In the past week, Wimbledon and Euro 2008 have provided us with dramatic moments in sport.  While staring at Nike logos on Nadal’s forehead and Federer’s more subdued logos, I began thinking about new ways to measure the presence of various brands at such sporting events.  What does a logo screaming past at 200 mph at the British Grand Prix deliver for a client?  What do Wimbledon sponsors see in terms of real gains in sales, foot traffic and awareness?   We have been helping clients get a better understanding of the impact and value of their sponsorship programmes but the media terrain (and measurement tools) have evolved.  

There is no question that global media events such as the Olympics and Super Bowl offer considerable gravitational pull for advertisers and viewers, and have spawned many memorable (measurable) ads.  Brand equity is built through association and awareness.  These ads also have, to a degree, transcended their marketing function and have become cultural signposts, reflections and barometers.  (They also cost a lot of money; 2009 ads are estimated to cost almost $3 million for a 30-second commercial).

This summer of 2008, things seem different in terms of event sponsorship.  Over the years, the raising of the money stakes in sponsorship also has amplified the political elements of such media partnerships.  This year, the 2008 Beijing Olympics is gaining attention for the committee’s heightened efforts to block advertising from non-sponsors.  This is nothing new, in protecting sponsors to give their brands room to breathe.   

But the political stakes seem raised with the Olympics hosted in China.  Global brands such as Coca Cola, have found themselves in hot water from Chinese consumers. Even the Dalai Lama has been forewarned not to use this global attention on Beijing as a pulpit for Tibetan independence.  Still others have already been reprimanded for profiting from unauthorized marketing activities.  And even the ‘Great Firewall of China’ has been thwarted.  On a more basic level, even Olympic spectators are being targeted for monitoring what foods people can (not) bring in to eat in the events, their attire and other efforts. Phrases such as "ambush marketing" and "managing intellectual property" are interwoven with the event like the intertwined olive leaves perched on the winner's head.  Media, messages and events involving different cultures can quickly find themselves on a slippery slope. 

So, what can a brand do?  As we eagerly await more global sporting events (in an already busy sporting summer), here are some questions to ponder:

How, as an advertiser can you best protect the integrity of your marketing campaign from being spoofed?  Will the Beijing Olympics authorities be able to block unwelcome marketing efforts across traditional and new media?   What does this mean for the future shape of events marketing and media measurement?