The Global Language Monitor has announced that Nike has taken its first ever Gold for the Top Ambush Marketing Campaign. Pepsi took the Silver outdistancing Top Sponsor (and global competitor) Coke by a Brand Affiliation Index (BAI) score of 130.40 to 89.59, a 40% advantage. Everstrong Siemens AG won the Bronze, even though GE, its major global competitor, nipped Siemens by 5.78 BAI points.
This all according to the exclusive 2016 Rio Summer Olympics Brand Scorecard available now for download.
Nike Takes the Gold, Finishing Behind Top Sponsor Samsung
Pepsi Outduels Arch-rival Coke, Winning by Some 50 BAI Points
Siemens Took, Bronze, though Top Sponsor (and Rival) GE Beat it.
Among the Top Sponsors, Samsung more than doubled the score of a resurgent McDonald's. McDonald's Silver Medal performance was its top finish since at least the Vancouver Games. GE took the Bronze with its highest ever score of 129.98.
The Games of the XXXI Olympiad recently concluded on August 21, 2016 in Rio de Janeiro, Brazil.
The biggest surprise among all marketers was newcomer Under Armour breaking into the Top Fifteen overall and outdistancing six of the Top Sponsors.
Not all Ambush Marketers are 'stealth' marketers per se. Some like Under Armour, a prime Non-affiliated Marketer (NAM) are top of mind in the global audience because of their relevant products and target markets. Nevertheless, this makes Under Amour a prime example of a 'value leak' and the recipient of an Olympic Economic Value Unit worth up to several hundred million dollars for this Olympiad,