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.

Do small- and medium-sized sporting events affect the overall wellbeing of people living in the host community? If so, how they do they affect local life? This book specifically addresses the strategic choices that host communities make when hosting non-mega sporting events, and looks at the outcomes of those choices. The contributions to this study assess a variety of tangible and intangible effects, including the economic and social impacts, and the effect on tourism and participation in sport. It contains analysis of a variety of events, including spectator and participant events, single-sport and multi-sport events, and one-day and multi-day events, all hosted in different types of cities and communities around the globe. Overall, this book identifies and extends our understanding of the nature, management, and implications of non-mega sporting events. The impacts and strategic outcomes highlighted here have practical value for sport event management and strategy, and advance our understanding of the economic and social consequences of hosting an event. This book was originally published as a special issue of European Sport Management Quarterly.

This book examines the power relations that emerge from the convergence of the universe in which the sporting spectacle is produced and the universe in which a city is produced. It adopts Bourdieu's concept of field to explore the interests and disputes involved in the production of sports mega-events across different times and spaces and the role of host cities in these processes. It aims to identify the bases that give these spectacles the power to produce disruptions in the social fabric of the host cities and countries, and to enable the production of authoritarian forms of exercising power. By observing the historical constitution of the field of production of sport spectacle as an autonomous field, this book explores how sport mega-events create both an arena and a context for radical expressions of authoritarianism of neoliberal planning models. It will be of interest to students, scholars and professionals in architecture and urban studies, urban planning, municipal governance, sport and leisure studies, and those interested in the relationship between State and capital in the production of urban space.

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.