The Olympics offer potential sponsorship gold, but there are risks

The pageantry, the passion, the global reach—all have significant allure for marketers and brand managers. Still, crises can hit even amid the revelry, so a response plan is essential.

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Olympic sponsorships can lead to big returns. 

Brand managers planning to participate in the 2020 Olympic Games are thinking seriously about potential sponsorship strategies—and for good reason. 

During the Olympics, brands can intersect with target audiences when those audiences are at their highest point of engagement and passion. It’s truly an unprecedented opportunity to tap the feelings of patriotism, unity and family that are synonymous with the Olympic ceremonies and games. 

The event’s global visibility also provides reach and exposure that few other events can. Sports leagues such as the NFL, NHL, and NASCAR enjoy regular attention from invested sports fans, but the Olympics brings in new viewers from all over who might tune in and pay attention only once every four years.

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