FIFA Corruption Scandal Impacts World Cup Marketing Partners
June 13, 2014, Austin, TEXAS — The apparent disarray in Brazil, and the looming corruption scandal involving the Qatar bid for 2022 World Cup, has had outsized impact on FIFA 2014 Sponsors and Partners. This according to an analysis completed by the Global Language Monitor the first day of play in the beleaguered 2014 World Cup.
Overall, some 9.26 percent of mentions of the FIFA Partners and Sponsors are affiliated with ‘corruption’, ‘disarray’, or similar terms. When Partners and Sponsors are measured for these terms separately, Partners come in with a 9.2 percent brand-affiliated rate while Sponsors’ brand affiliation number came in at 9.3 percent. This means that overall both Sponsors and Partners are both implicated evenly. However, this is not the case on a brand-by-brand level. Overall brands had differing rates of affiliation. When measured by the Global Language Monitor’s Brand Affiliation Index (BAI), the individual brands comprising the FIFA World Cup Sponsors and Partners had significantly differing levels of ‘affiliation’. Overall, the average BAI of the partners was 166.7, while that of the sponsors was 28.7. The higher the BAI, the more closely a brand is linked to the corruption scandal.
The six World Cup 2014 Partners are ranked by their Brand Affiliation Index(BAI) when linked to 2014 World Cup and words like “corruption”. Their scores range from 279. to 50.86.
Here are the six World Cup Partners ranked in descending order of their BAI scores.
The eight World Cup 2014 Sponsors are ranked by their Brand Affiliation Index (BAI) when linked to 2014 World Cup and words like “corruption”. The scores range from 73.47 to 1.42.
Johnson & Johnson
Castrol Motor Oil
There are a number of press reports detailing the efforts of some brands to downplay the effects on the scandal to their brand. When your brand could be sullied in fro of the 3.4 billion television viewers of World Cup 2014, their concerns, whether or not admitted, are serious and significant. The individual numbers are determined by Global Language Monitor’s (GLM) Brand Affiliation Index (BAI), a proprietary, longitudinal study that analyzes the global association between (and among) individual brands and their competitors or, in this case, the FIFA World Cup 2014. The value of World Cup sponsorship continues to rise, from $10 million for lessor arrangements to partnerships approaching $200 million, though these fees are dwarfed by Olympic partnerships, a cost estimated to be up to $1 billion, fully loaded, over a four-year Olympiad.
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In Analysis ‘The Players’ Ranks higher than the PGA, Again
Tour Championship by Coca-Cola Registers Less than 1% of Internet MediaBuzz
Austin, Texas. the Masters Weekend, April 2014 — The Open Championship has widened it lead over the Masters as the Top Golf Major in the Global Language Monitor’s third annual ranking.
The analysis compared the strength of affiliation of each of the currently recognized events (The Masters, The US Open, The Open Championship or British Open and the PGA Championship) to the concept of ‘major championship’. GLM then added the Players Championship and the end-of-the-season Tour Championship for comparison with the four recognized events. The Players Championship has solidified its position as the ‘Stealth Major’ again placing third in the ranking, ahead of the PGA Championship. To judge the impact of the Tour Championship, GLM put it into the mix but later eliminated it for consideration after it did not meet the minimum criteria for inclusion.
When compared to the 2013 analysis, the Open Championship gained some 40 points, the Masters and US Open remained strong at last year’s levels , while both the Players and PGA Championships finished with lower BAI scores. In 2013 the PGA finished about ten points behind the Players, while in 2014 the PGA lagged behind by about twenty points as measured by the BAI.
The BAI is an important metric to advertisers and sponsors since it helps determine the value of an event.
Of course, by elevating the Players to Major Status, Jack Nicklaus would add three Major victories to his total (to 21), while Tiger Woods would add only one (to 15).
“Since 1860 The Open is the championship against which all future Majors would be judged. Now over one hundred and fifty-years later, we see that it is strengthening both its reputation and significance,” said Paul JJ Payack, President and Chief Word Analyst of GLM. Furthermore, it actually moved forward to a commanding lead in the ranking of Golf’s Major Championship. In spite of its elite field and generous purse, the end-of-season Tour Championship did not meet the minimum criteria for inclusion.”
