Sochi 2014 Marketing Post-Games Report
The Sochi Post-Games Marketing Report analyses the marketing activity linked to the XXII Winter Games by both official sponsors and non-affiliated marketers. The report was released by the Global Language Monitor, the brand equity trend tracking firm. The Global Language Monitor has been conducting brand audits of the Top Olympic Partners and their non-affiliated competitors since the Beijing Summer Games.
The Sochi Winter Olympics had ten Worldwide Olympic Partners: Atos Origin, Coca-Cola, Dow Chemical, General Electric, McDonald’s, Omega watches. Panasonic, Procter & Gamble (P&G), Samsung, and Visa Card. These sponsors were measured against their top global competitors. Fully loaded the top sponsors spend up to one billion USD for the priviledge of their sponsorship. A significant 'value leak' occurs when non-affiliated competitors attempt to siphon off comparable value without paying the associated fees to the IOC.
Global Language Monitor performs brand audits, enabling organizations to judge their brand performance between and among their competitors and their peers.