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Olympics Wrap Up: Who’s Brand Reigned Supreme?

Posted by ZA on August 24, 2008

The 2008 Olympics in Beijing are finally done.  It was three weeks of interesting stories from China, but what stories are the biggest leaving these games?  Who’s brand was most positively impacted by these Beijing Olympics?  How did the sponsors, who paid mega endorsement dollars, fare during the 2008 Beijing Olympics?  Below we take a look at these questions and analyze who’s brand reigned supreme in Beijing. 

COMPANIES & ENDORSERS OLYMPIC BRANDS:
1. Speedo
– Their LZR Racer suit has been the dominant brand at the Watercube.  Athletes wearing the Speedo suit accounted for 90% of the medals won in swimming and broke 23 world records in Beijing.

2. Nike – Outfitted many of the top US athletes at the Olympics.  Got great exposure from the “Redeem Team”, the US track and soccer teams.  And who didn’t see the photos of darlings of beach volleyball, Misty May and Kerri Walsh, wearing their Nike bikinis as they posed with President Bush.

3. Li-Ning – They outfitted many of the countries that US athletes competed against.  Great exposure having their namesake light the torch to kickoff the 2008 Beijing Olympics.

4. Puma– Sponsorship of the Jamaican track team and their star, Usain Bolt, paid huge dividends.  They didn’t have to shell out the same dollars that Nike and Li-Ning did, but still shared the spotlight with them.

5. Coca-Cola– Their spot with LeBron James and Yao Ming was the most interesting commercial I saw during the Olympics.

6. McDonald’s– If I heard once, I heard it a thousand times during the Beijing Games that McDonald’s supplied all of the food on the Olympic Green and to the media.  They squeezed a lot of mileage out of their sponsorship dollars and some free McNuggets.

7. Lenovo– Nice product shot of a Lenovo Think Pad sitting on the desk as Jim Lampley and Bob Costas talked about the action at the Olympics.

ATHLETES OLYMPIC BRANDS:
1. Michael Phelps – The Golden Boy of the 2008 Olympics.  Phelps is going to be in endorsement deal heaven after his 8 gold medal feat at the Summer Games.  Look for him to increase his net worth about ten times over with new endorsements.  The bigger question now is how does he top this performance in London in 2012?

2. Usain Bolt– Jacques Rogge might not like Usain, but the rest of the World does.  Assuming he stays clean of all doping/drug scandals (sad I have to say that, but this is track & field) and he’s going to be the biggest track star since Carl Lewis. 

3. Misty May & Kerri Walsh– They hit all of the right notes at the ’08 Games on their way to collecting a second straight gold medal.  Athens put them on the map, and Beijing should make them households names around America.  The question now is what they do with their new found fame, as they’ve both stated they want to take some time off to start a family.  Their brand is on the rise, but it’s to be continued…

4. “Redeem Team”– They came, they saw, they conquered.  It was Kobe, LeBron and DWade leading this team on the court, but the true credit for “Redeem Team” should go to Jerry Colangelo and Coach K.  They got the megawatt NBA stars to buy-in and put on a great show on and off the court.   


OTHER OLYMPIC BRANDS:

* China/BOCOG – How did China’s brand fare?  They put on a spectacular show that impressed the entire World.  Behind the scenes their government was up to the same old tricks, like restricting protests and limiting access to information.  Even with all of the evil government actions, overall these games was a huge boost for China’s brand.  We got to get a peak behind the Great Wall, and even though much of it was staged, it was still a great first step to exposing the Chinese to the rest of us.

* The IOC– How did the IOC’s brand fare? They got pushed around by the Chinese government and BOCOG.  Jacques Rogge put his foot in his mouth regarding Usain Bolt.  The positive was an Olympics that was not marred by doping issues, but the issue of these games is underage athletes which the IOC ignored for the most part.  Their brand took a hit on these games, I think most people in the World now see them for the greedy corporation that they are.

* NBC– They paid a truckload and were blasted by many people for delaying their broadcast of certain events so they could be shown during prime-time.  Overall, I thought NBC did a better job with the Beijing Games than any others in recent memory.  They eased off on some of the sappy human interest stories and didn’t over-expose Bob Costas.  Their brand got a nice boost from Beijing Olympics 2008.

Goodbye to Beijing 2008…hello London 2012.

