INTERNATIONAL OLYMPIC ACADEMY 7th JOINT - IOA

MARKETING THROUGH THE OLYMPIC GAMES
Mr Vladimír JANCEK (SVK)
The aim of this project is to show all the advantages to make the
Olympic Games attractive for multinational companies. The Olympic
Games are designed to meet the needs and wants of the Olympic
consumers and also of the companies that strive to present their
products, services and image by means of such a colossal and global
sport event.
Specificity of the project is in its unique view on the Olympic
Games. It concentrates primarily on a view of sponsors and their
opportunities to use the Olympic Games for communicating with the
masses of people on both national and multinational level. Companies
concentrate on various marketing and communication objectives.
Multinational companies have found it increasingly difficult to
communicate with their target markets because of so many different
languages and cultures. Marketing through the Olympic Games offers
a unique way to bridge language and cultural barriers; this is one of
the reasons why the Olympics and other sport events receive such
huge support from a wide range of corporate entities.
Olympic Marketing consists of all activities designed to meet the
needs and wants of the Olympic consumers through exchange
processes.
Marketing through the Olympic Games concentrates on the
companies that endeavour to use the Olympic Games as a vehicle for
enhancing corporate communication with existing as well as potential
customers.
History
The 1984 Los Angeles Olympic Games was the first privately
organized Olympics in history and a landmark of the evolution of
corporate sponsorship through sport. Before the 1984 Games
financing of the Olympics had primarily come from government
funding, lotteries and donations. However, as a result of the economic
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