CHAPTER 1: INTRODUCTION of A Study Evaluating the International Marketing Preference When Promoting the Next Olympic Games in 2020? And, How Can Event Managers Improve Their Marketing Message to These Countries

        The Olympic games are listed as a unique sporting event at the global level in which best sports are celebrated in the best host city. The organizing process of Olympic sports involves a commitment of host city and the organising committee of Paralympic and Olympic games, international sports federations, national Olympic committee, athletes, and affiliated entities. Hosting the games provides with more opportunities and benefits to the host city and company (Mosier, 2016). The Olympic marketing partners have a significant role in the success of the company in a wide range of programs and projects. The advertisement and marketing strategies in the Olympics differ from one event to another. The financial support is provided by sponsors for higher revenues, and it becomes possible for expertise, technologies, products, and services. On this basis, the international marketing programs and their preferences promote Olympic games and ensure the success of affiliated members of the organisation in the Olympic movements (Linnemanstons, 2012).

             The current analysis explored in this article will discuss the marketing of sports events and promotion strategies of the Olympic games. The other issues discussed in the present work are technologies used for the marketing of Olympic games, trends of marketing the Olympics, and practical networks that compliance with promotion, advertisement, and sponsorship strategies. The identification of practical implementation strategies for sponsorship programs, promotion, and advertisement is important to manage profitable event such as the Olympic games. In the present work, the focus will be on practical and theoretical marketing strategies for the upcoming event of the Olympic games in 2020. The attractiveness and effectiveness of these strategies will be considered for Olympic marketing programs. In everyday life of individuals over the world, a significant role is played by sports, whether they participate or act like supporters. This aspect of social life, in most of the western nations, is reflected and reported widely by the mass media (Gold and Gold, 2016). 

            At present, the sport has not only become a lifestyle, occupation, and entertainment but also a solid business. Advertisement, promotion, and marketing are the basic tools for the generation of great profits in the world of sports. Every year, executives and entrepreneurs involved in the industry of sport face some serious problems including the definition of ways for persuading advertisers in purchasing time of commercial during the sports events or attracting consumers in purchasing some specific sports equipment. Specifically, huge profits are related to advertising and marketing of the Olympic Games. At present, these games have gained attention as a profitable and large-scale international media events. However, the situation wasn’t always like that. Beginning as a historical Greek festival, where athletes battled in Zeus’s honour and being revived in the ending of the 19th century as an athletic game festival, Olympics ended up being a significant profitable and most celebrate media events in the whole world (Thorpe and Wheaton, 2019). 

            It can be said that the Olympic Games form the largest area for some of the best athletes in the whole world and also a venue for cooperation and unity of individuals all over the world. Along with that, since the start of the last century, games have obtained a powerful function of advertising. In both 20s and 30s, this function was political and targeted the ideological agenda of a specific regime, like Nazism and communism. And by the beginning of the 21st century. A pure economic dimension was acquired by it become quite a suitable place for generating a lot of money, marketing, and advertising (Shank and Lyberger, 2014). 

Olympics, at present, is one of the most-watched and population events. That is why each state with4 years competes for the right of hosting games and showing their country while attracting countless people who like Olympics who will visit the venue for watching the games and many others are watching them on the TV. Considerable money is paid by broadcasting organizations for buying the rights of transmitting games. For example, 3.5 billion dollars were paid by a national broadcasting organisation of America, NVC for transmitting the games during 2000-2008. Still, this deal is recognised as quite effective because NBC has already earned those 3.5 billion dollars and seemed to get even more by advertising and selling during the transmission of games. The organisational officials prefer not to disclose the real price of their spots but some additional sources of the industry exclaim that the prime-time spotting 30 seconds might cost almost $600,000. No doubt, this sum does not go in line with the 2 million dollars cost of commercials with a duration of thirty seconds during 2002’s Super Bowl. Also, the demand for spots of advertising is quite high. NBC, in 200, has sold almost ninety per cent of its spots to be transmitted during the Olympics (Dubinsky and Dzikus, 2016). 

        In the Olympics, the advertisement strategy differs significantly from all other events. There are specific ways to attain profits from an advertisement in Olympic games – purchasing the rights of broadcasting and promoting the TV organisation or athletic endorsement in Games. Hence, in the Olympics, there are sponsors rather than just advertisers. Not only revenue’s financial support is included in sponsorship but also providing services, products, technologies, personnel help, and expertise for helping the company of Games. Revenue on the sponsorship seems to make almost thirty-two per cent of the net revenues of Olympic marketing. Incomparable returns are provided by the events for sponsors. They are benefitted from the platform of marketing based on values, ideas, and increased opportunities from the showcasing, internal rewards, and sales of the company (Brittain, 2016). 

            An example of great benefits which are derived from this sponsorship can be the renowned Coca-Cola Company. The organisation utilised Games for advertising and selling products for a long time. It has bought the right to be the valid soft drink and also paid solid sums of money for various spots of advertising in Athens. In Los Angeles, Coca Cola was the second leading in terms of advertisement spending almost $29,875,000 on its promotion. And in 1996, the organisation invested almost $73,645,900 in promoting its soft-drinks and becoming the top advertiser of Olympics and making events it a most significant event in terms of promotion (Shank and Lyberger, 2014). 