Posted in Apparel & Shoes, NBC, Olympics, Sports Brands | Leave a Comment »

London Olympics broadcast rights top $1 billion

Posted by ZA on August 22, 2008

What does it cost to broadcast the Olympics? The 2012 Olympics in London, England are the first Olympic Games in history to cost more than $1 billion dollars in U.S. broadcast fees.  NBC agreed to pay over $2 billion for the 2010 and 2012 Olympics, which includes certain global sponsorship rights.

Below is a look at the cost for Olympic broadcast rights across the history of the Olympic Games. The fees were originally just television but now include TV and online.  The amounts listed are for the U.S. broadcast rights provided by USA Today.

Year Olympics Location Network Broadcast Fee Paid
1896 Summer Olympics Athens, Greece
1900 Summer Olympics Paris, France
1904 Summer Olympics St. Louis, Missouri
1908 Summer Olympics London, England
1912 Summer Olympics Stockholm, Sweden
1916 Summer Olympics Berlin, Germany
1920 Summer Olympics Antwerp, Belgium
1924 Summer Olympics Paris, France
1924 Winter Olympics Chamonix, France
1928 Summer Olympics Amsterdam, Netherlands
1928 Winter Olympics St. Moritz, Switzerland
1932 Summer Olympics Los Angeles, California
1932 Winter Olympics Lake Placid, New York
1936 Summer Olympics Berlin, Germany
1936 Winter Olympics Garmisch-Partenkirchen, Germany
1940 Summer Olympics Cancelled due to WWII
1940 Winter Olympics Cancelled due to WWII
1944 Summer Olympics Cancelled due to WWII
1944 Winter Olympics Cancelled due to WWII
1948 Summer Olympics London, England
1948 Winter Olympics St. Moritz, Switzerland
1952 Summer Olympics Helsinki, Finland
1952 Winter Olympics Oslo, Norway
1956 Summer Olympics Melbourne, Australia
1956 Winter Olympics Cortina d’Ampezzo, Italy
1960 Summer Olympics Rome, Italy CBS $              394,000.00
1960 Winter Olympics Squaw Valley, California CBS $               50,000.00
1964 Summer Olympics Tokyo, Japan NBC $           1,500,000.00
1964 Winter Olympics Innsbruck, Austria ABC $              597,000.00
1968 Summer Olympics Mexico City, Mexico ABC $           4,500,000.00
1968 Winter Olympics Grenoble, France ABC $           2,500,000.00
1972 Summer Olympics Munich, Germany ABC $           7,500,000.00
1972 Winter Olympics Sapporo, Japan NBC $           6,400,000.00
1976 Summer Olympics Montreal, Canada ABC $         25,000,000.00
1976 Winter Olympics Innsbruck, Austria ABC $         10,000,000.00
1980 Summer Olympics Moscow, Russia NBC $         87,000,000.00
1980 Winter Olympics Lake Placid, New York ABC $         15,500,000.00
1984 Summer Olympics Los Angeles, California ABC $       225,000,000.00
1984 Winter Olympics Sarajevo, Yugoslavia ABC $         91,500,000.00
1988 Summer Olympics Seoul, South Korea NBC $       300,000,000.00
1988 Winter Olympics Calgary, Canada ABC $       309,000,000.00
1992 Summer Olympics Barcelona, Spain NBC $       401,000,000.00
1992 Winter Olympics Albertville, France CBS $       243,000,000.00
1996 Summer Olympics Atlanta, Georgia NBC $       456,000,000.00
1998 Winter Olympics Nagano, Japan CBS $       375,000,000.00
2000 Summer Olympics Sydney, Australia NBC $       705,000,000.00
2002 Winter Olympics Salt Lake City, Utah NBC $       545,000,000.00
2004 Summer Olympics Athens, Greece NBC $       793,000,000.00
2006 Winter Olympics Torino, Italy NBC $       613,000,000.00
2008 Summer Olympics Beijing, China NBC $       894,000,000.00
2010 Winter Olympics Vancouver, Canada NBC $       820,000,000.00
2012 Summer Olympics London, England NBC $     1,181,000,000.00

All amounts are in US Dollars.

Edit: The 1994 Winter Games in Lillehammer were mistakenly left off list above. CBS paid $300 million to broadcast the ’94 Games.