In the early to mid 20th century, the Majors were considered to be those tournaments won by Bobby Jones during his historic 1930 season: the US and British Amateurs, the Open Championship and the US Open. Later Jones’ own tournament, the Masters, gained in importance as did the Western Open (considered a Major by many for a number of decades) as the British PGA fell from favor. As recently as 1960 there was no official recognition of the Majors, as such.
GLM ranks Golf’s Major Championships by Internet Media Buzz. For this analysis, GLM employed its proprietary Brand Affiliation Index. The BAI computes and details the relative brand equity of people, products or events based on the analysis of global discourse, providing a real-time, accurate assessment at any point in time. To do so, GLM analyzes the billions of pages on the Internet, millions of blogs, the top 300,000 global print and electronic media, as well as new social media sources, as they emerge.
About Global Language Monitor: “How will the Global Trends Impact Your World?”
Founded in Silicon Valley, Austin, Texas-based GLM collectively documents, analyzes and tracks trends worldwide, with a particular emphasis upon the English language. For more information, individualized reports, or a monthly subscription, call +1.512.815.8836 or email info@LanguageMonitor.com
A commentary on Tiger Woods (and Mickey Mantle) by Paul JJ Payack, the Global Language Monitor, Austin, Texas
For some time now I have been pondering the apparent decline of Tiger Woods.
Over his long career he’s been cut and measured against those of Jack, Arnie, and Sam (sometimes Phil) and, now, Rory, Bubba, and the other Young Guns.
But the comparison to which I keep coming back never played out on the links, or Amen Corner, or even on the hallowed grounds of St. Andrews or Pebble Beach, but on the barren ball fields of Commerce, Oklahoma and later on a particularly verdant patch of grass off the Major Deegan Expressway in the Bronx. Of course I am not writing of one of Tiger’s fellow golfers at all, but rather of The Mick, one Mickey Charles Mantle, of New York Yankees fame.
Both Tiger and Mickey achieved greatness at an early age, to herald the beginnings of long, illustrious careers — and both were destined for that type of glory, perhaps, never (or at least seldom seen) before. Both had peak performances a dozen or so years into their career, then they both continued showing flashes of brilliance, amidst the strongest of suspicions that their careers had peaked in their 32nd years. If their past were prologues — then their prologues had, indeed, passed.
I watched Mickey stumbling through those last painful years, tuning to the game every 20 minutes or so, to catch him lumbering from the batter’s box toward the plate, hoping against hope that he’d collect those few hits that would preserve a career .300 batting average, the last mark of greatness he had left to achieve.
Even then, I had done the math. If only he could finish this last season with eight more hits than his then-current pace he’d achieve his final, career capping goal, then vanishing before his eyes (and mine).
In that context, I have been watching, studying Tiger, since what might now be considered his consummate effort, playing virtually if not literally on one leg, gutting out one last brilliant effort high above the surf at Torrey Pines.
This is not to say that Tiger will never pass Jack in his long-sought goal, the grail of capturing his Nineteenth Major. But the story, like that of The Mick, has taken on many of the trappings of a neo-Greek tragedy.
He, like Mickey, heroes from afar, reach for (and attain) heroic status, they each evince their individual brands of hubris, exhibit an achilles heel (or two), engage in mortal combat with a cast of rivals nearly god-like heroes themselves.
For The Mick there was no Deus ex-Machina to intervene in the final act; for Tiger, the Chorus has yet to sing.
Olympic Wrap-up, March 2014 Austin, Texas — The Global Language Monitor announced that Red Bull has taken the Gold for the Top Ambush Marketing Campaign, while Proctor & Gamble out-dueled a resurgent Samsung to take the Gold for the Top Marketing Campaign by an Official Sponsor for the recently concluded XXII Olympic Winter Games in Sochi, Russia. For the Ambushers, Red Bull led comfortably over Subway, which took the Silver, and Rolex, a surprise winner of the Bronze; Rolex was in a very tight race with both Unilever and Siemens. Following P&G for the Official Sponsors were Samsung taking the Silver, and Coca-Cola hauling in the Bronze. P&G, Samsung and Coca-Cola all had critically acclaimed marketing campaigns that were well-received by global audiences.
