Sponsors want to elevate the funds invested in the purchase of sponsorship rights, and to bring their stories closer to the public through the activation of their rights. We have prepared a brief overview of the activities of some of the TOP (global) partners.
Upon arrival, Samsung again greeted the Olympians with a “welcome pack” that includes a special Olympic-themed version of the Galaxy S7 edge and wireless headset Gear IconX (these enable tracking of physical activity of individuals). The aforementioned phone, which boasts the five Olympic circles, is manufactured in a limited edition: in addition to 12,500 athletes, only about 2,000 lucky others around the world will be able to buy it.
The Gold Feelings and gratitude to mothers
Coca-Cola marked the 88th anniversary of their cooperation with the Olympic movement with a video of Gold Feelings. The taste of Olympic victory was compared with the second best feeling we can have in our life. Coca-Cola, among other things (together with a local partner Nissan and Bradesco), is also a sponsor of the voyage of the Olympic torch. Thus they continue the tradition that lasts since 1992.
https://www.youtube.com/watch?v=SW7Cuopu8No
“It takes someone strong, to make someone strong,” is the message sent by P&G, which continues with communication under the umbrella slogan Thank You, Mom! which celebrates mothers of Olympians. As during London 2012 and Sochi 2014, again this year they issued an emotionally charged video that very clearly shows the connection between success and support of mothers on athletes’ road to success.
https://www.youtube.com/watch?v=MQ3k6BFX2uw
Visa, among other things, is the sponsor of the refugee team. Visa, which is a partner of the International Olympic Committee since 1988, in addition to being the official currency of the tickets and the official services of the Olympic Games, decided to change its communication for Rio. If the communication was so far mainly focused on the brand, emphasis is now more on the use of the service. This was also the direction of their first ad this year, which was presented to the public at the time of the last game of the NBA Finals. In it, a car full of Olympians – those sponsored by Visa – is traveling to Rio. Morgan Freeman borrowed his voice for the ad, and Visa in July became the sponsor of all ten members of the first ever refugee team.
https://www.youtube.com/watch?v=NaRgXQt_vhU
