Sports consumerism and sporting events

London 2012 and sports consumerism

London 2012 was a Worldwide event, where countries across the world compete in sporting competition for pride of their country and to compete for Olympic Gold.

Sponsorships dominate sporting events coca cola was a big sponsorship of coke as was all the sporting brands Adidas sponsored Team GB, proving that this was worthwhile. Gross profit for the Adidas Group grew 14% in the first half of 2012 to € 3.522 billion versus € 3.093 billion in the prior year. showing How sports consumerism changes whilst big sporting events takes place.

This is a promotional video of coca cola and their sponsorship of the London 2012 Olympics

 Sponsorships have dominated sport and the way it fund-raised the Olympics has created £100 million in sponsorship http://www.independent.co.uk/news/business/analysis-and-features/100m-in-sponsorship--and-the-olympics-have-adidas-written-all-over-them-7973367.html  it creates a huge promotion for the brand. Jessica Ennis a British athlete won the heptathlon queen and wins gold she will be bathed in Adidas shoes and tracksuits it will promote the brand creating a reputation of being the leading sports-brand as Jessica Ennis is wearing the brand. Herbert Heiner the chief executive of Adidas announced that about 3,000 athletes in every sport will be wearing our shoes or clothes; every sport which effectively is a massive promotion to the millions watching the Olympics around the world.

 This video includes David Beckham, the hugely famous English footballer promoting the brand, also Team GB athletes Victoria Pendleton, Tom Daley, Louis Smith. Cameo appearances of comedian Keith Lemon, musician Example, and cricketer Kevin Pietersen with rapper Wretch 32 providing the soundtrack

This shows another example of sports consumerism using celebrity endorsement to reach the masses across the world with including British athletes, comedians and musicians

  Here is another Adidas promotion video, from the promotion of Adidas - Take the stage

 Here is another image of members of Team GB

The Olympics was viewed by the masses in the UK alone the Olympics registered 17 million viewers, also London 2012 broke the US record of 219.4 million viewers witnessing the London 2012 Olympic games.

That is 236.4 million viewers just in the UK and US that are witnessing promotion from large corporations across the world. Proving that the Olympic games is the biggest event in sporting history and that it has provided the demand for promotion for these large corporations Globally across the world.