Shaun Whatling
Apr 11, 2017

Tokyo 2020: Partners face uphill climb to recoup value

Olympics sponsorship is a notorious gamble, but Redmandarin CEO Shaun Whatling argues the Tokyo Games bring unique challenges.

Coca-Cola understands the value of sponsorship lies in the years of build up to an Olympics.

Organising Committees famously misrepresent the value of Olympic Games Partnership. The country needs you to step up.’ It’s a once-in-a-lifetime opportunity.’ The Prime Minister needs your help on this one.’ And the favourite It will be so good for your business.’

In London, LOCOG employed McKinsey to develop an elegantly simple model to show how modest upliftnot forgetting halo effect’ and legacy uplift’applied across sales, employee productivity and even a reduction in...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
cs@haymarket.asia
or call+852 2122 5227

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5227
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Porsche brand management head talks young Chinese buyers and auto shows
Premium
12 hours ago

Porsche brand management head talks young Chinese ...

Deniz Keskin, the brand management head of Porsche, speaks about millennials’ attitude towards car ownership, auto shows, and the brand’s enduring ties with motorsport.

Premium
TBWA Asia head Ian Pearman to depart
Premium
13 hours ago

TBWA Asia head Ian Pearman to depart

President stepping down after 20 months.

Premium
Entries open for PR Awards Asia 2019
Premium
14 hours ago

Entries open for PR Awards Asia 2019

The 18th PR Awards are open for entry today, with new campaign and people categories. Early bird entry deadline: 19 March.

Premium
MAC Cosmetics launches first interactive experience centre in Shanghai
Premium
14 hours ago

MAC Cosmetics launches first interactive experience ...

The centre was the result of six months of research to understand GenZ's makeup purchase behaviour in China.