Sochi Winter Olympics 2014

Latest Sochi 2014 news

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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.

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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.

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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.

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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.

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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. 

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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.

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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.

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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.

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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. 

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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.

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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.

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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.

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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.

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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

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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.

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