Measuring a promotional campaign
Promotional activity is very expensive. Organisations want to see a
return on investment (ROI) for the money they spend on a
promotional campaign. Sponsorship of London 2012 was no
exception. Every aspect of its promotional campaign, both online
and offline, was continuously monitored and measured. This
enabled adidas to demonstrate that becoming the Official
Sportswear Partner of the London Games and the exclusive
licensee of all branded (adidas + London 2012) and event
branded (London 2012 only) apparel was cost effective.