Chapter 7 – Marketing the Olympic Movement
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Chapter 7 – Marketing the Olympic MovementStudy Activity 1 History of Olympic MarketingHere are some important stages in the evolution of Olympic marketing concept: 1896 Athens Olympic Games. A wealthy Greek benefactor, George Averoff provided nearly 65% of the Games’ budget. Additional revenue was generated by companies advertising in the souvenir programme, one of which was Kodak. 1912 Stockholm Olympic Games. Marketing right purchased for the first time by ten Swedish companies to take photographs and sale memorabilia. The contribution of the marketing programme amounted to 4.7% of the total revenue. 1924 Paris Olympic Games. The IOC, under the leadership of Piere de Counbertain, permitted venue advertising signage at the Olympic Games for the first and only time. 1928 Amsterdam Olympic Games. Marketing rights were expanded to cencessionaires such as a brewery, which was allowed to operate restaurants within the stadium grounds. The Coca-Cola Company began its long-standing association with the Olympic Games. 1932 Los Angeles Olympic Games. The first Olympic Games to ever pay off. A typical money-oriented approach was adopted to the organsiation of the Games. A truly historical precedent was established setting the scene for revenue generation through selling marketing rights to Olympic activities. This involved the Los Angeles based Helms Bakery, which started the production of “Helms Olympic Bread”. The commercial success of this product sensitised the American Olympic Committee and the IOC about the commercial potential that an association with business partners may bring to the Olympic movement. 1948 London Olympic Games. The principle of the broadcasting “rights fee” was established, although the Organising Committee never cashed the cheque of around $3,000 paid up by the BBC. 1952 Helsinki Olympic Games. The first attempt for an international marketing programme with companies from eleven countries purchasing the rights to do on-site business. 1958: The issue of television rights was incorporated into the Olympic Charter with the introduction of Article 49: “the rights shall be sold by the Organising Committee, with the approval of the IOC, and the revenues distributed in accordance with its instructions”. 1960 Rome Olympic Games. First live television broadcast to 18 European countries, and only hours later in the United States, Canada and Japan. An extensive sponsor/supplier programme including 46 companies was introduced. 1966: The IOC expanded revenue sharing to include NOCs and Ifs for the first time. 1972 Munich Olympic Games. For the first time, a private advertising agency acted as the licensing agent, and the first official mascot, ‘Waldi’ image was licensed to private firms for sale. 1976 Montreal Olympic Games. A total of 628 sponsors and suppliers participated generating a modest US$7 million for the OCOG. 1981 Nairobi Treaty on the protection of the Olympic symbol. Signed on 26 September 1981 in the capital of Kenya by twentytwo countries during the World Intellectual Property Organisation meeting. This treaty marks clearly the IOC recognition of the commercial potential of Olympic insignia and establishes the foundations for a co-ordinated and controlled approach towards the exploitation of the Olympic symbols. 1984 Los Angeles Olympic Games. The first privately organised Games. Sponsorship was separated into three categories: ‘Official Sponsors’ (34 companies), ‘Supplier’s (64 companies), and ‘Licensees’ (65 companies). 1985 Launch of the first global sponsorship programme TOP by the IOC. Originally it was called “The Olympic Programme” but later renamed to “The Olympic Partners” and in its fifth edition involves eleven multinational companies. 1994 Lillehammer Olympic Winter Games. The first co-ordinated licensing programme which set the standard for future OCOGs to emulate. Broadcast and marketing programmes generated unprecedented more than $500 million. The first Olympic Winter Games broadcast on the African continent. 1996 Atlanta Centennial Olympic Games. A record broadcast of 214 countries world-wide with a commutative audience estimated at 19.6 billion. A major conflict in marketing approach and local-global interests between the IOC and OCOG arose, but eventually the organisers had to comply with the rules established by the IOC. 2000 Sydney Olympic Games. A new approach to the management of the Olympic brand, in the form of carefully controlled Olympic imagery, retail stores and various products was introduced. Launch of the global promotional campaign “Celebrate Humanity”. 2002 Salt Lake City Olympic Winter Games. The IOC launched its Olympic Games Identification Project and the Transfer of Knowledge Programme. Sources: (Olympic Marketing 1999 and 2000 Fact File, Sydney 2000 and Salt Lake 2002 Marketing Reports) Directory: textbooks -> 0415346045 -> study materials -> materials textbooks -> This text was adapted by The Saylor Foundation under a Creative Commons Attribution-NonCommercial-ShareAlike 0 License without attribution as requested by the work’s original creator or licensee. Preface Introduction and Background textbooks -> Chapter 1 Introduction to Law materials -> Study Activity 1 textbooks -> 1. 1 Why Launch! textbooks -> This text was adapted by The Saylor Foundation under a Creative Commons Attribution-NonCommercial-ShareAlike 0 License without attribution as requested by the work’s original creator or licensee textbooks -> This text was adapted by The Saylor Foundation under a Creative Commons Attribution-NonCommercial-ShareAlike 0 License textbooks -> This text was adapted by The Saylor Foundation under a textbooks -> This text was adapted by The Saylor Foundation under a Creative Commons Attribution-NonCommercial-ShareAlike 0 License without attribution as requested by the work’s original creator or licensee. Preface textbooks -> This text was adapted by The Saylor Foundation under a Creative Commons Attribution-NonCommercial-ShareAlike 0 License Download 12.69 Kb. Share with your friends:
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