FaceTime Medals

Wednesday, March 3rd, 2010

The Olympics have come to an end, and its time for FaceTime to hand out its Marketing Medals for this year’s games.  Every individual and team in the Games was considered for these prestigious awards, but, after much debate, we have narrowed it down to three.  From an American professional league, to an Olympic first, here are our awards.

GOLD

The National Hockey League

From a marketing perspective, I don’t think this could have went any better for the NHL.  The Olympics provided a talent showcase for the NHL that was broadcast around the world, the face of the league providing the final goal, and generated the most viewership of any non-Super Bowl sports event in years.  Not since the Miracle on Ice have that many Americans watched hockey.

However, there was also a lot at stake for the league.  Some teams, such as the Washington Capitals, had upwards of $200 million in contracts at risk during the Games.  While Alex Ovechkin’s hand injury turned out to be minor, a serious injury of an NHL star during the Games would be a huge hit to their NHL franchise.

The challenge for the NHL moving forward will be maintaining the momentum and publicity generated by the Olympics.  There’s only 20 games left in the regular season, and if the league can keep the ball rolling into the playoffs there could be outstanding results.

Silver

Under Armour

I had previously blogged about Under Armour’s outstanding approach to the Games, and how their overall success would ultimately hinge on the success of their sponsored teams and athletes.  A gold, silver, and two bronzes make for a successful Olympics for the U.S. Freestyle Skiing teams, the U.S. bobsled team was golden, Canada’s curling teams provided a 1-2 punch,  and UA’s golden girl brought home a gold and bronze.

Note: LV's MJ-esk covering of a competitor's logo

Vonn’s 3 “DNF” were a bit of a letdown, as expectations prior to the Games were astronomical, but all in all it was a solid performance by UA’s teams and athletes.  I believe this experience went well enough that Under Armour will continue to be active Olympic sponsors in the future.

Bronze DNF

Canada Women’s Hockey

After winning the gold medal, Canada’s Women’s Hockey team celebrated in a way that would make American professional teams proud.  Only they did it on the ice, while underage, and at the Olympics.

The Olympics are kind of like Wimbledon in the sense that all “Ladies” and “Gentlemen” must be on their best behavior, as athletes are representing their entire home country.

Canada clearly forgot this tradition during their on-ice celebration, mixing gold medals with Molson Canadian, and the players’ hangovers will be far from the worst as a result.  An IOC investigation is in the works, and the team was forced to publicly apologize.  While foreign countries may find the acts embarrassing, I doubt Canadians really care. They swept the United States in both gold medal hockey games, and it probably still feels like Christmas morning up there.

Under Armour “Arrives” at Olympics

Tuesday, February 16th, 2010

The Olympic Games offer a unique opportunity for brands and companies to build their reputation and increase market share abroad.  For small or growing firms, it provides platform into previously untapped markets, and for big firms, a chance to flex their advertising muscles.  To achieve these objectives, a company can do anything from sponsoring the whole event, to individual athletes.  The key for these companies, small or large, is to stick to what they know.

Under Armour US Bobsled Uniform

Baltimore-based Under Amour has done just that in this year’s Games in Vancouver.  Under Armour has achieved its current success domestically through a strategy based on select team and athlete sponsorships.  At the Olympics, Under Armour has continued this strategy through sponsorship agreements with the Men’s and Women’s U.S. freestyle skiing teams, U.S. bobsled and skeleton teams, Canadian curling teams, and individually sponsoring American skier Lindsey Vonn during this year’s games.    Freestyle skiing, bobsledding, and skeleton are all sports that align with Under Armour’s aggressive and performance-based positioning, and a strong relationship will likely be formed with those teams.  I’m not sure if curling really ties into Under Armour’s core values, but at least it’s a host-country team.

While the team sponsorships are an outstanding start to build relationships and increase growth potential for further sponsorship of US teams, UA’s biggest international splash will likely be from Lindsey Vonn.  Prior to the Games, Under Armour and Dick’s Sporting Goods ran ads starring Vonn, but nobody really knew who she was yet.  Now that the Olympics are underway, Vonn, and her injured shin, has been the focus of the games for many Olympic followers.

Some have even gone as far as to call her the “Michael Phelps of the Winter Games,” as she’s racing in 5 events, and favored in 3 despite her injuries.  Under Armour can only hope her leg holds up, because as Vonn succeeds on an international stage, so does Under Armour.  Similar to how Phelps carried his collection of sponsors into the spotlight in Beijing, Vonn has the potential to launch Under Armour and its ColdGear products onto the international scene.

UA's ColdGear ad featuring Vonn

Back on the home front, Vonn is also making headlines.  She has recently posed for several pictures in this year’s Sports Illustrated Swimsuit edition, wearing an Under Armour bikini.  While her swimsuit shots will likely generate some negative response, it shouldn’t come close to the hit Phelps gave his sponsors, and will only create more publicity for Under Armour.

I believe Under Armour’s sponsorship strategy at the Vancouver Winter Olympics was very well done.  They were able to land 4 American teams, 1 host-country (Canada) team, and potentially the star of the Games in Lindsey Vonn.  Not bad for your first try.  Based on the relative success of this first attempt, Under Armour will likely become an Olympic team and athlete sponsor for years to come.  The offering of team/individual sponsorships, on-field presence, and international reach makes the Olympics a perfect medium for a growing performance-apparel company to advertise in.  Phil Knight shouldn’t be shaking in his boots just yet, but maybe a little sooner than he thought?  Either way, he’ll probably hear them coming.

What do you think about advertising and sponsorships at the Olympics?  What do you think Under Armour could have done better?  Which companies do you think should get involved with the Olympics?  Or drop out?  Do you plan on following Lindsey Vonn over the next couple weeks?