Heineken Says Olympic Sponsorship Too Crowded to Be Valuable

  • Coca-Cola, Off and some 58 other brands are linked to Rio 2016
  • ‘At Tokyo in 2020, they could end up with 80 sponsors’

An employee engraves a gift for an athlete during a celebration at Holland Heineken NV House in Rio de Janeiro, Brazil, on Wednesday, Aug. 10, 2016. Staffed by 300 paid employees plus volunteers in collaboration with the Netherlands Olympic Committee, Holland House has two floors, several dining areas, a pool and nightclub. Some 75,000 visitors are expected to stop by before the end of the games. Photographer: Dado Galdieri/Bloomberg

Heineken NV, the world’s third-largest brewer, has some sponsorship advice for the International Olympic Committee: Less is more.

To continue reading this article you must be a Bloomberg Professional Service Subscriber.