Sochi Winter Olympics 2014

Latest Sochi 2014 news


Sochi 2014: Marketing Winners and Losers Video

Mon, 24 Feb 2014 | By Sebastian Joseph

Marketing Week picks out the highlights and low points from this year’s Winter Olympics.


Adidas and Nissan hail Jenny Jones for historic Winter Olympics medal

Mon, 10 Feb 2014 | By Sebastian Joseph

Team GB sponsors Adidas and Nissan congratulate snowboarder for Bronze medal.


Sponsors warm up for Winter Olympic Games Video

Fri, 7 Feb 2014 | By Sebastian Joseph

P&G, Visa and Samsung pull the trigger on the main phases of their Sochi 2014 sponsorship campaigns.

Google doodle Sochi

Google takes stand on Russia's anti-gay laws with doodle

Fri, 7 Feb 2014 | By Lara O'Reilly

Google dedicates homepage to Olympic Charter’s line on diversity.


Pressure escalates on Winter Olympic brands to act against Russia’s anti-gay laws

Wed, 5 Feb 2014 | By Sebastian Joseph

Activists ramp up call for a boycott of the Games and sponsors’ products. 


McDonald’s finds its sound for Winter Olympics push

Tue, 21 Jan 2014 | By Sebastian Joseph

McDonald’s to place an emphasis on music on a much larger scale in 2014.


P&G pushing ‘harder’ to drive shares around Sochi 2014 content Video

Fri, 10 Jan 2014 | By Sebastian Joseph

P&G’s Olympic sponsorship chief on Winter Games strategy ahead of the UK launch of its TV campaign.


Sponsors take low-key, local approach to Sochi 2014 activity Video

Mon, 6 Jan 2014 | By Sebastian Joseph

Activity prioritises targeting Russian consumers ahead of other markets.


Nike plans ‘unprecedented’ marketing push to exploit sporting moments in 2014

Fri, 20 Dec 2013 | By Sebastian Joseph

Nike preps activity, as brand sales grow across every product type and region in its latest quarter. 

American Apparel Principle 6

American Apparel lends support to Russian anti-gay law protest

Tue, 3 Dec 2013

Retailer partners LGBT organisations All Out and Athlete Ally to sell ‘Principle 6’ anti-discrimination campaign clothing ahead of Sochi 2014 Olympics.


Nike exploits Winter Olympics interest with ‘Play Russian’ campaign Video

Fri, 29 Nov 2013 | By Sebastian Joseph

Sports maker uses Winter Olympic hopefuls to build its association to next year’s event.


Coke to communicate 'more pointed' diversity messages

Tue, 19 Nov 2013 | By Lara O'Reilly

Shift in approach comes as company faces pressure from gay rights campaign groups over its sponsorship of the Sochi Winter Olympics.


New IOC chief outlines marketing plan to woo young fans

Wed, 11 Sep 2013 | By Sebastian Joseph

Olympic chief Thomas Bach wants to use social media to reach young people.

Sochi 2014 opinion

Ruth Mortimer

Sochi - the gayest Olympics ever? Video

Sat, 8 Feb 2014 | By Ruth Mortimer

Every Olympics has a theme. London 2012 was about diversity - the world in one city. Sochi 2014, however, has inadvertently found itself representing lack of diversity.


Channel 4 calls on Sochi 2014 athletes to be ‘proud on gay mountain’ Video

Thu, 6 Feb 2014 | By Russell Parsons

Ad part of a campaign to promote tolerance to mark the start of the Winter Olympics. 

Essential read


Launching in Russia

25 July 2013 | By Jonathan Bacon

The Western brands tapping into the forecasted $1.3trn spending power of the country’s middle class.

more sport news

Formula 1

Johnnie Walker deepens relationship with F1

Thu, 18 Sep 2014 | By Lara O'Reilly

Diageo brand becomes ‘official whisky of Formula 1’, adding to its sponsorship of the McLaren Mercedes team.

Converse The Ticket

Converse uses adblock tech to ‘replace boring parts of the internet’ with its own ads Video

Tue, 16 Sep 2014 | By Lara O'Reilly

Browser extension to transform other brands’ ads into Converse branded content.

Manchester United

Appeal of Man U brand grows with sponsors despite on-pitch woes

Wed, 10 Sep 2014 | By Russell Parsons

Sponsorship income grew 49 per cent in last fiscal year.

nike perfect kick 304

The Top 10 YouTube ads in August Video

Wed, 10 Sep 2014 | By Sarah Vizard

Nike, Fifa 15 and a video warning of the dangers of not wearing sunscreen made it to the top of last month’s leaderboard.

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