Posted in Money, NBC, Olympics, Sports Television | 9 Comments »

100M Final to run after midnight at 2012 Games

Posted by ZA on August 20, 2008

I go out walking after midnight
Out in the moonlight just like we used to do
I’m always walking after midnight searching for you
…”

They might need to change the words for that famous Patsy Cline song from “walking after midnight” to running after midnight because NBC is supposedly pressuring London 2012 organizers to schedule the Men’s 100M Final so that it will air live in primetime in the United States.  In order to show the 100M race live for American viewers it would have to be run at 1AM to 2AM London time, which would be 7PM to 8PM Eastern Standard Time.

NBC won the rights to broadcast the 2012 Olympics by bidding a record $1.18 billion dollars, a 32% increase from the $894 million NBC paid for Beijing 2008.  The 2008 Olympics NBC has sold well over a billion in advertising, a figure they should easily surpass for the games in London.  Therefore, the peacock is keenly interested in making sure the marquee Olympic events are scheduled so that NBC’s sponsors get primetime exposure.  Doing so means arranging start times for events so they bridge the 6 hour time difference between London and New York City (12 hours difference for Beijing and NYC).  That means Londoners are going to have to get used to staying up late during the 16 days of the Olympics.

How will the late start time affect the athletes participating?  It should not have much of an affect as the athletes at the Olympics are already used to retuning their bodies to adjust for time changes.  Athletes from North America, Europe, etc. arrived early in Beijing to adjust for the time difference.  They will do the same in London, and those that have late night start times for their events will simply recalibrate their sleep schedule so 1AM is as normal to them as 1PM.

Posted in NBC, Olympics | Leave a Comment »

TV schedule for the 2008 Beijing Olympics

Posted by ZA on August 8, 2008

If you are looking for the full television schedule for the 2008 Olympics in Beijing, then visit the NBC Olympics page.  NBCOlympics.com has put an interactive TV schedule on the site, which allows you to set your zip code and cable company to see the exact schedule of events available on your home television.

How to see the full schedule of Olympics TV coverage for your area:
* Visit the NBCOlympics website.
* Input your local zip code.
* Select your cable operator or satellite provider from the options provided.
* Verify the main NBC station on your home television.
* Browse the entire list of television coverage for the 2008 Olympics.

The NBC Olympics site not only shows you the coverage available on the main NBC station in your area, it also has the Olympics television schedules for MSNBC, CNBC, USA, Universal, Oxygen, Telemundo and more.  Their site basically shows you every single Olympic event that is being televised in your area.  If you are planning to camp out on the couch and watch a few hours of coverage from Beijing, then grab your remote and your laptop so you are on-top-of everything that NBC has to offer.

The Opening Ceremonies are expected to be broadcast to over 1 billion people around the World, which will be a record for the largest television audience in history.  No wonder the IOC is expected to make 30% more on the 2008 Olympics than they did on the 2004 Olympics in Greece; NBC is shelling out some serious coin for these broadcast rights.  Somebody get Bob Costas into hair & makeup, the peacock needs to be ready to go.

Posted in NBC, Olympics, Sports Television | 1 Comment »

Watch NFL games live on your computer

Posted by ZA on July 28, 2008

The NFL and NBC Sports agreed upon a deal that will allow NBCSports.com and NFL.com to stream NFL games live on the internet.  This deal is the first time that NFL games will be broadcast over the web and is a big step forward for the league in embracing the power of the internet.  The NFL has lagged behind other leagues in moving their broadcasts to the web, particularly Major League Baseball who’s MLBAM (Major League Baseball Action Media) subsidiary has been broadcasting baseball games on the web for years.

The NFL broadcasts will only include the 17 NFL games that NBC Sports has the rights to televise, including their wildly popular Sunday Night Football games and the opening game of the year between the New York Giants and Washington Redskins.  The regular television advertising will “most likely” be removed so that NBCSports.com and the NFL can split the revenue created by selling new advertisers on the web only broadcasts.

According to the SportsBusinessJournal article the league’s other television partners (CBS, ESPN & FOX) were not happy to not be included in this type of deal.  A network source said, “The right to stream games was not in any of the contracts we signed.”

This streaming deal is great news to married guys across America who can now spend quality time with their wives on Sunday night, watching the game on their laptop while their wife watches Desperate Housewives and Grey’s Anatomy.

NFL Sunday Night Football logo

Now you can watch NFL Sunday Night Football broadcasts online.

Posted in Internet, NBC, NFL, Sports Television, TV Rights Deals | Leave a Comment »