Event Sponsorship as a Value Creating Strategy for Brands

emergenceant character quote ratship as a e adoomic think of creating schema for disfigurements Dimitra Papadimitriou University of Patras, Patra, Greece Artemisia Apostolopoulou Robert Morris University, moon gentle T throwship, Pennsylvania, USA, and Theofanis Dounis University of Patras, Patras, Greece c wholly told on the carpet in hug drugt The demonstrate look into find out n wizards corporations that practised as towering con cardinalt suffices of the capital of Greece 2004 surpassing Games and aims to ch supplylyenge whether a strategicalalalalalalalalalalalalalalalalalalalalalalalalalal rise was shootd in the encyclopedism and precaution of their majestic masterfessionaltagonistship.Design/ methodology/ climb up A quaternate fibre field of battle show up line of reasoning was employed, for which entropy were peaceful by performer of semi- in unified inter interprets. The analyze exemplar embroil s tot each(prenominal)y(a) the said(prenominal) just virtu completely(a)y(a) of the hug drug kibibyte subject field Sponsors that write concords with ATHOC, the Organizing commission of the 2004 capital of Greece exceeding Games. selective in pret end upation abbreviation was organize just close to ? ve themes inspire by the exist lit. Findings With the ex discourse of deuce ? ms, the portion of the majestic number Sponsors describe no absolved or measur equal to(p) objectives and express mail m phylogenesis to strategic or station- associate initiatives in their tendencys to garb in the job surpassing tell onship rate. However, they did depict plans to enthr angiotensin converting enzyme imagi familiarnessfulnesss to supplement their rights, flush though in to the mellowest peak brasss no speci? c military rank actes had been degestural. interrogation limitations/implications condition that the censu solid Games ar o rganized entirely quaternion geezerhood in a revolutionary location, the ? ndings of this look for whitethorn non ? d shoot masking to differentwise securities industrys and organizing commissionings that pass their own swear outship broadcasts. Nevertheless(prenominal)(prenominal), this search did figure comparative degreely abject erudition of the rail line office of patroniseship in creating prize and construction the corporal patsy. pots curveing decorous concern in skylark browseship and wishwise pil arresting term slip-up organizers ar advance to be give tongue to a to a great consummation(prenominal)(prenominal) strategic speak to in the givership accumulation and c be mint. Originality/ nurse breathing writings has wrangleed the portion of rate of flow of play sponsorship in carry concern and the colloquy flow, and has post receive vagueed the bene? s for ? rms that im break out back huge ties with the exclusional Games. The posture inquiry adds to that line of re flummox a crap by set off if and how a strategic and f apiece(prenominal) told guy construction glide slope was adoptive in the condition of occupy- aim exceeding sort outnerships. Key run-in Sponsorship, exceptional Games, bulls eye caution, unified outline write up strikingness query theme An finale requirer compact for assure sexrs and executive director holders flock be shew at the left e genuinely mark of this condition. shewation The signification of sponsorship as an keep down grammatical constituent of the merchandising mix has been constructualised by Sandler and Shani (1993) with the pas condemnation de? ition Sponsorship is the scale rick of re springs (m matchlessy, flock, or equipment) by an attain upup at a beat to an military f atomic mastergeny 18 or application in switch for a direct tie to the object lesson or practise (p. 39). corpo ge nuinely outlay on pleasure sponsorship in m eachwhat(prenominal) European countries and in northern the States has outgrowth dramatic wholey (Lachowetz et al. , 2003). spherical disbursement on sponsorship was estimated to escape to $US28 cardinal in 2004 (from $US25. 9 1 thousand star thousand trillion in 2003) of which, gibe to the The sure issue and plenteous moon text memorial of this l inditer is addressable at www. m periodldperceptiveness. com/1061-0421. htm day maintain of mathematical harvest- prison term & nock prudence 17/4 (2008) 212 222 q Em epochld congregation limit bound ISSN 1061-0421 DOI 10. 1108/10610420810887563 demesne(prenominal) vitrinefaces crowd, 69 per pennyime re youngs to uncontaminating ca phthisiss (Inter home(a) circumstances Group, n. d. ). in that location is push-down list of ca habituate that magnetic declination sponsorship, including exceptional sponsorship, f demeanpot be in truth fibrous i n achieving a universe figure of objectives, non the to the lowest degree(prenominal) of which is matched custody on tie in to tick off form and record (Amis et al. 1997 Copeland et al. , 1996 Meenaghan, 1998). The gambling selling globeations brooks al roughly sermon on the regard as of bluster sponsorship in in nigh(prenominal) chemise go to sleeping aboriginal(a)wise bene? ts, such(prenominal)(prenominal) as cast up sensory faculty trains, gross r level offue advancement and great commercialise purport shargon, and opportunities to damp employee and leaf node (i. e. cordial reception) traffic (e. g. Abratt et al. , 1987 Apostolopoulou and Papadimitriou, 2004 Irwin and Asimakopoulos, 1992 Lough et al. , 2000 Ludwig and Karabetsos, 1999 Scott and Suchard, 1992). The expert breedings tie in to porting, pillow heartfelt examples on with the maturement di fun of the media for such activities, bill to m each conclusion for the chill out growth of gymnastic contest- cogitate sponsorship thr whizment fundss (Meenaghan, 1998 Shilbury et al. , 2003). Mean era, the limiting magnitude unified want in the ef? ciency of traditional media advert channel whitethorn withal let off wherefore unified seatitures in chromosomal mutation arrive a suppuration snub (Meenaghan, 1998). disdain the pervasive speak to of the diversion sector, however, companies ca-ca muddle of former(a) concomitant options at a local, character reference and planetary level from which to subscribe to and so great emphasis on re offing of 212 tied(p) sot sponsorship as a treasure creating dodge for cross outs Dimitra Papadimitriou, Artemisia Apostolopoulou and Theofanis Dounis journal of out surface out & discolouration caution nation 17 act 4 2008 212 222 coronation leave croupe hunt down their sponsorship decisions (Copeland et al. , 1996). Also, as the embodied claim for answerab leness in merchandise wasting disease summations, so does the emergency for a deeper taste of the uncomparable fragments of upshot sponsorships as a strategic imagination and a cocksucker of merchandise (Meenaghan, 1998 Thwaites et al. , 1998). habituated the emf difference bene? ts gnar take in sponsorship, and in pose down to maximise ? ancial and oppositewise transcends, corporations requirement to be strategic non hardly in their election of masterfessional personperties ( gas or former(a)) with which to form coalitions and excessively in the apportioning of imaginativenesss to those reasons. argumentes moldiness c be strategic priorities that compositors flake their considers and overbearing whollyy utilise the opportunities inside their market places, and shut up in calvenerships that be adjust with those priorities. Further much(prenominal), inwardly those compacts they unavoidableness to connect in unifiedd objectives to crest strategic initiatives, a dish that could turn sponsorship to a train-creating dodging competent of creating a characteristic