by. Adrianna Yates
The Olympic Games have a rich history, not only in sports but also in the realms of advertising and media. This evolution has transformed the Olympics into a global spectacle, drawing the attention of billions of viewers and creating a lucrative platform for sponsors. Here are four things you may not know about the history of advertising and the Olympics:
1) Nearly 100 years ago, Coca-Cola was the first-ever corporate sponsor. In 1928, Coca-Cola signed on to sponsor the Amsterdam Games. This partnership marked the beginning of corporate sponsorships in the Olympics, setting the stage for the commercial powerhouse the Games would become.
2) The first live television broadcast of the Olympics occurred during the 1936 Berlin Games. However, it was the 1960 Rome Games that truly marked the start of widespread TV coverage. The Rome Games were the first to be broadcast live via satellite to various countries. This innovation significantly boosted the global audience and made the Olympics a prime opportunity for advertisers to reach millions of viewers.
3) TV viewing of the Olympics reached an all-time high during the 2008 Beijing Summer Games. The 2008 Games drew unprecedented global attention thanks to its memorable opening ceremony and the exceptional performances from athletes like Michael Phelps and Usain Bolt. The 2008 Beijing Olympics attracted an estimated global audience of 4.7 billion people, making it the most-watched event in Olympic history at the time.
4) Advertising sales topped a billion dollars for the 2020 Tokyo Olympics. The cost of advertising during the Olympics has risen dramatically over the years. On average, companies can expect to spend hundreds of millions of dollars to secure advertising spots and sponsorships. Such hefty price tags reflect the immense value brands place on associating themselves with the prestige and global reach of the Olympic Games.
In MayoSeitz Media’s 27-year history, we’ve had the great privilege of managing Olympics buys for many of our client partners. From negotiating sponsorships to helping develop custom segments and tie-ins, we’ve done it all. We continue to see the value placed on the Olympics for all advertisers and are proud to have representation at such a prestigious event.
