9to5Mac:
Apple isn’t an official Olympics sponsor, but it’s managed to still take advantage of the event for its own marketing purposes with limited-edition Apple Watch bands themed with country flag designs. Not only is it selling those watch bands for 14 different country flags to coincide with the Olympics this month, it’s also reportedly giving them away for free to athletes at its Apple Store in Rio.
Citing a firsthand account from a team manager for Germany, iphone-ticker notes the Apple Store is giving away two free bands to accredited Olympic athletes, effectively allowing it to market its product during the games without an official sponsorship of athletes or the games itself. Athletes can get the two free bands through the VillageMall Apple Store in Rio after showing proof of being an Olympian, according to the report. The bands normally sell for $49 US each.
And from this Reuter’s article, Apple’s tactic for a little Games glory:
Samsung is mobile phone sponsor of the Rio Games and sells its handsets exclusively to hundreds of thousands of visitors flocking to Olympic venues – but Apple is tempting some of them outside with its own unofficial Games merchandise.
It is using an Apple Store about six miles (10 km) from the main Olympic park as the sole outlet for special-edition Apple watch bands. Some buyers, including top athletes, have been proudly advertising their new bands on social media.
The watch bands do not feature the iconic Olympic rings logo or the word “Olympics”, which are for the exclusive use of sponsors like Samsung. Instead, they come in a choice of 14 national team colors, including the United States and Canada. A Brazil-themed nylon band was close to selling out this week.
“While they don’t appear to be breaking any rules, they appear to be getting really close to the edge of ambush or guerilla marketing,” said Jeff Benz, who arbitrates disputes for international dispute-resolution firm JAMS and is a former general counsel at the U.S. Olympic Committee.
Samsung has long been an official Olympic sponsor. With that approximately $100 million price-tag comes four years of exclusivity.