutely aware that through Olympic sponsorship, it could solve its internal communication and communication challenges.

What kind of communication and communication challenges does 3M exist?

As a huge industrial company, 3M's products include thermal insulation materials, reflective materials, office stationery and so on.

Yes, of course, what people often mention is newspaper stickers, but it is only one of 50 thousand products.

These 50 thousand kinds of products are developed and produced by 50 departments. You can imagine that the business between different departments is quite different.

At the same time, the company is constantly developing and its business is constantly changing.

In the face of a large company approaching 60 thousand employees, vice president Charles Eldridge knows that 3M needs a strong stage. On this stage, it appears in the image of a strong multinational company, rather than just producing newspaper stickers.

Facts have proved that the big platform provided by the Olympic Games really brings together employees who serve different departments and different product categories.

At the same time, the company began to integrate its marketing plans in different countries and regions of the world, which also played a positive role in the inter departmental communication.

Another typical case is UPS. After UPS sponsored the Olympic Games for the first time, its employees were very proud and greatly encouraged.

At the time of the Sydney Olympic Games, UPS began to adjust its marketing budget, and more than half of it was used for staff internal communication.

Under the unified Olympic sponsorship goal, people keep talking about everything about the Olympic Games, which shortens the distance between employees and makes employees feel more and more strongly about the company.

Because of its huge workforce around the world, UPS has also found that potential Olympic athletes are among its employees.

This is a god given chance. The UPS sports training subsidy scheme, which is closely integrated with the Olympic sponsorship plan, was born.

UPS not only provides flexible work arrangements for competitors in its own company, but also provides holidays for sports training as well as sports equipment.

These interlocking measures enable the company to work towards an objective consistently and consistently, so that the value of Olympic sponsorship can be achieved within the company.

After sponsoring the Olympic Games, the brand and values of the company can be conveyed by the spirit of the Olympic Games, and can also make great attraction to potential employees.

IBM developed the technology system for the Olympic Games in the 90s of last century. Its image of some rigid technology leaders has been subverted. Potential employees think that IBM is a company full of vigor and vitality, and loves innovation and pformation.

Brand enhancer

On the one hand, the above IBM case illustrates its attraction to potential employees, and on the other hand, it proves that Olympic sponsorship has played a good role in the spread of its brand image.

As a loyal sponsor of the Olympic Games, Coca-Cola has almost never missed the Olympics since 1928.

On the platform of Olympic Games, the practice of using Olympic marketing means to promote its products is becoming more and more mature.

What Coca-Cola hopes is that people not only regard the things contained in the bottle as drinks, but more importantly, they can make people feel energetic.