Brands Go for Olympic Gold

Katz School’s Maria Blekher Discusses the Value of Olympics Marketing

As marketing for the Winter Games reaches fever pitch, the question arises–what is the long-term return on investment for these expensive campaigns?

Dr. Maria Blekher, director of the master’s in marketing program at YU’s Katz School talks about various marketing approaches used during the Olympic Games. In her conversation with MS in marketing student and Sy Syms School of Busines alum Michael Altaras, Blekher discusses how companies determine whether to invest in Olympics marketing campaigns, what types of long-term effects this type of marketing can have on the brand and the ever-changing advertising landscape.