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Sponsoring as a Strategy to Enter, Develop, and Defend Markets: Advertising Patterns of the Beijing Olympic Games’ Sponsoring Partners
Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
2014 (English)In: Asian inward and outward FDI: new challenges in the global economy / [ed] Claes-Göran Alvstam; Harald Dolles; Patrik Ström, Basingstoke: Palgrave Macmillan, 2014, p. 36-64Chapter in book (Refereed)
Abstract [en]

The Olympic Games are an event that attracts the focus of the media and the attention of the entire world for two weeks every four years. The Games are one of the largest international marketing platforms in the world. From the opening ceremony of the XXIXth Olympiad in Beijing 2008 to the moment that Beijing bade farewell, this mega-sporting event was the biggest broadcast event in history. The Beijing Olympic Games were made available across the world, with broadcasts in 220 territories and an estimated potential TV audience of 4.3 billion people. The sporting performances helped drive not only television audiences, but also internet and mobile phone downloads, to new levels. The Beijing Olympics Global Television and Online Media Report (IOC, 2008a) announces that a total of more than 61,700 hours of dedicated Beijing 2008 television and 72 per cent of coverage (44,454 hours) were aired on free-to-air terrestrial channels (all other coverage was aired on either pay TV cable/satellite platforms or free-to-air digital channels). According to the report, the region to enjoy the most dedicated TV coverage in 2008 was Europe with 21,292 hours of coverage. This represents a 46 per cent increase over the 14,602 hours of broadcasting that were reported to have been aired in 2004 during the Athens Games in the European time zones. It is also stated that of the 6.7 billion people globally there was a total of 4.3 billion people who had home access to dedicated Beijing 2008 TV coverage aired by official broadcasters.

Place, publisher, year, edition, pages
Basingstoke: Palgrave Macmillan, 2014. p. 36-64
Keywords [en]
Brand Equity, Olympic Game, Revenue Generation, International Olympic Committee, Advertising Strategy
National Category
Business Administration
Identifiers
URN: urn:nbn:se:su:diva-107148DOI: 10.1057/9781137312211_3ISBN: 978-1-137-31220-4 (print)OAI: oai:DiVA.org:su-107148DiVA, id: diva2:743370
Available from: 2014-09-04 Created: 2014-09-04 Last updated: 2022-10-20Bibliographically approved

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Söderman, Sten

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