Earlier this month, the Sochi 2014 Winter Olympics surprised commentators by announcing total sponsorship commitments of $1.2bn (£762m/€877m). This record for a Winter Games smashes its fundraising target and amazingly, surpasses both the Beijing 2008 Games' sponsorship total, as well as London 2012's target.
The corporate partners of Sochi 2014 include many Russian brands, such as
Rostelecom and MegaFon,
looking to announce themselves globally on a world stage. But they also include mainstay brands from the Western world, looking to capitalise on the growing Russian economy and burgeoning middle classes.
We took the opportunity to speak with five of the event’s Europe- and US-headquartered partners, to understand what makes Sochi 2014 so attractive as a marketing platform, and the key challenges associated with making the most of this scale of partnership.
We spoke to marketers at
Kelly Services and