Commercialism and the Olympic Games

Commercialism and the Commercialism and the Olympic GamesOlympic Games

Friday 11Friday 11thth January January

DefinitionDefinition

‘The association between sports events, sponsorship and the

media.’

Amateur PhilosophyAmateur Philosophy

• 1896 games were amateur more because of the competitors social class rather than being free from the taint of earning money through sport.

• This excluded the declared professionals but also those who couldn’t afford to participate.

• Early 20th Century Britain most governing bodies had a clause making amateur status extremely important.

• This kept out professionals, but also those who’s livings prohibited their participation.

• Athletes were put under pressure to find the time to train and compete at the highest level

• USA college Scholarship system

• Eastern Bloc State funding

Montreal 1976Montreal 1976

• Opening ceremony performed in a half finished stadium

• Corruption.

• Since covered up and tried to forget it.– Velodrome and Pool

• Cost the city millions and made a huge loss.

Los Angles 1984Los Angles 1984

• Pressure to make the games break even.

• Peter Uberroth in charge of marketing.– TV rights $225m, – Radio rights $500m,– Private companies built the facilities,– No cost to the city council of LA.

Globalisation of SportGlobalisation of Sport

• 1980’s;– Satellite TV allows sports events to be

broadcast live across the world.– Visibility of events, athletes is increased over

night. ‘Gladiatorial Contests’– Access to a world wide audience

(Sydney 2000 – 3.7 billion viewers)

Influence of SponsorshipInfluence of Sponsorship

• ‘Sale of the Olympic Rings’ left companies paying huge sums to be ‘official’ sponsors.– Atlanta 1996 – 34 sponsors licensed to 97

companies

• Affect of sponsors relatively low most just expecting higher sales by association;– However at Seoul 1988 the 100m heats were

rearranged to coincide with Eastern US prime time.

The Olympic Programme (TOP)The Olympic Programme (TOP)

• Created in 1985 following LA.

• Designed to protect exclusive rights of TOP SPONSERS.

• All sponsors are multi national companies,– Right to use the Olympic symbols– Hospitality opportunities at the games– Broadcast advertising rights

• Sydney Olympic TOP sponsors;– Coca Cola, IBM, John Hancock, Kodak,

McDonalds, Panasonic, Samsung Electronics, Swatch, Time International, UPS and VISA.

• Olympic committees organise local and national funding.– Broadcasting rights, – Ticket sales.

CorruptionCorruption

• IOC investigation (1999);– Olympic commissioners accepting ‘material

rewards’ for votes.

• Allegations of ‘bought’ medals, ‘lost’ positive drug tests.

• Safe guard have been installed to try and prevent this in the future.

Key WordsKey Words

• AMATEUR STATUS• US SCHOLARSHIP SYSTEM• STATE FUNDING• PETER UBERROTH• PRIVATE ENTERPRISE• TRUST FUNDS• GLOBAL AUDIENCE• TOP SPONSERS