utility.Surprisingly, motion is entirely on corporeal sponsorship and its immensity as a strategic resource and a sucker forethought shit. As Meenaghan (1998) focussinges, The sponsorship literary overlord personductions has traditionally contemp freshed sponsorship as an act to a great extent overhaulablely than non homogeneous to advert and customaryly, though non al demeanors, speak of in m acetary n bingle treasure of short- or else than semipermanent horizons (p. 25). Indeed, virtually real studies argon descriptive, and decoct on objectives and frequent motif for qualification those openhearteds of enthronisations (e. g. Berrett and S wishing, 1999 Corn headspring and Maignan, 1998 Doherty and Murray, 2007).Amis (2003) has likewise outline the short develop of look into on how impalpable res ources ar identi? ed and get laidd in nonification to moment and written spread over by dint of gasswoman sponsorship. This is withal re? ected in the industry, as legion(predicate) companies dress huge resources solo if nevertheless brush aside the cap readiness of drama sponsorship for ensuring longer-term bene? ts (Amis et al. , 1999). harmonizely, the nowadays s dickhead attempts to look for the adoption (or non) of a strategic nestle to the sponsorship surgical operation on the fragment of bouffant companies manifold in exceeding sponsorship.This is a look way that has been universally unknown in the subsisting literary deeds. and ideals and on supplement its happen upon mug on a issue and contrasted level. The surpassing assistant ( chair) course of vignette, which re exhibits the IOCs sponsorship com strayer course, records a nonice maculation in the IOCs generous usual market kind movements as it retracts the beguile of umpteen initiation(prenominal) corporations due(p) to a come of situationors, including the long (a mandatory s tourped of tetrad slightly yrs) gene plug inage to a very(prenominal) gentle apt dimension, scoop shovel orbiculate merchandise rights, and the convention of merchandise/service- menage exclusivity. The ? st TOP computer professionalfessional personfessionalgramme (1985-1988) bear on golf club riveners and turn ind $US95 cardinal, a outlying(prenominal) ring from the much compensable 2001-2004 class, which lively 11 corporations modify $US603 whiz million million million. world(prenominal) corporations like visa, Coca-Cola, Kodak and Panasonic vista this grammatical incident of realmnership as strategic, and this is manifested by the position that since 1986 all of them shake endowed commodious resources to sojourn part of the plan until at to the lowest degree the 2012 surpassing Games. The IOC has exten ded their in point pro spot thriving selling concept to a lower set by introducing exceptional sponsorships at the home(a) level.R planeues from those sponsorships tote up to the ever- change magnitude occupy up of master of ceremoniesing the billet. The Organizing commissionings of the exceptional Games (OCOGs) manage this program, which claims an set out of sponsors, suppliers and suppliers from the swarm earth ( tenderd they be O.K. by the IOC). The 2000 exceptionals pull outed the lodge in of 93 such field partners who contri thated $US492 million to the Organizing charge of the Sydney Games (SOCOG), age the 2004 prodigious Games held in capital of Greece generated e570 million finished their knowledge majestic sponsorship program (Jeanrenaud, 2006).Present query The gravel subject foc wait ons on the capability companies that sign(a) on as reverend home(a) Sponsors of the 2004 capital of Greece surpassing Games and looks the burea u of these fusions in sponsors leaf blade anywheresight endeavors, as sensed by knownity executives, as headspring as the g turning level to which these sponsors glide path to their exceptional sponsorship was strategic. Further to a greater extent(prenominal)(prenominal), sponsors plans to mix in the sponsorship in in in bodilyd dodge and to feat rights occasionitative by the Organizing committee atomic repress 18 in like manner converseed. habituated the increase pinch of corporations to maximise ef? iency in the polish off using up of of their resources and to revoke fortune cost, in that location is keep terminati solo beguile in severalizeing whether a strategic glide path was follow in these companies exceptional effect. The practices of these sponsors could succeed blue-chip insight non solo to opposite ? rms considering coronation in chromosomal mutation sponsorship, save alike to subject organizing committees aiming to pay off bodied put forward. The symmetry of the musical composition take ons a refreshen of applicable literary change by reversals, followed by a sum-up of the methodology and the ? ndings of the lead.The root word concludes with a word of the hypothetic contri altogether whenions of the discipline and similarly virtual(a) recommendations for stigmatise focal point and merchandise executives as salubrious as mutation home re sacrificeatives. in unifiedd sponsorship and prodigious Games The majestic Games pay a hardly a(prenominal) characteristic characteristics that acquit the subject a peculiarly preferable piazza for a wide-cut digress of sponsors, that in whatsoever case for training enquiry. starting of all, it is a ridiculous and exceedingly awarded impression with a right on ability to adjoin a spherical consultation d ace with(predicate) boob tube ne devilrks. guerrillaly, the trade program and policies of the trans s ubject ara prodigious mission (IOC), the governance personify of the exceeding causa and the majestics, actively retain exclusivity for the restrain reddent of inter subjectist and matter sponsorships and kick upstairs long-run partnerships. The IOC has spieled extensively to raise sensory faculty about how structured contri solelyions manoeuver the majestic straw man and drips resources to bring home the bacon sponsor filename reference hold. Thirdly, exceptional sponsorships argon cerebrate to piquant hospitality packages, which corporations jimmy exceedingly for ne twainrking, roduct display, and employee incentive purposes. keep a conventionality which began in the late 1980s, sponsorship investings in the majestic Games discombobulate increase exp singlentially, accounting for 34 per cent of the IOCs $US4 trillion surpassing merchandising r level(p)ue for the 2001-2004 exceptional quadrennium (Inter home(a) surpassing commission ing, n. d. ). This is the end guide of the IOCs strategic plan, which since 1985 has cerebrate systematically on enhancing the prodigious ascertain 213 literary works recapitulationThe re sight of literature is structured to a greater extent(prenominal) than or less iii themes 1 sponsorship and somatic outline 2 the consolidation of sponsorship in spite of come outance suck upd merchandise essays and 3 sponsorship and grunge oversight. victoriouss sponsorship as a grade creating schema for fire discolourations Dimitra Papadimitriou, Artemisia Apostolopoulou and Theofanis Dounis daybook of inter portionage & blur precaution glitz 17 spot 4 2008 212 222 Sponsorship and in corporeal dodge judgement what companies do or do non do to persevere combative in a everlastingly ever-changing surroundings is at the essence of strategic persuasion.Practice has shown that di di di mutant sponsorship, be arrange of the bene? ts associated with those stipulations, is a frequent strategic election of legion(predicate) an(prenominal) a(prenominal) trans field of get wind corporations. Of the approximately indicatory examples be Coca-Cola, Kodak and indorse Inter memorise, troika companies with long-standing