INTERNATIONAL OLYMPIC ACADEMY 7th JOINT - IOA

Sponsorship has two special strengths. First sponsorship is
particularly suited in image enhancement. Second in many situations
sponsorship may offer opportunities for a company to establish a more
intimate and emotionally involved relationship with its target
audience. The intent is to communicate with audiences through their
interests and lifestyle activities (Crompton, 1996).
Olympic Sponsorship
Until twenty years ago, despite these business agreements, very
little financial benefits were attributed to the OCOGs, NOCs and IFs.
Modern sponsorship has moved from a philanthropic activity to
mutually advantageous business arrangements between the sponsor
and the sponsored (Gwinner and Swanson, 2003). In 1985, the IOC
created a worldwide sponsorship programme to provide additional
revenue to the IOC, OCOGs and every Olympic team attending the
Games.
Olympic sponsorship is a partnership between the Olympic
Movement and corporations that is intended to generate support for
the Olympic Movement and the Olympic Games and, in return,
benefit the sponsor. Partner support is not only relevant during the
Games period; they provide vital technical services and product
support to the IOC, OCOGs and NOCs, benefiting athletes, coaches
and spectators.
Olympic sponsorship programmes are designed to meet the
following objectives established by the IOC:
• To contribute to the independent financial stability of the
Olympic movement
• To generate continual and substantial support through
sustained, long term partnerships
• To provide equitable revenue distribution throughout the
Olympic Family
• To ensure the financial and operational viability of the
Olympic Games
• To prohibit the uncontrolled commercialisation of the Olympic
Games.
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