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Sponsors Low-Key At Sochi
- Marketing Week, Tuesday, January 7, 2014 8 AM
Winter Olympic sponsors are preparing to launch campaigns supporting their involvement with the Olympics in Sochi. But unlike the overkill for London, it seems sponsors are more low-key, local, and designed to respond to growing consumer purchasing power in Russia. Coca-Cola, for example, is hoping to reach more Russians by promoting togetherness and partnering with up and coming local Russian talent to create an anthem for the Games.
