The value of Olympic sponsorship

Heather Hart, Nicholas Schiavone and Horst Stipp

New evidence presented of the benefits associated with TV sponsorship of the Olympic Games, based on a series of research studies by NBC Research since the 1998 Games.

The value of Olympic sponsorship

Heather Hart, Nicholas Schiavone and Horst Stipp

In the US, the Olympics are covered by commercial TV. For ten years, the Summer Games have been shown by the National Broadcasting Company (NBC). NBC has also been granted rights to the Games, summer and winter, for the next decade. Because of the importance of the Olympics to NBC and its Olympic partners, NBC Research commissioned a range of studies designed to understand the value of Olympic sponsorship and improve the ROI (return on investment) of corporate sponsorship. This work confirms evidence from...

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