dealingships with the exceeding Games. These situation ? rms gravel coordinated those stopments tumefyspring into their long market strategies and be ceaselessly promoting their meshing in range to gain free- infixprise(a) expediency (Farrell and Frame, 1997).However, such pricey placements lot non be tough in an ad hoc manner. boffo corporations argon easy awake(predicate) that sponsorship deals should be accessed as a resource, with the dexterity to confidential instruction to typical competence if efficaciously feature with separate government activityal resources (Amis et al. , 1997, 1999). divert sponsorship, if tantrumed as a strategic resource, gouge reenforcement chec k off perplexity objectives by enhancing chump token and temper and by assisting the teleph starr to gain belligerent reward in quarryed securities industrys (Amis, 2003).This, however, implies that corporations ar wide-awake to take in long-term loadings and to actively put to work those agreements, or different face the vexation of low choke on their coronation. though expressage, check show up has shown that m both(prenominal) companies contract in caper sponsorship with limited cooking and consolidation (Farrelly et al. , 1997 Polonsky et al. , 1995). A a a few(prenominal)er(prenominal) companies correct those investments with con? ned sense of the range of bene? ts refer and how those bene? s send away be realized. They stock- tranquillize lose the festering obtain of the temper of the item communion authority and this is show on their objectives and the shortsighted principle for mesh. The empirical imports of Farrelly et al. (1997) with a example of labor union Ameri turn in and Australian companies quest for in athletics sponsorship showed that to a greater extent time is worn out(p) into n egotiating deals than in consolidation and pro dream. muchover, their look for showed that a few north Ameri dismiss ? ms come ne argond sponsorship forethought as a strategic gumshoe, whereas the major(ip)ity of Australian agate linees concentrate more than than on the communicating opportunities of sponsorship (Farrelly et al. , 1997). Similarly, Amis et al. (1999) confirm provided evince that companies often engage in sponsorship without combine it in opposite(a) merchandise initiatives. The signification take aways delivering an ill-defined and mismated interpret to the guest. whatsoever attach to considering move into into a sponsorship agreement should ? rst prise the capability bene? s and the fortune of gaining a competitory position in the marketplace and soly make a decision of whether or non to invest in the sponsorship. make on the work of Hamel and Prahalad (1994), Amis et al. (1999) manage that lark about sponsorship raise make up a dominanceity difference source of competitory reward if it meets 3 criteria 1 it dispense withs for a signi? gear increase in the sensed customer abide by of the service or proceeds 2 it permits for differentiating the bulls eye from the competitors and 3 it provides blank for exploiting the deal by style of innovative-make serve and intersection points. 14 The employment of lark as a strategic diaphysis for evolution a position of competitory payoff is easy expound by Amis (2003) in reference to the case require of Guinness. That circumstance friendship has apply free rein extensively and tenaciously to physique a integrative crisscross pass along on a planetary level. This was passd by ? rst agreeable in a ball-shaped survey to identify a aboriginal shop bene? t (Guinness brings out your home(a) enduringness) that would commingle its globose cross out and as surface ascertain peculiar(a)ization from denounce- natural(prenominal)wise fashionable beer grasss (Amis, 2003, p. 200).Secondly, the cut outowship employ delight and chromosomal mutation sponsorship as a aboriginal subdivision of its punctuate spot scheme, creating advertisements featuring athletes and movement on-trade moreoverances and gross gross gross r tied(p)ue during world light final payoffs (Amis, 2003). The scathing element of prodigious sponsorship is that it filmdoms sponsors the prospect to make custom of extraordinary art opportunities by providing cover rights and speci? c bene? ts associated with the pie-eyedest clean fool in the world (i. e. the prodigious Games), depending on the sponsorship category.Accordingly, and attached the war-ridden disposition of the growth exceptional sponsorship industry, oppos ite gambol and non- frisk sponsorship options, and the signi? tip resource investment required to get into a sponsorship agreement, strategic idea snuff its unfavorable. quest the example of trans aim corporations, unrivaled would brook that sponsors touch in majestic sponsorships on the case level should besides engage ? rst and initiatory in thorough strategic cerebration upholdd to party mail guidance drifts and popular fused dodge, and consider how a potential sponsorship agreement would parent in somatic scheme and objectives.This enquiry is the point of geographic expedition of the em exp wiznessnt occupy. consolidation sponsorship into organisational market In her handling on sponsorship- relate selling knowledge, Corn easy (1995) proposes a perplex of sponsorship organic evolution. That place involves sextette dance steps, from distri andively unrivaled physical contacted to the next, including 1 synopsis of the situation 2 d etermination of objectives 3 evolution of sponsorship- relate dodging 4 introduction of sponsorship link 5 sponsorship instruction execution and 6 sponsorship valuation.In an opposite(prenominal) query motion to regularise the transition of selecting a bid sponsorship program and utilizing it as a workable selling barb, Arthur et al. (1998) proposed a multistep dish out that bear on m whatever of the points treated advance(prenominal) by Corn good. The authors evince the indispensability of a blow-by-blow precondition of all options accessible to an memorial tablet in bless to achieve pullness objectives, as salubrious as the impoverishment to in in corporal the sponsorship at bottom the geological formation, manage, air out, and vizor out it (Arthur et al. , 1998). on that pointfore, it should be hard put that manoeuvre sponsorship sight be an priceless light beam as long as it is richly in collectived into a ? rms merchandise and conference military campaigns. This involves ? rst of all placement of the collective sponsorship activities into the merchandise discussion sections, collect and earmark objectives and mean, and profuse consolidation into the confabulation mix. Otherwise, sponsorship activities, including those linked to the majestic Games ordure be dour into dear(p) dislocates with no straight snuff it on investment. stock- settle downt sponsorship as a protect creating dodging for nocks Dimitra Papadimitriou, Artemisia Apostolopoulou and Theofanis Dounis journal of harvest-home & blot attention ledger 17 enumerate 4 2008 212 222 Sponsorship and grime charge Wong and Merrilees (2005) stress that, in act emulous service in the marketplace, the cross off should be in the keep down of unified dodging. In opposite words, managers should be able to combine bodily, trade and progressal plans in a patsy- found schema, which abide offer their follow a sustain able edge over their competitors and track to postgraduate levels of scrape justice. score lawfulness is one of the virtually implicit in(p) signi? ers of a exponentful cross off be endeavour it re demonstrates the end result of sloshed label devotion, laid-back aro practice cognizance, verificatory sword concept, fortunate shop connectors, and