The Olympic Legacy 17th September, 2012

Within the sponsorship arena there has been much discussion about how worthwhile short-term partnerships such as the Olympics are in terms of a return on investment for sponsors. As the excitement surrounding the Olympics and Paralympics begins to fade, attention has moved away from what sponsors are doing in terms of activation surrounding the games to how they will move forward and look to maintain the legacies of their Olympic involvement.

Olympic sponsors who have achieved their short term goals of an increase in revenue should now look to consider how they can maintain an Olympic association in the future. A continued involvement with the development of sport in the Olympic aftermath will show that these brands were not just involved with the Olympics solely to profit financially, but as a commitment to a longer journey.

Gillette’s ‘Great Start’ campaign is an example of Olympic sponsor Procter & Gamble’s determination to maintain Olympic association through a commitment to sport. Their ‘Great Start’ campaign aims to inspire the younger generation of Olympic athletes by encouraging young people to pursue careers in coaching. With six time gold medallist Chris Hoy as one of the brand ambassadors for the campaign they have partnered with ‘sports coach fund UK’ to fund coaching qualifications by awarding ‘Great Start’ grants. Existing and new coaches can apply via http://www.facebook.com/GilletteUK.

The improvements the Olympics have bought to less prosperous areas of London are an example in itself of how the games have had the capacity to change the lives not only of those competing but also of local communities. With continued involvement in sport and the community brands have the chance to play a vital role in maintaining the legacy of London 2012 through helping people to continue to enjoy and take part in sport. This in turn will maintain awareness of involvement with the iconic event whilst increasing brand loyalty on a long term scale.