            Olympics, from the mass-media perspective, has become a testing field for different and new technologies. The age of information provides the development in technologies of communication, which changes the mode of how Olympics are experienced by consumers in a wide range of untested, developing, and even traditional media. The potential of the Internet is concerned about it. No doubt, the prime coverage in terms of media is TV. Rights of television broadcasting constitute almost fifty per cent of the revenue of Olympics marketing. The measured number of viewers is 3.7 billion in almost 220 territories and nations. That is why television is the source that pushes the expansion of overall Olympic movement (Ferrand et al., 2012).

            Over the recent twenty years, increments in the revenues of broadcast have offered an unusual and huge financial base to Games. But this revenue is drawn for the rights of broadcasting only, not on the money which is derived from viewers. The committee of Olympics adheres to the rules of free coverage of TV and declines all offers for broadcasting on the platform of pay-per-view because it contradicts with the Policy of Olympic Broadcast which targeted at making Games viewed by the maximum number of people. Techniques of signal transmission of television, Internet, or radio have developed great by the development in technologies of transmission including fibre optic, microwave, and Satellites technology. That is why, it must be noticed that advancements in such technologies, both peripheral and complementary to the advancements of the Internet, change the model of informing the viewers of Games while exposing the events. Mainly, this is based on not only the increment in the number of facilities and media tools but the quality and capability of new technologies as well (Shank and Lyberger, 2014).

            Olympic is becoming as most watched and popular event of the world. The host of games show their affliction and attractions for the Olympic enthusiasts. Some of the broadcasting companies work for the advertisement for games. Based on previous outcomes, Olympic games provide incomparable returns for the sponsors of the events. The present work includes analysis of international marketing preferences in the upcoming event of Olympic 2020. The advertisement and marketing strategies are different for all members of the Olympic games, including athletics, merchandising, licensing, technology, and sports marketing. The companies endorse athletics and are greatly benefited from such deals. The analysis for marketing advertisement is essential to identify the overwhelming dominance of different commercial elements. The present work will explore international marketing preferences for the promotion of the next Olympic games in 2020. The analysis will consider some strategies for the managers to improve marketing strategies for different countries.    

            The International Olympic Committee (IOC) success through a wide range of projects and programs. The improved marketing strategies ensure regular celebrations of the Olympic movement and encourage the Olympic values. Ninety per cent 90% of the revenues in Olympic games are distributed to many segments, including individual coaches and athletes, organising a committee of Olympic games, and support athletes at local and national levels. The distinctive features of marketing strategies are considered in the present analysis to identify the role of marketing in the Olympic games of 2020. With the evolution of technology, the Olympic audience is shifted towards the platforms of social media.             Therefore, it is important to use different marketing techniques to address a large audience and to increase the marketing plan of the games. The marketing strategies analysed in the present work includes expanding strategies for the content, audience, and the real-time approach. Distinctive features are considered for Olympic marketing, promotion of athletes, endorsement of athletic in Olympic, use of technology in the marketing strategy of Olympics, and new trends in the Olympic marketing. Exclusive marketing rights will be considered in the analysis to deal with the marketing strategies and to improve the marketing opportunities for companies (Steigerwalt, 2016). 

            From the previous researches, it is evident that the official Olympic sponsor was not necessary to gain the benefits from the image of the game. The entire strength is to ambush marketing with major companies through proper advertisement and marketing strategies. The research question about the present analysis are mentioned below, 

What are the effective marketing strategies for the organisers of the Olympic games to have extraordinary measures?

Identify the reasons for inefficient conditions of companies about the Olympic games and expectation from the sponsoring Olympics that forward the potential targeted audience for the success.

What is the importance of marketing strategies and advertisement strategies of companies in the upcoming Olympic games of 2020?

            Through the proper marketing strategies and sponsorship, the Olympic games become increasingly beneficial and lucrative. The main marketing strategy of the Olympic games is to expand the content and spread it through different channels to have digital tactics. The Olympic audience is shifted to social media and another device; therefore, it is important to introduce new marketing strategies to address a large audience during the upcoming summer Olympics in 2020. The companies can make a marketing plan that engages a greater number of viewers in the games. Expanding the audience is another strategy that needs to explore marketing strategies (Lee, 2019). The important strategy is to introduce cultural diversity in the services. Olympic brands can touch higher and popular food highlights. There are some creative ideas related to the business that includes a real-time approach to expand the audience. The real-time marketing approach enables the brand to react quickly and to launch the platforms for summer games. The sponsors attempt to relate and to associate consumers through the world and convince the world. The present work will account differences in advertising strategies and promotion techniques used in Europe and America. From the previous analysis, it is evident that the myth of high effectiveness is corresponding to the business realities.

Hence, the aim of the present work was to identify the improved strategies and the factors that improve sponsorship Based on this analysis; the conclusion is drawn that improved marketing strategies can be introduced in Olympic 2020 to have huge economic influence.