Olympic Sponsors May Rethink Marketing to Reflect Current Events After Delay of Summer Games

P&G and Visa will evolve their strategies with the postponement

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When it comes to major marketing events, it doesn’t get much bigger than the Olympics. Though Super Bowl spots may run at a higher price, for major Olympic sponsors, the event offers 16 days of constant opportunity to communicate with consumers.

Olympic marketing plans are years in the making; oftentimes the beginning stages of planning for the upcoming games take place just after the latest has wrapped. As Jason Cieslak, the president, Pacific Rim at brand strategy firm Siegel+Gale, put it: “This is a big bet for any brand,” adding, “And it’s a global bet.

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