Under the conditions and spotlights described above, a very modern battle is about to take place – that of companies and brands vying for prominence. Be under no illusions: the stakes could not be higher for those trying to cash in on the halo of Olympic spirit this summer. For the official sponsors, it will mark the culmination of not just years of planning, but also vast expenditure: sponsorship revenue has been steadily rising over the past 20 years, from $95million in 1988 to $866million in 2008. But for the non-sponsor “challenger” brands too, the rewards are salivating: with the eyes of the world focused on London for three full weeks, the rewards for a successful guerrilla marketing strategy that undermines your rivals could be astronomical. If only, of course, it was as simple as that…
-Olympic Brands-A Brief History
-The London Law
-The Sponsors
-The Challengers
