2018 Winter Olympics marketing: Difference between revisions

Intel Extreme Masters Season 12 – Pyeongchang
Tournament information
Sport	StarCraft II
Location	Pyeongchang, South Korea
Administrator	Electronic Sports League
Final positions
Champions	Sasha "Scarlett" Hostyn
Runner-up	Kim "sOs" Yoo-jin
	← Oakland 2017 Katowice 2018 →

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2018 Winter Olympics marketing was a long running campaign that began when Pyeongchang won its bid to host the games in 2011.

Symbols

Emblem

The emblem for the Games was unveiled on 3 May 2013. It is a stylised representation of the hangul letters ㅍ p and ㅊ ch, these being the initial sounds of 평창 Pyeongchang. The left-hand symbol is said to represent the Korean philosophical triad of heaven, earth and humanity (Korean: 천지인 cheon-ji-in), and the right-hand symbol represents a crystal of ice.^[1] In the emblem and all official materials, Pyeongchang was stylised in CamelCase as "PyeongChang", in order to alleviate potential confusion with Pyongyang, the similarly-named capital of neighbouring North Korea.^[2]

Look of the Games

5 primary colours were used, with venues using one of these colour families for branding. Different venues had different colours depending on the sport.

Mascots

The official mascots of the 2018 Winter Olympics and Paralympics were unveiled on 2 June 2016. The Olympic mascot, Soohorang (Korean: 수호랑), is a white tiger. The mascot's name is a portmanteau of "Sooho", a Korean word for "protection", and "Rang" which is derived both from the Korean word for "tiger" and from the name of a traditional Korean folk song originating from Gangwon Province.^[3] Tigers have a strong association with Korean culture and folklore.

Video games

In June 2017, Ubisoft announced that it would release an expansion pack for its winter sports video game Steep entitled Road to the Olympics, which features new game modes and content inspired by the 2018 Winter Olympics.^[4]^[5]

In November 2017, the IOC announced it would support and sponsor an Intel Extreme Masters StarCraft II tournament in Pyeongchang preceding the Games. Its support of the tournament as a de facto demonstration event came on the heels of a report by the IOC which recognised that eSports "could be considered as a sporting activity".^[6]^[7]^[8] The tournament was won by Sasha "Scarlett" Hostyn of Canada; she became the second North American pro to place first at a major StarCraft II tournament in South Korea, and the first woman to win a major tournament.^[9]^[10]

Corporate sponsorship and advertising

The 2018 Winter Olympics saw increasing granularity in official sponsorships for technology vendors; Intel signed with the IOC to become part of its Worldwide Olympic Partner program, to promote 5G wireless technology, as well as broadcasting technology such as 360-degree video and virtual reality. Alibaba Group was also named the official e-commerce and cloud services provider. These categories affected how the vendors were allowed to promote themselves within the context of the Olympics: Samsung could showcase VR experiences but only within the context of its own smartphones due to Intel's sponsorship rights in relation to VR; Alibaba could not promote Alipay due to Visa Inc. sponsorship rights; and Intel could not promote end-user applications of 5G due to national sponsorship rights held by KT Corporation.^[11]^[12]

In 2015, Japanese automaker Toyota became the first-ever Worldwide Olympic Partner in the "Mobility" category, beginning 2017. However, Toyota elected to waive its domestic sponsorship rights for these Games to Hyundai Motor Company and Kia Motors, citing their near-dominance of the South Korean automobile industry, as well as their support of the Pyeongchang bid. As a result, Toyota did not perform any Olympic-related marketing in South Korea, the fleet of official IOC vehicles were provided by Hyundai and Kia, while Hyundai used the Games to showcase its Nexo hydrogen fuel cell SUV and self-driving vehicle technology.^[13]^[14]^[15]^[16]^[17]