The awards are determined by Global Language Monitor’s (GLM) Brand Affiliation Index (BAI), a proprietary, longitudinal study that analyzes the global association between (and among) individual brands and their competitors or, in this case, the Sochi Winter Games. In the study, The Global Language Monitor measured several dozen factors, closely examining all marketing movement extending from London 2012 to projections for the Rio 2016. GLM has been tracking the Olympics in this manner since the Beijing Summer Games.
The Terra Cotta medal, the new award for least successful marketing campaign by an official partner, was contested by Visa Card, Omega, and Atos. Visa Card had the visibility without the impact of the P&G, Coke, and Samsung efforts. Omega’s rank is a conundrum: It appeared on the screen during every timed event, yet it, apparently, did not register in the minds of the global audience. (This needs to be rectified.) And Atos apparently doesn’t mind ‘winning’ the first Terra Cotta medal, since it has been dubbed the ‘Unsung Hero’ of the Games for creating Sochi’s vast (and effective) IT infrastructure. “The value of Olympic sponsorship continues to rise as evidenced by the bold attempts by the Ambush Marketers to associate their brands with the Sochi Winter Games.” said Paul JJ Payack, president and Chief Word Analyst, the Global Language Monitor. “The more stringent the legislation to outlaw any effort to ‘ambush’ the Games, the more marketers seem intent on circumventing the rules. And the more news related to ‘ambushing’ is highlighted by the media. An example is a Sochi official taping over Apple’s logo in plain site of the global media (#EpicFailure)”. GLM uses its proprietary algorithmic services to perform brand audits, enabling organizations to judge their brand performance between and among their competitors and their peers. The higher the BAI (Brand Affiliation Index) the closer the brand affiliation with the primary brand, in this case the Sochi Winter Olympics. Of course, not all Ambush Marketers plan to steal the Olympic glow from their competitors, a cost estimated to be up to $1 billion, fully loaded, over a four-year Olympiad. Therefore, GLM uses the term Non-affiliated Marketers (NAM) for those, like Starbucks, who seem to engender a false impression of Olympic sponsorship, our research shows, because of their immense size, health-oriented menu, and image of busy, successful people dashing in and out. Nike, for example, is proud of its Ambush Marketing ‘stunts’ such as the ‘Yellow-Green Neon Shoe’ escapade in London 2012 — and the record backs them up. The Sochi All Marketers Final Ranking by BAI is shown below.
Of particular note are the following.0 Red Bull’s connection with extreme and ‘uber-extreme’ sports has paid off, once again. Red Bull topped all marketers (official and otherwise), out-distancing the Gold-winning P&G, the top official sponsor, by some nine percent.o The Nike Stunt that Never Was — Though long anticipated, and expected, never materialized. At the end of the London Summer Games, Nike’s BAI reached 223.98, compared with its final Sochi BAI of 30.25, a net difference of nearly 200 points. Nevertheless, the fact that some twenty months after London, Nike is still ahead of three official Sponsors is testament to the lasting power of the London Stunt. o P&G’s “Thank you, Mom” campaign had viewers anticipating and actually recording the commercials for later viewing. The 316% increase from already-solid final London numbers is well deserved. o Subway, the Ambush Silver medalist’s year-round promotions with current and former Olympic icons worked once again. Subway’s 176.31 BAI topped that of eight of the 10 official sponsors. 0 In the battle between Coca-Cola, the Bronze medalist, and McDonald’s, long-time Olympic sponsors (and rivals), Coke more than doubled McDonald’s BAI (171.59 to 85.22). The back story here: Coca-Cola rose 48% from it London final, while McDonald’s was down about 8%. o Unilever (109.73), the P&G rival finished as the No. 4 NAM and No.8 marketer overall. Unilever rose some 800% over its London final (11.93). o GE had a noteworthy Olympics rising some 60% over a very respectable London performance (91.22 vs 55.97). GE’s commercials deftly detailed its incredibly broad range of products and services in a very entertaining manner. Rival Siemens also scored well, in fact, actually besting GE by about nine percent. o Apple Computer and Burton Snowboards both made an impression with the worldwide audience: the former with the ‘tape incident’ where an Apple logo was taped over by a Sochi official (Mistake: taping in full view of the media) during a skating competition, and Burton, for its brazen attempt to place its over-sized logo on the very visible underside of the boards of prominent snowboarders.
