AMERICAN EXPRESS VS. VISA
In the 1994 Winter Olympics in Norway, American Express's advertising campaign was "If you're traveling to Lilehammer, you'll need a passport, but you don't need a Visa." Visa was the official sponsor of those Olympic Games.
NIKE: IT JUST DOES IT
At Salt Lake City, 2002 (Winter Olympics held in Salt Lake City, USA) marketing games are played with as much vigour as real games.
Despite, Nike not being an official sponsor for the games every hockey team at the Games is outfitted from head to toe, inside and out, by Nike.
With, the cost of sponsorship ranging from $5 million to $50 million (depending on the level of sponsorship and coverage).
Nike did not have to pay anything for the sponsorship yet the coverage it got out of athletes sporting Nike swoosh was more than what any official sponsor would hope to get out of an event. A survey conducted by MSNBC among spectators revealed that people conceived Nike to be the sponsor of the games.
Another company that used Parasitic Marketing to get leverage out of the Event was Columbia Sportswear. Columbia Sportswear chose an even cheaper option than the one chosen by Nike. NBC announcers seen broadcasting every evening - sported the logo of Columbia Sportswear on their outfits. This option was cheaper than buying into the Games in an official way and less risky than backing a team or athlete.
In the 1994 Winter Olympics in Norway, American Express's advertising campaign was "If you're traveling to Lilehammer, you'll need a passport, but you don't need a Visa." Visa was the official sponsor of those Olympic Games.
NIKE: IT JUST DOES IT
At Salt Lake City, 2002 (Winter Olympics held in Salt Lake City, USA) marketing games are played with as much vigour as real games.
Despite, Nike not being an official sponsor for the games every hockey team at the Games is outfitted from head to toe, inside and out, by Nike.
With, the cost of sponsorship ranging from $5 million to $50 million (depending on the level of sponsorship and coverage).
Nike did not have to pay anything for the sponsorship yet the coverage it got out of athletes sporting Nike swoosh was more than what any official sponsor would hope to get out of an event. A survey conducted by MSNBC among spectators revealed that people conceived Nike to be the sponsor of the games.
Another company that used Parasitic Marketing to get leverage out of the Event was Columbia Sportswear. Columbia Sportswear chose an even cheaper option than the one chosen by Nike. NBC announcers seen broadcasting every evening - sported the logo of Columbia Sportswear on their outfits. This option was cheaper than buying into the Games in an official way and less risky than backing a team or athlete.