Sponsors

Sponsors of the 2018 Winter Olympics ^[18]
Worldwide Olympic Partners	Alibaba Group Atos Bridgestone The Coca-Cola Company DowDuPont (Dow Chemical Company) General Electric Intel Omega SA Panasonic Procter & Gamble Samsung Electronics Toyota Visa Inc.
Official partners	Hyundai Motor Company Kia Motors Korea Electric Power Corporation Korean Air KT Corporation LG Electronics Lotte McDonald's POSCO SK Group (SK Telecom) Samsung VF Corporation (The North Face)
Official sponsors	EF Education First Hanwha (Hanwha Life Insurance) Naver Samsung Group (Samsung Life Insurance and Samsung Fire & Marine Insurance) SsangYong Information & Communication Corp Aggreko KEB Hana Bank Shinsegae Food CJ Group Korea Hydro & Nuclear Power Korea Land and Housing Corporation Kangwon Land
Official suppliers	BKL (Bae, Kim and Lee) Bombardier Inc. Daedong Industrial Hanjin Group (Hanjin and Hanjin Travel) Hanssem Huawei Pagoda Academy PricewaterhouseCoopers (Samil) S-Oil Samsung Group (Samsung C&T Corporation and Samsung Securities) Seoul Tent Hyundai Department Store Daewon Rental KMIG Korea Airports Corporation EWP Incheon International Airport Corporation Korail Technogym
Official supporters	DYFlag Interpark Hancom Douzone Smart Planet Daegwanryoung Hanwoo Ottogi Noodle Lovers Cheorwon Odae-ssal KukDong Metal Fence Co., Ltd Influential Inc. Kelly Services Somunsa Maeil Dairies Heongseong County Jet Set Sports DY Corporation Hoengseong Hanwoo LS Group Airbnb Gangwon Ginseng Nonghyup Gangwon Potato Nonghyup Hanbando Nonghyup Jeongseon Apple Solaewon Bauerfeind iLUKA KEPCO E&C KEPCO KPS KEPCO NF KEPCO KDN Korea Minting and Security Printing Corporation Korea Sports Promotion Foundation

References

^ "PyeongChang 2018 Launches Official Emblem". olympic.org. International Olympic Committee. Archived from the original on 18 August 2016. Retrieved 12 August 2016.
^ "Olympics: 2018 Winter Olympics ... not in Pyongyang". The Manila Bulletin. Agence France-Presse. 26 January 2016. Archived from the original on 31 January 2016. Retrieved 26 January 2016.
^ "Tiger and bear mascots unveiled for Pyeongchang 2018 Winter Olympics and Paralympics". insidethegames.biz. Dunsar Media Company Limited. 2 June 2016. Archived from the original on 17 November 2017. Retrieved 16 November 2017.
^ Holt, Christian (12 October 2017). "Steep Hits the Olympics With New Expansion". IGN. Archived from the original on 23 January 2018. Retrieved 23 January 2018.
^ Frank, Allegra (12 June 2017). "Steep's first expansion is all about the Winter Olympics". Polygon. Archived from the original on 9 February 2018. Retrieved 23 January 2018.
^ "E-sports just got closer to being part of the Olympics". Business Insider. Archived from the original on 1 February 2018. Retrieved 23 January 2018.
^ "Intel announce esports tournament to take place in Pyeongchang before Winter Olympics". Inside the Games. Archived from the original on 23 January 2018. Retrieved 23 January 2018.
^ Zaccardi, Nick (3 November 2017). "Esports event in PyeongChang before Olympics supported by IOC". NBC Olympics. Archived from the original on 7 November 2017. Retrieved 5 November 2017.
^ "Scarlett becomes first woman to win major StarCraft II tournament". 7 February 2018. Archived from the original on 8 February 2018.
^ Myers, Maddy (7 February 2018). "Scarlett's StarCraft II Victory Shows How Esports Could Work For The Olympics". Archived from the original on 8 February 2018.
^ Lunden, Ingrid. "Intel and the IOC ink 7-year Olympics tech deal for VR, drones and more". TechCrunch. Retrieved 3 March 2018.
^ "On The Ground: Winter Games". Sports Business Daily. Retrieved 3 March 2018.
^ "Toyota's Olympic quest: How the automaker used Pyeongchang to rebrand". LA Biz. Retrieved 2018-08-09.
^ "South Korean car companies could still sponsor Pyeongchang 2018 despite Toyota deal with IOC". Inside the Games. Retrieved 2018-08-09.
^ "Toyota makes up for low profile in PyeongChang with social media engagement". Sportcal. Retrieved 2018-08-09.
^ Baker, Liana B. "Toyota leaves Pyeongchang podium to South Korean rivals". Reuters. Retrieved 2018-08-09.
^ "Hyundai, Kia support PyeongChang with 4,100 vehicles, W50b donation". The Korea Herald. 2018-02-08. Retrieved 2018-08-09.
^ "2018평창". Archived from the original on 2018-07-04. Retrieved 2019-01-02.

[1] "PyeongChang 2018 Launches Official Emblem". olympic.org. International Olympic Committee. Archived from the original on 18 August 2016. Retrieved 12 August 2016.

[notpyongyang-2] "Olympics: 2018 Winter Olympics ... not in Pyongyang". The Manila Bulletin. Agence France-Presse. 26 January 2016. Archived from the original on 31 January 2016. Retrieved 26 January 2016.

[3] "Tiger and bear mascots unveiled for Pyeongchang 2018 Winter Olympics and Paralympics". insidethegames.biz. Dunsar Media Company Limited. 2 June 2016. Archived from the original on 17 November 2017. Retrieved 16 November 2017.

[4] Holt, Christian (12 October 2017). "Steep Hits the Olympics With New Expansion". IGN. Archived from the original on 23 January 2018. Retrieved 23 January 2018.

