Exposure of Olympic Sponsors "More Targeted" at YOG

(ATR) Worldwide Olympic sponsors aren’t expecting the Youth Olympic Games to deliver the punch of the traditional Olympics.

IOC director of television and marketing services Timo Lumme tells Around the Rings that despite that gap, the YOG can be valuable to the sponsors through other means.

"There are separate, different objectives focused towards the education of youth, of the athletes and ultimately inspiring older people to take up sports and use these young athletes as role models," Lumme told ATR on the sidelines of the Nanjing YOG which ends August 28.

"There is always going to be a differentiation between the two Games," he said.

In total, ten TOP partners and 24 regional and national sponsors are showcasing their brands at venues and around the city of Nanjing during the thirteen-day event.

"I think what you’re seeing is a slightly more targeted, proportionate level of activation, but what has been done is very pleasing to us," Lumme said, assessing the visibility of the sponsors in Nanjing. "You have to remember that it is only the second edition of the Summer Youth Olympic Games."

"It continues to establish itself in the sporting landscape and it will continue to evolve," the IOC marketing executive said of the YOG, which were launched four years ago in Singapore.

Lumme advised that there are new components the second time around to increase exposure and value of the Youth Olympics. Fans can watch live and on demand coverage through fully integrated digital platforms, both in China and globally on Olympic.tv.

Lumme says that the IOC "continues to look at new ways of being able to evolve with our partners."

"It’s a two-way conversation; ultimately it’s not so much this is what you can do, it is how can we help you reach your objectives?" Lumme said.

Lumme said defining those specific objectives related to the YOG may also vary for the IOC’s corporate partners.

"As you see Nanjing, it may be a little more local for some partners, it might be more focused towards the decision makers in local government, or maybe focusing more on the fan base which is a lot of families."

"You always have to make the differentiation between the two Games," Lumme emphasized. "The Youth Olympic Games are not a rival or trying to mimic the Olympic Games," he added.

Lumme is confident about the future of the YOG product and believes that the IOC’s partners will receive enhanced value moving forward.

"There is every reason to be optimistic," Lumme said. "You’re seeing a real consolidation of the appeal from the marketing and broadcasting perspective.

"We’re very pleased, but we’re also looking to the future and continuing to evolve this property."

Television Exposure

In regards to television coverage of the Games, live competition coverage is limited to China. The YOG are being covered worldwide in 160 countries, but much of it is taped and packaged.

Two-hundred million Chinese viewers watched part of the opening ceremony on television, while an additional 30 million consumed it online.

"That is a standout result and rather special because of the size of the country," Lumme said.

Omega at YOG

Omega, the official timekeeper of the Nanjing Games and Olympic partner since 1932, has taken advantage of two of its sponsored athletes also serving as Nanjing 2014 ambassadors

South African swimmer Chad LeClos, a participant at the inaugural Summer YOG, and U.S. golfer Michelle Wie have been serving double duty.

LeClos, a 2012 Olympic gold medalist in the 200m fly, was the guest of honor at an Omega sponsored dinner, which included VIP’s and local media. The star swimmer also participated in a Q&A session, further promoting the Omega brand.

Written byBrian Pinelli in Nanjing

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