Games boost brand names.
Global giants not sponsoring the Sydney 2000 Olympics could find the value of their brands knocked, according to brand specialists.
‘It’s a must-do. This is all part and parcel of brand maintenance, they have to do it,’ said David Haigh of consultancy Brand Finance.
High profile global events, like the Olympics, are few and far between, and probably the greatest opportunity in sponsoring it is the global audience reach at a relatively small price.
‘It’s a time to show off,’ said Alex Batchelor, project manager at Interbrand, a brand valuation company.
‘This is just one of millions of different sponsorships big organisations do. Isolating the impact on one sponsorship event is almost impossible.’
BRANDS FOCUS
Andersen legacy, page 22
Intellectual capital, page 24
Goodwill and intangibles, page 26.