The impact of Olympic sponsorship on corporate image

This paper attempts to contribute to the growing body of knowledge on the benefits of sponsorship by describing research on what is now widely regarded as the ultimate sponsorship event—the Summer Olympics. The research is one of a series of studies conducted by the American NBC television network in connection with its coverage of Olympic Games which explore how advertising during this event provides special benefits for its sponsors. The study described here found a positive impact on a major Olympic sponsor's corporate image that, to a large extent, was a result of ‘extra’ benefits resulting from the Olympic sponsorship.