The summer of 2016 is a dream for fans of international sport. France will be hosting Euro 2016 while the games of the XXXI Olympiad will be competed in Rio de Janeiro. For marketers, however, such high profile global events running in close proximity to one another can often raise questions over prioritization. A couple of major global brands (Coca Cola, McDonald’s) are committed to both events as official partners. As we all know, however, budget is an afterthought for b