Case Study: Event Marketing and Sponsorship Strategies at Rio 2016

This case study delves into the marketing strategies employed during the Rio 2016 Olympics, utilizing the International Olympic Committee Marketing Report Rio 2016 and other relevant texts. It examines the 6 P's of marketing (Product, Price, Place, Promotion, People, and Process) with specific examples from the event, highlighting how the Olympics effectively marketed its services and managed various aspects like ticket pricing and venue selection. The study further identifies key sponsorship assets, such as naming rights, brand partnerships, and customized experiences, illustrating how these were leveraged during the games. Finally, it analyzes activation tactics, including hosting and hospitality strategies and bounce-back offers, demonstrating how the Olympics aimed to enhance the overall experience and foster customer loyalty. The case study concludes by touching upon the experience economy, showcasing how the Rio 2016 Olympics created a memorable environment for attendees through various attractions and entertainment options.

Running head: EVENT MANAGEMENT
Event Management
Name of the Student:
Name of the University:
Author’s Note:

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6Ps of Marketing
PRODUCT
The product mainly refers to the service that is actually being offered. Olympics is a
game that was designed in the year by Pierre De Coubertin. It is a series of exciting games and
sports that take place over a long series of many days. During each edition of the Olympic
games, a huge amount of fans come from different parts of the world (Massad, Coutinho &
Wilder-Smith, 2016). Though there is feeling competitiveness among all the contestants but at
the same time, it has to be made sure that that the actual values of the games are being retained.
They make sure that the feelings of friendship, love, and respect are always being retained
among the customers (Preston, 2012).
PRICE
This refers to the amount of money or the cost that the company is charging for covering
up the entire programme. Olympics are a huge program and needs to cover up many costs.
However, they get customers from all the different corners of the world. As a result of this, they
launched a ticket resale program or a policy for the ticket booking in the year 2015 October.
They made sure that the tickets are not being sold to the customers who have already purchased
the
PLACE
The venue or the place of the event has to be chosen very carefully. The place is one of
the basic aspects that need to be considered properly so that they can attract the attention of the
customers. It is for this reason that the Olympics has chosen a location that can easily be reached

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by fans coming from all the comers of the world (Schöttl, Kainz & Binninger, 2018). Rio de
Janeiro is the place that as chosen for the event. As a result of this, they partnered with
Panasonic. The ‘STADIUM OF WONDERS’ is the location that was chosen. This is the best
place for fans.
PROMOTION
The promotional strategies serve as one of the most important aspects by which a
company tries to promote its products. The 2016 Rio Olympics made sure that they are being
able to promote their service properly. It was shown through the websites, the apps and the other
such online booking sites that would help them to easily reach out to their audiences.
PEOPLE
Olympics are a game for bringing people from all the different platforms and cultures at
one single place. They cordially invite athletes and also true viewers from all the different places
so that they all can come up together for this event.
Process
The Rio 2016 Olympics made sure that they are providing all the providing all the
possible services to their customers that are present during the ongoing of the events. They made
sure that the customers are getting proper services in exchange for the price that they are paying.
CTS Eventim was the exclusive Ticketing Services Provider for the Olympic Games Rio 2016
(Burnett, 2017). LATAM Viagens was another pricing strategy used by the organization so that
they can help the customers to buy a full ticket that will include all the programs like sporting
events, hospitality passes, land transport services and more. The tickets were made available at

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R$70 or even less. These processes were undertaken during the ongoing of the event so that the
customers get a lifetime experience.
Sponsorship marketing Assets
Olympics have got many different sponsors for promoting their games all across the
world.
 Naming rights and the title of the events are maintained properly. The Olympics is a
brand and they make sure that they are not taking any chances with it. They have a logo
that is representing faith, love, respect, and honor for each and every one. They are also a
preferred supplier (Preston, 2012).
 They make sure that their products are being sold and supplied only under their brand
name. They also have very strong partnerships or bonding made with all their partners.
Rio 2016 and the IOC emphasized their brand protection action at Games-time on
ensuring compliance with the clean venue policy in venues and guaranteeing that the
operational rights of marketing partners were respected
 Tickets, passes and the meet – greet opportunities are properly maintained by the people
of the organization. The Rio Olympics have launched a very well developed ticketing
service so that they can make the tickets available to all the people (Preston, 2012). Their
motif as to make sure those the tickets is being provided to maximum number of
audiences. The online ticket sale service was also established so that all the people can
get their tickets on a pre booking basis.
 Customized experiences are one of the major assets that are seen in the Olympics. They
have made sure that the customers get an unforgettable experience. There were big

