Brandfinance：2024年奥运会品牌金融杂志报告（英文版）（24页）.pdf

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1、global brand intelligence since 1996september|2024the business of brands at the olympic GamesBeyond the PodiumSeptember 2024|Brand Finance Journal|3ContentsBrand Finance Journal 2024 OlympicsFOREWORD6by Jamie Hyman,Editor-in-Chief,Global Head of Communications,Brand FinanceINTRODUCTION9by Hugo Hensl

2、ey,Head of Sport Services,Brand FinanceWHAT THE RINGS ARE WORTH10Valuing the Olympics brand by Hugo Hensley,Head of Sport Services,Brand FinanceREALISING THE BENEFITS14 OF THE OLYMPIC GAMES by John Davis,Chair,BrandNewView ANALYSING HOW EFFECTIVE17 TOP SPONSORSHIPS ARE FOR BRANDS by Hugo Hensley,Hea

3、d of Sports Services,Brand Finance and Maialen Martinez,Consultant,Brand FinanceFIT CHECK20 Apparel brands compete as fiercely as athletes for Olympic dominance by Annie Brown,Valuation Director,Brand Finance GOING FOR GREEN26 Sustainability at the summer games by Robert Haigh,Strategy&Sustainabilit

4、y Director,Brand Finance and Sofia Liszka,Strategy&Sustainability Consultant,Brand FinanceOLYMPICS FANS29 The data behind the devotees by Scott Moore,Sports Services Senior Consultant,Brand FinanceOLYMPIC MEDALS BOOST SOFT POWER 34 BUT HOSTING?NOT SO MUCH by Konrad Jagodzinski,Place Branding Directo

5、r,Brand Finance and Artur Bryzghalov,Place Branding Manager,Brand FinancePARTNERSHIP WITH PURPOSE38 by Suzanne Kounkel,Chief Marketing Officer,Deloitte Global&Deloitte USTHE POWER OF SPORT40 IN BUILDING BRITAINS BRAND by Kate Taylor Tett,Director,GREAT Britain&Northern Ireland Campaign Brand Finance

6、 Journal 2024 Olympics|CMaximise Value from your SponsorshipsSponsorships are often amongst the most extensive,influential,and expensive brand building activities a company can undertake.We use the same techniques applied in brand valuation,such as research,financial modelling,and strategic analysis