NBC Universal paid nearly $8 billion for Olympic broadcast rights through 2032. But is sports marketing really worth the cost?

This week, Elena, Angela, and Rob dive into the world of sports marketing as the Summer Olympics kick off. They explore the surprising scale of sports advertising, the evolution of athlete endorsements, and whether Olympic sponsorships are worth the premium price tag. Plus, hear why many brands could get more for their dollars by looking beyond major sporting events.

Topics covered:

[01:00] Looking to the 2024 Paris Olympics
[02:14] Scale of global sports marketing spend
[06:00] History of athlete endorsements
[09:00] Notable brand deals for the 2024 Olympics
[12:00] Pros and cons of micro-influencer athletes
[13:00] Contrarian view on sports marketing ROI
[18:30] Alternatives to major sports sponsorships

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Resources:
2024 Ad Age Article: https://adage.com/article/marketing-news-strategy/2024-summer-olympics-advertisers-sponsors-and-media-plans-paris-games/2566426

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Sports Marketing and the Summer Olympics