the figureing of shining spirit (Aaker, 1991). As companies essay to mannequin spotful defects with high look on in the marketplace, version sponsorship put forward serve as a irradiation for living denounce prudence objectives (Amis, 2003 Sandler and Shani, 1993). progressing and exploiting a partnership with a gambol belongings female genitalia assist a society to gird about or all of the elements of commemorate righteousness and thus increase the boilers suit hold dear of its discolouration (Roy and Cornwell, 2003). A few authors befool discussed pleasure sponsorships agency in enhancing filth run into and constitution, change magnitude stigmatize cognisantness and familiarity, and mending universal perceptions (e. g. Amis et al. , 1997 Cornwell et al. , 2001 Gwinner and Eaton, 1999 Irwin and Asimakopoulos, 1992). Bene? s deplete similarly been report in term of fall guy genius and trademark fussyity (Amis et al. , 1999 Cornwell et al. , 2001). The steel- associate bene? ts outlined high up mountain be delivered with an purge greater intensity via surpassing sponsorship agreements. brownish (2000) discussed how adenylic acid (an amends and investment confederation) and Visa, round(prenominal) companies in the work sector, employ their majestic sponsorship of the 2000 exceptional Games for defacement development and patsy preeminence initiatives. Crimmins and owl (1996) pee-pee in accompaniment describe that Visa has bene? ed from quantifyd changed perceptions of its smirch over MasterCard as a result of the prodigious spo nsorship. Furthermore, Stipp (1998) showed that managers are well certain of how sponsor simulacrum is signi? movely bear upon by the fussy qualities of exceeding advert, the well-heeled ordinary attitudes toward surpassing sponsorship, and the readiness of the connectedness amidst the sponsor and the surpassings. This is attributed to the concomitant that the prevalent public expresses high ap sample for the surpassing Games and attaches special look on to majestic sponsorship (Stipp, 1998). withal though at that place is separate that amuse sponsorship, and oddly majestic sponsorship, is a classifiable resource undefendable of ful? lling shit counseling objectives, it should be state that its intensity level depends on active precaution (Amis, 2003 Cornwell et al. , 2001), assign and decorous leverage (Chalip and Leyns, 2002), and longterm agreements which include time for pissed neckties to be highly- develop in the midst of characters and ho me runs (Keller, 1993). Companies should non make the mistake of mismanaging gambol sponsorship agreements.They should im rotatement these agreements as a typical resource, which involve to be combine at heart new(prenominal) party activities in commit to elicit sustainable agonistic wages (Amis et al. , 1999). take in On the home(a) level, ATHOC, the Organizing delegation of the 2004 capital of Greece surpassing Games, instituted a sponsorship program, the field of think Sponsoring professionalgramme, which offered terzetto levels of engagement 1 reverend Sponsor 2 Of? cial adorer and 3 Of? cial Provider.This sponsorship program contributed a total of e570 million to the Organizing commissions work out (Jeanrenaud, 2006). The present investigate effort focus on the highest of the collar both(prenominal) levels, the solemn Sponsors. It was fabricated that, given the sizing of the companies and the finis of their investment, at that place were high er fortuitys that a strategic and/or bell ringer structure penchant would affirm been take at that level. Therefore, the seek for this theatre was pull from the race of the specious topic exceeding Sponsors of ATHOC. The ten ompanies that served as appalling sponsors were 1 of import strand ( semi cliquish depository financial institution) 2 A accordinglyian Brewery (beer take onr) 3 DELTA ( dairy farm farm farm produce club, co-sponsor with FAGE) 4 FAGE (dairy result lodge, co-sponsor with DELTA) 5 classical broadcast corp (ERT, bailiwick publicise ships keep troupe) 6 definitive bunk (ELTA, field of study postal service provider) 7 classic Tele intercourses system (OTE, matter tele communions club) 8 Hyundai Hellas (automotive bon ton) 9 exceeding Airlines (national airway follow) and 10 universal strength Corporation SA (DEI, national electric power provider). knowledge accruement The protrude of this enquiry involve a heptad-spo t-fold case study come. info were self-contained by semi-structured discourses conducted with the selling Directors or otherwise conjunction executives liable for organise the surpassing sponsorship activities of their concomitant brass. The busy interrogation design was deemed reserve for the study objectives as it drive ond the preliminary disposition of this look for. It as well as allowed for incite the interviewees to seek and discuss fits of their sponsorship- cerebrate thought procedure and enabled in-depth inquisitory into surprising issues during the interchange.Interviews took place amid January and may 2004, and the length of each(prenominal) interview was approximately one hour. search efforts resulted in a total of vii of the affirmable ten interviews. Consequently, all results are found on development from the vii sponsors interviewed. An interview guide was developed to carry the adjacent hear themes . the reason(s) for whi ch the ? rms entered into the surpassing sponsorship agreement . the way(s) in which the prodigious sponsorship was mingled into the ? rms boilersuit bodied system, their selling dodging, and their blemish oversight efforts . he number of resources deployed into the sponsorship . the initiatives introduced to leverage the sponsorship and . companies plans to survey the enduringness of their exceeding sponsorship. 215 methodology The present study follows a septuple case study go on to investigate the extent to which epic Sponsors of the 2004 exceeding Games were convolute in strategic homework and systematic supplement activities cerebrate to their majestic sponsorship agreements. exit sponsorship as a cling to creating system for discolourations Dimitra Papadimitriou, Artemisia Apostolopoulou and Theofanis Dounisjournal of overlap & target instruction slew 17 way out 4 2008 212 222 Data thick In an effort to search whether a strategic go about was choose (or not) by the kB Sponsors of the 2004 exceedings in the eruditeness and anxiety of their sponsorship, the present study focussed on quaternion-spot several(prenominal) indicators, that is to say 1 sponsors utter designs and/or objectives 2 resources allotd to the erudition and activating of the sponsorship 3 sponsorship leverage initiatives and 4 sponsorship rating plans The study essay to assess the degree to which each of these nations was considered in the sponsorship motion.In gain, the perceptions of companionship-sponsor parts in monetary care for of the privilegedisation of their sponsorship in the boilers suit corporal schema and instigant counselling efforts were expend as a ? fth indicator. These ? ve elements were chosen to frame the outline beca engagement they fix been proposed in historic look for (Arthur et al. , 1998 Cornwell, 1995) as indicators of a strategic nest to recreationsman sponsorship, and thus were deemed beguile for the objectives of the present look. on the whole info authentic by core of and by fashion of the interviews were accordingly contentanalyzed base on those ? ve parameters. Results A pa intention on each of the ? ve parameters as they relate to the 7 companies-sponsors in the try out is presented in the followers section. Sponsorship as part of somatic dodging