Sochi Olympics

Charlie Merry
Blog #4: Sochi Olympics
Marketing
Prof. Popovich


After a long four year wait, the Winter Olympics are yet again upon us. Hundreds of countries will converge in Sochi, Russia to compete in the 2014 Winter Olympics. The Olympics are a special time for a number of different reasons. Countries forget their differences for a brief time period and are united through sport. These games are as much about celebrating each other as they are about winning and competition. Russia certainly has a lot on the line as they prepare to host the world in what is, the most expensive Olympics in history. The Olympics have also become a large stage for marketers to exploit.


Numerous blue-chip companies sponsor the games or athletes who receive plenty of coverage throughout the spectacle. For example, Coca-Cola ad's are constantly running in between events and make it a point to announce their support of the Olympics. Furthermore, companies have their advertisements strewn throughout Sochi for all of the fans and athletes to see. Companies want to be associated with the Olympics and all that they represent. Companies truly have an international audience when they're marketing to the Olympics. Also, companies who sponsor athletes have certain advantages. For example, Shaun White is sponsored by the snowboard company Burton. Shaun White is one of the most covered athletes at the Olympics, and he's almost always dressed in Burton gear. Burton is receiving exposure through White, and kids will want to buy their products based on White's performances.


While these games certainly are important for marketers, they're also a first-rate spectacle. These games only occur once every four years, the world takes notice whenever they come around. When else will you be able to watch curling or cross-country skiing? Elite athletes from all around the world are shown to us for the first time. The Jamaican bobsled team made their much anticipated return to the Olympics as the try to replicate the success of the team in the movie, "Cool Runnings." Viewers enjoy watching these countries compete in sports that are usually not televised. National pride spikes considerably during the games. People want their country to succeed on this huge stage. Despite all of the positives that come with the Olympics, there has been a dark cloud surrounding these games in particular.


Athletes are complaining about their living arrangements and it's clear that construction wasn't fully completed. Photos have surfaced of hallways with hundreds of dangling wires, live wires have even been found in showers. Since the beginning of the games, over 27,000 tweets have been sent with the hashtag, #SochiProblems. Some hotels have even urged their guests to avoid using the water because it "contains something very dangerous." Reporters have sent out pictures of this water, which is almost completely yellow and definitely looks quite dangerous. The bathrooms have also received extensive coverage for their inadequacies. Hilarious photos have surfaced of bathrooms with two toilets next to each other with no separation, and of signs asking people to dispose of their toilet paper in a bucket. Despite these problems, the Sochi Olympics are underway and promise to be another memorable games.