Abstract
This case study concentrates on the broadcast network TV advertising in the U.S. during the Sydney 2000 Olympics, utilizing traditional descriptive content analysis to discover how advertisers made use of their sponsorship association with the Games. Olympic sponsorships typically involve a multi-year commitment with a broad spectrum of activities, including extensive on-site promotion. The Sydney Games were half a continent away from U.S. audiences and advertising during the televised coverage was a critical tool for sponsors to communicate their involvement to audiences. Issues to be addressed include how sponsors leveraged ties to the event and what they did to set themselves apart from regular program advertisers (RPAs) who also ran ads during coverage of the games (i.e., Olympic specific ads and/or logo identification). The research cannot ascertain the effectiveness of an Olympic sponsorship, but it does reveal what sponsors of the Sydney Games did to maximize the impact of their advertising during televised coverage of the event.
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