80 Glorious Years Of World Famous Brand And Olympic Games

In those days, the world's largest credit card companies refused to sponsor the Olympic Games and made today's Visa.

Coca-Cola and Visa credit cards are all official sponsors of the Beijing Olympic Games.

These companies spent over 866 million dollars in the past 4 years to sponsor the Olympic Games.

In fact, the world famous brand has been associated with the Olympic Games for 80 years, and there are many little-known stories between the top sponsors and the Olympic Games.

The US delegation brought one thousand boxes of coke. From 1928 to 2008, the Coca Cola Co and the Olympic Games had been linked for 80 years.

The two sides first established in the 1928 Amsterdam Olympic Games.

At that time, there was no large-scale commercial sponsorship in the beverage industry. Coca-Cola chose the US Olympic team as a breakthrough.

In 1928, the company presented 1000 boxes of Coca-Cola to the US Olympic delegation, which arrived with the cargo ship of the US Olympic delegation across the Atlantic to Amsterdam port. Coca-Cola officially started the Olympic Games.

Coca-Cola has a great reputation.

It is certainly wise for Coca-Cola to choose the Olympic Games.

At that time, there was also a criticism of Coca-Cola's syrup drink. The famous American writer Mark Twin once laughed at this: "Coca-Cola 99% is water, and the rest is less than a dollar per barrel."

Therefore, in order to move towards the world, Coca-Cola pays special attention to sales.

As early as the first World War, Coca-Cola was willing to lose money and keep up with the advance of the front line to build new canning factories, so that every American soldier could drink Coca-Cola and remember Coca-Cola.

But the war is relatively short, and the impact of the Olympic Games far from four years is continuous.

At the 1932 Losangeles Olympics, Coca-Cola not only sponsored drinks, but also sponsored the first Olympic record board for the Olympic Games, and distributed more than 300 000 Olympic record souvenirs to children.

In the 1948 London Olympic Games, Coca-Cola overcame the difficult situation after World War II, and pported production equipment from all over to London to meet the needs of all athletes and spectators.

In 1936 Berlin Olympic Games, Paul Austin, an American rower and student of Harvard University who had drunk Coca-Cola, became the eighth Coca Cola Co chairman in 1970. This has become a good story in the history of Olympic sponsorship.

But Coca-Cola is not always plain sailing. In 1980, the Olympic Games in Moscow launched Pepsi Cola's advertising campaign, which has greatly covered Coca-Cola.

Fortunately, after the Losangeles Olympic Games in 1984, Coca-Cola never offered any chance to the other side.

In 1984, Coca-Cola beat $12 million 600 thousand in high sponsorship fees to defeat Pepsi Cola.

In the TOP sponsorship plan of the International Olympic Organizing Committee, Coca-Cola signed a huge cooperation agreement from 1996 to 2008. Now Coca-Cola has taken the initiative to extend the agreement to 2020.

VISA card picked up a big bargain and Coca-Cola's initiative was different. VISA (credit card companies) was lucky to be married to the Olympic Games. It was a big bargain that was picked up by the arrogance of others.

In 1986, when International Olympic Committee developed its first TOP sponsorship program, it needed to find a credit card companies, International Olympic Committee chairman Samaranch first to find James Robinson, the world's largest independent credit card companies American Express Company, but surprisingly, Robinson refused.

So, International Olympic Committee directly found VISA.

VISA was only a loose alliance for 10 years at that time.

Nonetheless, after learning to become an Olympic TOP sponsor and exercising sponsorship in every country in the world, John Bennett, vice president of marketing at VISA, then lobbied for board members to agree to join the TOP sponsorship program.

Eventually, VISA paid a sponsorship fee of up to 14 million 500 thousand dollars, and quickly reached an agreement with the International Olympic Committee.

In 1986, VISA officially joined the top sponsors of the Olympic Games.

Later, VISA promoted the VISA credit card globally through the powerful influence of the Olympic Games. John Bennett then put forward a slogan that VISA has been using for many years, "VISA is everywhere".

In 1987, VISA ranked only third in Asia.

Just 3 years later, VISA has become the industry leader.

American Express also tried to make consumers think American Express is an Olympic sponsor through a series of confusion measures.

But one of the ads used by the VISA is the Olympic concession, which means "bring your VISA card because the Olympics do not accept American Express card".

It was this sentence that made American Express and VISA fight for several years.

The Olympic brothers, "disabled", Adidas and Puma are all famous sports brands. What is interesting is that these two brands were founded by the two brothers in Germany.

Both are related to the Olympic Games, but they have been fighting with their brothers since then.

The Darth brothers were Rudolf Darth and Adolf Dassler, who were born in a shoemaker family in Gen Olah, a town in the southern German town.