[5] Frank, Allegra (12 June 2017). "Steep's first expansion is all about the Winter Olympics". Polygon. Archived from the original on 9 February 2018. Retrieved 23 January 2018.

[6] "E-sports just got closer to being part of the Olympics". Business Insider. Archived from the original on 1 February 2018. Retrieved 23 January 2018.

[7] "Intel announce esports tournament to take place in Pyeongchang before Winter Olympics". Inside the Games. Archived from the original on 23 January 2018. Retrieved 23 January 2018.

[8] Zaccardi, Nick (3 November 2017). "Esports event in PyeongChang before Olympics supported by IOC". NBC Olympics. Archived from the original on 7 November 2017. Retrieved 5 November 2017.

[9] "Scarlett becomes first woman to win major StarCraft II tournament". 7 February 2018. Archived from the original on 8 February 2018.

[10] Myers, Maddy (7 February 2018). "Scarlett's StarCraft II Victory Shows How Esports Could Work For The Olympics". Archived from the original on 8 February 2018.

[11] Lunden, Ingrid. "Intel and the IOC ink 7-year Olympics tech deal for VR, drones and more". TechCrunch. Retrieved 3 March 2018.

[12] "On The Ground: Winter Games". Sports Business Daily. Retrieved 3 March 2018.

[13] "Toyota's Olympic quest: How the automaker used Pyeongchang to rebrand". LA Biz. Retrieved 2018-08-09.

[14] "South Korean car companies could still sponsor Pyeongchang 2018 despite Toyota deal with IOC". Inside the Games. Retrieved 2018-08-09.

[15] "Toyota makes up for low profile in PyeongChang with social media engagement". Sportcal. Retrieved 2018-08-09.

[16] Baker, Liana B. "Toyota leaves Pyeongchang podium to South Korean rivals". Reuters. Retrieved 2018-08-09.

[17] "Hyundai, Kia support PyeongChang with 4,100 vehicles, W50b donation". The Korea Herald. 2018-02-08. Retrieved 2018-08-09.

[18] "2018평창". Archived from the original on 2018-07-04. Retrieved 2019-01-02.

