While gold medals and country bragging rights are the biggest focus of the event, marketing plays a huge role in the Olympics. Many previously unknown athletes rise to stardom by achieving success in the Olympics. Their faces will be shown all over the globe and their wallets will put on several pounds from the endorsements. Gold medals and good looks will surely get you the money, but experts say the key is "that almost indefinable quality-the ability to connect with people by coming through as sincere and team-oriented."
19-year-old American Nick Goepper is an X-Games veteran who is also the favorite to win the slope style competition. He may be young, but marketers love the Indiana native's Middle America pedigree and fresh face.
Mikaela Shiffrin is another young blood looking to make a major impact in the event. The 18-year-old slalom skier won the gold in the 2013 World Championships, and is touted as the next Lindsey Vonn, who withdrew from the Olympics due to a knee injury.
Although he's already a global superstar, marketers absolutely love Shaun White and his value. White is going for gold in three straight Olympics He will sport his new haircut and compete in the slope style competition for the first time. Marketers believe that this is a chance for him to broaden his appeal and achieve even greater success.
The Olympics are just another reminder that marketing is everywhere today. Companies can make millions and billions with sponsorship and endorsements, and advertise their brand names across the world in one of the biggest and most prestigious sports competitions in history. However, success is not guaranteed, and it is important that companies use a well-planned, effective marketing strategy. Because events like the Olympics can really make or break your brand.
Reference: http://www.forbes.com/sites/tomvanriper/2014/01/27/10-olympians-poised-to-hit-marketing-gold/
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