Nike’s non-Olympic sponsorship coup

I was intrigued when I read in this week’s Marketing magazine that Nike was selected as the brand people most associate with the London 2012 Olympics…

Source: Marketing magazine

…but the sports company (incredibly) isn’t an official sponsor of the games. Nike’s competitor, Adidas, is!

Whether it’s a simple case of public confusion or a lack of message penetration, you have to congratulate Nike’s comms team and wish the Adidas one good luck – it looks like they’ve got a big hill to climb (and not that many months to get to the top) to ensure they get a good return on that huge sponsorship investment.


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