The Olympic Games go beyond sports spirit and athletic excellence, being one of the most important global events that unites people from different cultures around sport. Companies from various sectors invest billions in sponsorships and advertising campaigns to take advantage of the visibility and prestige of the Olympic Games. This book, "Olympic Marketing: Strategies, Challenges and Impacts," explores the many facets of this field, covering the history and evolution of the Games and modern marketing strategies used by global brands. It also examines ethical challenges and controversies, such as ambush marketing and integrity issues. We invite the reader to explore the world of Olympic marketing, understanding the strategies, challenges and impacts that shape one of the most important events of our time.

The Olympic Games have become the definitive sports event, with an unparalleled global reach and a remarkably diverse constituency of stakeholders, from the IOC and International Federations to athletes, sponsors and fans. It has been estimated, for example, that 3.6 billion people (about half of the world population) watched at least one minute of the Beijing Games in 2008 on television. The driving force behind the rise of the modern Olympics has been the Olympic marketing programme, which has acted as a catalyst for cooperation between stakeholders and driven the promotion, financial security and stability of the Olympic movement. This book is the first to explain the principles of Olympic marketing and to demonstrate how they can be applied successfully in all other areas of sports marketing and management. The book outlines a strategic and operational framework based on three types of co-productive relationships (market, network and informal) and explains how this framework can guide professional marketing practice. Containing case studies, summaries, insight boxes and examples of best practice in every chapter, this book is important reading for all students and practitioners working in sports marketing, sports management or Olympic studies.

Marketing at the Olympics, the attraction and the rewards Essential reading in preparation for the 2012 London Olympics, the newly revised and fully updated second edition of The Olympic Games Effect offers fascinating sports marketing and branding insights into the promotion of the Games themselves, and their unique attraction for corporations in particular. The important lessons of past Olympics will be used to show a hundred year-plus tradition based on a several thousand year old testament to the love of sports and competition, revealing how, in recent years, this has evolved into a seductively attractive vehicle for a wide range of audiences, from consumers to corporations. Loaded with historical information on the Olympics, the book traces the history of the Olympics back to 776 BC. This legacy is vital to the ongoing success of the Olympics, and is at the heart of why brands care so much Packed with illustrations that illustrate how the Games have become arguably the world's most successful sports event and the marketing opportunities this has led to Includes relevant business strategies and recommendations to help companies understand how to make more effective sports sponsorship decisions This timely new edition of The Olympic Games Effect shows the value contributed by sponsoring the world's premier sporting event, and explains how, by extension, other global sports events have the potential to generate similarly impressive results for their sponsors.

"Marketing of Olympic sport organisations" was developed for use in the Executive masters in sports organisation management (MEMOS) programme. It offers valuable insight into the purposes of Olympic sport organisations as well as the differences between profit-motivated sport businesses and not-for-profit sport organisations. The book also shows how to integrate the two increasingly similar concepts into a marketing strategy.

This is a concise introduction to leadership and governance theory and how they are applied in sport. Presenting a series of case studies from around the world, the book offers a detailed guide to best practice in the leadership of sport boards and organisations. Drawing on cutting-edge research, the book sets out the core concepts and principles of good leadership and good governance, explaining their importance in an era in which sport organisations have become increasingly bound by legal frameworks and subject to greater calls for accountability from wider society. The book analyses the key issues related to leadership in sport governance, including leadership styles with a focus on authentic leadership; intra-group dynamics; managing conflict and trust; leading in multi-layered networks; strategic leadership; and diversity, equity, and inclusion (DEI); and it considers the differing requirements of sport leadership in different geographical locations, under varying challenges and pressures. Full of illuminating cases, data and examples, this is an invaluable reading for any course in sport business and management and a useful primer for any sport business professional looking to improve their professional knowledge.

From issues of racism to the severity of concussions to celebrity endorsements, the sports industry continues to significantly impact society. With the rise of eSports and its projection as the next billion dollar industry, it is vital that a multifaceted approach to sports research be undertaken. On one side, businesses are continually offering new methods for marketing and branding and finding the best ways to enhance consumer engagement and the consumer experience. On the other side, there has been progress and new findings in the physical fitness and training of the athletes themselves along with discussions on their psychology and wellbeing. This two-tiered approach to analyzing sports and eSports from a practical business perspective, along with a lens placed on the athletes themselves, provides a comprehensive view of the current advancements, technologies, and strategies within various aspects of the sports and esports industry. Research Anthology on Business Strategies, Health Factors, and Ethical Implications in Sports and eSports covers the latest findings on all factors of sports: the branding and marketing of sports and eSports, studies on athletes and consumers, a dive into the ethics of sports, and the introduction of eSports to the industry. This wide coverage of all fields of research recently conducted leads this book to be a well-rounded view of how sports are functioning in modern times. Highlighted topics include branding tactics, consumer engagement, eSports history and technologies, ethics and law, and psychological studies of athlete wellness. This book is ideal for sports managers, athletes, trainers, marketers, brand managers, advertisers, practitioners, stakeholders, researchers, academicians, and students interested working in the fields of sports medicine, law, physical education, assistive technologies, marketing, consumer behavior, and psychology.

2024 marks the 100-year anniversary of the winter sports week festival celebrated in Chamonix in 1924, which is now recognized as the first Olympic Winter Games. As a globally watched quadrennial mega-event, the Winter Olympics is unique from both summer sport festivals and other winter festivals, such as the Winter X Games. This book explores the impacts, issues, and legacies of the past century of the Olympic Winter Games. Grounded in sport history, the chapters in this volume draw on the disciplines of cultural history, diplomatic history, global history, environmental history, and media history to analyze the continued allure of the Winter Olympics, a century after its origin, and in light of the sustained and significant problems facing the Olympic movement. Host cities’ efforts to create positive and lasting legacies are analyzed to highlight the challenges and complexities that have plagued the Olympic movement throughout the last century. The Olympic Winter Games at 100 is essential reading for any researcher, advanced student or scholar with an interest in Olympic Studies, sports development, sport policy and history. The chapters in this book were published as two special issues in The International Journal of the History of Sport.