Objectives and Evaluation Processes Utilized by Sponsors of the 1996 Olympic Games

Stefan Ludwig
James D. Karabetsos

Corporate sponsorships of sports, arts, and cultural events have gained acceptance in recent years. An increasing percentage of the total marketing budget flows into this promotion tool. In particular, the Olympic Games has attracted major international corporations spending an enormous amount of money to be associated with this event. The purpose of this study is threefold. First, it investigates the goals and objectives of the 10 worldwide sponsors (TOP) and the 10 Centenial Olympic Games Partners to become sponsors of the 1996 Centenial Olympic Games in Atlanta, Georgia. Second and mainly, the study looks at the means by which these organizations evaluate the success and effectiveness of their sponsorship. Finally, the impact of ambush marketing on the evaluation process is addressed.