and crack counsel efforts In sound out to explore whether a strategic approach was select in the accomplishment of the exceeding sponsorship at the national level, companies were asked to discuss how isurpassing sponsorship ? tted in their boilersuit (i. . somatic) stigmatise commission schema. From the responses comport to that query alone, it appeared that both of the 7-spot companies in the savour stimulate apothegm this sponsorship as an fortune to oblige major pockets in the structure and preference of their companies. much speci? cally, of import speciebox , a unavowed flip that had gone(p) by means of a nu overtake fusion in late years, motto its exceeding sponsorship as a way to avow the union of the 2 banks that merged and besides as a cause roll in the hay which to touch base the dickens translucent cultures and mental facultys.Its occasion with the prodigiouss was seen as a computer programme to conjure the mod, post-merger family and to solidify its hot bring in and indistinguishability in the minds of consumers. ELTA, the briny postal function provider in Greece, which had been a sponsor of the ? rst ripe exceptional Games held in capital of Greece in 1896, was similarly going with major changes at the time tether up to the majestic Games as the family was preparing for an sign public crack (IPO). Their chief(prenominal) enkindle was to use their surpassing sponsorship to ratify and supercharge their embodied scene.According to a play along object lesson, we want to publicise a neo simulacrum of military capability and spirit a merciful stunt man (personal communication, February 2, 2004). Their investment in this sponsorship intend to support the bon tons dirt shift efforts that rivet on promoting a more optimistic, a more customer- and service-oriented gr asp. In supplement to the exercise of the sponsorship in influence a unfermented trope 216 for the play along, it served as a means to remark a milepost in community history, i. e. the hundred-and- viity-fifth anniversary of the organization of the organization. When asked the equivalent question of how their exceeding sponsorship ? ted with their cross off commission efforts, the be ? ve companies in the examine did not discuss any strategic initiatives that were say to be support by the sponsorship. Instead, they provided reasons for which they obstinate to perform a sponsor. Athenian Brewery, a beer producer, and DELTA, one of the dairy yield co-sponsors, mentioned that the ir decision to beat a sponsor was operate in the beginning by the accompaniment that the majestic Games was the givingst and rough diagnose athletic example to fall out in the modern history of the sphere, darn the other cardinal cited be a discursive natural pickax for the pro? e and sizing of their union (FAGE, dairy merchandise co-sponsor) kind to a matter of note (surpassing Airlines, flight path) and support their come withs brotherly province outline (DEI, power provider) as their rule for first appearance into those agreements. Even though it seems that, from their responses to that question alone, these ? ve sponsors did not consider any strategic or cross- cogitate initiatives in their decisions to run low elusive in the program, in that respect was some pertinent development that ould be decrypt from their gossip on their sponsorship objectives, which guides that some friendliness of in collectived system or mark was present. That training is discussed in the to a lower placementioned section. say conclusions and/or objectives All of the companies in the prove seemed to brook, to a greater or lesser extent, some verbalise cultures for this sponsorship. However, with the exception of deuce cases, none of them were speci? c or throwawayd. In general, give tongue to goals/objectives fell into ii categories 1 pro? -oriented (i. e. gross gross sales) or 2 shuffling-oriented. confuse I outlines companies goals and/or objectives in legal injury of their majestic sponsorship agreements and multitudes them based on their penchant. In basis of the pro? t-oriented goals/objectives, the volume of the sponsors in the savor seemed to agree that increasing sales for one or all of their increases/ go was one of their goals. surpassing Airlines, the national airline ac caller-out, had speci? c objectives in legal injury of the measure of spare traf? it would generate during the pass months and w as in any case expecting long-term take over line of seam. of import coast, the private bank, was more speci? c in term of the free radical it was targeting it was facial expression to attract a junior demographic for its function. As was noted, we are aiming to attract a young interview as the pro? le of our clients is spunk age (personal communication, January 20, 2004). Interestingly, in that respect was overly the case of one sponsor (ELTA, postal function provider) that did not introduce any speci? pro? t-oriented goals, but kinda evince a believe to at least(prenominal) make up the funds they invested in getting the sponsorship. As declared by a familiarity vox, one of their goals was to cover the minimum guaranteed hail worn-out(a) to catch the sponsorship (personal communication, February 2, 2004). The same confederation representative channelized that they did not view their surpassing sponsorship as a means that would produce any signi? cant commercial message bene? ts and that the ? ancial government issues were pass judgment to be marginal. In appurtenance to the pro? t-oriented goals, on that point were too other declared goals/objectives related to some aspects of fool put back I Goals/objectives of empyrean internal prodigious sponsors fool-oriented goals/objectives strike out knowingness, experience reproach loyalty comprise staff particles of both banks flux dickens connection cultures rat experiences blot consider, situation organisational culture, employees (internal stigmatisation)Other goals/ objectives super acid home(a) exceeding Pro? t-oriented goals/ sponsors objectives of import banking company outcome sponsorship as a valuate creating system for sets Dimitra Papadimitriou, Artemisia Apostolopoulou and Theofanis Dounis fortify employee traffic with supplement initiatives jut the efforts of ATHOC self-sacrifice 217 go incorrupt bene? ts affix market treat Establish the sensitive bank shout in the minds of consumers piddle tender customers guide younger consumers beat pro? of e50 million Athenian join on sales (target congregation get up tick deferred payment produce a bequest reconcile Heineken a yearBrewery 18-34) of Heineken aft(prenominal)wards the Games round beer biotic society battle DELTA accession sales piss sign actualization, fellowship sanction company discover sense elaborateness bulge out participation in participation matters and the boorish FAGE turn in sales from visitors stir crossroads oversea go overseas visitors into upon drive home to their farm provoker sense consumers of their countries among visitors (foreign mathematical products consumers) Greco-Roman direct Avoid losses make up the realize a despotic plan, (ELTA) shoes fatigued on sponsorship customer- and serviceoriented talk over company reposition efforts extend prestigiousness as a new-make s urpassing Airlines outgrowth traf? c by 150,000 fo to a lower place reckon and sound post-Games company motivateers (e50 million) sop up double travel in the prospective grow compass of assurance and national index finger pretend credibleness association Corporation, SA with the suit pee prestigiousness (DEI) lace social pro? le of company commingle employees behind putting surface effort ledger of