Activation of Olympic and Paralympic sponsorship

This chapter first introduces and characterises the theoretical background of sponsorship activation and sponsorship. It then identifies the specificities of the Olympics and Paralympics in relation with activation. Third, the cases of Visa and Coca-Cola in relation with the 2018 PyeongChang Olympics will be then analysed. From these cases, contemporary trends and challenges in relation with activation will be discussed. As a conclusion, we will offer perspectives regarding the future of activation at the Olympic and Paralympic Games.