超越讲台奥运会品牌业务（英）2024

Investment Rating - The report indicates a strong investment rating for the Olympic brand, with a current valuation of USD 11.4 billion, reflecting a 37% increase since the Tokyo 2020 Games [13][21][22]. Core Insights - The Olympics brand has evolved into a multi-billion dollar business, with significant contributions from broadcasting rights and sponsorship deals, which are crucial for its valuation [21][22][23]. - The report emphasizes the importance of storytelling and emotional connection in maximizing sponsorship benefits, highlighting that the Olympics' appeal lies in its ability to unite the world and celebrate excellence [34][35]. - The analysis of apparel brands competing for Olympic sponsorship reveals a fierce rivalry, with brands like Nike and Adidas investing heavily to enhance their visibility and brand strength during the Games [47][53]. Summary by Sections Valuing the Olympics Brand - The Olympics brand is valued at USD 11.4 billion, making it one of the most valuable sports brands globally, with significant growth attributed to broadcasting and sponsorship deals [13][21][22]. - The brand's value has increased by 37% since the Tokyo 2020 Games, driven by stable sponsorship revenue and lucrative broadcasting agreements [21][22]. Realizing the Benefits of the Olympic Games - Brands can maximize their sponsorship benefits by leveraging the emotional stories and moments generated during the Olympics, which enhance brand perception and engagement [34][35]. - The report discusses the challenges host cities face in justifying the massive investments made for the Games, emphasizing the need for better post-Games usage plans for facilities [34]. Sponsorship Effectiveness - The Olympic Partner (TOP) program grants exclusive global marketing rights to select brands, which can significantly enhance brand familiarity and reputation among Olympic followers [42][44]. - Data indicates that brands like P&G, Intel, and Alibaba experienced substantial boosts in reputation due to their Olympic sponsorships, demonstrating the effectiveness of such partnerships [46]. Apparel Brand Competition - The competition among apparel brands for Olympic sponsorship is intense, with both established brands and newcomers vying for visibility and consumer engagement [47][53]. - The report highlights the success of local brands like Lululemon and Le Coq Sportif, which saw significant increases in search interest following their involvement in the Games [55].