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Essay / Research Paper Abstract
If Olympic sponsorship was done in the same spirit as it used to be, corporations would advertise their charitable work as well as their companies for the advantages of marketing exposure for both. This paper proposes just such a possibility using Campbell's Soup/ NFL and their hunger drive, Corixa Corp. as a fight diabetes sponsor, and the Bill and Melinda Gates Foundation on Africa aid. Bibliography lists 10 sources. jv04olym.rtf
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7 pages (~225 words per page)
File: D0_jv04olym.rtf
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company mission. Companies like General Electric (GE), Coca Cola and McDonalds always sponsor the Olympics, and they often make charitable contributions to the community. However, the Olympics is a world
event and, therefore, should be used by companies to put focus on bigger world issues. This is something that was done in the past, but is done less so now
(Quester and Thompson 33). Some of the charitable issues should include world hunger, the poverty and health wreckage in Africa and other
countries, and world health issues like diabetes. For this reason, I would elect the following organisations for 2004 Olympic sponsorship: Campbells Soup and the U.S. National Football League (NFL), who
are working jointly to fight hunger, Corixa Corp., who is working on a diabetes vaccine, and the Bill and Melinda Gates Foundation, the foundation founded by Bill Gates and Bono
which is currently bringing necessary medical help, training and information systems to Africa. Advantages to Sponsoring Sporting Events
The advantage for sponsoring the 2004 Olympic events include reaching unusual audiences not often reached for charity contributions, cutting across cultural and geographic boundaries, and the
main advantage to sponsoring sports events is that the sponsorship can and should be used as a "catalyst for building corporate image and brand prominence globally" (Quester and Thompson 34).
In their 2001 study, Pascale G. Quester and Beverley Thompson, report that almost all sponsorships are derived from sports, and that "sports sponsorship
usually delivers young male audiences that are typically difficult to reach by more traditional marketing communication methods" (Quester and Thompson 34). Quester and Thompson also contend that sponsorship of sports
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