Tracking Olympic Sponsors in Newsdesk: The First Weekend

During this Olympics, we are looking at which corporate sponsors are getting the most bang for their advertising buck. In the spirit of the Games, each day we are using Newsdesk to examine different ways the top 3 companies, ranked by coverage, are getting extra buzz in the news from Olympics.

Chart generated in Newsdesk showing the weekend coverage of the top 3 Olympic sponsors

This weekend’s top 3:

• Gold: Coke
• Silver: Visa
• Bronze: Samsung

While Coke came out on top, all 3 of these sponsors seem to benefit largely from being the top sponsors rather than just sponsors. Much of the news coverage that mentions sponsorship of the Olympics uses at least one of these companies as an example. This is likely due in part to already being recognizable brands, though the amount of money paid by sponsors is a story in and of itself.

Also, as we live in a world of syndication, it only takes a few articles like this to be republished by dozens of other outlets, making its way into blogs and other social media.

And of course there is protest against the corporate sponsorship of the Olympics, which itself adds to the discussion of these sponsors.

Does this reflect your experience in watching and discussing the Olympics? Are there other companies that you feel should have ranked above these 3? Tell us in the comments.

2 Comments July 30, 2012

2012 Olympic News from Newsdesk-Top Olympic Sponsors

Tracking the Top Olympic Sponsors: Who Will the Big Winners Be?

As the opening ceremony of the Games of the XXX Olympiad kicks off this evening, billions of people in more than 200 countries and territories will be watching. Without a doubt, the Olympics are the biggest sporting event on the planet. And according to the official Olympics’ website ”one of the most effective international marketing platforms in the world.” But what does “most effective” mean for the 11 worldwide sponsors of this year’s Olympics?

To see who gets the most bang for their buck, we’re monitoring the media coverage of the London 2012 Olympic Sponsors:  ACER, ATOS, Coke,  DOW, GE, McDonalds, Omega, Panasonic, P&G, Samsung, and Visa.

With the help of our award-winning news and research tool, Newsdesk (read about how the top sponsors develop their campaigns), we’ll be mining the data and stories and reporting back to you on how the companies and brands are making out. From traditional news and social media mentions to online reputation management, over the course of the games, we’ll look at what this year’s sponsors are getting for spending tens or hundreds of millions of dollars tying their brand to the Olympic rings.

So check back here every day for our updated analysis. Let us know in the comments what you would like us to examine.

2 Comments July 27, 2012