Ep. 37: Terrence Burns - The Evolution of Olympic Sponsorship and Marketing

In this episode of "A Guy with a Scarf", I sit down with Terrence Burns, a veteran of the Olympic movement with over 30 years of experience in sports marketing. Burns shares his insights on the evolution of Olympic sponsorship and marketing, the importance of values in the Olympic brand, and what we can expect from the upcoming games in Paris and Los Angeles. Burns began his Olympic journey with Delta Airlines, managing their sponsorship for the Atlanta Games in 1996. He fell in love with the Olympics, not just for the sports, but for the philosophy and values behind the movement. "It's the last thing, frankly, the best and last thing that we do as a species on a global basis that people love and admire and respect," he says. One of the key takeaways from the interview is the importance of understanding the Olympic brand and its values. Burns emphasizes that sponsors are not just buying a sports sponsorship, but an investment in humanity. "You need to understand how to link your brand to those values that people love," he advises. However, Burns also notes that the world of Olympic sponsorship is changing. With the increasing fragmentation of product categories and the rise of athlete activism, sponsors may need to shift their focus from exclusivity to more meaningful partnerships. "Maybe in the future, sports will gravitate toward programming relationships," he suggests, giving the example of sponsoring the volunteer program at the games. Looking ahead to the upcoming games, Burns sees Paris 2024 as a reset for the Olympic movement after a challenging decade. "Paris is a reset for everything that is beautiful and imaginative and evocative and complex," he says. As for Los Angeles 2028, Burns expects a celebration of the city's diverse culture and a focus on innovation, given the lack of federal funding for the games in the United States. Throughout the interview, Burns emphasizes the power of storytelling in the Olympics. He recalls research showing that people's favorite Olympic moments are often about struggling and perseverance, rather than winning. "The stories that happen are magnificently poignant to us because these are kids out there who may never make another penny from being the best pole vaulter in the world," he says. In conclusion, Burns' insights offer a valuable perspective on the past, present, and future of Olympic sponsorship and marketing. As the games continue to evolve, sponsors and organizers alike will need to adapt to changing consumer expectations while staying true to the values that make the Olympics such a beloved institution. As Burns puts it, "It's the Olympic move, the games themselves and the product on the field of play that truthfully matters."