The Olympic Games Effect: How Sports Marketing Builds Strong Brands

In the new book by John Wiley & Sons (Asia) Pte Ltd, The Olympic Games Effect: How Sports Marketing Builds Strong Brands (ISBN: 978-0-470-82366-8), author John Davis examines why companies vie to be an Olympics sponsor and the tangible and intangible returns they reap for their investment.

The book shows why and how the Olympic Games have become one of the world’s most powerful brands, and the resulting impact for companies that are Olympic sponsors. The book also examines why cities, including Beijing in 2008, invest billions in hosting the Games. From tragedy to astounding success, the Olympics have been the source of some of the most important stories of our times.

Readers are provided with a clear understanding of the traditions that have shaped this unique event, as well as the risks involved for stakeholders. Throughout, this compelling book offers invaluable lessons for companies considering almost any type of sports sponsorship investment.

Author John Davis says, “The appeal of being directly associated with an event considered the pinnacle of sport offers an important potential impact for sponsoring companies since they too, may be seen as the pinnacle equivalent in their markets.”

This book is first in the field to show the connection between the history of Olympics and how it has grown to become one of the world’s most well-known brands. It details how companies can benefit from a long-term partnership if they are able to demonstrate the shared values commonly associated with the Olympics, back to their organization.

The Olympics Games Effect is a must-read for firms evaluating sports marketing and sponsorship. The book also comes with a comprehensive set of Sponsorship Questions at the end of each section — an important diagnostic tool for sports marketers, sponsorship managers and brand specialists alike.

About the Author:
John Davis is a Practice Associate Professor of Marketing at Singapore Management University (SMU), where he received SMU’s top teaching honors, ‘Most Inspiring Teacher Award’ in 2007 and the Dean’s Honors 2005 and 2006. He is also Director of SMU’s Centre for Marketing Excellence. John is also Chairman of Brand New View, an award-winning brand strategy firm that works with the world's leading companies. He has over 20 years experience as an award-winning marketing executive in start-ups and Fortune 500 companies, including NIKE, Transamerica and Informix. He has led successful turnarounds at six companies, launched over 50 global consumer and software products and has negotiated numerous corporate acquisitions and strategic partnerships. John regularly consults with leading global companies and is a sought-after speaker at select conferences including: YPOs, American Marketing Association, Global Brand Forum, and the Entrepreneurs Organization (EO). He earned his MBA from Columbia University and his BA from Stanford University, and is author of two other books, Measuring Marketing, Magic Numbers for Sales Management, and Magic Numbers for Consumer Marketing.

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Table of Contents and additional information on the book is available on: http://www.wiley.com/WileyCDA/WileyTitle/productCd-0470823666.html

For more information about the book or the author, please contact:
Ms Camy Boey
Public Relations Executive, Corporate Communications
John Wiley & Sons (ASIA) Pte Ltd,
2 Clementi Loop, #02-01, S (129809)
Tel: +65 6460 4257, Fax: +65 6468 9358
Email: cboey@wiley.com

About Wiley
Founded in 1807, John Wiley & Sons, Inc. has been a valued source of information and understanding for over 200 years, helping people around the world meet their needs and fulfill their aspirations. Since 1901, Wiley and its acquired companies have published the works of more than 350 Nobel laureates in all categories: Literature, Economics, Physiology/Medicine, Chemistry, Physics and Peace.

Our core businesses include scientific, technical, medical and scholarly journals, encyclopedias, books, and online products and services; professional/trade publishes books, subscription products, training materials, and online applications and websites; and educational materials for undergraduate and graduate students and lifelong learners. Wiley’s global headquarters are located in Hoboken, New Jersey, with operations in the U.S., Europe, Asia, Canada and Australia. The Company’s website can be accessed at http://www.wiley.com. The Company is listed on the New York Stock Exchange under the symbols JWa and JWb.

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