In the study, GLM measured several dozen factors, including the change in BAI from the end of the London Summer Games in 2012 to the end of the Sochi Winter Games for both Top Partners and Non-Affiliated Marketers.In percentage gains, the Top Partners almost doubled, rising over 95%. The biggest movers were Samsung, P&G, and Dow — all scoring triple-digit gains by percentage. However, the Non-Affiliated Marketers on the average almost quadrupled, up over 358%. .The largest gainers were Rolex (with a 1500% gain), Red Bull,Unilever, DuPont, and Siemens (all with triple-digit gains), and Subway. Measuring brands movements during the Sochi Games,themselves, six of the Top Ten gainers were Ambushers, as shown below.
Red Bull made the largest move during the Sochi Games, followed by Top Partners GE and DOW. Coca-Cola and McDonald’s (at No. 7 and 8) were the other Top Partners in the top ten. Non-Affiliated Marketers Unilever, DuPont, IBM Global Services, Nike, and Starbucks all made strong moves during the Games. The “Sochi Games Brand Marketing Report: Post-Games Analysis” is now available; order here.Over the last four Olympics, the Global Language Monitor has been using its Brand Affiliation Index and NarrativeTracker technology to measure the relationship of the official Sponsors and their competitors to the various Olympics brands. This is a longitudinal study that reaches back to the Beijing Summer Games in 2008. The names of the sponsors change rarely, but the non-affiliated competitors remain a core group with others that come on to the Olympic platform for but a cycle or two. GLM has found that there are many misconceptions continue to persist despite the evidence.
If you are looking for these or similar analyses for your event, company, organization, university, or brands, call 1.512.815.8836, or email info@LanguageMonitor.com.
About the Global Language Monitor
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.
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.
Subway Leads P&G for Gold, Red Bull vs. GE for Silver, McDonald’s Falters
Terra Cotta Medals Introduced
Sochi Olympics Week Two, February, 2014 Austin, Texas — After the first full week of the Sochi Winter Games, the marketing medal count finalized with the competition between and among the official sponsors and the Non-affiliated Marketers (NAM) is tight, according to the Global Language Monitor. Some highlights include Subway leading P&G for the Gold, Red Bull contending with GE for Silver, and McDonald’s apparently faltering thus far. The complete details are shown in the charts below.
Also, since no one can be eliminated from the Games once they begin, GLM has introduced the Terra Cotta medal in addition to the traditional Gold, Silver, and Bronze. In the Ancient world, Terra Cotta was considered the least valuable material for permanence (after gold, silver, and bronze).
The Terra Cotta Medal is depicted below.
“While the eyes of the world are focused on the athletes and the intense struggle on the ice and snow in Sochi, the eyes of the marketing world are keenly aware of the battle being waged for the billions of dollars in brand equity for being associated with the Winter Games.” said Paul JJ Payack, President and Chief Word Analyst, the Global Language Monitor.
Some highlights from the longitudinal study:
P&G has had an extraordinary Olympics thus far and will be in serious contention for the overall Gold.
Coke has a towering lead over McDonald’s, more a testament to Coke improving and Mickey D’s essentially treading water.
Rolex has improved , in terms of BAI from 6.1 in London to 144.23 today.
Red Bull leads the pack in the for Silver contenders. After all, if you jump from a Space Capsule to Earth, you’re must be affiliated with Red Bull.
GE and Siemens are neck-and-neck; Siemens moved down two spots, while GE was up four.
Unilever sits comfortably at No. 9, up one from last week.
Great commercials are bringing home the fact GE is (a lot) more than light bulbs.
Dow (No. 13) is up 2 this week, while DuPont (No.14) is down 2.
IBM Global Services and Atos Origin come in at No. 19 and 21, however they are both B-to-B plays and as long as they connect to the right people.
Omega deserves a higher profile; though they are on the screen for key moments of every competition, they are down in Terra Cotta territory.
Finally, Where is Nike? They are ready to pounce, but no pouncing evidenced thus far.
Sochi Olympics Week One, February, 2014 Austin, Texas — The first stage of the Sochi Olympics Marketing race is in the books. And thus far the Non-affiliated Marketers are making their impact felt.
