On-site sponsorship leveraging patterns of TOP and domestic programmes: the case of 2018 PyeongChang Winter Games

Abstract

This study explores on-site sponsorship leveraging of The Olympic Partners and domestic sponsors at Olympic venues. Field research consisting of photographs and reflective journals was conducted at the 2018 PyeongChang Olympic Winter Games, and these were analysed along with other archival documents. Findings revealed that, as groups, the two sponsorship programmes did not make a noticeable difference in on-site sponsorship leveraging patterns, such as leveraging methods, leveraging focus, and sponsorship fit. However, slight variances in terms of individual sponsors were observed. The research presents the on-site Olympic sponsorship leveraging cube as a tool that allows for visual cross-sectional representation of individual Olympic sponsors' on-site sponsorship leveraging within three key dimensions: leveraging method, leveraging focus, and sponsorship fit.