Modeling the Impact of Olympic Sponsorship on Corporate Image

Given its growing tradition of televising Olympic Games and its major commitment to the Olympic Movement, NBC has conducted a series of studies to test a number of critical advertising research hypotheses. Among them is the theory that advertising during this unique, special event can provide extraordinary benefits for the Games' sponsors. The research described here provides substantial support for such a hypothesis as well as a model for understanding the factors and processes that underlie this important phenomenon. In particular, the research found measurable positive effects on a major Olympic sponsor's corporate image which, to a large extent, were a product of the added value that results from sponsorship of the Olympics.