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screens located all around the gallery. This gave the customers a lifetime experience.
There were fireworks all around the stadium so that the customers say interested.
 Media coverage is also one of the major assets of the Rio Olympics. They have been able
to attract the attention of the International media called the Omega’s International
advertising campaign.
 Social media attention is also one of the big assets that have been exhibited by the Rio
Olympics. The social media platforms were being used for the interaction with their
customers. These interactions have contributed in developing the feedbacks and the
watch stories. Video fragments and social media platforms are being used for this
interaction purpose. The Rio Olympic 2016 carried on a campaign called
#OlympicPeace. This was used to feature the stories of the athletes and the other sport
personalities to the common people.
Activation Tactics
Marketing and sponsorship are of utmost importance in order to make sure that the event
has been promoted properly. In order to do that, the Olympics have chosen many sponsorship
programs. They have dwelled upon the commercial partners since the very beginning. The
highest level of sponsorship that has been given to the Olympics is by the TOP or the Global
partners. For the Rio 2016 Olympics, the TOP program has also been able to deliver constant
financial support for conducting all the events.
Activation tactics

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Hosting and Hospitality
This is one of the major aspects that companies have to take into account. The Olympics
make sure that their guests are being treated well and they can be given the best possible service.
The 2016 Rio Olympics made sure that their guests or the audiences are being taken proper care
of. The tickets were made available at R$70 or even less. The cheapest tickets were made
available at about R40. This reduction in the ticket prices made it possible for customers
belonging from medium income groups to avail the tickets. In order to do that they have
arranged for super big screens all around their auditoriums so that each and every guest can
actually get a clear view of the games taking place. They have also made a clear budget
regarding the accommodation and the limo transportation from one place to the other. The tickets
were given at a very low price so that a large number of people can be a part of it. The other
tactic they used was to use the Uber services as a means of the transportation facility to the
athletes.
Bounce back offers
These tactics are mainly used in order to increase the repeat purchases by the customers.
It has to be made sure that the customers are getting good discounts and offers from the end of
the organization so that they can actually develop loyalty towards the brand. For instance, the
Banana Republic Clothing store also developed sponsorship with collaboration with the Toronto
Symphony Orchestra (TSO) by offering a limited bounce back offer for a validity of 14 days.
The ticket resale programme was launched so that the unused tickets can be genuinely sold out
to the customers who actually need it. Thus, this tactic helped in stopping the illegal sale of
tickets.

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Experience economy
Olympics Rio 2016 made sure that they are being able to give their customers a very nice
and unique experience. In the Barra Olympic Park, it was made sure that the auditorium is able
to welcome a huge amount of guests. The 26000 sqm auditorium welcomed about 300,000 fans.
The capacity of the auditorium was huge and they made sure that all the audiences are able to get
a full and clear view of all the events that are taking place in the game. The Olympic committee
also made sure that the audiences are getting a proper party ambiance. It is for this reason that
the Olympics committee was using a huge amount of music in order to create a good
environment for the customers.
The Olympic Boulevard was one of the major attractions of the Olympics 2016 Rio. The
timing was also from 9am to 10 pm every day so that all the viewers can enter the auditorium.
There were also about 50 food trucks in order to make sure that the customers are enjoying a
good time.

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Schöttl, K., Kainz, F., & Binninger, F. M. (2018, February). Rule 40 of the Olympic Charter–
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BUSINESS SYMPOSIUM (p. 57).
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