Olympic Sponsorship Return is Equity

Tokyo 2020 is generating a lot of buzz. What's the impact of no fans in the stands? Will the Olympics be a superspreader of the Covid Delta variant? Honestly, it's hard to take it all in. I was asked this week for my opinion on the Olympics generally, and the impact (returns) for this year's sponsors. So here we go.

I am happy Tokyo 2020 is happening. Yes, we are living through a global pandemic but we have also learned over the past 18 months the importance of balancing physical health risks with mental health risks. The Olympics brings together our global community in a way nothing else does. The mission of the International Olympics Committee is something we need right now:

"The mission of the IOC is to not only ensure the celebration of the Olympic Games, but to also encourage the regular practice of sport by all people in society, regardless of sex, age, social background or economic status. This is done in many ways, year round and on all five continents." olympics.com

While I am not fully up to speed on the covid protocols in place in Tokyo, I 100% think it makes sense not to have any fans in the stands. Our advancements in tech allow us to watch every sport and competition from home should we wish. Have you checked the CBC, Official Media Partner site? So good.

From a Marketing ROI perspective, many are curious about the lack of fans and tourism on Sponsorship ROI. Without a doubt, the official Olympic Partners who invest in hopes of driving short-term revenue at Olympic events and in the host city will not see lifts this year. But let's look at the bigger picture. Brands do not invest in Sponsorship programs to drive short-term ROI. The dollars invested are to support brand Equity. These returns are measured for weeks, months, and years after the games occur. Lifts in Awareness, Consideration, Loyalty, Affinity, Difference are measured now and produce revenue growth down the road. I am a child of the 80s and clearly remember the Petro-Canada's 1988 Seoul vintage glasses or Coca-Cola's 1994 Lillehammer Polar Bears. Both bring a smile to my face (aka brand affinity). The dollars are worth it and Sponsor brands will see gains over time, especially when backed by great Creative like my all-time favorite - P&G's 2012 London "Thank You Mama" campaign.

In watching this years games, here are my top 3 Creatives from our Tokyo 2020 Canadian & Worldwide partners:

1. RBC Training Ground - strong on purpose
2. OMEGA meets Japan - beautiful visuals
3. Sobeys Feed the Dream - strong on affinity

What are your favorites?

~ Hilary