• INTRODUCTIONINTRODUCTION• HISTORY OF THE OLYMPIC GAMESHISTORY OF THE OLYMPIC GAMES• WORLDWIDE OPENING OF THE OLYMPIC WORLDWIDE OPENING OF THE OLYMPIC

GAMESGAMES• HOW TO SELECT THE HOST CITYHOW TO SELECT THE HOST CITY• OLYMPIC BRAND – IMAGEOLYMPIC BRAND – IMAGE• OLYMPIC GAMES SUCCESS MEASURESOLYMPIC GAMES SUCCESS MEASURES• BENEFITS FOR THE BUSINESS & LOCAL BENEFITS FOR THE BUSINESS & LOCAL

ECONOMYECONOMY• OLYMPIC LOGO USE REGULATION & OLYMPIC LOGO USE REGULATION &

PROTECTIONPROTECTION

Olympism seeks to create a way of life Olympism seeks to create a way of life

based on joy of effort, based on joy of effort,

the educational value of good examplethe educational value of good example

and respect for universal fundamental and respect for universal fundamental ethical principleethical principle

• The first Modern Olympics Games were The first Modern Olympics Games were

held in Athens in “1896”held in Athens in “1896”

• Introduction of women to the OlympicIntroduction of women to the Olympic

Games in the “1900” Olympic GamesGames in the “1900” Olympic Games

• Introduction of the Winter Olympics in Introduction of the Winter Olympics in

““1924”1924”

• The introduction of athletes with The introduction of athletes with

disabilities in “1948”disabilities in “1948”

TECHNOLOGICAL AND MEDIATECHNOLOGICAL AND MEDIA

INFLUENCEINFLUENCE: :

led to a great deal of people attentionled to a great deal of people attention

No event brings the world together quite No event brings the world together quite

like the Olympic Gameslike the Olympic GamesThe Olympic Games are special becauseThe Olympic Games are special because

they happen only once in a while they happen only once in a while

The IOC The IOC International Olympic CommitteeInternational Olympic Committee

elects host cities following a two-stage process. elects host cities following a two-stage process.

Get the aplication files of Get the aplication files of

Cities wishing to stage the Games. Cities wishing to stage the Games.

IOC Executive Board selects a number of IOC Executive Board selects a number of

applicants to be considered 'Candidate Cities'.applicants to be considered 'Candidate Cities'.

OOLLYYMMPPIIC BRAND &C BRAND & IMAGE IMAGE

Creating Olympic Image: Creating Olympic Image: Through advertising Olympics Through advertising Olympics by creating International brand awareness by creating International brand awareness Ex. By sending the mascot of the Olympics around Ex. By sending the mascot of the Olympics around

the worldthe worldThe International Olympic Committee The International Olympic Committee promotes the Olympic brand different globalpromotes the Olympic brand different globalcampaigns (ex. Hummanity campaign), airedcampaigns (ex. Hummanity campaign), airedworldwide with as objectives:worldwide with as objectives:● ● To communicate to a worldwide audience the To communicate to a worldwide audience the

core values and ideals of the Olympic Games core values and ideals of the Olympic Games ● ● To raise the awareness of the GamesTo raise the awareness of the Games

Creating a strong Olympic brandCreating a strong Olympic brand – logo, – logo,pictograms, mascot, uniforms, city pictograms, mascot, uniforms, city

aesthetics aesthetics reflects the Olympic tradition and each reflects the Olympic tradition and each

host country’s culturehost country’s culture

Create Olympic Enthusiasm Create Olympic Enthusiasm – –

Ex. Performance of national Olympic Ex. Performance of national Olympic athletes encourage watchingathletes encourage watching

• Significant Significant viewershipviewership

• Website hitsWebsite hits

• Ticket salesTicket sales

• Revenue gained Revenue gained for the sponsorsfor the sponsors

• Public supportPublic support

• Public opinion Public opinion communication communication with the publicwith the public

• Media Opinion- Media Opinion- is the host is the host country’s media country’s media supportsupport

++

Brand building and increasing sales. Opportunity to benefits from their association with

one of the world's favorite cities and the world's most recognized brand.

