The Rio 2016 Olympics offers brands and agencies the opportunity to draw large audiences and capture the public mood

This article titled “The Olympics and sport sponsorship in the digital age” was written by Dan Calladine, for theguardian.com on Friday 5th August 2016 12.00 UTC

In an era where people try to block and avoid ads, look for experiences, and trust their peers more than advertising messages, sponsorship plays an increasingly important role in allowing brands to get among those conversations. That’s why the Olympics – which brings the spotlight to sports and event sponsorship – is the ideal time to reflect on sponsorship in the digital age.

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