During the Olympics, we think about our nation’s best athletes competing in different sports. The athletes are living under their own (and their coaches’) pressure to perform well in their various events. That is the brawn. But what are the brains doing in the Olympics? The advertising research behind your domestic sponsors’ commercials you watch in between Olympic history-making spectacles.

If you haven’t caught the Olympic fever yet from watch the U.S. trials on television last week, the Olympics are fast approaching. With the opening ceremony set for July 27th, Americans and other people in their respective countries will be glued to their TVs for about 16 days. What better time to advertise subliminally while supporting your nation’s team?

Big corporations are viewing the Olympics as an international advertising platform since there are approximately 214 countries represented in the London Games this summer.

For Team USA, there are 11 official worldwide sponsors:

  • McDonalds
  • Acer
  • General Electric (GE)
  • Panasonic
  • Proctor & Gamble
  • Samsung
  • Atos
  • Visa
  • Coca=Cola Company
  • Omega
  • Dow

These companies are the big giants, which are recognized by people overseas. With the 5-ring circle emblem on their websites, consumers automatically know that these companies support Team USA. Furthermore, there are 22 domestic sponsorships on the U.S. part. Some include Budweiser, AT&T (as shown above), Kelloggs, Citi Mortgage, United Airlines, etc. The official Outfitter for Team USA are Nike (for performance wear) and Ralph Lauren (for the official Team USA uniforms).

You should have recognized about 90% of the brands that were mentioned previously. With this many sponsorships for Team USA, you wonder about what the other countries are doing. With the reach and frequency of advertising so high, there is no room for error. The cost of Olympic commercials vary depending on the event and the television station, but it is not uncommon that a 30-sec commercial could be priced in the millions.

Logos play a big part in designing your advertising campaigns. In the next post, I will discuss what makes a memorable logo and why some of the logos you recognize today have worked for years.