August 26th, 2008 @ 11:50 am
(7min 41) The Olympics are over and new sports stars are born. Does that mean corporate Australia will be vying for multi-million dollar sponsorship deals of our gold medalists?
Today on BTalk Australia Phil Dobbie talks to James Thomson, the editor of Smartcompany.com.au, who says if you are going to sponsor a sports star, choose a sport that has regular visibility.
What do you think? Add comments in the Talkback section at the bottom of this post.
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JV@...
As usual, Phil Dobbie is timely in raising the issue of
the value of an Olympic champion to a potential
sponsor.
Such champions can bear a great message for a
sponsor, and I continue to be amazed than no-one
took Petria Thomas on to carry their message. If there
ever was a person who personified grit, determination
and focus, especially in the hard times, that person is
Thomas.
She could have been the personification of the
workwear brand message "any tougher and they'd
rust"!
Let's hope some visionary marketers can work to
leverage Olympic champions' attributes along those
lines
JV from l'Attitude in Cairns
In my mind one of the greatest failures of Australian
sponsorship
Phil Dobbie
Phil Dobbie has a wealth of radio and business experience. He started his career in commercial radio in the UK and, since coming to Australia in 1991, has held senior marketing and management roles with Telstra, OzEmail, the British Tourist Authority and other telecommunications, media, travel and advertising businesses. In BTalk Australia he provides a lively and insightful view on business issues, adding his blend of irony and humour to the discussions. more »
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