Olympic Marketing

HERMAN LOUW

KIN 537

CASE 1

In the recent decades, marketing has become an inalienable part of a number of non-commercial events, including also Olympic Games. Marketing relationships have seriously determined the present profile of the Olympiad, that remains the greatest Event of modernity.

The worldwide success of the Olympic Games has been dependent on the cooperation of the Olympic Committees and corporate sponsors, each of whom has different responsibilities and contributions in the overall success of the Games. Though Olympic Movement itself is non-for-profit in principle, Olympic marketing is now its critical part that generates funding necessary both for staging the Games and provision of all-round support to Olympic Family worldwide.

On the one hand, marketing substantially stimulates development of sports, makes it more attractive and entertainment On the other hand, in case of malversation, marketing may lead to deterioration of sports’ impartiality and integrity. In the present research we shall analyze marketing policy of the Olympic Games that remains one of the most hidden activities of the Olympic Family.

Olympic marketing is obviously the only type of sports’ marketing that has its own unique philosophy. These unique principles differentiate Olympic marketing from the rest forms of commercial or non-commercial promotion, and make it indeed outstanding. To evaluate the philosophy of Olympic marketing, it is necessary to address the Olympic Charter as a fundamental law of the Games

The system of Olympic marketing has its own specific hierarchical structure. The IOC, as a holder of the rights to the Olympic Games and related trademarks, is responsible