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
customerservices@campaignasia.com
or call+852 3175 1913

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 +65 9771 3034
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Stalling of China's mobility sector calls for big innovation
Premium
7 hours ago

Stalling of China's mobility sector calls for big ...

TOP OF THE CHARTS: Better services, higher prices and greater platform innovation are needed to see profitability increase for ride-hailing and other services, according to Bain.

Premium
Fixing programmatic: 'We’re doing the hard stuff now'
Premium
7 hours ago

Fixing programmatic: 'We’re doing the hard stuff now'

MediaMath CEO Joe Zawadzki explains why a fully accountable, addressable digital supply chain still eludes advertisers, requiring builders focused on end goals, not exit strategies.

Premium
Sea change: What FMCG brands are doing about plastic pollution
Premium
7 hours ago

Sea change: What FMCG brands are doing about ...

The government in Indonesia is pushing sustainability, and brands are talking about it more than ever. But environmental critics aren't yet impressed.