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@@ Line 4: / Line 4: @@
 ==Symbols==
 ===Emblem===
-The emblem for the Games was unveiled on 3 May 2013. It is a stylised representation of the [[hangul]] letters {{lang|ko|[[ㅍ]]}} ''p'' and {{lang|ko|[[ㅊ]]}} ''ch'', these being the initial sounds of {{lang|ko|평창}} ''Pyeongchang''. The left-hand symbol is said to represent the [[Korean philosophy|Korean philosophical]] triad of heaven, earth and humanity ({{lang-ko|천지인}} ''cheon-ji-in''), and the right-hand symbol represents a crystal of ice.<ref>{{cite news|url=https://www.olympic.org/news/pyeongchang-2018-launches-official-emblem|title=PyeongChang 2018 Launches Official Emblem|website=olympic.org|publisher=[[International Olympic Committee]]|accessdate=12 August 2016|deadurl=no|archiveurl=https://web.archive.org/web/20160818103438/https://www.olympic.org/news/pyeongchang-2018-launches-official-emblem|archivedate=18 August 2016|df=dmy-all}}</ref> In the emblem and all official materials, Pyeongchang was stylised in [[CamelCase]] as "PyeongChang", in order to alleviate potential confusion with [[Pyongyang]], the similarly-named capital of neighbouring [[North Korea]].<ref name=notpyongyang>{{cite news|title=Olympics: 2018 Winter Olympics ... not in Pyongyang|url=http://www.mb.com.ph/olympics-2018-winter-olympics-not-in-pyongyang/|accessdate=26 January 2016|agency=[[Agence France-Presse]]|work=[[The Manila Bulletin]]|date=26 January 2016|deadurl=yes|archiveurl=https://web.archive.org/web/20160131130527/http://www.mb.com.ph/olympics-2018-winter-olympics-not-in-pyongyang/|archivedate=31 January 2016|df=dmy-all}}</ref>
+The emblem for the Games was unveiled on 3 May 2013. It is a stylised representation of the [[hangul]] letters {{lang|ko|[[ㅍ]]}} ''p'' and {{lang|ko|[[ㅊ]]}} ''ch'', these being the initial sounds of {{lang|ko|평창}} ''Pyeongchang''. The left-hand symbol is said to represent the [[Korean philosophy|Korean philosophical]] triad of heaven, earth and humanity ({{langx|ko|천지인}} ''cheon-ji-in''), and the right-hand symbol represents a crystal of ice.<ref>{{cite news|url=https://www.olympic.org/news/pyeongchang-2018-launches-official-emblem|title=PyeongChang 2018 Launches Official Emblem|website=olympic.org|publisher=[[International Olympic Committee]]|accessdate=12 August 2016|url-status=live|archiveurl=https://web.archive.org/web/20160818103438/https://www.olympic.org/news/pyeongchang-2018-launches-official-emblem|archivedate=18 August 2016|df=dmy-all}}</ref> In the emblem and all official materials, Pyeongchang was stylised in [[CamelCase]] as "PyeongChang", in order to alleviate potential confusion with [[Pyongyang]], the similarly-named capital of neighbouring [[North Korea]].<ref name=notpyongyang>{{cite news|title=Olympics: 2018 Winter Olympics ... not in Pyongyang|url=http://www.mb.com.ph/olympics-2018-winter-olympics-not-in-pyongyang/|accessdate=26 January 2016|agency=[[Agence France-Presse]]|work=[[The Manila Bulletin]]|date=26 January 2016|url-status=dead|archiveurl=https://web.archive.org/web/20160131130527/http://www.mb.com.ph/olympics-2018-winter-olympics-not-in-pyongyang/|archivedate=31 January 2016|df=dmy-all}}</ref>
-===Slogan===
 ===Look of the Games===
+{{color box|#F08B09||}}{{color box|#0F53AF||}}{{color box|#7911C5||}}{{color box|#BB1063||}}{{color box|#10BBB0||}} 5 primary colours were used, with venues using one of these colour families for branding. Different venues had different colours depending on the sport.
 ===Mascots===
-The [[List of Olympic mascots|official mascot]]s of the 2018 Winter Olympics and Paralympics were unveiled on 2 June 2016. The Olympic mascot, Soohorang ([[Korean language|Korean]]: 수호랑), is a [[white tiger]]. The mascot's name is a portmanteau of "Sooho", a Korean word for "protection", and "Rang" which is derived both from the Korean word for "tiger" and from the name of a traditional Korean folk song originating from [[Gangwon Province (South Korea)|Gangwon Province]].<ref>{{Cite news
+The [[List of Olympic mascots|official mascot]]s of the 2018 Winter Olympics and Paralympics were unveiled on 2 June 2016. The Olympic mascot, [[Soohorang and Bandabi|Soohorang]] ([[Korean language|Korean]]: 수호랑), is a [[white tiger]]. The mascot's name is a portmanteau of "Sooho", a Korean word for "protection", and "Rang" which is derived both from the Korean word for "tiger" and from the name of a traditional Korean folk song originating from [[Gangwon Province (South Korea)|Gangwon Province]].<ref>{{Cite news
