commercialism and the olympic games
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Commercialism and the Commercialism and the Olympic GamesOlympic Games
Friday 11Friday 11thth January January
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DefinitionDefinition
‘The association between sports events, sponsorship and the
media.’
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Amateur PhilosophyAmateur Philosophy
• 1896 games were amateur more because of the competitors social class rather than being free from the taint of earning money through sport.
• This excluded the declared professionals but also those who couldn’t afford to participate.
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• Early 20th Century Britain most governing bodies had a clause making amateur status extremely important.
• This kept out professionals, but also those who’s livings prohibited their participation.
• Athletes were put under pressure to find the time to train and compete at the highest level
• USA college Scholarship system
• Eastern Bloc State funding
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Montreal 1976Montreal 1976
• Opening ceremony performed in a half finished stadium
• Corruption.
• Since covered up and tried to forget it.– Velodrome and Pool
• Cost the city millions and made a huge loss.
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Los Angles 1984Los Angles 1984
• Pressure to make the games break even.
• Peter Uberroth in charge of marketing.– TV rights $225m, – Radio rights $500m,– Private companies built the facilities,– No cost to the city council of LA.
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Globalisation of SportGlobalisation of Sport
• 1980’s;– Satellite TV allows sports events to be
broadcast live across the world.– Visibility of events, athletes is increased over
night. ‘Gladiatorial Contests’– Access to a world wide audience
(Sydney 2000 – 3.7 billion viewers)
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Influence of SponsorshipInfluence of Sponsorship
• ‘Sale of the Olympic Rings’ left companies paying huge sums to be ‘official’ sponsors.– Atlanta 1996 – 34 sponsors licensed to 97
companies
• Affect of sponsors relatively low most just expecting higher sales by association;– However at Seoul 1988 the 100m heats were
rearranged to coincide with Eastern US prime time.
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The Olympic Programme (TOP)The Olympic Programme (TOP)
• Created in 1985 following LA.
• Designed to protect exclusive rights of TOP SPONSERS.
• All sponsors are multi national companies,– Right to use the Olympic symbols– Hospitality opportunities at the games– Broadcast advertising rights
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• Sydney Olympic TOP sponsors;– Coca Cola, IBM, John Hancock, Kodak,
McDonalds, Panasonic, Samsung Electronics, Swatch, Time International, UPS and VISA.
• Olympic committees organise local and national funding.– Broadcasting rights, – Ticket sales.
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CorruptionCorruption
• IOC investigation (1999);– Olympic commissioners accepting ‘material
rewards’ for votes.
• Allegations of ‘bought’ medals, ‘lost’ positive drug tests.
• Safe guard have been installed to try and prevent this in the future.
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Key WordsKey Words
• AMATEUR STATUS• US SCHOLARSHIP SYSTEM• STATE FUNDING• PETER UBERROTH• PRIVATE ENTERPRISE• TRUST FUNDS• GLOBAL AUDIENCE• TOP SPONSERS