8:30pm – Wednesday, August 8 on ABC1
Every four years, the cream of the world’s advertisers come together for the greatest marketing event in history – two weeks of elite competition played out while the whole planet looks on.
Host Wil Anderson and regulars Todd Sampson and Russel Howcroft will be joined by guest panellists as they commentate on the brandtathlon better known as London 2012, exposing the marketing machine that underpins, underwrites and over-exploits the Olympics.
DID YOU KNOW.
1896: The modern Olympics begin, part-funded by the advertising included in the program.
1924: Advertising signage permitted at the Games for the first and only time.
1936: Hitler uses the Berlin Games to advertise German superiority, not the last time they’ll be a platform for other messages.
1948: The IOC charges the BBC one thousand guineas for broadcasting rights, another first. They’re now worth $3.9 billion.
1964: The number of Olympic marketing partnerships passes 250.
1972: The Munich Olympics logo and mascots are licensed to sponsors for the first time.
2000: The Sydney Games generate approximately $3 billion of marketing revenue.
2012: Gruen Sweat asks if there’s anything left of the Games that’s not advertising, merchandising, sponsorship, marketing or branding?