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...

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