Would you like to develop activities during the 2016 Olympic Games ?

The Olympic Games present a great opportunity for athletes to launch their careers on a global level. But it is also an opportunity for sports organizations to develop their business activities. What's better than a major event to promote a sports organizations visibility on an international scale ? Focus on the "Rio 2016" challenges and its value to sports organizations.

High expectations lie on Brazil's shoulders for the upcoming Olympic Games. Held for the first time on the South American continent, the fever rises in Brazil, hosts of the last Football  World Cup, and scheduled to host the Olympic Games in 2016 (from 5 to 21 August 2016), the most publicized event worldwide.

Since 2009, Brazil has been boosted by capital investment projects arising from the activities of international sports events (Confederations Cup, Football World Cup, Olympic Games). Opportunities for business activity development in Brazil are numerous.

No less than 380,000 foreign tourists, over 200 nationalities, billions of television viewers and more than 20,000 media representatives will be expected on August 2016 in Rio de Janeiro. Undeniably, this will provide a hub in term of international trade, as well as a place to be for any sports hoping to develop an Operational Marketing innovative strategy.

Why develop activities during the Olympics?

Large companies have an interest in associating their names with the Olympics, this especially includes sports organizations. Companies stand to benefit profitably from this global event.

Setting up a network is crucial to be recognised by institutions and both public and private committees in charge of organizing the event. Alongside these opportunities companies also have the opportunity to develop in the growing Brazilian market. For instance, sports federations can enjoy a pre-established brand image (adhesion to sporting values: team spirit, respect, humility) whilst simultaneously sharing their values in order to sustain their network.

From this perspective their goals are as follows :

• Increase visibility
• Develop new partnerships
• Increased investor recognition
• Uniting people

Visibility, a keystone of a successful sponsoring strategy at sporting events

The French Football Federation broke new ground in the field of Relational Marketing during the 2014 Football World Cup, providing French supporters with meeting places which allowed the French national football team fans to gather and improve brand image. The initiative was launched for the "Knysna" memory in 2010 (2010 Football World Cup) where the team had been confined to the training camp.

Arnaud, Prégar and Dimitri, tourists coming from the Orne (French department) to support the national football team (source: Radio France - Germain Arrigoni)

Despite the recent economic downturn, Brazil still remains the economic heart of South America. The country continues to attract international investors. As we approach the biggest worldwide press coverage for the event, the challenge for sports organizations is to building strategic partnerships with new sponsors. The purpose of which is to expand activities in growing markets and ensure high visibility. Sports organizations aspire to promote the event using a relationship marketing approach, the essence of Sports Marketing. Their common challenge: to conquer new markets.

Younes Bounouara

bounouarayounes@gmail.com