除了看比赛，奥运会期间还可以关注这5支股票
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在运动员们为了登上奥运会领奖台而奋力拼搏时，另一场战斗也在场馆边缘激烈展开。 在接下来的十几天里，全球各地的公司将会汇聚里约，争相吸引众人的关注。可口可乐、Visa和三星等品牌，已经着手在巴西的服饰和场馆等处铺设广告、运动员赞助和公司商标了。 大多数公司都会利用这次奥运会的契机让消费者进一步认识自己的品牌。其他一些公司则借机在里约奥运会这个全球舞台上推出令人激动的新产品。 那么哪家公司的股票会脱颖而出呢？奥运会期间，股市的表现当然会更加令人振奋。市场研究公司Faceset的数据显示，道琼斯工业平均指数在为期两周的夏季奥运会期间平均会出现6.9%的涨幅。 以下一些公司在往届奥运会期间出现过股价上涨，而且这一次，他们可能会再次做到。 麦当劳 |
As athletes fight for a spot on the Olympic podium, another battle is also raging along the margins. Companies worldwide will be competing for attention at Rio over the next few days. Already, brands such asCoca-Cola, Visa, and Samsung have been deploying ads, rolling out athlete sponsorships, and planting their logos across apparel and stadiums in Brazil. Most companies use this association with the Olympics to make consumers more open to their brands. Other companies though, are using the Rio Olympics to launch exciting new products on the global stage. So which stocks come out on top? It certainly helps that markets tend to be more uplifting during the period. On average, the Dow Industrial Average gains in value 6.9% during the two-week summer Olympic period, according to market analysis firm, Factset. Here are some companies that have made it work in the past—and may do it again. McDonald’s |
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作为奥运会的官方赞助商，麦当劳（McDonald’s）有权在营销中使用奥运会的品牌。公司在过去四届夏奥会中都有着出色表现。在往届夏奥会期间，麦当劳的股价要超出明晟指数（MSCI Index，一种全球股票指数）1.5%以上。在奥运会结束后一年，麦当劳的股价往往也会超出基准值近6%。 不过，在今年早些时候，由于麦当劳的财报显示其同店销售额涨速放缓，公司股价有所下滑。首席执行官史蒂芬·伊斯特布鲁克也警告称，奥运会不会给公司带来实质影响，虽然它有望帮助麦当劳强化其品牌影响力。 耐克 |
As an official sponsor of the Olympics, McDonald’s has the rights to use the Olympics brand in marketing campaigns. The company has also done well through each of the past four summer games. In the duration of each of the past four summer Olympics, shares of McDonald’s have beat the MSCI Index—a collection of global stocks—by over 1.5%. McDonald’s also tends to beat the benchmark by nearly 6% one year after the games have finished. Granted, shares of McDonald’s took a dunk earlier this year after the company reported a slowdown in same-stores sales. CEO Stephen Easterbrook also warned that the Olympics would not have a material effect on the company, though the games are likely to helpMcDonald’s reinforce its brand. Nike |
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美国奥委会发给男子运动员的运动包。 作为运动服装业鼎鼎有名的品牌，耐克的股价在过去两届夏奥会上表现并不理想。在2008年和2012年奥运会的两周中，公司股价下滑了约2.77%。富国银行的高级研究员汤姆·尼基奇认为，这可能是奥运会前夕耐克发布的财报令人失望所致。 不过，我们至少有理由关注耐克股票在这届奥运会上的表现。尼基奇写道，这家运动品牌试图把奥运会当作“创新产品的跳板”。例如，他们在2008年推出了Flywire飞线技术和Lunarlon缓震技术，又在2012年成功推出了Flyknit鞋面风格。此外，根据Factset的分析师安德鲁·柏斯汀整理的数据，在1984年至2004年的夏奥会期间，耐克的股价表现都超过了标普500指数（S&P 500）。 他写道：“因此，尽管我们认为奥运会从短期来看是个不利因素，但公司的创新产品能否在今年晚些时候取得成功才是关键，这关系到公司是否有能力发展一线产品，应对激烈的竞争压力（来自增长迅速的同行如阿迪达斯和安德玛（Under Armour））。” 柏斯汀指出，在奥运会之后的一年中，耐克的股价平均会上涨15.27%，高于标普500指数9.3%的涨幅。 康卡斯特 |
A big name in the sports apparel industry, Nike’s stock price did not do well during the past two summer Olympics. The stock slid about 2.77% during the game’s two weeks in 2012 and 2008—likely due to the disappointing earnings that preceded the events, according to a note from Wells Fargo Senior Analyst, Tom Nikic. But there is at least reason to watch the stock through the Olympics. The sporting goods company tends to make the Olympics a “launching pad for innovation,” wrote Nikic. For example, the company launched the Flywire/Lunarlon technology in 2008, and the successful Flyknit style in 2012. Additionally, Nike’s stock has outperformed the S&P 500 during the summer games overtime between 1984 to 2004, according to data compiled by Factset’s Andrew Birstingl. “Thus, while we believe the Games are a negative near-term catalyst, the success of the company’s new innovations later this year would play a key role in the company’s ability to grow the top line and fight off intense competitive pressure (from rapidly-growing peers such as Adidas and Under Armour),” he wrote. During the year following the games, Nike’s stock rises an average of 15.27%, beating the S&P 500’s 9.3% increase during the same period, according to Birstingl. Comcast |
