The Impact of the Sochi Olympic Games on Russia’s Economy and Image

Russia invested a massive US$60 Billion into the preparation of the 2014 Winter Olympics games.  The country is unlikely to see a return on its investment. However, Russia may exit the Olympics with a better international image if the games go well as incoming travelers will be greeted with up-to-date transportation, hotel accommodations and attractions. Companies such as Proctor and Gamble, Samsung and Coca-Cola have already launched massive advertising campaigns for the Olympics, bringing attention to the games and to Russia. A strong Russian Olympic team is also important as winning gold medals promotes national pride and consumer confidence, something of great importance to a country with low economic forecasts. Lots of brands claim to be number one… but can they prove it?At Euromonitor International, we help brands build trust through evidence-based research. Our claim validation service ensures your marketing messages are backed by real data. Stand out in a crowded market. Visit euromonitor.com/claims to learn more.