Government and Business Case Study

Sponsorship at Beijing Olympics: Multiple Dimensions

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Abstract:
The background of this case is set with the Beijing Olympic Games 2008 which were recently held in China. The case focuses on the multinationals' sponsorship of the Games as a lucrative marketing opportunity to expand their reach in the Chinese market. The companies which became official sponsors of the Games faced protests by the Chinese masses due to human rights issues in Tibet, and the earthquake in Sichuan province in China. The main focus of the case is the contribution of sponsors towards the Olympics in Beijing, and the challenges faced by them in China due to the country's domestic scenario. The case also highlights the aspect of ambush marketing which is a major problem for sponsors, and the steps taken by the Beijing Organising Committee for the Games to protect its official sponsors from ambushers.

Pedagogical Objectives:

• To analyse sporting events as an advertising platform.
• To emphasise the strategies of official sponsors at the Beijing Olympics.

Keywords :  Beijing, Olympics, Sponsorship, Multinationals, China, Brand, Advertise, International Olympic Committee (IOC), Market, Coca-Cola, Event, Multiple dimensions