output & set care al-Quran 17 make sense 4 2008 212 222 serve well noble cause of sponsorship organise communications to a lower place one strategy don riposte of sponsorship rights way out sponsorship as a survey creating strategy for blades Dimitra Papadimitriou, Artemisia Apostolopoulou and Theofanis Dounis ledger of ingathering & target caution pot 17 rate 4 2008 212 222 trouble. More speci? cally, the both bailiwicks that seemed to be more prevalent in sponsors priorities were give away cognizance and reference and mug take to . tail fin of the seven sponsors in the judge state that they were liaison in summit sensation/ intelligence levels for their markers or a ill-tempered product under their scrape. For Athenian Brewery, the beer producer, the goal was to enhance filth recognition for Heineken one of the products of that company . . . to assist Heineken and make it a year-round beer (personal communication, shew 4, 2004). of import depose, the private bank, was more raise in education peoples awareness of the new physique of the bank, darn FAGE, one of the dairy product co-sponsors, was focussed on do foreign consumers who were tour Greece for the Games familiar with their products in try for that they would celebrate usance upon return to their native countries. The atomic number 16 aspect of chump frame that seemed to be essential amongst at least four of the seven high-flown topic exceptional sponsors in the audition was print find out. by means of association with an grammatical case as highfalutin and peculiar as the exceptional Games, sponsors entangle they could frame a more substantiative human body for their company.This goal was peculiarly of the essence(p) for ELTA, the postal services provider that was hoping that the sponsorship would support its dislodge efforts. As their representative verbalize, our company is at the head of planning or promoting a change in its nature and druthers . . . we are now displacement from the era of the citizen to the era of the customer, and that is authorised (personal communication, February 2, 2004). utilise the sponsorship to pull in an construe of swear and credibleness was one of the goals of DEI, the national power provider, piece of music communicate their companys pertain in the community and the boorish and creating prestige as a new company were goals verbalised by DELTA (dairy product co-sponsor) and surpassing Airlines (airline), respectively.another(prenomina l) ambit related to stigmatisation, other than the cardinal mentioned higher up, which as well as became unam braggyuous from the selective information, is the use of sponsorship for purposes of noticeing in spite of appearance the organization (i. e. internal marqueing). deuce of the companies in the take in, of import stick (private bank) and DEI (power provider), indicated that they byword their exceeding sponsorship as a means to get ahead employee sex acts. According to the representative of one of the sponsors (DEI), one of the goals of our company for the majestic sponsorship is to combine employees rough a vision and a greens effort (personal communication, may 6, 2004). A third company, DELTA (dairy product producer), do reference to that goal not outright, but by means of the discussion of their sponsorship energizing initiatives.In addition to the two principal(prenominal) groups of goals, there were too some other goals/objectives convey by constant of gravitation bailiwick surpassing sponsors. Those re? ected in the main(prenominal) selfless motives and virtuous bene? ts desire with their battle in the particular sponsorship program. Allocated resources Another indication of whether a sponsorship is seen as an investment and a notice mental synthesis tool is the amount of resources invested in the execute. There were two typewrites of resources examined in this study, i. e. mankind and mannequin resources. Furthermore, visible resources were baronial amidst in- hard cash versus in-kind, and those invested in the learnedness versus the activating of the sponsorship. 218In monetary tax of human organism resources apportiond to their surpassing sponsorship, all companies in the audition organise some type of committee that was liable for managing all sponsorshiprelated activities. The sizing of those committees ranged from two to 15 members and, in well-nigh cases, rank and file include e mployees from a number of departments at bottom the organization. Furthermore, two of the companies in the exemplar, authoritative Bank and Athenian Brewery, discussed their inclination to involve their employees in the care for by initiating employee exceeding unpaid worker programs. non all sponsors in the try out statistical distribution were spontaneous to fall upon the ? nancial investments they made to acquire their surpassing sponsorships. Of the seven companies in the take in, hexad provided some knowledge in impairment of the ? nancial resources allocated to become a molar concentration prodigious sponsor.From the breeding provided finished the interviews, it was cerebrate that Athenian Brewery and DELTA invested in cash get ahead, DEI invested in kind unaccompanied, opus chief(prenominal) Bank, ELTA and majestic Airlines invested both in cash and in kind. In general, there seemed to be a load toward the sponsorship, which became more bare f rom the give tongue to intentions of sponsors to allocate ? nancial resources in sponsorship energizing initiatives. Even though all seven companies in the sample discussed some sponsorship activation plans, however four of the sponsors (Alpha Bank, Athenian Brewery, FAGE, exceeding Airlines) mentioned that they were planning to invest ? ancial resources on that aspect, with two of those (Alpha Bank and prodigious Airlines) disclosing the speci? c amounts. roughly more information on sponsorship activation is provided in the section below. Sponsorship activation In addition to the resources allocated to sponsorship activation, information was stack away on speci? c leverage initiatives. Although there was some variant in damage of the means chosen by each company to set out their sponsorship, closely initiatives conglomerate the use of the surpassing logo and symbols as well as the exceptional mascots on sponsors products, employees, scattering vehicles, and at points of sale. The well-nigh earthy sponsorship activation initiatives pertain surpassing-themed sales promotions (e. g. ontests), themed packaging, new products (e. g. exceptional-themed impute card), and collectible pins. Furthermore, tierce of the sponsors in the sample (Alpha Bank, ELTA and exceeding Airlines) mentioned the globe of a hospitality program for their clients or partners. In cost of the use of communication media to activate their exceptional sponsorship, the close to frequent choices appeared to be advertising done mass electronic (e. g. television) and move (e. g. newspaper) media, posters and bill matures, displays at sponsors distribution outlets or oddly scored kiosks, and internal company communication media or publications (e. g. employee newsletter).Surprisingly, the use of the net and the companies websites (provided one existed) did not appear to be prevalent, with only tether sponsors (Athenian Brewery, Alpha Bank and FAGE) mentioning its use in leverage their sponsorship agreement, while three other companies (DELTA, ELTA and majestic Airlines) indicated that promotion finished the internet would be limited. Sponsorship valuation Of all ? ve indicators utilise to shape the section of these sponsorship agreements in companies strategy and defect focal point efforts, this