Public Relations & Social Marketing Insight

A few weeks ago, amid the pollution- and Zika-filled media run-up to Rio, a press release issued by the Olympic organizing committee for PyeongChang, Korea (where the 2018 Winter Olympics will take place) received little notice. The single-page communiqué carried news about a white striped tiger named Soohorang. Rendered with computer graphics, the creature wore a cheesy grin and posed like a track star. Soohorang, you see, had just been chosen as the next official Olympics mascot.

The practice of choosing a creature to represent each Olympics is now in its 44th year. It’s a job that falls to the host city’s organizing committee, which frequently relies on marketing research to create the mascot and public surveys to choose one, with final approval resting with the International Olympic Committee. While some mascots are human (children, usually), most have been animals (bears, raccoons, owls, etc.) And with the advent of CGI, several mascots have fallen into what’s generously termed the fantasy-creature category.

But whatever the breed of the mascot, most have shared one thing in common: They’re a little—and sometimes very—freaky. ("Loony," to quote Time magazine, or "downright scary" in the appraisal of ESPN.)

But why?...

The glory of winning a gold medal is a massive incentive for athletes competing in Rio but the impressive bonuses on offer add another more lucrative dimension to the games. The size of the bonus on offer varies hugely by country. For example, British athletes do not receive bonus for winning a gold medal whereas American competitors get $25,000 for every gold they take home. 

Successful athletes from Singapore are awarded a prize of $1 million Singapore dollars, not a bad day at the office at all. Indonesia offers its successful Olympians around $380,000, according to Fox Sports Australia. 

The following infographic provides an overview of the biggest estimated cash rewards for gold medal winners in Rio (the values were converted from Australian to U.S. dollars)....