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Emerging Issues in Olympic Sponsorship: Implications for Host Cities

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  • Graham Brown

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

  • Graham Brown, 2000. "Emerging Issues in Olympic Sponsorship: Implications for Host Cities," Sport Management Review, Taylor & Francis Journals, vol. 3(1), pages 71-92, January.
    • Handle: RePEc:taf:rsmrxx:v:3:y:2000:i:1:p:71-92
    DOI: 10.1016/S1441-3523(00)70080-5
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    Cited by:

    1. 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.
    2. 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.
    3. 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.
    4. 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.
    5. 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.

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