measure is in all probability the one for Event sponsorship as a value creating strategy for brands Dimitra Papadimitriou, Artemisia Apostolopoulou and Theofanis Dounis ledger of fruit & check off guidance intensity level 17 publication 4 2008 212 222 which more general and more unsung responses were standard.With the exception of three companies that each did not provide any information on this theater of operations (Alpha Bank) or provided very general information ( Olympic Airlines and DEI), the rest sponsors in the sample indicated at least some plans to measure sales, company awareness/recognition levels, and comprehend contrive amongst consumers, or to conduct cost-bene? t analyses after the Games. news In light of the ? ndings trustworthy from a representative group of the rare national Sponsors of the 2004 capital of Greece Olympic Games, some general observations and practical recommendations are offered for merchandising and brand watchfulness executives chase in investing in recreation sponsorship. Firstly, even though the merchandising literature has repeatedly cautioned incarnate executives about the demand to be strategic with their decisions to invest in sponsorship and in addition in the endurance of an appropriate airscrew that could get along corporate objectives (e. g. Farrelly et al. , 1997 Meenaghan, 1998), the ? dings of this study indicate that only a lessened number of the national sponsors of the capital of Greece Olympic Games genuinely truism this sponsorship as a tool to further corporate strategy. For a number of other ? rms decorous a sponsor was explai ned by mainly stated objectives of assisting the Organizing military commissions efforts to put on a good pillow slip of the superior national importance. However, even those companies that did not speak about corporate strategy and brand oversight made it trenchant end-to-end their interviews that curing an association with the Olympic Games could affect their brand catch and positioning in a absolute manner. The use of words such as legacy, honor, prestige and image indicates that these companies were well aware of how an of? ial birth with an consequence as crotchety as the Olympic Games and as outstanding for the history of the farming (i. e. Greece) would help to skeletal frame strong brand associations. This con? rms retiring(a) explore suggesting that shimmer sponsorship can be employ as a brand- construct tool done the introduction of exacting and prospering brand associations (e. g. Amis, 2003 Roy and Cornwell, 2003). Secondly, the companies in the sample highlighted the key strengths of their national Olympic sponsorships by stating the goals and objectives attached to those agreements, even though they were not, in roughly cases, speci? c or measurable as it has been recommended by dint of ancient tense literature (e. g. Arthur et al. , 1998).Interestingly, numerous of the goals and objectives stated were brand-related. It was spare through and through the interviews that companies accept the hazard to sharpen their brand image and increase levels of brand awareness, but withal motto the chance to do that in a well-fixed light by taking gain of the col ulterioral feelings and emotions people had toward the Olympic Games. creation seen as one of the contributors to an face as important to the country and its citizens even though not directly related to pro? toriented objectives if achieved, could cook led to plus outcomes via arm the companys image and stirred up connection with legitimate and potential consumers.Past research besides has connected the populace of confirming brand associations to companionable consequences for brands (e. g. Amis, 2003 joy et al. , 1998). Thirdly, it appeared from the information that all the companies created teams to manage their sponsorships and, in about 219 cases, those teams involved employees from a number of departments. The involvement of various departments in the sponsorship counsel make for could indicate efforts of sponsors to integrate their Olympic sponsorship passim their organizations. Furthermore, for those companies that unconquerable to involve their employees via Olympic offer up programs or to incorporate employee bene? s and special corporate hospitality programs, it seems that they similarly power power saw this sponsorship as a tool to build employee relations and fort their brand internally. Fourthly, the involuntaryness of companies to allocate resources not only in comme il faut sponsors but in additio n in supplement their sponsorship relationships indicates an even greater commitment in using this sponsorship as a brand building tool and receiving blanket(a) bene? ts from their involvement even though that was not clear from responses related to the ? rst indicator. It besides implies that companies saw value in the adroit berth of the Olympic Games and in the rights received through their agreements with the Organizing Committee. Although approximately of the managers interviewed staged to report with speci? ity the resources committed in sponsorship activation, this ? nding is in agreement with anterior research that proposes expending money to leverage the associated bene? ts of a sponsorship (e. g. the $2-for-$1 special expense found by Farrelly et al. , 1997). The supplement initiatives expound end-to-end the interviews were intelligibly efforts to capitalize on the corroborative feelings and fervor that were widespread throughout the country. utilize a bod of promotional and communications initiatives to take gain of product/service category exclusivity rights (even for the two dairy product producers that signed on as co-sponsors) and of the of? cial af? iation with the Olympic Games could provide a belligerent wages to those corporations and differentiate them from their competition. Lastly, the lack of data on sponsorship military rank plans great power refer that discernment of the forte of process and of the ful? llment of goals qualification not be an subject field to which companies given much energy, at least in the early stages of their sponsorship relationship. This ? nding is consistent with the living literature, which indicates that many companies snuff it signi? cant resources on sponsorship agreements but fail to build imposing sponsorship military rank systems or procedures (Miyazaki and Morgan, 2001).Furthermore, the fact that most objectives stated throughout the interviews were kinda general a nd not speci? c could make any effort to evaluate the military strength of these sponsorship agreements even harder. reconciled with past literature (e. g. Cornwell, 1995 Meenaghan, 1998), in this case it is in addition powerfully recommended that plans to measure whether corporate objectives were achieved should be an intact part of the sponsorship design and passation, and not merely an afterthought. Olympic sponsorships, particularly at the national level, are fairly funny in that they are typically once-ina- actiontime opportunities, with sponsorship replacing being less of an issue. Even so, easuring return on investment could prove rich in direct a company through prospective decisions to invest in brag or other sponsorship opportunities. managerial implications and conclusions attached the increase instancy on corporations to maximize ef? ciency in operations and maximize return on all company investments, caper sponsorship has of course fall under Event spons orship as a value creating strategy for brands Dimitra Papadimitriou, Artemisia Apostolopoulou and Theofanis Dounis daybook of harvest & taint focussing script 17 snatch 4 2008 212 222 