Olympics Sports Biz ProjectBrenda Dueñas, Kelley Tarver,
Stuart Vaughan, Valerie Gutierrez
Business Model
• Brand Identity– Global Scale
• Pertaining to the Beijing Olympics, we chose two star athletes with two different approaches
How we make our money!
• Athletes pay us to find big name sponsors to help them achieve notoriety
• Sponsors pay us to find “star athletes” to endorse their product
Olympics Marketing Strategy
• Steps to execute business model (for Michael Phelps – Swimming)– What is the Plan:
• We want to link with a major corporate sponsor and use their brand name recognition to boost the recognition or interest in Michael Phelps
• We want to achieve higher awareness for our athlete
Olympics Marketing Strategy
• Steps to execute business model (for Michael Phelps – Swimming)– Select a “big name” sponsor:
• We want to choose a big name sponsor so that it will instantly lend Phelps some credibility
– In this case, we are going to choose McDonald’s restaurant & Coca-Cola
Olympics Marketing Strategy
• Steps to execute business model (for Michael Phelps – Swimming)– Create an advertising campaign in
relationship to McDonald’s: • Put photos and facts about Michael Phelps
on the paper products at restaurant– Carry-Out Bags, Happy Meal Boxes, Paper
Cups, Tray Flyers, etc.
• Create media advertising– Television commercials, Billboards, Restaurant
signage– Charity Events – Ronald McDonald House
Olympics Marketing Strategy
• Steps to execute business model (for Michael Phelps – Swimming)– Create an advertising campaign in
relationship to Coca-Cola: • Put photos and facts about Michael Phelps
on their drink products– Cans, Bottles, Store Displays,
• Create media advertising– Television commercials, Billboards
Measuring Success
• Michael Phelps – Swimming– Achieve higher awareness
• The main focus here was not to increase sales, per se, but to increase awareness
– Could be “measured” in how many people attended the Olympic swimming competitions
– The television coverage could be “measured” to see if they had an increase in viewership from past years coverage
– Possibly “measured” to see if Michael Phelps paraphernalia had a boost in sales
– Could see if there was a boost in media coverage
Olympics Marketing Strategy
• Steps to execute business model (for Yao Ming – Basketball)– What is the Plan:
• We want to find a sport celebrity to link with a major corporate sponsor and use the celebrity’s brand name recognition to boost the recognition or interest in one of the company’s products
• We want to achieve higher profitability (sales) for the sponsor’s product
Olympics Marketing Strategy
• Steps to execute business model (for Yao Ming – Basketball)– Select a celebrity athlete:
• We want to choose a celebrity athlete so that it will instantly lend the sponsor some credibility
• We must find one that is appealing to the market and is a good fit for the product
– In this case, we are going to choose Yao Ming endorsing a Reebok shoe and VW’s new luxury SUV
Olympics Marketing Strategy
• Steps to execute business model (for Yao Ming – Basketball)– Create an advertising campaign:
• Reebok: Create media advertising– Create a “Brand Name” shoe– Television commercials– Billboards – Magazine Ads
• VW: Create media advertising– Television commercials– Billboards– Magazine Ads
Measuring Success
• Yao Ming – Basketball– Achieve higher profitability (sales)
• The main focus here was to increase sales of a product
– Reebok: This could be “measured” by comparing sales of the product before Yao Ming endorsed it and then after
– VW: This could be “measured” by sales from pre-orders (comparison from other vehicles)
Benefits to the Olympics
• Increased viewership
• Increased sponsorship
• Increased attendance
• Increase in sales for Olympic paraphernalia
Examples…
• Yao Ming ads– Reebok shoe– VW SUV
• Michael Phelps ads– McDonald’s Charity Work– Coca-Cola Ad
Examples…
• Reebok came to us looking to find a celebrity to endorse their product.
• Yao will be in the Beijing Olympics playing for the Chinese team.
• Yao and his Reebok shoe will get national media attention
• Reebok will get instant recognition
Examples…
Examples…
• Michael Phelps came to us looking to find a company that would sponsor him.
• Michael will be in the Beijing Olympics playing for the American team.
• Michael hopes that by teaming up with Coke he will get major national exposure
Examples…
Examples…
• McDonald’s is a sponsor of the Beijing Olympics, so their advertising should already be covering Olympic events.
• RMHC events already have major exposure.
– By teaming Michael Phelps with RMHC, Michael should get some good publicity
• Other celebrities that work with RMHC:
– Wayne Brady, Billy Bush, Cindy Crawford, Al Roker, Carl Lewis, Mario Lopez, Hayden Panettiere, & others
• http://en.beijing2008.cn/
• http://www.mcdonalds.com
• http://www.rmhc.org
• http://www.reebok.com
• http://www.vw.com
• http://www.coca-cola.com
Important Sites…