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奥运会的另一个潜在的大赢家是美国全国广播公司（NBC）的母公司康卡斯特。他们在2011年斥资43.8亿美元，购买了2020年以前四届奥运会的转播权。公司同意直播和转播所有项目，也就是连续250天大约24小时都有节目。其中包括选拔赛。 约有2.17亿美国人通过美国全国广播公司的环球网络观看了2012年伦敦奥运会。康卡斯特在3月表示，公司通过奥运会获得的广告销售额已经超过10亿美元，这让公司有望继续保持单场奥运会获得国内广告收入最高的记录。 康卡斯特还针对汹涌而来的娱乐产品提出了解决方案：X1。这个声控黑盒可以让消费者使用关键字搜索节目，实现按需观看。对康卡斯特而言，X1让他们有机会在“电视掐线”的年代维持订户。 在过去八次夏奥会的两周内，康卡斯特的股价平均有3.7%的涨幅，超过了标普500指数的平均值2.32%。而根据柏斯汀的数据，在奥运会之后的一年中，康卡斯特的股价平均会上涨30.3%，远超标普500指数9.3%的涨幅。 康卡斯特最近达成了另一项76.5亿美元的交易，成为了截至2032年之前奥运会的独家广播和转播商。 |
Another potential big winner, Comcast, the parent company to NBC, spent $4.38 billion in 2011 to win the rights to stream four Olympics up until 2020. The company has agreed to stream all events live and on air—equal to roughly 24 hours of programming for 250 days straight. That includes the trials. About 217 million Americans watched the 2012 London Olympics on NBC Universal networks. The company has also already surpassed $1 billion in ad sales for the Olympics segments—putting the company on track to secure the most national advertising sales ever for an Olympics game, Comcast said in March. Comcast also has a solution for that deluge of entertainment: X1, a voice-controlled black box that will allow Comcast customers the ability to search for programming using keywords and watch on demand. For Comcast, X1 is a chance to keep its subscribers in the age of cord-cutting. Shares of Comcast have risen an average of 3.7% during the two-week Olympics, beating the S&P 500’s 2.32% average in the last eight summer games. The stock also rises by an average of 30.3% in the year following the games while the S&P 500 gains 9.3%, according to Birstingl. Comcast recently signed another deal for $7.65 billion, allowing it to exclusively broadcast and stream future Olympics games until 2032. Visa Visa |
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信用卡公司Visa同样是奥运会官方赞助商，他们借用这个身份广泛地向消费者推销自己。 Visa也是今年奥运会支付服务的独家提供商，这意味着该公司将管理奥运会场馆、新闻中心、奥运村和奥运超市的全部支付系统。 在营销方面，Visa给45名赞助的运动员提供了Visa支付戒指，其中包括四次奥运会金牌得主米西·富兰克林，借此展现公司的先进技术。佩戴戒指的用户只需轻触即可付款，它也不需电池或充电，还能在水下50米处正常工作。 不过，Visa也在今年早些时候调低了公司在2016年的收入预期，原因是油价疲软导致美国支付额度降低，以及商品经济为主的经济体如巴西等增长乏力。 但是谁知道呢？也许Visa在里约奥运会期间的强大存在感会促进Visa卡在巴西的使用。 安德玛 |
Credit card company Visa is another official sponsor that has used its status to market extensively to consumers. The company is also the exclusive payment provider for the games this year, meaning Visa will be managing the entire payment system for the game’s stadiums, press centers, the Olympic village, and Olympic superstores. In terms of marketing, Visa has given its 45 sponsored athletes, including four-time Olympic gold medalist Missy Franklin, Visa payment rings, in a bid to show the company’s tech savvy. The rings allow users to pay with just a tap, and do not require a battery or recharging. It is also water resistant up to a depth of 50 meters. Visa did however cut its 2016 revenue forecast earlier this year, blaming lower U.S. payment volume of weak gas prices and weaknesses in commodity-based economies such as Brazil. But who knows—maybe Visa’s overwhelming presence in Rio during the Olympics will help catalyze use of Visa cards in the country. Under Armour |
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尽管安德玛（Under Armour）并非奥运会的官方赞助商，但他们正倾尽全力在全球范围内与奥运会建立联系——毕竟，这个品牌在全球的影响力相对较弱。在公司上一次收入电话会议上，安德玛强调，公司的代言运动员数量已经是伦敦奥运会时的四倍。 安德玛为美国女子和男子体操队提供了制服，还为奥运会金牌得主迈克尔·菲尔普斯量身定制了一双鞋子。 据路透社报道，安德玛还在里约海滩边租用了几个露天健身房，为奥运会的粉丝们提供日常健身项目。这家运动品制造商还将为贵宾客户举办顶楼派对，这些客户可以与安德玛赞助的运动员进行交流。 但是要注意了，安德玛将会在里约与耐克展开面对面的激烈交锋。（财富中文网） 译者：严匡正 |
Although not an official sponsor, Under Armour has ramped up efforts to associate itself with the games on an international scale—after all, it has a relatively weak global presence. During the company’s last earnings call, the team emphasized that Under Armor had four times as many athletes representing them as they did during the London Olympics. The company is making the uniforms for both the U.S. women’s and men’s gymnastics teams, and has also created a custom pair of shoes for Olympic gold-medalist Michael Phelps. The company has also rented several outdoor gyms by the beaches in Rio, where it will setup daily workouts for fans during the games, according to Reuters. The sports apparel maker will also host penthouse parties for VIP guests, where they can network with Under Armour’s sponsored athletes. But watch out. In Rio, it will be a head-to-head between Under Armour and Nike. |