 |url=https://www.insidethegames.biz/articles/1038038/tiger-and-bear-mascots-unveiled-for-pyeongchang-2018-winter-olympics-and-paralympics
 |title=Tiger and bear mascots unveiled for Pyeongchang 2018 Winter Olympics and Paralympics
@@ Line 17: / Line 16: @@
 |work=insidethegames.biz|publisher=Dunsar Media Company Limited
 |access-date=16 November 2017
+|url-status=live
-|deadurl=no
 |archiveurl=https://web.archive.org/web/20171117002729/https://www.insidethegames.biz/articles/1038038/tiger-and-bear-mascots-unveiled-for-pyeongchang-2018-winter-olympics-and-paralympics
 |archivedate=17 November 2017
 |df=dmy-all}}
 </ref> Tigers have a [[Tigers in Korean culture|strong association with Korean culture and folklore]].
-==Tickets==
-==Merchandising==
-==Banknotes and coins==
-==Multimedia==
-===DVD set===
-===Albums===
-==Songs==
-===Theme song===
 ==Video games==
@@ Line 55: / Line 38: @@
 | teams =
 | purse =
-| champions = {{flagicon|CAN}} Scarlett
+| champions = {{flagicon|CAN}} [[Scarlett (StarCraft II player)|Sasha "Scarlett" Hostyn]]
-| runners-up1 = {{flagicon|KOR}} sOs
+| runners-up1 = {{flagicon|KOR}} [[sOs (gamer)|Kim "sOs" Yoo-jin]]
 | runners-up2 = <!-- or | runner-up2 = -->
 | matches =
@@ Line 74: / Line 57: @@
 | next = [[Intel Extreme Masters Season 12 – World Championship|Katowice 2018]]
 }}
-In June 2017, [[Ubisoft]] announced that it would release an expansion pack for its winter sports video game ''[[Steep (video game)|Steep]]'' entitled ''Road to the Olympics'', which features new game modes and content inspired by the 2018 Winter Olympics.<ref>{{cite web|url=http://www.ign.com/articles/2017/10/12/steep-hits-the-olympics-with-new-expansion|title=Steep Hits the Olympics With New Expansion|last=Holt|first=Christian|date=12 October 2017|website=IGN|language=en-US|access-date=23 January 2018|deadurl=no|archiveurl=https://web.archive.org/web/20180123141720/http://www.ign.com/articles/2017/10/12/steep-hits-the-olympics-with-new-expansion|archivedate=23 January 2018|df=dmy-all}}</ref><ref>{{cite web|url=https://www.polygon.com/e3/2017/6/12/15786828/steep-road-to-winter-olympics-trailer-ubisoft-e3-2017|title=Steep’s first expansion is all about the Winter Olympics|last=Frank|first=Allegra|date=12 June 2017|website=Polygon|access-date=23 January 2018|deadurl=no|archiveurl=https://web.archive.org/web/20180209193213/https://www.polygon.com/e3/2017/6/12/15786828/steep-road-to-winter-olympics-trailer-ubisoft-e3-2017|archivedate=9 February 2018|df=dmy-all}}</ref>
+In June 2017, [[Ubisoft]] announced that it would release an expansion pack for its winter sports video game ''[[Steep (video game)|Steep]]'' entitled ''Road to the Olympics'', which features new game modes and content inspired by the 2018 Winter Olympics.<ref>{{cite web|url=http://www.ign.com/articles/2017/10/12/steep-hits-the-olympics-with-new-expansion|title=Steep Hits the Olympics With New Expansion|last=Holt|first=Christian|date=12 October 2017|website=IGN|language=en-US|access-date=23 January 2018|url-status=live|archiveurl=https://web.archive.org/web/20180123141720/http://www.ign.com/articles/2017/10/12/steep-hits-the-olympics-with-new-expansion|archivedate=23 January 2018|df=dmy-all}}</ref><ref>{{cite web|url=https://www.polygon.com/e3/2017/6/12/15786828/steep-road-to-winter-olympics-trailer-ubisoft-e3-2017|title=Steep's first expansion is all about the Winter Olympics|last=Frank|first=Allegra|date=12 June 2017|website=Polygon|access-date=23 January 2018|url-status=live|archiveurl=https://web.archive.org/web/20180209193213/https://www.polygon.com/e3/2017/6/12/15786828/steep-road-to-winter-olympics-trailer-ubisoft-e3-2017|archivedate=9 February 2018|df=dmy-all}}</ref>
-In November 2017, the IOC announced it would support and sponsor an [[Intel Extreme Masters]] ''[[StarCraft II]]'' tournament in Pyeongchang preceding the Games. Its support of the tournament as a ''de facto'' [[demonstration event]] came on the heels of a report by the IOC which recognised that [[eSports]] "could be considered as a sporting activity".