Olympic marketing : historical overview : university lectures on the Olympics / Josep Maria Puig

Puig, Josep Maria

Edité par 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.

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