Thursday February 20, 2020

Brand titans scrap for Olympic stars

The fight is on for who gets which sports stars – and how much the brands pay them

26th July, 2015
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Katie Taylor is Ireland’s most marketable Olympic athlete ahead of next year’s Games in Rio de Janeiro. Picture: Inpho

With just over 12 months to the 2016 Olympics in Rio de Janeiro, brands are starting to focus their minds on how to secure a slice of the Olympic pie. Of all the sponsorship pies, this is one of the most complex, with layers and layers of dos and do nots. Mostly do nots.

The Olympic games ‘brand police’ are notoriously strict on any use of anything resembling a reference to the ‘greatest show on Earth’. In...

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