Laughter at the Winter Games

We have so far looked at a selection of the bigger global marketing campaigns activating around the Winter Olympics but today’s brings us a little more local.

Aldi UK signed up as €12 Million partners of Team GB ahead of the Rio Olympics and this is their first opportunity to activate for a Winter Games.

The two adverts that are running across UK mainstream and media to accompany the Pyeongchang Games provide a neat link between hard-edged commerce, humour and a knowing nod to Britain’s stars of Winter Games of the past.

These Games came a little too soon for the sweeping changes that have transformed the Olympic Council of Ireland over the past year and the Irish team of five have travelled without a main commercial backer but perhaps the 2022 team for Beijing will take inspiration from the apparent real success of sponsors during the Games at the moment.

In our Weekly Business of Sport Column in this week’s Sunday Business Post we will look at the success of those who have invested in the Games at a commercial level on a global scale.

Sport for Business Coverage of the 2018 Winter Olympics will continue through the Games, focusing on the commercial aspects, and supported by our friends at 53 Degrees North.

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