February 20 - Subway, which is not an official sponsor of the Olympics, is currently in gold medal position in the Sochi 2014 marketing race, according to a new report exclusively seen by insidethegames.
The sandwich store franchise leads the pack with a Brand Affiliation Index (BAI) of 222.35 after the "marketing medal count" between official sponsors and non-affiliated firms was finalised by Global Language Monitor following the first full week of the Winter Games.
Worldwide Olympic partner P&G is the next brand most associated with the Olympics with a BAI of 205.43, followed by fellow official sponsors in the form of Samsung with 182.44, Panasonic with 180.34 and Coca-Cola with 161.41.
Non-Olympic sponsor Rolex comes next and is still considered in gold medal position with a BAI of 144.23.
The silver medal places are dominated by non-affiliated brands, with only GE and McDonald's - which the report claims has faltered - being the only official Olympic sponsors to feature in this spot.
Worldwide Olympic partner Dow leads the bronze medal standings in 13th place overall, with non-Games sponsors DuPont, Pepsi, Starbucks and Nike also in contention for the prize.
Global Language Monitor has also introduced a "Terra Cotta medal" - which in the Ancient world was considered the least valuable material for permanence after gold, silver, and bronze - for those firms trailing at the bottom of the brand marketing games table.
Of the four places available for this medal, three are occupied by official Olympic sponsors, namely Visa, Omega and Atos, while IBM Global Services is the only non-affiliated firm.
"While the eyes of the world are focused on the athletes and the intense struggle on the ice and snow in Sochi, the eyes of the marketing world are keenly aware of the battle being waged for the billions of dollars in brand equity for being associated with the Winter Games," Paul JJ Payack, President and chief word analyst at Global Language Monitor, said.
Global Language Monitor has been analysing the situation since before the Games and in September last year it revealed that ten of the top 15 brands associated with Sochi 2014 were non-Olympic partners, while last month five of the top ten brands linked to the Games were non-affiliated firms.
A final study of the Sochi 2014 marketing race will be released after the Sochi 2014 Olympic Closing Ceremony.
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January 2014: Exclusive - Non-Olympic partners winning "ambush marketing" race to Sochi 2014, says report
September 2013: Ten of top 15 brands associated with Sochi 2014 are non-Olympic partners, says report