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Over the years, I’ve observed an “expectations management gap” from Olympic sponsors that grows a bit wider with each Games. The IOC and Olympic movement, quite rightly, place “athletes” at the center of the Games. Olympic sponsors, often using a “traditional sports marketing” approach, put fans in the center of everything they do. Neither are wrong, and each needs the other to deliver on their respective objectives. I will say, however, that the refrain “why can’t you be more like the NFL…?” means someone hasn’t done their homework. And, offering brands as different as Coke and Intel (just examples) the same set of marketing rights and benefits is fraying as a strategy (the folks at the IOC know this) and needs to evolve (they know this too). But, there is a baby in that bath water that many are urging the IOC to pour down a Swiss mountainside. So, let’s take a breath before we summarily dismiss the greatest global sponsorship program in history. I’ve often felt that many sponsors tried force a round peg into a square hole by approaching the activation of their Olympic sponsorship based their experience with other sports property investments. It’s apples and oranges. Not good, better, or worse…just totally different. Conversely, the Olympics, in attempts to “remain current” or in reaction to the “expectations gap” of their commercial partners, have at times tried too hard to capture the “new” at the expense of refocusing on what makes the Olympic brand most powerful, namely, its unduplicatable universal values. I have thoughts, but I’m more interested in yours. @Olympics @LA28 @TeamUSA @Paris2024 @milanocortina26

Are you passionate about a career in sports or already thriving in this dynamic field? If so, we’d like to hear from you. We invite you to help us spotlight "The Most Attractive Employers in Sport" for 2024. Take the survey here: iworkinsport.survey.fm/survey-most-at…

Paris dialing up the real legacy stories for their Olympic Games. Potentially as transformative as 1992 Barcelona. theguardian.com/world/2024/jan…

The global sports industry in 2024: Big events, bigger challenges. Here’s a few pointers for the hectic year ahead, in handy A-Z form. #sportsbiz

Breaking: founders of @insidethegames walk, along with several of their journalists, leaving the publication to the investors. Same year ago with @aroundtherings. Both were olympic media experts - wonder how the new owners will now cope.

We Work In Sport OFFICE HOURS returns Wednesday, 29th November, at 18:30 CET. We welcome professional career coaches Norun Laahne Thomassen and Colin Gibson to answer your sports career questions live. The session will be available exclusively on weworkinsport.com

Weekly Featured Job (8/8) Community Developer - Cherwell Partnership British Cycling Shipton-on-Cherwell, England, United Kingdom iworkinsport.com/featured-job?i… #sportscareers #sportsbusiness #sportsjobs #iworkinsport

Weekly Featured Job (7/8) Client Marketing & Sponsorship Account Coordinator 160over90 (@160over90) Singapore, Singapore iworkinsport.com/featured-job.p… #sportscareers #sportsbusiness #sportsjobs #iworkinsport

Weekly Featured Job (6/8) Football Technologies Assistant UEFA (@UEFA) Nyon, Vaud, Switzerland iworkinsport.com/featured-job.p… #sportscareers #sportsbusiness #sportsjobs #iworkinsport

Weekly Featured Job (4/8) Sr. Partner Marketing Manager, AWS Sports Marketing Amazon Web Services (AWS) London, England, United Kingdom iworkinsport.com/featured-job.p… #sportscareers #sportsbusiness #sportsjobs #iworkinsport

Weekly Featured Job (5/8) Player Care Manager Arsenal F.C St. Albans, England, United Kingdom iworkinsport.com/featured-job.p… #sportscareers #sportsbusiness #sportsjobs #iworkinsport

Weekly Featured Jobs (3/8) WBD Sports - Olympics Bookings Coordinator (Fixed Term Contract) Warner Bros. Discovery (@WarnerBrosUK) London, England, United Kingdom iworkinsport.com/featured-job.p… #sportscareers #sportsbusiness #sportsjobs #iworkinsport

Weekly Featured Job (2/8) Football Odds Compiler Pluto Data Analytics London, England, United Kingdom iworkinsport.com/featured-job.p… #sportscareers #sportsbusiness #sportsjobs #iworkinsport

Weekly Featured Job (1/8) Country Manager Socios.com (@socios) Istanbul, Turkey iworkinsport.com/featured-job.p… #sportscareers #sportsbusiness #sportsjobs #iworkinsport

Find out which is the BEST SPORTS MANAGEMENT course... FOR YOU! iworkinsport.com/quiz?utm_sourc…

Are you a prospective student considering enrolling in a sports administration course?  Take the iWorkinSport Match-Up Quiz today! iworkinsport.com/quiz #workinsport #sportscareers #sportsbusiness #Careers #CareerGrowth