WHY ARE SO MANY B2B FIRMS SPONSORING THE OLYMPICS?

Summary from the TLDR Marketing newsletter

B2B brands’ motivations for large-event sponsorship are the same as consumer brands — emotional resonance, broader audience reach, fast awareness, and reputation growth. B2B brands are seeing the need for brand-building and experimentation with cultural spaces. Leveraging platforms like connected TV and live sports allows B2B companies to locate new and often younger customers in a digital world.