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Swatch, based in Biel, Switzerland, is permitted by the International Olympic Committee to use its logo on timing devices at competition sites and to accompany results broadcast on television, according to Jim Andrews, editorial director of the industry newsletter IEG Sponsorship Report. When people are enjoying themselves at an event and see a company's name, it makes them more receptive to the company's message and to think maybe this wouldn't happen without their participation," said Bill Chipps, senior editor of the IEG Sponsorship Report. IEG reports state that "corporate sponsorship is a marketing driven relationship that benefits both parties for financial, promotional, or in-kind gain. |
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