Abstract
During the 2008 Summer Olympic Games in Beijing, China, I had the good fortune of serving the United States Olympic Committee (USOC) as their Chief Marketing Officer. In this position I found myself working with some of the world’s largest sports sponsors including Coca-Cola, Visa, McDonald’s, General Electric (GE), Johnson & Johnson, AT&T, Anheuser-Busch (makers of Budweiser), The Home Depot and Samsung. Each organization listed above was aggressive in activating its Olympic sponsorships IOC) or domestically oriented through the USOC.
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© 2013 Rick Burton
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Burton, R. (2013). Investigating Olympic Sponsorship: A Contemporary Review of Selected Activation and Achievement. In: Frawley, S., Adair, D. (eds) Managing the Olympics. Palgrave Macmillan, London. https://doi.org/10.1057/9780230389588_10
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DOI: https://doi.org/10.1057/9780230389588_10
Publisher Name: Palgrave Macmillan, London
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