Visa 在 1986 年首次与奥运会合作，三星在 1988 年，可口可乐在 1928 年。这就是长期的品牌建设。就像奥运健儿终其一生都在训练，只为在聚光灯下一显身手一样，世界顶级品牌知道，出色的表现来自长期的投资。
随着 2024 年奥运会的到来，让我们用一些新的数据来回顾一下品牌是如何利用长期体育赞助来建立品牌资产的。
奥运赞助商在品牌知名度上大获全胜
These days, marketers tend to be judged on their ability to create consumer demand, generate sales, and deliver immediate returns on their ad spend, but top brands know better than to ignore top-funnel metrics. We’ve studied thousands of campaigns over the years and found that on average, a 1-point gain in top-funnel brand equity metrics—like brand awareness and relevance—drives a 1% increase in sales.
奥运会提供了一个很好的例子，说明了长期体育合作对品牌知名度的影响。在 2021 年东京奥运会之前，40% 多一点的全球消费者知道 Visa 与奥运会的关系，而截至 2024 年 5 月，这一数字上升了 3 个百分点，达到 43%。这一数字在法国上升了两个百分点（从 29% 上升到 31%），在澳大利亚上升了五个百分点（从 33% 上升到 38%），在美国上升了十二个百分点（从 37% 上升到 49%）。
You can find insights about Visa and other Olympic partners on our Olympic Insights Hub, an online resource we launched recently to share data about fans, brands and athletes throughout the summer. For instance, P&G’s association with the Olympics has gained two points in awareness between 2021 and 2024, Samsung’s seven points, and Airbnb’s nine points (figure 1).
将长期商誉与当前粉丝的热情联系起来
The brands above are not resting on their laurels and have been making the most of their association with the Olympics in recent months. From January to May 2024, Visa has spent nearly $29 million on advertising, Airbnb $250 million, and Coca-Cola over $440 million, according to new data from 尼尔森Ad Intel.
自今年年初以来，今年奥运赞助商广告支出总额的近 80% 都投向了电视，但每个市场的情况都不尽相同。例如，在德国和印度尼西亚，可口可乐一半以上的媒体预算用于网络渠道，在英国，三分之二用于户外渠道。
Wherever they may be, sports fans are simply more likely than the general population to engage with sponsors and purchase their products. By advertising around the Games, Olympic sponsors can capitalize on fan enthusiasm and years of goodwill: short-term and long-term marketing working hand in hand.
全面衡量成功
品牌知名度至关重要--消费者很少购买他们不知道的品牌的产品，但长期体育赞助的益处远不止知名度。衡量成功与否应该是一项综合工作。
“We think about measurement holistically,” said Molly Beck, Strategy and Planning Lead for Google’s Center of Excellence for Sports Marketing in a recent Nielsen webinar on driving value through women’s sports. “We’re looking at broadcast reach and views as we always do, as we always will, but being a fan… is more than just tuning in on Saturday night for this or that game.” Streams, game highlights, tickets, scores, following a player on TikTok and shopping for a new signature shoe line are all part of the fan experience, and therefore a part of the measurement equation too. “As a brand, you’re only going to get so much value from showing up courtside. A lot of it is going to come from how the fan is consuming around that moment, before that moment and after that moment.”
That’s where a long-term partnership pays off. For WNBA Chief Growth Officer Colie Edison, “Many brands are trying to seize the moment…but if you don’t have the patience to actually do a multi-year investment, you won’t make the most of your relationship.”
In our interviews for the 2024 年度营销报告, Adam Isselbacher, SVP, Group Director Research & Analytics at UM Worldwide concurred and reminded us that “brand building is not just about making a brand visible. It’s about embedding into the consumer consciousness.” That takes time.
今年夏天，发挥你的奥林匹克精神，为你的品牌进行长期投资。
