This Day On The Street
Continue to site
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here

You Don't Have to Be Olympic-Sized to Show You're a Good Sport

CHICAGO ( MainStreet) -- The Summer Olympics, which kick off this weekend in London, remain one of the most potent brands in the world. The competition between athletes from almost every nation symbolizes our most cherished ideals of sports: the thrill of competition, the power of perseverance, the bonds of national pride.

And yet, despite the focus on amateur athletes, the modern Olympic Games are also about money -- lots and lots of money. Sales of tickets and broadcasting rights aren't enough to cover all the costs that come with staging such a large-scale, multiweek event, so the International Olympic Committee -- just like every other sports governing body -- has turned to corporate sponsors to help foot the bills.

It is precisely because the Olympics conjures up such powerful, inspirational images that large corporations are willing to pay big bucks to be associated with it. For the London Games, 11 companies paid for highest level of sponsorship, The Olympic Partner program, which allows them to feature the Olympic five-ring logo in their worldwide advertising and guarantees industry sector exclusivity. ( Coca-Cola (KO) is the only beverage sponsor, for example, just as Procter & Gamble (PG) is the only one representing personal care products.)

Below that top tier, there are three other levels of domestic sponsorship (National Partners, Official Supporters and Official Providers and Suppliers). All totaled, the London Olympics Organizing Committee has raised more than $1 billion dollars from sponsorship deals. Although the exact agreements are confidential, it has been reported that some of the largest companies paid $100 million or more for the privilege of allying themselves with the Olympic brand.

But all that corporate spending has prevented smaller companies in the U.K. from latching on to the excitement generated by the Games. The British Parliament passed a law barring nonsponsor businesses from using any word or phrase associated with the Olympics in their signage or marketing (including "London 2012" and any reference to gold, silver and bronze medals). Hundreds of enforcers have begun patrolling the area around major venues, and violators can be fined up to ₤20,000.

Grumbling about the so-called "brand police" has led to the expected outrage over minor infractions (such as a butcher who was ordered to take down a sign of intertwined rings made from sausages). Even Prince William's in-laws were told to remove some Olympic-inspired content from the website of their party-supply business.
1 of 2

Check Out Our Best Services for Investors

Action Alerts PLUS

Portfolio Manager Jim Cramer and Director of Research Jack Mohr reveal their investment tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
Quant Ratings

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
Stocks Under $10

David Peltier uncovers low dollar stocks with serious upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
14-Days Free
Only $9.95
14-Days Free
Dividend Stock Advisor

David Peltier identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Updates with exact steps to take - BUY, HOLD, SELL
Trifecta Stocks

Every recommendation goes through 3 layers of intense scrutiny—quantitative, fundamental and technical analysis—to maximize profit potential and minimize risk.

Product Features:
  • Model Portfolio
  • Intra Day Trade alerts
  • Access to Quant Ratings
Real Money

More than 30 investing pros with skin in the game give you actionable insight and investment ideas.

Product Features:
  • Access to Jim Cramer's daily blog
  • Intraday commentary and news
  • Real-time trading forums
Only $49.95
14-Days Free
14-Days Free
AAPL $93.74 0.00%
FB $117.58 0.00%
GOOG $693.01 0.00%
TSLA $240.76 0.00%
YHOO $36.60 0.00%


Chart of I:DJI
DOW 17,773.64 -57.12 -0.32%
S&P 500 2,065.30 -10.51 -0.51%
NASDAQ 4,775.3580 -29.9330 -0.62%

Free Reports

Top Rated Stocks Top Rated Funds Top Rated ETFs