Marketing in Olympics 2008

2008 Beijing Olympics is history. With many companies trying Ambush Marketing in Beijing 2008 Olympics, this has given a lot of idea to many brands and also an insight into the future for the brands. What every brand has understood after this event is that to be able to create mind space among the numerous brands in the market, clear positioning and differentiation is very very important.


Let us consider this: Adidas is the global Olympics partner and has the right to dress all torch-bearers and staff in their outfit. However, participating teams can wear any brand that they would like. Adidas has no say in it. Stating the facts, 22 out of 28 teams were wearing Nike and not Adidas. What do you think Adidas was thinking when they come to know of this?

To add to all this, Li Ning who was the final torch bearer had the chance to advertise to the whole world - free of cost - his brand Li-Ning which is a competitor to Adidas and Nike. Just that when he was bearing the torch, he was dressed in Adidas. But he had the chance to advertise to the whole world of his brand. Although this is something that advertised Li-Ning, it also made a point that Li Ning uses Adidas and not Li-Ning sportswear. Sheer coincidence...

Ambush marketing might be banned in Olympics 2012 and Cricket World Cup in 2015. Is it not too early to decide on this? No it is not. With all the brands getting smarter with every move of their competitors', the sooner a brand plans, the better it is. Cause marketing is here to stay and advertisers never have enough time to please the consumers. Sphere: Related Content