Right before the Olympics began, I was listening to a Businessweek podcast about the sponsors. I was shocked to discover that Nike is not an official sponsor of the Olympics. It seems like it would be a natural fit, but really Nike gets a lot of free advertising by all of the athletes who wear their products—making them what the interviewee of the podcast referred to as an “unofficial sponsor.” Then there are companies like Coca-Cola, which have been a sponsor since around 1932 (can’t remember the exact year) and have renewed its contract through 2020. Coca-Cola has even stepped up to the “green business” plate by installing energy efficient vending machines for its products at the games. So, this new knowledge caused me to wonder—sponsorship, friend or foe? Nike doesn’t pay to be a sponsor but by coincidence is onscreen and in front of millions with its little checkmark logo all over the place—spectators and contestants alike. And then a company like Coca-Cola pays millions for the same. It’s just a thought and I am certainly not saying that companies shouldn’t sponsor events, fundraisers or other worthwhile causes. I just found it to be an interesting concept.

Kristie Lorette is a freelance copywriter and marketing consultant who specializes in the financial services, mortgage, real estate, event planning and non-profit industries. Kristie holds a BS in marketing, BS in multinational business and an MBA. You can learn more about Kristie and her expertise by visiting her website www.studiokwriting.com.

Article Tags: Advertising | marketing | sponsorship
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