Olympic marketing : historical overview / Josep Maria Puig

Puig, Josep Maria

Edited by Centre d’Estudis Olímpics (UAB). Bellaterra - 2010

Since the Olympic Games Los Angeles 1984, the Olympic Movement has a direct control over the Olympic marketing programmes. These commercial agreements have made possible the increase of the Olympic Games in terms of magnitude, which have experienced an accelerated growth in the number of participating athletes and countries, as well as Olympic disciplines. Olympic marketing programs have four main sources of income (television rights, sponsorship programmes, ticket sales and Olympic licences) which, together with the TOP programmes (The Olympic Partners), ensure the feasibility and growth of the Olympic Games. This lecture offers a historical overview of these programmes and considers some challenges for the future in the digital era.

A for another edition on the same support: Marketing Olímpico : una perspectiva histórica

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Puig, Josep Maria

Centre d’Estudis Olímpics (UAB). Bellaterra - 2010

A partir de los Juegos de Los Ángeles ’84, el Movimiento Olímpico tiene el control directo de los programas de marketing olímpico. Estos acuerdos comerciales han permitido ampliar la magnitud de los Juegos Olímpicos, que has exper...

Selection : Zoom Olympic Marketing

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