(ATR) The Olympic Games reach billions of people through their international marketing platforms every year. Support from sponsors is vital to the operation of the Games and accounts for more than 40% of Olympic revenues.
With the Olympics now just three days away, the Olympic TOP sponsors are ramping up their international marketing efforts to make sure everyone knows the Games are almost upon us.
There are 12 Olympic TOP sponsors for the Rio 2016 Olympic Games:
Samsung: The Korean TOP sponsor is the leading developer in Olympic commercials and brand themselves as the proud sponsor of a world without barriers. The official commercial is a visual display of global unity showing individuals singing a line from the anthem of every nation combined together to form one anthem for the Olympic Games. Another commercial that has gotten a lot of attention would be their advertisement titled "The Chant" featuring Margret Rumat Rumat Hassan, who will be competing for South Sudan, a country that was just recently recognized by the IOC and this year will have their first ever Olympic team.
Visa: Olympians from around the world in different events carpool together to reach Rio while demonstrating how easy it is to use your Visa card compared to other forms of payment along the way in Visa's advertisement "The carpool to Rio". Visa announces they are, "The only way to click, swipe, dip and tap at the Rio 2016 Olympic Games."
Procter & Gamble (P&G): "Thank you Mom" by P&G gives an inside look and how much athletes' mothers mean to them. Olympians from around the world share an experience where their mother was, calm, comforting and reassuring in a time of adversity. P&G expresses to their viewers, "It takes someone strong to make someone strong."
Bridgestone: Bridgestone debuts their new Drive Guard tires by having five-time Olympic archer Khatuna Lorig use the tires as targets firing arrows into both a regular and drive guard tire demonstrating how long it takes each to become flat.
Omega: Omega has been "recording dreams since 1932" as demonstrated in their 2016 Olympic commercial as a watch shows time flying by, featuring OMEGA brand ambassadors and Olympic Athletes Michael Phelps, Chad Le Clos, Jessica Ennis-Hill and Sergio Garcia.
Coca-Cola South Africa: In their advertisement the Coca-Cola Corporation reveals what it is like to "go gold" and compares that to the feeling of opening a new Coca-Cola, relaying the message that "Gold is a feeling that anyone can taste."
McDonald's Australia: "Friends Win!" promotes children having the opportunity to be present and participate in the opening ceremony of the Games through McDonald's Olympics kids program.
Toyota Australia: As global sponsors of numerous Olympic committees Toyota Australia created "Prepare for Amazing" an advertisement supporting Australia’s Olympic and Paralympic Teams.
Panasonic, Dow, Atos, and General Electric (GE) currently do not have an official advertisement for the Rio 2016 Olympic Games that are airing on television.
Sponsors of the Rio Games are not the only corporations with Olympic Spirit. BBC Sports, Under Armour, XXL, Pizza Hut and Reese have all released advertisements vaguely related to the Games. The most recognized non-sponsored commercial on YouTube is by Gillette titled "Perfect isn’t pretty" giving viewers a taste of the hardships of an athlete from sickness, to accidents, to problems at home and how each works to overcome them.
Nearly one year ago the official station to watch the Rio Olympic Games in the U.S., NBC, began releasing its advertisements. With the games less than a week away their marketing efforts are ramping up. Every commercial break on NBC will feature at least two separate Olympic commercials. Advertisements include features on various athletes, along with more heartfelt stories such as "Inspired by Greatness" displaying athletes and children explaining how it takes determination to become great. NBC also partnered with Katy Perry for the Olympic anthem "Rise".
The main television broadcaster for the host country of Brazil, Globo, is doing a series a short films of national athletes in preparation for the Olympics.
The Rio Olympic Games begin Aug.5. and conclude on Aug.21.
Written by Courtney Colquitt
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