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...

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