Marketing activities are an indispensable component of every operation as they help create the necessary finances while promoting various involved stakeholders.
Olympic marketing is currently one of the most successful international marketing concepts.
Large organization costs in conjunction with the crisis of Olympism following a series of boycotts lead the IOC to create a new concept of Olympic marketing that was put in force after 1984.
Olympic marketing is in certain respects somewhat different from the norm:
- the foremost difference is in the grade of commercialization as advertising of business partners is prohibited during the Olympics both at venues as well as on the Olympic clothing of athletes, which influences the image of Olympism in the eyes of the general public.
- the number of business partners who are granted the right to identify with Olympism is limited.
Today the Olympics are creating one of the most successful international marketing concepts and reaching billions of people in over 200 countries around the world. Sponsorships are graded by type of cooperation which in turn allows for various benefits and rights and exclusive use of Olympic symbols and titles, connections with athlete images, etc.
Slovenian Olympic marketing
Regular operation of OCS and the provision of quality support for athletes requires the provision of almost half of the financial or material assets from the economy. The share of assets gained from marketing activities is actually the most important to the operation of OCS as it amounts to about 45 percent. Thus the search for potential supporters of Slovenian Olympism, cooperation with existing supporters and organization of common projects is one of the primary tasks of Olympic marketing.
Cooperation with OCS
Cooperation agreements with OCS are concluded for a period of four years - the Olympic cycle, which is identical to the marketing model of the IOC, whereby business partners are classified into various categories of sponsors of Slovenian Olympic teams, OCS partners and others with regard to their investments.
Sponsors conclude agreements with OCS for a period of at least one Olympic cycle and are granted the following rights as sponsors:
- use of the national Olympic logo,
- the most developed system of rights set out in the sponsorship agreement, including the right of exclusivity which allows sponsors to be the only company in their respective field to be able to identify with Olympism, giving them a competitive advantage over other companies in the field,
- sponsors are classified into three categories: main sponsor (only one), grand sponsors and sponsors
With activities that are not part of sponsorship rights, OCS seeks out partners that are of key importance for the maintenance of the Olympic machine and the sports associations - members of OCS. Partners make important contributions:
- to the improvement of the execution of sports events and reductions of the operative costs of OCS,
- by offering exclusive independent discounts on their services to sponsors of Slovenian Olympic teams and helping sports associations within OCS,
- sponsors are classified into three categories: gold partner, silver partner and bronze partner of OCS.