In Focus | Branding & the 2018 Winter Olympics

We all know the stakes, the incredible pressure. After years of training for an event that comes just once every four years, it all comes down to minutes, perhaps even seconds. That’s what it’s like for an Olympic athlete. But, as Georgetown University’s Wendy Zajack notes in this video, they’re not the only ones putting something on the line: Sponsors have paid millions to have top athletes endorse their products, and when those athletes win, it’s awesome. And when they don’t, well … Here Zajack, Faculty Director of the graduate programs in Integrated Marketing Communications and Design Management & Communications, talks to Jimmy Lynn, an instructor in the University’s graduate program in Sports Industry Management, about advertisers’ search for the next Michael Phelps—or Chloe Kim.

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