<ref>{{Cite news|url=http://www.businessinsider.com/e-sports-gets-closer-to-being-part-of-the-olympics-games-2017-10|title=E-sports just got closer to being part of the Olympics|work=Business Insider|access-date=23 January 2018|language=en|deadurl=no|archiveurl=https://web.archive.org/web/20180201034147/http://www.businessinsider.com/e-sports-gets-closer-to-being-part-of-the-olympics-games-2017-10|archivedate=1 February 2018|df=dmy-all}}</ref><ref>{{Cite news|url=https://www.insidethegames.biz/articles/1057477/intel-announce-esports-tournament-to-take-place-in-pyeongchang-before-winter-olympics|title=Intel announce esports tournament to take place in Pyeongchang before Winter Olympics|work=Inside the Games|access-date=23 January 2018|deadurl=no|archiveurl=https://web.archive.org/web/20180123190726/https://www.insidethegames.biz/articles/1057477/intel-announce-esports-tournament-to-take-place-in-pyeongchang-before-winter-olympics|archivedate=23 January 2018|df=dmy-all}}</ref><ref>{{cite web |url=http://olympics.nbcsports.com/2017/11/03/esports-pyeongchang-olympics-extreme-masters/ |title=Esports event in PyeongChang before Olympics supported by IOC |first=Nick |last=Zaccardi |date=3 November 2017 |accessdate=5 November 2017 |work=[[NBC Olympics]] |deadurl=no |archiveurl=https://web.archive.org/web/20171107015613/http://olympics.nbcsports.com/2017/11/03/esports-pyeongchang-olympics-extreme-masters/ |archivedate=7 November 2017 |df=dmy-all }}</ref> The tournament was won by [[Scarlett (StarCraft II player)|Sasha "Scarlett" Hostyn]] of Canada; she became the second North American pro to place first at a major ''StarCraft II'' tournament in South Korea, and the first woman to win a major tournament.<ref>{{cite web|url=http://www.espn.com/esports/story/_/id/22358896/scarlett-becomes-first-woman-win-major-starcraft-ii-tournament|title=Scarlett becomes first woman to win major StarCraft II tournament|publisher=|deadurl=no|archiveurl=https://web.archive.org/web/20180208085609/http://www.espn.com/esports/story/_/id/22358896/scarlett-becomes-first-woman-win-major-starcraft-ii-tournament|archivedate=8 February 2018|df=dmy-all}}</ref><ref>{{cite web|url=https://compete.kotaku.com/scarletts-starcraft-ii-victory-shows-how-esports-could-1822809807|title=Scarlett's StarCraft II Victory Shows How Esports Could Work For The Olympics|first=Maddy|last=Myers|publisher=|deadurl=no|archiveurl=https://web.archive.org/web/20180208033729/https://compete.kotaku.com/scarletts-starcraft-ii-victory-shows-how-esports-could-1822809807|archivedate=8 February 2018|df=dmy-all}}</ref>
+In November 2017, the IOC announced it would support and sponsor an [[Intel Extreme Masters]] ''[[StarCraft II]]'' tournament in Pyeongchang preceding the Games. Its support of the tournament as a ''de facto'' [[demonstration event]] came on the heels of a report by the IOC which recognised that [[eSports]] "could be considered as a sporting activity".<ref>{{Cite news|url=http://www.businessinsider.com/e-sports-gets-closer-to-being-part-of-the-olympics-games-2017-10|title=E-sports just got closer to being part of the Olympics|work=Business Insider|access-date=23 January 2018|language=en|url-status=live|archiveurl=https://web.archive.org/web/20180201034147/http://www.businessinsider.com/e-sports-gets-closer-to-being-part-of-the-olympics-games-2017-10|archivedate=1 February 2018|df=dmy-all}}</ref><ref>{{Cite news|url=https://www.insidethegames.biz/articles/1057477/intel-announce-esports-tournament-to-take-place-in-pyeongchang-before-winter-olympics|title=Intel announce esports tournament to take place in Pyeongchang before Winter Olympics|work=Inside the Games|access-date=23 January 2018|url-status=live|archiveurl=https://web.archive.org/web/20180123190726/https://www.insidethegames.biz/articles/1057477/intel-announce-esports-tournament-to-take-place-in-pyeongchang-before-winter-olympics|archivedate=23 January 2018|df=dmy-all}}</ref><ref>{{cite web |url=http://olympics.nbcsports.com/2017/11/03/esports-pyeongchang-olympics-extreme-masters/ |title=Esports event in PyeongChang before Olympics supported by IOC |first=Nick |last=Zaccardi |date=3 November 2017 |accessdate=5 November 2017 |work=[[NBC Olympics]] |url-status=live |archiveurl=https://web.archive.org/web/20171107015613/http://olympics.nbcsports.com/2017/11/03/esports-pyeongchang-olympics-extreme-masters/ |archivedate=7 November 2017 |df=dmy-all }}</ref> The tournament was won by [[Scarlett (StarCraft II player)|Sasha "Scarlett" Hostyn]] of Canada; she became the second North American pro to place first at a major ''StarCraft II'' tournament in South Korea, and the first woman to win a major tournament.<ref>{{cite web|url=http://www.espn.com/esports/story/_/id/22358896/scarlett-becomes-first-woman-win-major-starcraft-ii-tournament|title=Scarlett becomes first woman to win major StarCraft II tournament|date=7 February 2018|publisher=|url-status=live|archiveurl=https://web.archive.org/web/20180208085609/http://www.espn.com/esports/story/_/id/22358896/scarlett-becomes-first-woman-win-major-starcraft-ii-tournament|archivedate=8 February 2018|df=dmy-all}}</ref><ref>{{cite web|url=https://compete.kotaku.com/scarletts-starcraft-ii-victory-shows-how-esports-could-1822809807|title=Scarlett's StarCraft II Victory Shows How Esports Could Work For The Olympics|first=Maddy|last=Myers|date=7 February 2018 |publisher=|url-status=live|archiveurl=https://web.archive.org/web/20180208033729/https://compete.kotaku.com/scarletts-starcraft-ii-victory-shows-how-esports-could-1822809807|archivedate=8 February 2018|df=dmy-all}}</ref>
