与其说奥运是全球性的体育赛事,今日的奥运更像是个全球品牌的竞技场。历届奥运会不乏经济神话,使原本的小企业摇身转变为国际知名品牌。有经济学家感慨,奥运可以改变一个国家,一个城市,或者一个企业。不过,奥运赞助商的高门槛却让很多企业望而却步。这种情况下,更多企业选择在不违背奥运营销竞争规则的前提下,借奥运的概念和机会,打起了曲线突围的“擦边球”。所谓“正房”与“小三”的差别,就在于交了赞助费的品牌能在广告中光明正大地使用奥运字眼和五环标志,而另一个没交钱 Olympics is not so much a global sporting event, the Olympics today more like a global arena. There has been no lack of economic myths in previous Olympic Games, so that the original small business transformed itself into an internationally renowned brand. Some economists feel that the Olympic Games can change a country, a city, or a business. However, the high threshold of Olympic sponsors has deterred many businesses. Under such circumstances, more enterprises have chosen to play the “break-ball” by breaking the Olympic concept and opportunity without violating the Olympic marketing competition rules. The difference between the so-called “positive room ” and “small three ” lies in that the brand that pays the sponsorship fee can use the Olympic words and the Wuhuan logo in the advertisement without any money