Modelling the Impact of Olympic Sponsorship on Corporate Image

Horst Stipp and Nicholas Schiavone

Given its growing tradition of televising Olympic Games and its major commitment to the Olympic Movement, NBC has conducted a series of studies to test a number of critical advertising research hypotheses.

Modeling the Impact of Olympic Sponsorship on Corporate Image

Horst Stipp and Nicholas Schiavone

Olympic sponsorship is an investment that requires an investment. In order to help Olympic sponsors make the best possible use of their media and marketing investments, NBC conducted a number of studies since its coverage of the Summer Olympics in 1988. These studies, which were designed to explore how advertising worlds in the context of the Olympics,used a variety of methods, including in-depth focus groups, correspondence analysis, separate sample pre-test/post-test advertising research and standard telephone surveys. The studies confirmed findings...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands