University Report: Corporate Strategy of the Olympic Games Analysis

This report provides an analysis of the corporate strategies employed during the Olympic Games, specifically focusing on the 2016 Rio Olympics. It examines the roles and strategies of key organizations like the International Olympic Committee (IOC) and explores how various sponsors, including Nissan, McDonald's, Bradesco, Claro, and Embratel, leveraged the games to achieve their business objectives. The report discusses the benefits these organizations gained from their sponsorships, such as increased brand visibility and market demand, while also highlighting the reasons behind the termination of some partnerships, like that of McDonald's. The conclusion emphasizes the prestige associated with Olympic sponsorships and the potential for increased revenue and market competition, underscoring the international reach and customer base that the games offer to investing companies. The report concludes with the suggestion that more companies should support this annual international venture.

Running head: CORPORATE STRATGY OF THE OLYMPIC GAMES.
CORPORATE STRATGY OF THE OLYMPIC GAMES
Name of the Student
Name of the University
Author Note

1CORPORATE STRATGY OF THE OLYMPIC GAMES
Executive summary
The report briefly consists of a brief review of the organizations of the Olympic Games 2016.
The report consists of the analysis of the 2016 Olympic Games. Various organizations serve
as the main sponsors during the game. In this report a brief study has been done of those
organizations and the way those organizations uses the Olympic Games as a forum to
promote their business. The ways has been discussed which they adopt to achieve and
improve their competitive benefits. A logical suggestion has been provided at the end of the
report.

2CORPORATE STRATGY OF THE OLYMPIC GAMES
Table of Contents
INTRODUCTION......................................................................................................................3
ORGANISATIONS...................................................................................................................3
PARTNERS...............................................................................................................................4
NISSAN.....................................................................................................................................4
Mc. DONALD............................................................................................................................4
BRADESCO..............................................................................................................................5
CLARO......................................................................................................................................5
EMBRETEL...............................................................................................................................5
CONCLUSION..........................................................................................................................6
REFERENCES...........................................................................................................................7

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INTRODUCTION
The Olympic Games every year receives support of many organizations and many
companies to make it a successful event. The organization that sponsors the event has own
mission and vision behind the sponsorship. It is difficult to support such a big event and make
it a successful one. The purpose of the report is to explain the ways in which the local and the
national business use the Olympic Games to improve their competitive benefits. Finally, it
ends with the competition faces in the market.
ORGANISATIONS
The main organization that supports the Olympic Games is International Olympic
Committee (IOC) (Millington, Rob, and Simon Darnell 2014). The mission of the
organization is to support the Olympic Games throughout. The vision of the organization
always has been to promote the sports and athletes worldwide. It is one of the oldest
organizations and is a non-profitable and non-governmental body. It invests the ninety
percent of the profit in Olympic Games. It strictly aims at the promotion of the sports
worldwide and in turn, it receives huge revenue from the same. The head office of it is
situated in Switzerland. Initially it took lot of pain to gather financial support from different
companies and organizations. The first support they received was from the television channel
of US to broadcast the game in international television. Mc. Donald was the official partner
of IOC. They had worldwide TOP partnership (Olympic.org/the-ioc 2017). They have
recently decided to break their contract and this was declared officially by both the parties.
The reason by this as claimed by Timo Lumme, Managing Director of IOC Television and
Marketing Services was that Mc. Donald was focusing more on the business priorities which
was obvious. The IOC was looking for some organizations that would focus more on the
objective the game and less on the outcome of the business (Getz et al. 2015).

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PARTNERS
It is undoubtedly a matter of prestige for the companies to be a sponsor of the
Olympic Games. The flashing of the name of the company in the banners and hoardings of
Rio Olympic 2016 was a matter of pride for any company. The company invests their money
in the sport to increase the market demand of their product. The advertisement of a particular
company increases the business of the company as the viewers of the game shows ample
amount of interest in buying the products. The official partners of Rio Olympic Games 2016
were Nissan, Bradesco, Correios, NET, Claro and Embratel, Coca Cola, Samsung, Panasonic
and Procter and Gamble (Fairfield-Sonn and James 2017).
NISSAN
Nissan motor company is a car-manufacturing brand, which manufactures cars under
the name of Nissan. The company has more models like Datsun. They invested in the Rio
Olympics 2016, which was held in Brazil. After their investment, they were able to make
much profit from this. The Olympic Games served as a beneficial means to achieve their
business goals. The broad telecast of the episodes of the game convinced the audience on the
other part of the television to buy their product. The sale reportedly increased. The increase
of the sale indirectly increased the revenue and the profit of the company. Therefore, the
investment done by Nissan turned out to be a fruitful one (Nissan.in 2017).
Mc. DONALD
Mc. Donald is restaurant, which has branches everywhere. It can be termed as a chain
business and therefore has outlets almost in all countries. Mc. Donald and IOC ended the
contract of partnership between them. It was unable to get much profit from the
advertisement and prioritized the outcomes of the business more. This was obvious on their
part but the marketing and advertising head of IOC claimed that since IOC was completely a

5CORPORATE STRATGY OF THE OLYMPIC GAMES
non- governmental and non-profitable organization, their focus was just to promote the sport
and not any business. This was the main reason of the end of their partnership
(Mcdonalds.com.br 2017).
BRADESCO
Bradesco has remained as one of the organizing committee sponsor of Rio Olympics
2016. The company has hosted many campaigns and TV shows where it requested the mass
to keep their eyes on the Olympic Games 2016, which was supposed to be held in Brazil. The
journey of Bradesco and Olympics started in the year 2010. They now have become one of
the top most sponsors of this international game and they are successfully supporting
Olympics.
CLARO
Claro has been one o the leading wireless internet service providers in America. Claro
is inviting the mass to subscribe and watch the Olympics through their internets and promote
the same. Claro made a lot of financial benefit from their investment. Until today, Claro is
successfully sponsoring in the Olympic Games (Claro.com.br 2017).
EMBRETEL
Embratel points out the services it has provided to the different games held in the
Olympics, including enhancement of Rio’s optical fiber system and providing SIM cards to
all the participants in the game and different workers of the Rio 2016 committee. The site
also shows a video from Emmanuel Rego, former Brazilian Olympic beach volleyball gold
medalist and part of the Embratel Olympic team. It states the way the company is trying to
support to make the experience of Olympic games a better one rather a best one for all the

6CORPORATE STRATGY OF THE OLYMPIC GAMES
viewers, players, the employees and the volunteers of Rio Olympic Games 2016
(Embratel.com.br 2017).
CONCLUSION
Many other companies served as USOC Sponsor and the TOP sponsors. Sponsoring
in the game like Olympic Games is really a prestigious matter. The investment done by the
companies gives them benefits but sometimes situations are reverse. Few companies through
offering sponsorship are able to meet profits in the market. The revenue of the company
increases. The company in maximum times is able to increase the competition for the
competitors. Olympics are having international followers. The organizing committees are
able to grab the international markets and huge amount of customers. This is the biggest
advantage enjoyed by the investing organizing companies. In future, it is hoped that more and
more companies will come forward to support this international annual venture.

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REFERENCES
Claro.com.br (2017). Site Oficial da Claro - Vem ser gigante. [online] Claro. Available at:
http://www.claro.com.br/ [Accessed 12 Sep. 2017].
Embratel.com.br/ (2017). Soluções em Conectividade, Segurança, TI e Mobilidade |
Embratel. [online] Embratel.com.br. Available at: http://www.embratel.com.br/ [Accessed 12
Sep. 2017].
Fairfield-Sonn, James W. "Hosting the Summer Olympic Games: Impact on Global Cites and
International Business." The Journal of Applied Business and Economics 19, no. 2 (2017):
35.
Getz, Donald, Darlene MacDonald, and M. Parent. "THE SPORT EVENT
OWNERS’PERSPECTIVE." Routledge handbook of sports event management (2015): 136-
262.
Mcdonalds.com.br/ (2017). McDonald's - Brasil. [online] McDonald's - Brasil. Available at:
http://www.mcdonalds.com.br/ [Accessed 12 Sep. 2017].
Millington, Rob, and Simon C. Darnell. "Constructing and contesting the Olympics online:
The internet, Rio 2016 and the politics of Brazilian development." International review for
the sociology of sport 49, no. 2 (2014): 190-210.
Nissan.in (2017). Nissan India | SUV, Sports, Commercial, and 4X4 Vehicles. [online]
Nissan. Available at: http://www.nissan.in [Accessed 12 Sep. 2017].
Olympic.org/the-ioc (2017). IOC - International Olympic Committee. [online] International
Olympic Committee. Available at: http://www.olympic.org/the-ioc [Accessed 12 Sep. 2017].

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