The Olympic Games Effect: How Sports Marketing Builds Strong Brands [Hardcover]

John A. Davis (Author)

Book Description

Publication Date: December 3, 2008

The Olympics are the quintessential athletic competition. But beyond athletics lies a network of investment, organization, and case studies in leadership. For sponsors, a key byproduct of these networks is a strong brand halo--the focus of John Davis' interesting new book. Davis brings a keen academic and business eye to the brand halo associated with the competition. And this book will be an important resource and practical guide for firms in evaluating Olympic sponsorship.
Glenn Hubbard
Dean and Russell L. Carson Professor of Finance and Economics
Columbia Business School

John Davis' new book provides a treasure of information to guide companies as they evaluate marketing in sports in general and the Olympics in particular. Highly constructive checklists throughout the book will help companies evaluate the potential of their sponsorship investments. And the coverage of the lows as wells as the highs of Olympic-related marketing reinforces the realism and credibility of this well-written book.
George Foster
Paul L. and Phyllis Wattis Professor of Management
Director of the Executive Program for Growing Companies
Stanford University Graduate School of Business

Interweaving history and economics with vignettes of heroes ancient and modern, John Davis illustrates how the Olympic Games have become the premier "heritage brand" in the era of experiential marketing. Differentiating and managing brands are perennial priorities for Marketing Science Institute's corporate sponsors. Davis details why so many have chosen to be major Olympic sponsors. Importantly, he provides a comprehensive checklist of questions to help other companies explore the potential and pitfalls of such sponsorships.
Earl L. Taylor, PhD
Chief Marketing Officer
Marketing Science Institute

This book is worth its weight in gold medals. Learn how Coca-Cola, Visa and other great companies took wing and flew to even greater success on the high power updraft of the Olympics. A must-read for any company wanting to become a top global brand.
Rod Beckstrom
Co-author, The Starfish and the Spider: The Unstoppable Power of Leaderless Organizations

John Davis' book brings to life the history and intricacies of the Olympic Games, and illustrates the best practices of sports marketing and sports sponsorship that are relevant in today's dynamic sports scene. This book deserves to be widely read.
Oon Jin Teik
Chief Executive Officer, Singapore Sports Council
Singapore Olympian, 23rd Olympic Games, 1984 Los Angeles, USA

Editorial Reviews

From the Inside Flap

The Olympic Games attract fans from all over the world with a diverse range of interests, from a passionate love of sports, to fervent nationalism, to the thrill of athletic competition. This book explains and examines why companies vie to be Olympic sponsors and the tangible and intangible returns they reap for their investment.

Starting with a brief history of the Olympics, from the Ancient Greeks to now (including interesting parallels between the ancient and modern games), the author then shows why and how the Olympic Games have become one of the world’s most powerful brands, and the resulting impact for companies that are Olympic sponsors. The book also examines why cities, including Beijing in 2008, invest billions in hosting the Games. From tragedy to astounding success, the Olympics have been the source of some of the most important stories of our times. Readers are provided with a clear understanding of the traditions that have shaped this unique event, as well as the risks involved for stakeholders. Throughout, this compelling book offers invaluable lessons for companies considering almost any type of sports sponsorship investment.

From the Back Cover

The Olympic Games Effect
How Sports Marketing Builds Strong Brands

The Olympics are the quintessential athletic competition. But beyond athletics lies a network of investment, organization, and case studies in leadership. For sponsors, a key byproduct of these networks is a strong brand halo—the focus of John Davis’ interesting new book. Davis brings a keen academic and business eye to the brand halo associated with the competition. And this book will be an important resource and practical guide for firms in evaluating Olympic sponsorship.
—Glenn Hubbard, Dean and Russell L. Carson Professor of Finance and Economics, Columbia Business School

John Davis’ new book provides a treasure of information to guide companies as they evaluate marketing in sports in general and the Olympics in particular. Highly constructive checklists throughout the book will help companies evaluate the potential of their sponsorship investments. And the coverage of the lows as wells as the highs of Olympic-related marketing reinforces the realism and credibility of this well-written book.
—George Foster, Paul L. and Phyllis Wattis Professor of Management, Director of the Executive Program for Growing Companies, Stanford University Graduate School of Business

Interweaving history and economics with vignettes of heroes ancient and modern, John Davis illustrates how the Olympic Games have become the premier “heritage brand” in the era of experiential marketing. Differentiating and managing brands are perennial priorities for Marketing Science Institute’s corporate sponsors. Davis details why so many have chosen to be major Olympic sponsors. Importantly, he provides a comprehensive checklist of questions to help other companies explore the potential and pitfalls of such sponsorships.
—Earl L. Taylor, PhD, Chief Marketing Officer, Marketing Science Institute

