Coca-Cola UK answered one of the FAQs about its
involvement with London 2012 (and its support of the Olympic Games since 1928) by pointing to brand-building and quality:
We are a business, and so part of the reason for our sponsorship is to
build awareness for our brands and the wide choice of quality and
refreshing drinks we offer consumers. We sell a range of drinks at all
Olympic venues during the events. Coca‑Cola also shares the Olympic
Movement's vision of connecting people with sport, and we are committed
to promoting active, healthy lifestyles and increasing participation in
sport at every level.
Panasonic explains its
support of the Olympics by showing the connection with the passion that athletes and fans have for sports and the company's ability to provide tools for self-expression and the joy of sharing:
Panasonic is proud to support the Olympic Movement which aims to promote world peace through sports . . . Panasonic is committed to "Sharing the Passion" of athletes with people
around the world and connecting people who are passionate about sports
and the Olympic Games . . . Panasonic also empowers consumers with new tools for self expression and
heightens the joy of sharing with consumer digital cameras, camcorders,
and Internet TVs. Though made for the consumer, these devices integrate
sophisticated audio video technologies used in a broad array of
Panasonic's professional systems for applications such as large-screen
display and broadcasting equipment.
Procter & Gamble
says it's supporting the Olympics for three reasons: business, corporate branding and internal marketing. To quote the UK and Ireland Olympic Projects Director:
"First it is to build the business. Anyone who does a partnership deal
and says it is not to build their business, then you wonder what they
are doing it for . . . Secondly, we have made a clear decision to use the Olympics to launch
Procter and Gamble as a corporate brand, as something separate from the
individual brands that P&G owns . . . The other reason for backing the games is that it can be a powerful tool within our workforce, in the UK and around the world."
From today, the
Olympic Games begin in 26 days. The world will be watching and cheering!
