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Investigating Olympic Sponsorship: A Contemporary Review of Selected Activation and Achievement

In: Managing the Olympics

Author

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  • Rick Burton

Abstract

During the 2008 Summer Olympic Games in Beijing, China, I had the good fortune of serving the United States Olympic Committee (USOC) as their Chief Marketing Officer. In this position I found myself working with some of the world’s largest sports sponsors including Coca-Cola, Visa, McDonald’s, General Electric (GE), Johnson & Johnson, AT&T, Anheuser-Busch (makers of Budweiser), The Home Depot and Samsung. Each organization listed above was aggressive in activating its Olympic sponsorships IOC) or domestically oriented through the USOC.

Suggested Citation

  • Rick Burton, 2013. "Investigating Olympic Sponsorship: A Contemporary Review of Selected Activation and Achievement," Palgrave Macmillan Books, in: Stephen Frawley & Daryl Adair (ed.), Managing the Olympics, chapter 10, pages 165-181, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-38958-8_10
    DOI: 10.1057/9780230389588_10
    as

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