This book is worth its weight in gold medals. Learn how Coca-Cola, Visa and other great companies took wing and flew to even greater success on the high power updraft of the Olympics. A must-read for any company wanting to become a top global brand.
—Rod Beckstrom, Co-author, The Starfish and the Spider: The Unstoppable Power of Leaderless Organizations

John Davis’ book brings to life the history and intricacies of the Olympic Games, and illustrates the best practices of sports marketing and sports sponsorship that are relevant in today’s dynamic sports scene. This book deserves to be widely read.
—Oon Jin Teik, Chief Executive Officer, Singapore Sports Council, Singapore Olympian, 23rd Olympic Games, 1984 Los Angeles, USA

See all Editorial Reviews

Product Details

• Hardcover: 200 pages
• Publisher: Wiley; 1 edition (December 3, 2008)
• Language: English
• ISBN-10: 0470823666
• ISBN-13: 978-0470823668
• Product Dimensions: 9.2 x 6.6 x 1.4 inches
• Shipping Weight: 1.4 pounds (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars  See all reviews (2 customer reviews)
• Amazon Best Sellers Rank: #546,776 in Books (See Top 100 in Books)

More About the Author

John A. Davis
Faculty
Lundquist College of Business
University of Oregon

John Davis' career spans both the academic and business worlds. He is the author of several acclaimed marketing books: The Olympic Games Effect (2nd edition-coming in early 2012); Competitive Success: How Branding Adds Value (2010), The Olympic Games Effect-1st edition ©2008), Magic Numbers for Sales Management (©2007), Measuring Marketing: 103 Key Metrics Every Marketer Needs (©2006; and 2nd edition coming in late 2012), and Magic Numbers for Consumer Marketing (©2005). He is a contributing author to Fast Track to Success-Marketing (©2009). His next book, following the publication of the aforementioned 2nd editions, is Sports Marketing: Creating Long Term Value (est. 2013). in 2010 he received the 'Best Professor of Marketing' award in 2010 by the CMO Council and Asia's Best B-School Awards. Before joining the Lundquist College of Business at the University of Oregon, John's prior positions were: Dean-GlobalMBA and Professor of Marketing at SP Jain; Department Chair and Professor of Marketing at Emerson College in Boston; Professor of Marketing Practice and Director of the Center for Marketing Excellence at Singapore Management University, where he received the 'Most Inspiring/Distinguished Teacher' award (2007) and Dean's Teaching Honors every year from 2004-2009. He has been a visiting professor at the International Olympic Academy in Olympia, Greece, and has also taught at University of Washington, UC Davis and Stanford University, and in partner programs with faculty from University of Chicago, INSEAD, Emory, Munich Business School, and the European Business School. John has taught at the undergraduate and MBA levels, and in dozens of executive education programs for leading companies, including: IBM, DOW Chemical, Allianz, TIAA-CREF, OCBC, SK Telecom, Commerzbank, Schneider Electric, MSIG, IHG, Boeing, and SwissRE. His research interests are in global brand leadership, marketing strategy, sports marketing, and marketing accountability. In business, he has won awards as the leader of global marketing organizations for Fortune 500 companies and two companies he founded with private investor groups, including Brand New View (www.brandnewview.com), where he remains chairman. John has spoken at conferences around the world, from Tokyo to Cairo to San Francisco to Shanghai, and has been interviewed by global media, including: the BBC, MSNBC, CNBC, ChannelNewsAsia, Bloomberg, and NPR. He wrote and broadcast a 24-segment radio program about marketing. He is co-host of the podcast series 'LeadershipMatters'. He received his M.B.A. from Columbia University and his B.A. from Stanford University.

Customer Reviews

Most Helpful Customer Reviews

5.0 out of 5 stars A Must Read for All Marketers, September 22, 2008

By 

David Lowe "brandgod" (Elk Grove, CA USA) - See all my reviews
(REAL NAME)   

This review is from: The Olympic Games Effect: How Sports Marketing Builds Strong Brands (Hardcover)

Using the Olympics as a backdrop, this book is a tremendous read for marketers of all types. From guerilla marketing tactics to big-company branding efforts, Davis covers it all. The book belongs on the shelf of any marketing professional, but not just to sit there. It will be used and referenced for years to come.

5.0 out of 5 stars Branding at it's best, September 21, 2008

By 

Donald J. Skloss (Portland, OR) - See all my reviews
(REAL NAME)   

This review is from: The Olympic Games Effect: How Sports Marketing Builds Strong Brands (Hardcover)

Even though they are removing baseball from the Olympics, John Davis' new book hits it out of the park. As only John can, he uses interesting and entertaining vignettes to illustrate his points about the brand halo. More importantly John provides a complete list of guidelines to help other companies understand the potential of Olympic sponsorship. Making this must read for anyone involved in developing a top global brand.