Episode 71

Sports Marketing and the Summer Olympics

NBC Universal paid nearly $8 billion for Olympic broadcast rights through 2032. But is sports marketing really worth it?

This week, Elena, Angela, and Rob dive into the world of sports marketing as the Summer Olympics kick off. They explore the surprising scale of sports advertising, the evolution of athlete endorsements, and debate whether Olympic sponsorships are worth the premium price tag. Plus, hear why Angela thinks many brands could get more for their dollar by looking beyond major sporting events.

Topics Covered

• [01:00] Looking to the 2024 Paris Olympics

• [02:14] Scale of global sports marketing spend

• [06:00] History of athlete endorsements

• [09:00] Notable brand deals for the 2024 Olympics

• [12:00] Pros and cons of micro-influencer athletes

• [13:00] Contrarian view on sports marketing ROI

• [18:30] Alternatives to major sports sponsorships

Resources:

2024 Ad Age Article

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