-==Stamps==
 == Corporate sponsorship and advertising ==
 The 2018 Winter Olympics saw increasing granularity in official sponsorships for technology vendors; [[Intel]] signed with the IOC to become part of its Worldwide Olympic Partner program, to promote [[5G]] wireless technology, as well as broadcasting technology such as [[360-degree video]] and [[virtual reality]]. [[Alibaba Group]] was also named the official e-commerce and cloud services provider. These categories affected how the vendors were allowed to promote themselves within the context of the Olympics: [[Samsung Electronics|Samsung]] could showcase VR experiences but only within the context of its own smartphones due to Intel's sponsorship rights in relation to VR; Alibaba could not promote [[Alipay]] due to [[Visa Inc.]] sponsorship rights; and Intel could not promote end-user applications of 5G due to national sponsorship rights held by [[KT Corporation]].<ref>{{Cite news|url=https://techcrunch.com/2017/06/21/intel-and-the-ioc-ink-7-year-olympics-tech-deal-for-vr-drones-and-more/|title=Intel and the IOC ink 7-year Olympics tech deal for VR, drones and more|last=Lunden|first=Ingrid|work=TechCrunch|access-date=3 March 2018|language=en}}</ref><ref>{{Cite web|url=https://www.sportsbusinessdaily.com/Daily/Issues/2018/02/12/On-The-Ground.aspx|title=On The Ground: Winter Games|website=Sports Business Daily|language=en|access-date=3 March 2018}}</ref>
-In 2015, Japanese automaker [[Toyota]] became the first-ever Worldwide Olympic Partner in the "Mobility" category, beginning 2017. However, Toyota elected to waive its domestic sponsorship rights for these Games to [[Hyundai Motor Company]] and [[Kia Motors]], citing their near-dominance of the South Korean automobile industry, as well as their support of the Pyeongchang bid. As a result, Toyota did not perform any Olympic-related marketing in South Korea, the fleet of official IOC vehicles were provided by Hyundai and Kia, while Hyundai used the Games to showcase its [[Hyundai Nexo|Nexo]] [[Hydrogen vehicle|hydrogen fuel cell]] SUV and [[self-driving vehicle]] technology.<ref>{{Cite web|url=https://www.bizjournals.com/losangeles/news/2018/01/25/how-toyota-used-the-olympics-to-rebrand.html|title=Toyota's Olympic quest: How the automaker used Pyeongchang to rebrand|website=LA Biz|access-date=2018-08-09}}</ref><ref>{{Cite news|url=https://www.insidethegames.biz/articles/1026230/south-korean-car-companies-could-still-sponsor-pyeongchang-2018-despite-toyota-deal-with-ioc|title=South Korean car companies could still sponsor Pyeongchang 2018 despite Toyota deal with IOC|work=Inside the Games|access-date=2018-08-09}}</ref><ref>{{Cite web|url=https://www.sportcal.com/News/FeaturedNews/116748|title=Toyota makes up for low profile in PyeongChang with social media engagement|website=Sportcal|access-date=2018-08-09}}</ref><ref>{{Cite news|url=https://www.reuters.com/article/us-olympics-2018-sponsors/toyota-leaves-pyeongchang-podium-to-south-korean-rivals-idUSKBN1FV0KX|title=Toyota leaves Pyeongchang podium to South Korean rivals|last=Baker|first=Liana B.|agency=Reuters|access-date=2018-08-09|language=en-US}}</ref><ref>{{Cite news|url=http://www.koreaherald.com/view.php?ud=20180208000434|title=Hyundai, Kia support PyeongChang with 4,100 vehicles, W50b donation|work=The Korea Herald|date=2018-02-08|access-date=2018-08-09}}</ref>