Market differentiation, new customer & better staff retention.

Maximise commercial and business opportunities Differentiation and development of businesses brand Reposition of the company

Olympic Games: “Commercial commodity “Commercial commodity

for the host city”for the host city”

““Olympic could be barred under copyright law”Olympic could be barred under copyright law” Businesses must be involved in the Olympic event Businesses must be involved in the Olympic event

to use logoto use logo Companies have to enlarge and rize the national prideCompanies have to enlarge and rize the national pride

through their association with the Olympic games (ex.through their association with the Olympic games (ex.

Addidas sponsoring of Beijing 2008 and London 2012)Addidas sponsoring of Beijing 2008 and London 2012)- Advertisers that seek to associate with the GamesAdvertisers that seek to associate with the Games

should take legal advice before. should take legal advice before.

- Non-sponsor advertising around the Non-sponsor advertising around the OlympicOlympic

sites is not permittedsites is not permitted- Non-sponsor advertisers should never - Non-sponsor advertisers should never

use theuse theOlympic rings without permission from Olympic rings without permission from

the IOCthe IOC- Ambush marketing is forbidden by the Ambush marketing is forbidden by the

IOCIOC

Case study questionsCase study questions

• 1. What are the key advantages for 1. What are the key advantages for Olympic sponsors? (to read)Olympic sponsors? (to read)

• By partnering the event, sponsors have as an objective to generate By partnering the event, sponsors have as an objective to generate audience and thus raize the brand awareness.audience and thus raize the brand awareness.

• And thanks to media, sponsoring Olympic games is a great boon And thanks to media, sponsoring Olympic games is a great boon for those brands that seek only to pass in front their competitors for those brands that seek only to pass in front their competitors 

and increase  market share. This occasion to boost their sales (as and increase  market share. This occasion to boost their sales (as sponsoring is likely to advertise the product to almost all the world sponsoring is likely to advertise the product to almost all the world watching the Olympic games) and an opportunity to target new watching the Olympic games) and an opportunity to target new markets, as the sponsoring businesses have a real markets, as the sponsoring businesses have a real interest in developing their customer base (they attract consumers interest in developing their customer base (they attract consumers 

and thus lead to a consumer need). and thus lead to a consumer need). • As an example, cameras company Kodak, can have a great As an example, cameras company Kodak, can have a great

advantage to sponsor a certain Olympic game or any sport event, as advantage to sponsor a certain Olympic game or any sport event, as during these important period, such products are very important and during these important period, such products are very important and essential for the public.essential for the public.

• These sponsoring businesses (most of them small or medium These sponsoring businesses (most of them small or medium sized) aim also for other non-financial purposes, as building and sized) aim also for other non-financial purposes, as building and securing customer relationships.securing customer relationships.

• 2. Why do cities across the World 2. Why do cities across the World compete to host the Olympics?compete to host the Olympics?

• Those cities that are competing in order to host the Games are Those cities that are competing in order to host the Games are fighting for the benefits that will falls to the local economy and the fighting for the benefits that will falls to the local economy and the great opportunities for the local businesses and the international great opportunities for the local businesses and the international image that the country will build throughout the event.image that the country will build throughout the event.

• Like China, the host country will have the opportunity to create Like China, the host country will have the opportunity to create global business links, which is very important for the expansion of global business links, which is very important for the expansion of some local industries through the global market and for benefiting some local industries through the global market and for benefiting from a new image of a strong and powerful country that have been from a new image of a strong and powerful country that have been able to fund and host the games with an effective management and able to fund and host the games with an effective management and organization.organization.

• The economic benefits to the country and the host city are The economic benefits to the country and the host city are particularly interesting due to the development of three business particularly interesting due to the development of three business areas: job creation, tourism, which generates revenues, and the areas: job creation, tourism, which generates revenues, and the sport economy which allows an increase in sports practicing sport economy which allows an increase in sports practicing and sporting goods and equipments bought in sores.and sporting goods and equipments bought in sores.

THANK YOU FOR YOUR THANK YOU FOR YOUR ATTENTIONATTENTION