July 12th, 2006 mediaME Editor
With the World Cup finished, the next big sporting event to witness a possible ‘advertising circus’ could be the 15th Asian Games in Doha, Qatar, to be held between 1 and 15 December, 2006.
The sponsorships are not complete yet, and seem to be missing the usual international consumer brands.
The event’s Prestige Partners are Qatar Airways, Qatar National Bank, QTel and Samsung. Official Partners are General Electric (GE), Tissot, Pocari Sweat and BeanPole.
More sponsors and partners are on the way, but where are the typical sports sponsors like Coca Cola or Pepsi, McDonald’s or even a car company?
Also, so far, it’s not clear what kind of advertising revenue can be expected from the Asian Games, but Al Jazeera Sport will be broadcasting the games live, around-the clock for two weeks. As will some terrestrial channels in the region. That’s a lot of TV air time!
In any case, the advertising campaign for Doha’s Asian Games is shaping up nicely.