In the early the first stage of the two-week long event, the Non-affiliated Marketers (or Ambush Marketers) are leading the TOP Sponsors by GLM’s Brand Affiliation Index (BAI) by a significant margin in a number of measures.
“Though not as prestigious as the games on the field, in the snow, and on the ice, the Ambush Marketing Race can mean billions in profits for the winners, and uncontrollable value leaks to the losers,” said Paul JJ Payack, president and Chief Word Analyst of the Global Language Monitor.
The ten TOP Sochi Sponsors are Atos Origin, Coca-Cola, Dow, GE, McDonald’s, Omega, P&G, Panasonic, Samsung, and Visa Card.
The eleven Non-affiliated (or Ambush Marketers) are Adidas, DuPont, IBM Global Services, Nike, Pepsi, Philips, Red Bull, Rolex, Siemens, Starbucks, Subway, and Unilever.
Some of these organizations compete head-to-head with the Top Sponsors, such as IBM Global Services (vs. Atos Origin), Pepsi and Red Bull (vs. Coca-Cola), DuPont (vs. Dow Chemical), Royal Philips (vs. General Electric), while others simply co-opt the Olympic brand equity to their own particular advantage.
The Global Language Monitor uses proprietary algorithmic services to perform brand audits, enabling organizations to judge their brand performance between and among their competitors and their peers.
The higher the BAI (Brand Affiliation Index) the closer the brand affiliation with the primary brand, in this case the Sochi Winter Olympics.Of course, not all Ambush Marketers plan to steal the Olympic glow from their competitors, a cost estimated to be up to $1 billion, fully loaded, over a four-year Olympiad.
Therefore, GLM uses the term Non-affiliated Marketers (NAM) for those, like Starbucks, who seem to engender a false impression of Olympic sponsorship, our research shows, because of their immense size, health-oriented menu, and image of busy, successful people dashing in and out.Nike, for example, is proud of its Ambush Marketing ‘stunts’ such as the ‘Yellow-Green Neon Shoe’ escapade in London 2012. and the record backs them up.. Twenty months after its stunt in London, it still is ranks higher than the BAI of three IOC Partners..
Subway, in turn, leads all Sochi Marketers with its unbridled, and some say outrageous athlete-focused commercials. As you see in the along side chart, six of the top ten and eleven of the top 20 marketers fit into the NAM category. (You can see that Red Bull is firmly ensconced in the top ten.
Over the last four Olympics, the Global Language Monitor has been using its Brand Affiliation Index and NarrativeTracker technology to measure the relationship of the official Sponsors and their competitors to the various Olympics brands. This is a longitudinal study that reaches back to the Beijing Summer Games in 2008. The names of the sponsors change rarely, but the non-affiliated competitors remain a core group with others that come on to the Olympic platform for but a cycle or two. GLM has found that there are many misconceptions continue to persist despite the evidence.
One of these misconceptions is that ambush marketing ‘stunts’ are wildly successful, such as Nike’s green shoe stunt in London. The Data say yes-and-no. The stunt made quite an impression for a week or two, and the lingering value can be seen in the Sochi Leaders by BAI chart. In the along side chart, you see that Nike has a current BAI of 26.30; immediately after the London stunt it measured 120.5.
Ohio State Tops TrendTopper ‘Best & Brightest’ Football Poll
Florida State breaks into Top 10; Georgia, South Carolina, Clemson, and Louisville Plummet
Navy sails to the No. 12 Spot
“Best and Brightest”™ BCS rankings combine athletic prowess with academic achievement
Austin, TEXAS, October 25 2013 – Ohio State Tops TrendTopper ‘Best & Brightest’ Football Poll; Florida State breaks into Top 10; Georgia, South Carolina, Clemson, and Louisville plummeted. With the addition of Houston and Louisiana-Lafayette, a total of Sixty-five schools were included in this week’s ranking. The TrendTopper Best & Brightest Football Rankings are the only BCS Football rankings that combine athletic prowess with academic achievement.
“Ohio State is the top Big Ten school in the TrendTopper MediaBuzz Higher Education rankings, so we are pleased to see the cream rising to the top of the ‘Best & Brightest’ Football Rankings,” said Paul JJ Payack, president and Chief Word Analyst for GLM. “In fact, five of the Top 25 schools are from the Big Ten conference, while four of the Top 25 belong to the Pac 10.”
