In a detailed presentation of adidas’ campaign, Bezu argued that an aggressive multi-channel media plan and culturally relevant creative had delivered impressive results. “Even if you just look at the figures, it was worth the money to be an Olympic sponsor,” said Bezu. “Look at what our competitors had to spend just to keep up with us - [sponsoring individual] federations didn’t come for free, and they still couldn’t do all the advertising they wanted to.”
Adidas CEO defends Olympic tie
MACAU - Adidas Asia-Pacific CEO Christoph Bezu argued that the company's sponsorship of the Olympics had been worth the money.
In a detailed presentation of adidas’ campaign, Bezu argued that an aggressive multi-channel media plan and culturally relevant creative had delivered impressive results. “Even if you just look at the figures, it was worth the money to be an Olympic sponsor,” said Bezu. “Look at what our competitors had to spend just to keep up with us - [sponsoring individual] federations didn’t come for free, and they still couldn’t do all the advertising they wanted to.”
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