Face Off
(FORTUNE Magazine) – Prepare yourself for a summer of hyperinspirational commercials. With the Athens Olympics just a few months away, the five-ring marketing circus is beginning. Some of the 63 U.S. sponsors and suppliers have participated in only a few games, while others like Coke and Eastman Kodak have been at it for years (76 and 108 years, respectively). Here's what a few of the sponsors are planning for the buildup to the games in the U.S. and the main event in Greece. --Kate Bonamici Olympic Sponsor McDonald's IN THE U.S. Packaging will feature ten athletes, including Venus and Serena Williams and swimmer Diana Munz. IN GREECE Will operate three McDonald's on-site, including two in the Olympic Village with free food for the athletes. [Olympic Sponsor] Bank of America [IN THE U.S.] Sponsoring Olympic trials (like diving and gymnastics) and hosting local celebrations for Olympic hopefuls. [IN GREECE] Will host an Olympic Village center where athletes, friends, and family can eat, watch, and get online. [Olympic Sponsor] Kleenex [IN THE U.S.] Will have a daily Internet vote on the most emotional moment of the day. [IN GREECE] Commemorative tissue boxes will be placed throughout the Village. [Olympic Sponsor] Visa [IN THE U.S.] Ads will feature U.S. women's volleyball players (Visa stars won gold in the last three Games). [IN GREECE] It's the only card accepted anywhere at the Games. [Olympic Sponsor] Xerox [IN THE U.S.] Printing 10,000 copies of swimmer John Naber's book, Eureka! How Innovation Changes the Olympics. [IN GREECE] Will host a breakfast for Olympians past and present. [Olympic Sponsor] 24-Hour Fitness [IN THE U.S.] Sponsoring 16 athletes and giving gym memberships to elite athletes. [IN GREECE] Is providing training centers for U.S. athletes in Athens. |
|