New Brand Affiliation Index (BAI) Rankings for RIO 2016 Games
Bridgestone makes a remarkable debut as a Top Sponsor
Nike, though only an Official Supplier, has Clout of Top Sponsor
February 27, 2015 Austin, Texas — Top Olympic Sponsors Coca-Cola, Bridgestone, McDonald’s and GE lead the Marketing Race for the RIO Summer Games according to a new analysis of by the Global Language Monitor (GLM). Among Non-Affiliated Marketers (NAM), the leaders include IBM Global Services, Siemens and Pepsi — with Starbucks and Red Bull firmly in the mix. Nike, though only an Official Supplier, scored squarely in the midst of the Top Partners. GLM used its proprietary Brand Affiliation Index (BAI) to determine these rankings in the “RIO Olympics 2016 Marketing Outlook,” now ready to order. Overall, nine of the top fifteen positions were held by Non-Top Partners, though three of the top five positions were held by Top Sponsors.
Among the surprises for the Top Sponsors were a remarkable debut by Bridgestone, currently besting all Top Sponsors save Coke, a strong showing for Nike, and disappointing showings for Samsung and Panasonic.
The report is an on-going longitudinal study stretching back to London and forward to Tokyo 2020. GLM’s BAI tracks how often brand names were linked to the Olympics in global print and electronic media and social networks.
“The importance of these early numbers cannot be underestimated, since they have been found to be strong indicators of actual performance during the Games, themselves,” said Paul JJ Payack, President and Chief world Analyst of the Global Language Monitor. “In fact, the early numbers show an intense battle for position already being waged between the Official Olympic Sponsors and the Non-affiliated Marketers, also called Ambush Marketers or Ambushers.”
The ‘fully loaded’ cost of a Top Olympic partnership totals as much as $1 billion over the course of each four-year Olympiad.
For the Rio Summer Games 2016 there are eleven Official Top Sponsors: Coca-Cola, Bridgestone, McDonald’s, P&G, GE, Omega, Samsung, Panasonic, Dow, Visa Card, and Atos Origin. Currently GLM is tracking some eleven Non-affiliated Marketers competing against the Top Sponsors: IBM Global Services, Siemens AG, Pepsi, Nike, DuPont, Starbucks, Red Bull, Rolex, Philips, Unilever, and Subway, among others.
GLM tracks all three tiers of Olympic sponsorships and their non-affiliated competitors.
The International Olympic Committee (IOC) has strict regulations in place to protect its official international partners and prevent ambushing official Olympic partners and sponsors, such as Rule 40 of the Olympic Charter which prohibits athletes working with non-affiliated marketers during the Games, though there are reports that the rule is being modified for RIO.
Methodology. Austin-Texas-based Global Language Monitor analyzes and catalogues the latest trends in word usage and word choices and their impact on the various aspects of culture, with a particular emphasis upon Global English. This exclusive ranking is based upon GLM’s Narrative Tracking technology. NarrativeTracker analyzes the Internet, blogosphere, the top 250,000 print and electronic news media, as well as new social media sources (such as Twitter) as they emerge. The words, phrases and concepts are tracked in relation to their frequency, contextual usage and appearance in global media outlets.
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About the Global Language Monitor
In 2003, The Global Language Monitor (GLM) was founded in Silicon Valley by Paul J.J. Payack on the understanding that new technologies and techniques were necessary for truly understanding the world of Big Data, as it is now known. GLM provides a number of innovative products and services that utilize its ‘algorithmic services’ to help worldwide customers protect, defend and nurture their branded products and entities. Products include ‘brand audits’ to assess the current status, establish baselines, and competitive benchmarks for current intellectual assets and brands.
These services are currently provided to the Fortune 500, the Higher Education market, high technology firms, the worldwide print and electronic media, and the global fashion industry, among others.