Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You and Your Team.

Learn More →

Olympic sponsorship: evolution, challenges and impact on the Olympic Movement

Olympic sponsorship: evolution, challenges and impact on the Olympic Movement Selecting the most effective leveraging methods is crucial for national Olympic sponsors, who have limited time to achieve their sponsorship objectives. This paper presents the Optimal Leveraging Activity (OLA) model, which suggests that leveraging activities for high involvement products/services should primarily focus on enhancing brand image, knowledge and involvement, while for low involvement products/services a more sales-oriented approach is favourable. The leveraging activities of four Grand National Sponsors of the Athens Olympic Games illustrate the differences. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Sports Marketing and Sponsorship Emerald Publishing

Olympic sponsorship: evolution, challenges and impact on the Olympic Movement

Loading next page...
 
/lp/emerald-publishing/olympic-sponsorship-evolution-challenges-and-impact-on-the-olympic-hhg5SC0s3h
Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1464-6668
DOI
10.1108/IJSMS-09-04-2008-B006
Publisher site
See Article on Publisher Site

Abstract

Selecting the most effective leveraging methods is crucial for national Olympic sponsors, who have limited time to achieve their sponsorship objectives. This paper presents the Optimal Leveraging Activity (OLA) model, which suggests that leveraging activities for high involvement products/services should primarily focus on enhancing brand image, knowledge and involvement, while for low involvement products/services a more sales-oriented approach is favourable. The leveraging activities of four Grand National Sponsors of the Athens Olympic Games illustrate the differences.

Journal

International Journal of Sports Marketing and SponsorshipEmerald Publishing

Published: Jul 1, 2008

There are no references for this article.