Will Vancouver 2010 athletes strike gold with hefty endorsement contracts?There’s a good chance they will, says UBC business professor Paul Cubbon, an expert on branding, brand reputations and marketing.
For more than a year, Cubbon as been blogging about the short- and long-term effects of brand association with mega events like the Olympic Games.
“Athletes who are more likely to “cash in” on the games through endorsement contracts are those who are winners. Medals count, and gold is best of all. Winners should be likable and charismatic for the brand’s target audience.
“Having a personal interest story, for example, based on hardships overcome, can give personality and depth to the story. They should be controversy-free in their past and have some good potential for continued future success.”
To discuss official and non-official sponsorship, branding or ambush marketing, contact Paul Cubbon, UBC Sauder School of Business. firstname.lastname@example.org
Visit UBC’s Online 2010 Media Centre – www.ubc.ca/2010media – to connect with UBC 2010 experts, story ideas and students from your country.