As we have seen with the Rio Olympics 2016, major sporting events can accumulate the necessary funds only with help of the brands that sponsor them.144 The relationship between these brands and the sporting extravaganza is mutually beneficial. Owners know that the Olympic Games constitute one of the most effective international marketing opportunity in the world.

The brand’s logos and names will reach billions of viewers in over 200 countries. The commercial partnerships account for over 40 percent of the Olympic revenues generated. Commercial partners also provide much-needed technical and product support before, during, and after the games. There are various levels of sponsorship that entitle sponsors to make use of the Olympic images and trademarks. To what extent do you agree that the Olympics have become a brand fest?

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