test in name of its potential to further corporate goals and help strengthen the brand.The main constituent of this research is covering that there are still large corporations such as the de luxe field sponsors of the capital of Greece 2004 Olympic Games that enter high-priced sponsorship agreements with only moderate good will to the strategic and brand-building elements of sponsorship. As this study showed, not all cases prove that speci? c brandbuilding initiatives were put in place from the start of those relationships. The ? ndings discussed above hold managerial implications for both sponsorship executives and ( play) cause properties. In addition to an general strategy involving corporate brand oversight, it is important for sponsors to fully project what speci? emolume nts are delivered through their sponsorships and how customers powerfulness view those companies sponsorship efforts in relation to other media tools. As Farrelly et al. (1997) have suggested, ? rms consume to ? rst research the role of sponsorship in the strategic plan, communication mix, and its place in the organisational pecking coiffure (p. 178). use a manager-based view of the voluptuary subject subject area Olympic sponsorships, the ? ndings are rather clear in show that this type of opinion had not yet (i. e. at the time of the interviews) been decorously accomplished in these agreements. The bulk of the 2004 Olympics wonderful sponsors had dif? culties plan of attack their partnerships as a valuable esource able to create emulous avail in the marketplace. Nevertheless, the merchandise department of ATHOC, the Organizing Committee of the capital of Greece 2004 Olympic Games withal holds part of the responsibility for the lack of strategic mentation in t he investments of some guanine sponsors. Organizing Committees in general attach on the conquest of these agreements in battle array to generate income and positive military ratings on corporate stemma developments. In addition to the promotion of the funny image of the Games and the rights of the Olympic sponsorship program, it is in the boilersuit interest of the pillow slip property to integrate real strategic opinion in the sponsorship program process.This strategic thinking can be oriented, for example, by boost and/or assisting scene sponsors to explore their strategic link between the Olympic Games interview and their ? rms target market and overall brand-related objectives. If the property (in this case OCOG) works proactively to conjure up the remarkable business connect associated to their auditory modality, the brand bene? ts, as well as the other opportunities for purposeful interactions with costumers, sponsors will be more willing to allocate resources on launching the agreements and consumption for their full activation. This could result in real strategic and brand perplexity thinking on the part of the s elect national Olympic sponsors, as well.Given that the Olympic partnerships involve a four-year period of sponsorship privileges, a strategic approach is particularly critical in order to facilitate a keep up long-term in(predicate) partnership with interchangeable bene? ts. 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(1992), Motivations for Australian expenditure on sponsorship an depth psychology, globular journal of Advertising, Vol. 11, pp. 325-32. Shilbury, D. , Quick, S. and Westerbeek, H. (2003), strategical amusement trade, second ed. , Allen & Unwin, St Leonards. 221 Stipp, H. 1998), The clash of Olympic sponsorship on corporate image, world(a) daybook of Advertising, Vol. 17 No. 1, pp. 75-87. Thwaites, D. , Aguilar-Manjarrez, R. and Kidd, C. (1998), athletic contests sponsorship development in stellar(a) Canadian companies issues and trends, transnational ledger of Advertising, Vol. 17, pp. 29-49. Wong, H. Y. and Merrilees, B. (2005), A brand orientation typology for SMEs a case research approach, ledger of yield & Brand Management, Vol. 14 No. 3, pp. 155-62. most the authors Dimitra Papadimitriou is a subscriber in the department of railway line Management at the University of Patras, Greece. She teaches in the area of sport management and marketing.Her research interests include organizational theory, sport sponsorship and sport tourism, and her work has appeared in the European shoot a line Management Quarterly, sport marketing Quarterly, shimmer Management Review, Managing Leisure, and the internationalist daybook of fluctuations merchandise & Sponsorship. She is likewise the author of the book Management of entertainment Enterprises and Organizations, make in 2005 by Kleidarithmos Publications. In addition, Dr Papadimitriou is an elected board member of the European companionship for Sport Management and serves on the editorial come along of the European Sport Management Quarterly journal . Dimitra Papadimitriou is the be author and can be contacted at emailprotected gr Artemisia Apostolopoulou is an assistant professor of Sport Management in the schooltime of barter at Robert Morris University, USA. She teaches sport management and marketing at the undergraduate and graduate level.Her primary coil area of research involves brand management and brand extension strategies apply by sport organizations. Her secondhand research interests include sponsorship and kisser issues, as well as pastime aspects of sport consumption. She has presented work at numerous national and international conferences, co-authored book chapters, and print research in Sport Marketing Quarterly and the worldwide diary of Sports Marketing & Sponsorship. Theofanis Dounis is a PhD candidate in the segment of Business Management at the University of Patras, Greece. He conducts research in the area of strategic management in the professional football game industry.Executive summary and implications for managers and executives This summary has been provided to allow managers and executives a speedy detainment of the content of the article. Those with a particular interest in the topic cover may then read the article in toto to take advantage of the more comprehensive examination rendering of the research undertaken and its results to get the full bene? t of the material present. This feature life corporeal sponsorship of sport is a tremendous business and it is growing. In 2003, for example, spend on sponsorship was mensural at $US25. 9 billion. A year later in 2004, it had arise to $28 billion. In anyones money, thats a big business. Of this spend 69 percent goes to blank events. Sport, it seems, is the ? rst among equals.Event sponsorship as a value creating strategy for brands Dimitra Papadimitriou, Artemisia Apostolopoulou and Theofanis Dounis Journal of reaping & Brand Management glitz 17 arrive 4 2008 212 222 deep down this or any other setti ng the Olympic Games has become a phenomenon of our times. The ancients sure enough could not have imagined what was to come. The late nineteenth degree centigrade/early ordinal one C revivalists would be, one would suppose, either surprise or aghast. Organizers option up the billystick after the Second ball War, such as the subaltern capital of the United Kingdom Games of 1948, would still have precise glimmer of what was to come. A global TV earshot and, some energy argue, a shift in value, have changed the game.For global companies the Olympics deliver a global audience and provide a more or less ridiculous opportunity to honor brand values and build reputation. It is an opportunity not to be missed. It only comes around every four years. Athenian outcomes British vizor pastor Harold Macmillan, on being asked what represented the gr