Brother Rudolf Darth has a set of business operations.

Brother Adolf Darth's shoe making technology is excellent, and in his lifetime he invented more than 700 sports related patented products.

After the first World War, the younger brother began to take over his father's stall, and the shoes business was very good. Later he joined up with his brother, one was in charge of production, the other was in charge of marketing.

In July 1924, the brothers also registered the Dassler brothers sports shoe factory and began to explore the market outside Germany. At that time, they took aim at the Olympic opportunity.

The brothers first started with athletes. They made some shoes for Amsterdam Olympic athletes in 1928, and gave them to some athletes for free.

At the 1936 Berlin Olympic Games, Jesse Owens won 4 gold medals with the help of the brothers' shoes.

Since then, the sports shoes of the Darth brothers have won the love of many top athletes and won the gold medal in the sports field.

The footwear industry of Dassler brothers flourished with the development of the Olympic Games. But at the end of the Second World War, the two brothers' feelings broke up.

From 1948 to 1949, the brothers separated from each other and divided their industries equally. The brothers set up a new shoe factory and registered Puma products, while the younger brother organized more than 40 shoe factories and formally registered Adidas products.

The two brothers and their descendants continued to engage in business wars. Even after death, two people did not want to be buried in the same cemetery. The two brothers' graveyards were at the ends of the black root, both of them.

However, because of his brother's many years of experience in shoe making and providing the lightest and best sports shoes, Adidas products continued to be loved by the Olympic Games. In the 1956 Melbourne Olympic Games, most medals won the competition in Adidas sports shoes; in 1972 the Munich Olympic Games, Adidas became the official supplier of the Olympic Games for the first time; in 1984 Losangeles Olympic Games, 124 of the 140 delegations chose Adidas brand.

Although it is at a disadvantage, Puma has not been beaten to death. It has been using guerrilla tactics continuously, playing the edge ball in the most attracting international sports events, and has its own place in the sports field.

Olympic Games sponsorship, colleagues are friends, as a long history of film manufacturing companies, Kodak has a long history of sponsoring the Olympic Games.

When the first Olympic Games were held in Athens in 1896, Kodak made posters and tickets for its investment. Kodak's advertisements also appeared on the official records of the first Olympic Games.

Kodak has been occupying most of the world in the film market, while Fuji Corp is a Japanese film company coming from behind.

Because of the conservatism of technology at that time, Fuji attached great importance to self-reliance and development of technology.

Later, the technical level of Fuji film has surpassed Kodak company.

In 1984, after the launch of International Olympic Committee's TOP sponsorship program, ambitious Fuji wanted to take advantage of this opportunity, compared with Kodak's hesitation.

Kodak is cautious about Ueberroth's TOP sponsorship plan. Although he signed a memorandum of understanding with International Olympic Committee, he insisted on giving a discount to the sponsorship fee of $4 million.

On hearing this news, Fuji took advantage of it and grabbed the top sponsor's seat with a huge sum of $7 million.

Taking advantage of the Losangeles Olympic Games, Fuji launched Olympic marketing in the US market with its top sponsor and achieved a qualitative breakthrough.

Fuji also used Olympic concession to challenge Kodak's global dominance in the global market.

For a while, Kodak's backyard was full of heavy smoke. Some people even said that in the film market, Americans will also be attacked by the Japanese like the American automobile industry.

But Kodak is not a weak person. Kay Whitmore, chairman of the company, insisted that "do not think we will be beaten like a car in the United States like that." Kodak quickly found the opportunity to fight back, using the advantage of home advantage in the United States and relying on the concept of "non Olympic marketing". Kodak sponsored the ABC TV network to sponsor the most hopeful American track and field team and Olympic track and field qualifier, and did a lot of advertising in Losangeles.

Although Fuji's market share has increased from about 11% before the Olympic Games to about 15%, there has been no greater reversal. Fuji has been greatly distressed.

By the time the second phase of the TOP sponsorship program was launched, Fuji, which had the prior preference, began to hesitate after the inquiry, while Kodak remembered the lesson. Only through several phone calls with International Olympic Committee, Kodak quickly became a TOP sponsor and signed the contract until 2008.

Fuji didn't have enough money, but there was no stopping at the Olympic Games.

At the 1998 Nagano Olympic Winter Games in Japan, Kodak enjoyed the service of distributing and developing films at the Olympic Village news center. It wanted to print about 75 thousand films for 650 photographers.

Fuji drew a lot of money and distributed and washed Fuji films free of charge to media reporters and tourists outside the main press center. Many unsuspecting people thought Fuji was a sponsor, which made Kodak feel very angry.

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