+In 2015, Japanese automaker [[Toyota]] became the first-ever Worldwide Olympic Partner in the "Mobility" category, beginning 2017. However, Toyota elected to waive its domestic sponsorship rights for these Games to [[Hyundai Motor Company]] and [[Kia Motors]], citing their near-dominance of the South Korean automobile industry, as well as their support of the Pyeongchang bid. As a result, Toyota did not perform any Olympic-related marketing in South Korea, the fleet of official IOC vehicles were provided by Hyundai and Kia, while Hyundai used the Games to showcase its [[Hyundai Nexo|Nexo]] [[Hydrogen vehicle|hydrogen fuel cell]] SUV and [[self-driving vehicle]] technology.<ref>{{Cite web|url=https://www.bizjournals.com/losangeles/news/2018/01/25/how-toyota-used-the-olympics-to-rebrand.html|title=Toyota's Olympic quest: How the automaker used Pyeongchang to rebrand|website=LA Biz|access-date=2018-08-09}}</ref><ref>{{Cite news|url=https://www.insidethegames.biz/articles/1026230/south-korean-car-companies-could-still-sponsor-pyeongchang-2018-despite-toyota-deal-with-ioc|title=South Korean car companies could still sponsor Pyeongchang 2018 despite Toyota deal with IOC|work=Inside the Games|access-date=2018-08-09}}</ref><ref>{{Cite web|url=https://www.sportcal.com/News/FeaturedNews/116748|title=Toyota makes up for low profile in PyeongChang with social media engagement|website=Sportcal|access-date=2018-08-09}}</ref><ref>{{Cite news|url=https://www.reuters.com/article/us-olympics-2018-sponsors/toyota-leaves-pyeongchang-podium-to-south-korean-rivals-idUSKBN1FV0KX|title=Toyota leaves Pyeongchang podium to South Korean rivals|last=Baker|first=Liana B.|work=Reuters|access-date=2018-08-09|language=en-US}}</ref><ref>{{Cite news|url=http://www.koreaherald.com/view.php?ud=20180208000434|title=Hyundai, Kia support PyeongChang with 4,100 vehicles, W50b donation|work=[[The Korea Herald]]|date=2018-02-08|access-date=2018-08-09}}</ref>
 ===Sponsors===
 {| class="wikitable collapsible " style="float:center; margin:10px;"
+|+ Sponsors of the 2018 Winter Olympics <ref>{{Cite web |url=https://www.pyeongchang2018.com/en/partners |title=2018평창 |access-date=2019-01-02 |archive-date=2018-07-04 |archive-url=https://web.archive.org/web/20180704110650/https://www.pyeongchang2018.com/en/partners |url-status=dead }}</ref>
-|-
+! scope="row" | Worldwide Olympic Partners
-! Sponsors of the 2018 Winter Olympics <ref>https://web.archive.org/web/20180228011558/https://www.pyeongchang2018.com/en/partners</ref>
+| {{Div col|content=
-|-
-| Worldwide Olympic Partners
-{{Div col|4}}
 * [[Alibaba Group]]
 * [[Atos]]
 * [[Bridgestone]]
 * [[The Coca-Cola Company]]
-* [[DowDuPont]] (Dow Chemical Company)
+* [[DowDuPont]] ([[Dow Chemical Company]])
 * [[General Electric]]
 * [[Intel]]
@@ Line 105: / Line 84: @@
 * [[Toyota]]
 * [[Visa Inc.]]
+}}
-{{Div col end}}
 |-
-| Official Partners
+! scope="row" | Official partners
-{{Div col|4}}
+| {{Div col|content=
 * [[Hyundai Motor Company]]
 * [[Kia Motors]]
@@ Line 121: / Line 100: @@
 * [[Samsung]]
 * [[VF Corporation]] ([[The North Face]])
+}}
-{{Div col end}}
 |-
-| Official Sponsors
+! scope="row" | Official sponsors
-{{Div col|4}}
+| {{Div col|content=
 * [[EF Education First]]
 * [[Hanwha]] ([[Hanwha Life Insurance]])
@@ Line 133: / Line 112: @@
 * [[KEB Hana Bank]]
 * [[Shinsegae Group|Shinsegae Food]]
+* [[CJ Group]]
-{{Div col end}}
+* [[Korea Hydro & Nuclear Power]]
+* [[Korea Land and Housing Corporation]]
+* [[Kangwon Land]]
+}}
 |-
-| Official Suppliers
+! scope="row" | Official suppliers
-{{Div col|4}}
+| {{Div col|content=
 * BKL (Bae, Kim and Lee)
 * [[Bombardier Inc.]]
@@ Line 146: / Line 129: @@
 * [[PricewaterhouseCoopers]] (Samil)
 * [[S-Oil]]
-* [[Samsung|Samsung Group]] ([[Samsung C&T Corporation]] and Samsung Securities)
+* [[Samsung|Samsung Group]] ([[Samsung C&T Corporation]] and [[Samsung Securities]])
 * Seoul Tent
 * [[Hyundai Department Store]]
@@ Line 152: / Line 135: @@
 * KMIG
 * [[Korea Airports Corporation]]
+* EWP
-{{Div col end}}
+* [[Incheon International Airport Corporation]]
+* [[Korail]]
+* [[Technogym]]
+}}
 |-
-| Official Supporters
+! scope="row" | Official supporters
-{{Div col|4}}
+| {{Div col|content=
-* [[AhnLab, Inc.]]
 * DYFlag
 * [[Interpark]]
@@ Line 166: / Line 152: @@
 * Noodle Lovers
 * Cheorwon Odae-ssal
-* KukDong Metal Fence Co.,Ltd
+* KukDong Metal Fence Co., Ltd
 * Influential Inc.
 * [[Kelly Services]]
@@ Line 176: / Line 162: @@
 * Hoengseong Hanwoo
 * [[LS Group]]
+* [[Airbnb]]
-{{Div col end}}
+* Gangwon Ginseng Nonghyup
+* Gangwon Potato Nonghyup
+* Hanbando Nonghyup
+* Jeongseon Apple
+* Solaewon
+* Bauerfeind
+* iLUKA
+* [[KEPCO E&C]]
+* [[Korea Plant Service & Engineering|KEPCO KPS]]
+* [[Korea Nuclear Fuel|KEPCO NF]]
+* KEPCO KDN
+* [[Korea Minting and Security Printing Corporation]]
+* Korea Sports Promotion Foundation
+}}
 |}
@@ Line 185: / Line 185: @@
 ==References==
-{{Commons category|2018 Winter Olympics}}
 {{Reflist|2}}