“Best and the Brightest™ BCS rankings combine athletic prowess with academic achievement
Austin, TEXAS, October 11 2013 – The current BCS Championship Projection from the Best & Brightest Football Rankings are: Stanford vs. Ohio State; Washington vs. Georgia. These projections are based on the Best & Brightest Football Rankings of October 7th. Stanford was No.1 followed by Ohio State, UDub, Georgia, UCLA, and Oregon.
The biggest movers this week on the positive side were Florida (+18), Auburn (+14), Texas Tech (+9), and Mizzou (+5), and Nebraska (+5). On the negative side of the ledger were Arizona State (-12) and Ole Miss (-6). With the addition of Ball State, a total of Sixty-three schools were ranked this week’s ranking. The Best & Brightest Football Rankings are the only BCS Football rankings that combine athletic prowess with academic achievement.
“We are seeing that BCS-level colleges need not sacrifice their academic missions to field a quality football program,” said Paul JJ Payack, president and Chief Word Analyst for GLM. “The semi-finalists all rank in the Top 30 of the TrendTopper MediaBuzz College Rankings.”
To create the “Best and the Brightest™ rankings, the Global Language Monitor (GLM) combined the results of the AP Writers and USAToday Coaches polls with the TrendTopper MediaBuzz College Rankings.
TrendTopper Best and the Brightest™ BCS Football rankings
First Weekly Appearance
Austin, TEXAS, October 2, 2013 Stanford, Ohio State, Washington take the top three spots in the TrendTopper Top 40 Football Poll — the first BCS Football rankings that combine athletic prowess with academic achievement. To create the “Best and the Brightest™ rankings, the Global Language Monitor (GLM) combined the results of the AP Writers and USAToday Coaches polls with the TrendTopper MediaBuzz College Rankings. Following Stanford, were Ohio State, Washington, Georgia, and UCLA. Rounding out the Top Ten were Oregon, Texas A&M, Virginia Tech, Wisconsin, and Florida State.
“This is the first time that football prowess and academic performance are given equal weight,” said Paul JJ Payack, president and Chief Word Analyst for GLM. “The TrendTopper Top 40 Football Poll helps address the rising chorus of criticism addressed at BSC-level colleges for sacrificing their academic missions on the altar of ever-increasing television revenues.”
The TrendTopper Top 40 Football Poll will be released weekly through the BCS National Championship.
The complete TrendTopper Top 40 Football Poll follows.
AUSTIN, Texas August 30 – September 2, 2013 — Six months out, the race for the Top Marketers of the Sochi Winter Olympics is in full swing. And the race to the Rio Summer Olympics of 2016 is not far behind, according to the “Sochi 2014 Ambush Marketing Outlook” report released by the Global Language Monitor (GLM), the brand equity trend tracking firm. P&G, Samsung and GE lead the Worldwide Partners but trail Non-affiliated Marketers Philips, Siemens and Adidas. When measured by GLM’s proprietary Brand Affiliation Index (BAI),10 of the top 15 spots are occupied by the Non-affiliated Marketers – with the bottom five spots all held by top sponsors. The longitudinal study began in July 2011 and tracks the top Worldwide Partners as designated by the Sochi Organizing Committee (SOC) and IOC.
The Global Language Monitor has been conducting brand audits of the top Olympic sponsors and their unaffiliated competitors since the Beijing Summer Games.
In the study conducted throughout August, three brands among Sochi’s ten Worldwide Olympic Partners, P&G, Samsung and GE have already achieved significant brand affiliation with Sochi, while McDonald’s, Panasonic and Coca-Cola had some brand affiliation. The Sochi Winter Olympics have ten Worldwide Olympic Partners: Atos Origin, Coca-Cola, Dow Chemical, General Electric, McDonald’s, Omega watches. Panasonic, Procter & Gamble (P&G), Samsung, and Visa Card.
For these rankings GLM measured the strength of the brand affiliation for each official Olympic sponsor against those of their primary non-affiliated competitors. Though ‘ambush marketing’ is well understood to mean an organization knowingly exploiting a brand affiliation with the Games without the benefit of official sponsorship, all perceived Olympic affiliations according to their presence in the global media, and statistically linked to the the particular event, qualify for GLM’s Ambush Marketing rankings.