Let the (product placement) games begin!

I wish I were an Olympic skier. I’d strap on my Rossingol skis, put on a pair of Oakley glasses, and swoosh down the run, helping myself to a bottle of Dasani at the end.

The Olympics are providing advertisers with another great outlet for product placement. After all, what’s better than being held up in the background during a gold medal interview? The U.S. snowboarding team even points to their boards after runs, giving them credit for their awe-inspiring tricks. Helmets, skis, boards, gloves, goggles, and jackets all have brightly displayed logos that are impossible to miss. Shaun White, the “Red Tomato” propped his board up behind him during his winning interview, displaying “Flow” behind him.

This Olympic athlete sponsorship can either be solicited or unsolicited by the company. Sometimes athletes just prefer a certain brand over another, or sometimes sponsorships or free merchandise can change an athlete’s mind. To the viewer, it’s an indication of quality, because if a gold medal winning athlete is willing to wear your product, it means it’s good.

This is somewhat reminiscent of the product placement legacy that Gatorade has created. Gatorade has become a staple of football games, from sponsoring drink bottles to the traditional Gatorade dump on the coach by victorious teams. These athletic equipment companies are associating themselves with winners in just the same way.

For more info:
NBC Olympics Site