All to Play For and Winning Gold at 2012 Olympics

This is a presentation delivered at the 2010 Media Research Group Conference focusing on how brands can best leverage associations with major sporting events such as the FIFA World Cup and Olympic Games.
It identifies four key approaches for brands to build relationships with a sport (a direct relationship; an earned right to be part of it; acting as a fan and sharing passions; and being topical and capturing the mood). It also offers advice on how brands can associate themselves with the 2012 London Olympics....

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