The making of an Olympic case study
Companies with a B2B focus are spending big on the 2016 Olympics, and in return, they are getting a client case study to top all others. We looked at five of the 11 brands that have joined the Olympic Partner Worldwide Sponsorship Program. They are showcasing their capabilities on one of the world’s biggest advertising fields.
The European technology company provides cloud, data and cybersecurity services for the Olympic Games. The company is responsible for sharing the outcome of each event. Its tech services make it possible for the International Olympic Committee to recruit and train some 45,000 volunteers. Atos also streamlines the visa-entrance process for athletes and other stakeholders traveling to Rio de Janeiro for the Games.
“Together with the IOC we enable a secure digital transformation, turning the Olympic Games into a fully connected global experience,” said Patrick Adiba, group exec VP, chief commercial officer and CEO for the Olympic and Paralympic Games at Atos, in the Olympic marketing media guide.
Chemical company Dow is decreasing the carbon footprint of the games and working with the IOC to bring lasting energy efficiencies to Rio. “Dow is demonstrating how science and technology can enable the world of sport,” said Louis A. Vega, global VP of Olympic and sports solutions and chief of staff of the office of the CEO at Dow, in the guide.
GE has its hand in building the infrastructure for the Summer Olympics in Rio. The company is illuminating fields and powering live coverage of the games, and it’s also working behind the scenes to give athletes access to digital medical records. “We are committed to working with the IOC and the local Organizing Committees to deliver world-class infrastructure solutions and a sustainable legacy to future generations,” said Jeff Immelt, chairman and CEO of GE, in the guide.
Panasonic will showcase event-sized screens at the games, providing visual displays and projecting televised moments throughout the event. “It is our great honor to host the corporate pavilion … showcasing Panasonic’s cutting-edge technologies and Olympic Games video content,” said Koji Hosokawa, general manager of the company’s corporate advertising division, in the guide.
Visa signed on to provide payment services at Olympic events through 2020. The company sees the games as a place to show the world innovations including mobile and wearable payment technologies. “Our goal is to enable athletes, fans, cardholders and clients to get more out of their Olympic experience,” said Charlie Scharf, CEO of Visa, in the guide. We imagine businesses might also learn about the tools they can use to process payments made with a ring.