IDEAS home Printed from https://ideas.repec.org/a/eee/spomar/v3y2000i1p71-92.html
   My bibliography  Save this article

Emerging Issues in Olympic Sponsorship: Implications for Host Cities

Author

Listed:
  • Brown, Graham

Abstract

Sponsorship has become a core issue in sport marketing and a critical concern for event management. It is now an integral part of major events and involves an ongoing commitment by Olympic partners who need to find new ways to gain the maximum returns from their investment. Complementary promotions with tourism organisations of the host country represent one such opportunity. There is also growing recognition that service delivery by tourism and hospitality industries may determine the success of many sponsor activities, such as guest hospitality programs. The dynamic nature of Olympic sponsorship is reviewed in the context of the marketing policy framework of the International Olympic Committee. Factors affecting sponsorship at the Sydney 2000 Games are considered with reference to AMP, Ansett Australia, and Visa. It is shown that tourism organisations can play a more active role in attracting sponsors and achieving positive outcomes for the host country.

Suggested Citation

  • Brown, Graham, 2000. "Emerging Issues in Olympic Sponsorship: Implications for Host Cities," Sport Management Review, Elsevier, vol. 3(1), pages 71-92, May.
    • Handle: RePEc:eee:spomar:v:3:y:2000:i:1:p:71-92
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S1441352300700805
    Download Restriction: Full text for ScienceDirect subscribers only
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Funk, Daniel C., 2017. "Introducing a Sport Experience Design (SX) framework for sport consumer behaviour research," Sport Management Review, Elsevier, vol. 20(2), pages 145-158.
    2. Parent, Milena M. & Olver, Denise & Séguin, Benoit, 2009. "Understanding Leadership in Major Sporting Events: The Case of the 2005 World Aquatics Championships," Sport Management Review, Elsevier, vol. 12(3), pages 167-184, August.
    3. García, Beatriz, 2001. "Enhancing Sport Marketing through Cultural and Arts Programs: Lessons from the Sydney 2000 Olympic Arts Festivals," Sport Management Review, Elsevier, vol. 4(2), pages 193-219, November.
    4. Gerke, Anna & Chanavat, Nicolas & Benson-Rea, Maureen, 2014. "How can Country-of-Origin image be leveraged to create global sporting goods brands?," Sport Management Review, Elsevier, vol. 17(2), pages 174-189.
    5. Ha In Joo & Kim Lee Chong & Xiang Lan Yin, 2009. "Assessing the Effectiveness of Brand Recall, Recognition, and Image of Sponsor and Non-Sponsor in 2008 Beijing Olympic Games: Comparisons of Pre-and Post-Games," International Area Studies Review, Center for International Area Studies, Hankuk University of Foreign Studies, vol. 12(3), pages 3-26, December.
    6. Aristeidis Samitas & Dimitris Kenourgios & Peter Zounis, 2008. "Athens' Olympic Games 2004 impact on sponsors' stock returns," Applied Financial Economics, Taylor & Francis Journals, vol. 18(19), pages 1569-1580.
    7. Petrovici, Dan & Shan, Yujian & Gorton, Matthew & Ford, John, 2015. "Patriot games? Determinants of responses to Chinese and foreign sponsors of the Beijing Olympics," Journal of Business Research, Elsevier, vol. 68(6), pages 1324-1331.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:spomar:v:3:y:2000:i:1:p:71-92. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/wps/find/journaldescription.cws_home/716936/description#description .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.