Sports sponsorship: Lessons from London 2012

This paper provides a general overview of sports sponsorship issues surrounding the 2012 Olympic Games held in London.

Sports sponsorship: Lessons from London 2012

Claire CarmichaelWPP

When brands buy the rights to the Olympic Games, they gain the opportunity to engage with the passions of at least half the world's population1.

But buying rights only gives sponsors the canvas for their campaign. It is through effective activation that they are able to create a picture that truly engages their audience.

As Olympic fever fades, it's useful to reflect on how sponsors used consumer engagement with the Olympics to activate their own sponsorships in the UK and globally. By reflecting on the lessons from London 2012,...

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