Olympics Sports Biz ProjectBrenda Dueñas, Kelley Tarver,

Stuart Vaughan, Valerie Gutierrez

Business Model

• Brand Identity– Global Scale

• Pertaining to the Beijing Olympics, we chose two star athletes with two different approaches

How we make our money!

• Athletes pay us to find big name sponsors to help them achieve notoriety

• Sponsors pay us to find “star athletes” to endorse their product

Olympics Marketing Strategy

• Steps to execute business model (for Michael Phelps – Swimming)– What is the Plan:

• We want to link with a major corporate sponsor and use their brand name recognition to boost the recognition or interest in Michael Phelps

• We want to achieve higher awareness for our athlete

Olympics Marketing Strategy

• Steps to execute business model (for Michael Phelps – Swimming)– Select a “big name” sponsor:

• We want to choose a big name sponsor so that it will instantly lend Phelps some credibility

– In this case, we are going to choose McDonald’s restaurant & Coca-Cola

Olympics Marketing Strategy

• Steps to execute business model (for Michael Phelps – Swimming)– Create an advertising campaign in

relationship to McDonald’s: • Put photos and facts about Michael Phelps

on the paper products at restaurant– Carry-Out Bags, Happy Meal Boxes, Paper

Cups, Tray Flyers, etc.

• Create media advertising– Television commercials, Billboards, Restaurant

signage– Charity Events – Ronald McDonald House

Olympics Marketing Strategy

• Steps to execute business model (for Michael Phelps – Swimming)– Create an advertising campaign in

relationship to Coca-Cola: • Put photos and facts about Michael Phelps

on their drink products– Cans, Bottles, Store Displays,

• Create media advertising– Television commercials, Billboards

Measuring Success

• Michael Phelps – Swimming– Achieve higher awareness

• The main focus here was not to increase sales, per se, but to increase awareness

– Could be “measured” in how many people attended the Olympic swimming competitions

– The television coverage could be “measured” to see if they had an increase in viewership from past years coverage

– Possibly “measured” to see if Michael Phelps paraphernalia had a boost in sales

– Could see if there was a boost in media coverage

Olympics Marketing Strategy

• Steps to execute business model (for Yao Ming – Basketball)– What is the Plan:

• We want to find a sport celebrity to link with a major corporate sponsor and use the celebrity’s brand name recognition to boost the recognition or interest in one of the company’s products

• We want to achieve higher profitability (sales) for the sponsor’s product

Olympics Marketing Strategy

• Steps to execute business model (for Yao Ming – Basketball)– Select a celebrity athlete:

• We want to choose a celebrity athlete so that it will instantly lend the sponsor some credibility

• We must find one that is appealing to the market and is a good fit for the product

– In this case, we are going to choose Yao Ming endorsing a Reebok shoe and VW’s new luxury SUV

Olympics Marketing Strategy

• Steps to execute business model (for Yao Ming – Basketball)– Create an advertising campaign:

• Reebok: Create media advertising– Create a “Brand Name” shoe– Television commercials– Billboards – Magazine Ads

• VW: Create media advertising– Television commercials– Billboards– Magazine Ads

Measuring Success

• Yao Ming – Basketball– Achieve higher profitability (sales)

• The main focus here was to increase sales of a product

– Reebok: This could be “measured” by comparing sales of the product before Yao Ming endorsed it and then after

– VW: This could be “measured” by sales from pre-orders (comparison from other vehicles)

Benefits to the Olympics

• Increased viewership

• Increased sponsorship

• Increased attendance

• Increase in sales for Olympic paraphernalia

Examples…

• Yao Ming ads– Reebok shoe– VW SUV

• Michael Phelps ads– McDonald’s Charity Work– Coca-Cola Ad

Examples…

• Reebok came to us looking to find a celebrity to endorse their product.

• Yao will be in the Beijing Olympics playing for the Chinese team.

• Yao and his Reebok shoe will get national media attention

• Reebok will get instant recognition

Examples…

Examples…

• Michael Phelps came to us looking to find a company that would sponsor him.

• Michael will be in the Beijing Olympics playing for the American team.

• Michael hopes that by teaming up with Coke he will get major national exposure

Examples…

Examples…

• McDonald’s is a sponsor of the Beijing Olympics, so their advertising should already be covering Olympic events.

• RMHC events already have major exposure.

– By teaming Michael Phelps with RMHC, Michael should get some good publicity

• Other celebrities that work with RMHC:

– Wayne Brady, Billy Bush, Cindy Crawford, Al Roker, Carl Lewis, Mario Lopez, Hayden Panettiere, & others

• http://en.beijing2008.cn/

• http://www.mcdonalds.com

• http://www.rmhc.org

• http://www.reebok.com

• http://www.vw.com

• http://www.coca-cola.com

Important Sites…