Sport brands battle for Olympics gold in the wings

Puma's strategic sponsorship of Usain Bolt during the Olympics proved highly profitable, as his victories and charismatic personality significantly boosted the brand's global visibility. Despite challenges, Puma's focus on athletes from smaller countries with strong personalities paid off. In contrast, other brands like Nike and Adidas faced setbacks due to athlete injuries and underperformance.

What was Puma's strategy in choosing athletes for sponsorship?

• Sponsoring only Olympic gold medalists

• Focusing on athletes with strong personalities from smaller countries

• Sponsoring athletes from large countries

• Choosing athletes based on their social media following

How did Usain Bolt contribute to Puma's brand image?

• By winning races and showcasing Puma shoes during victory laps

• By designing a new line of shoes

• By appearing in Puma's TV commercials

• By organizing Puma-sponsored events

What was the outcome of Nike's sponsorship of Liu Chong?

• He won a gold medal

• He set a new world record

• He withdrew due to injury

• He was disqualified for false starts

Which athlete was Adidas relying on for success in the Olympics?

• Usain Bolt

• Liu Chong

• Tyson Gay

• Michael Phelps

What was the result of Tyson Gay's performance in the Olympics?

• He was eliminated in the semifinals

• He was injured during the race

• He set a new world record

• He won the gold medal