A while ago we gave you an insight into how our sponsoring at UEFA EURO 2012 in Poland and Ukraine works. Today, I would like to do the same regarding the London 2012 Olympic Games. Quite honestly, here our possibilities to be present at the event are even wider than at EURO.
The ingredients of adidas’ sponsoring involvement in London 2012
First of all, adidas will be the Official Sportswear Partner of the London 2012 Olympic Games and the London 2012 Paralympic Games. This means we will outfit all volunteers, technical staff and officials during the Olympic and Paralympic Games (see a post about the creation of the “Game Maker” uniforms here). adidas will also be the Official Partner of Team GB, providing all British athletes in all Olympic sports with performance products, including Team GB Olympic hopefuls Jessica Ennis (heptathlon), Chris Hoy (cycling), Andy Murray (tennis) and Phillips Idowu (triple jump). This contract is made through the local Organising Committee, not the IOC. In the case of London 2012, this was the London Organising Committee of the Olympic and Paralympic Games (LOCOG). As part of this partnership, we receive licensee rights which enable us to develop and sell products with the Olympic logo and symbols. However, these rights are only valid in Great Britain.
In addition, we are the Official Partner of 11 National Olympic Committees (NOCs) including Australia, Cuba, France, Ethiopia and Germany. In some cases, these contracts cover the outfit of all Olympic participants of that NOC. This means that, for example, all Olympic athletes of Team GB, Australia and France will wear adidas performance apparel in their respective sports and the adidas NOC presentation outfits at all other occasions of the Olympics (e.g. at the opening ceremony or at medal ceremonies, etc.). In many other cases, our relationship with a local NOC only covers the presentation outfit and not all competition gear. This is the case – for example – in Germany. We outfit the German NOC but then all individual federations (e.g. archery, badminton, basketball, cycling, etc.) have their own federation outfitter. In some cases, that might be us as well, in some not. Can you still follow me? If not, bear with me for a few more seconds, I will then illustrate this with an example.
Lastly, an athlete may have his individual shoe contract with a sportswear brand and then wear these shoes during his competition.
Let’s now come to a couple of examples:
NBA star Derrick Rose might be part of the US basketball team and thus the US Olympic Team. He will wear his adidas signature shoe, the D-Rose, on court, but he will have to wear the apparel of the outfitter of the US basketball federation and of the US Olympic Team.
Jennifer Oeser, German heptathlete who won a bronze medal at the last IAAF World Championships in Daegu 2011, is an adidas athlete, too. At the Olympics, she will wear her adidas shoes for her seven disciplines and the official competition gear of the German Athletics Federation DLV (which is not us), but then she will wear the adidas Olympic presentation suit and the adidas Olympic village wear that is supplied by us again for the complete German Olympic Team.
Okay, it works much easier for Jennifer’s big competitor Jessica Ennis from Team GB (silver medallist in Daegu). She will wear adidas products throughout the whole Olympics – before, during and after the competition!
Why adidas is THE Olympic brand…
Got it? If not, don’t worry. You can’t miss the adidas brand at the Olympic Games. We outfit 25 out of the 26 Olympic sports and even for the 26th (horse riding) we provide some polo shirts. No other sports brand has such a deep and long relationship with the Olympics. adidas has been the Olympic brand since 1928, when first medals were won in shoes made by Adi Dassler. Since then, adidas has outfitted Olympic legends such as Jesse Owens (see a nice insight story about him here), Dick Fosbury, Daley Thompson, Denise Lewis and Muhammad Ali. At the upcoming London 2012 Olympic & Paralympic Games, our roster of athletes includes Jessica Ennis (Team GB, heptathlon), Dayron Robles (Cuba, 110m hurdles), Haile Gebrselassie (Ethiopia, marathon), Jeremy Wariner (USA, 400m), Blanka Vlasic (Croatia, high jump), Tyson Gay (USA, sprint), Britta Steffen (Germany, swimming), Ian Thorpe (Australia, swimming), Shelly Woods (Team GB, 1,500 and 5,000m wheelchair) and Ellie Simmonds (Team GB, swimming) – just to mention a very few.
I really love the atmosphere at the Olympic Games because for two weeks the sports scene from all over the world gathers in one city. And we at adidas are in the middle of it. We will have an athlete and media centre close to the Olympic stadium where we will host our athletes, media representatives and friends of the brand every day. And I have already successfully passed along my passion for the Olympics to my daughter Anne. She and my whole family will join me in London for the final weekend of the Games. For Anne, it will be already her third visit to Olympic Summer Games – and she is only 16 years old!
So, see you in London!