case study on olympic games

2. • INTRODUCTION
• HISTORY OF THE OLYMPIC GAMES
• WORLDWIDE OPENING OF THE OLYMPIC
GAMES
• HOW TO SELECT THE HOST CITY
• OLYMPIC BRAND – IMAGE
• OLYMPIC GAMES SUCCESS MEASURES
• BENEFITS FOR THE BUSINESS & LOCAL
ECONOMY
• OLYMPIC LOGO USE REGULATION &
PROTECTION

3. Olympism seeks to create a way of life
based on joy of effort,
the educational value of good example
and respect for universal fundamental
ethical principle

4. • The first Modern Olympics Games were
held in Athens in “1896”
• Introduction of women to the Olympic
Games in the “1900” Olympic Games
• Introduction of the Winter Olympics in
“1924”
• The introduction of athletes with
disabilities in “1948”

5. TECHNOLOGICAL AND MEDIA
INFLUENCE:
led to a great deal of people attention
No event brings the world together quite
like the Olympic Games
The Olympic Games are special because
they happen only once in a while

6. The IOC International Olympic Committee
elects host cities following a two-stage process.
 Get the aplication files of
Cities wishing to stage the Games.
 IOC Executive Board selects a number of
applicants to be considered 'Candidate Cities'.

7. OLYMPIC BRAND &
IMAGE

8. Creating Olympic Image:
Through advertising Olympics
by creating International brand awareness
Ex. By sending the mascot of the Olympics around
the world
The International Olympic Committee
promotes the Olympic brand different global
campaigns (ex. Hummanity campaign), aired
worldwide with as objectives:
● To communicate to a worldwide audience the
core values and ideals of the Olympic Games
● To raise the awareness of the Games

9.  Creating a strong Olympic brand – logo,
pictograms, mascot, uniforms, city
aesthetics
reflects the Olympic tradition and each ho
country’s culture
Create Olympic Enthusiasm –
Ex. Performance of national Olympic
athletes encourage watching

10. • Significant • Public support
viewership • Public opinion
• Website hits communication
• Ticket sales + with the public
• Revenue gained • Media Opinion-
for the sponsors is the host
country’s media
support

12.  Brand building and increasing sales.
 Opportunity to benefits from their association with
one of the world's favorite cities and the world's
most recognized brand.
 Market differentiation, new customer & better staff
retention.
 Maximise commercial and business opportunities
 Differentiation and development of businesses
brand
 Reposition of the company

13. Olympic Games: “Commercial commodity
for the host city”

16. “Olympic could be barred under copyright law”
 Businesses must be involved in the Olympic event
 to use logo
 Companies have to enlarge and rize the national pride
through their association with the Olympic games (ex.
Addidas sponsoring of Beijing 2008 and London 2012)
- Advertisers that seek to associate with the Games
should take legal advice before.

17. - Non-sponsor advertising around the
Olympic
sites is not permitted
- Non-sponsor advertisers should never
use the
Olympic rings without permission from
the IOC
- Ambush marketing is forbidden by the
IOC

18. Case study questions

19. • 1. What are the key advantages for
Olympic sponsors? (to read)
• By partnering the event, sponsors have as an objective to generate
audience and thus raize the brand awareness.
• And thanks to media, sponsoring Olympic games is a great boon
for those brands that seek only to pass in front their competitors
and increase market share. This occasion to boost their sales (as
sponsoring is likely to advertise the product to almost all the world
watching the Olympic games) and an opportunity to target new
markets, as the sponsoring businesses have a real
interest in developing their customer base (they attract consumers
and thus lead to a consumer need).
• As an example, cameras company Kodak, can have a great
advantage to sponsor a certain Olympic game or any sport event, as
during these important period, such products are very important and
essential for the public.
• These sponsoring businesses (most of them small or medium
sized) aim also for other non-financial purposes, as building and
securing customer relationships.

20. • 2. Why do cities across the World
compete to host the Olympics?
• Those cities that are competing in order to host the Games are
fighting for the benefits that will falls to the local economy and the
great opportunities for the local businesses and the international
image that the country will build throughout the event.
• Like China, the host country will have the opportunity to create
global business links, which is very important for the expansion of
some local industries through the global market and for benefiting
from a new image of a strong and powerful country that have been
able to fund and host the games with an effective management and
organization.
• The economic benefits to the country and the host city are
particularly interesting due to the development of three business
areas: job creation, tourism, which generates revenues, and the
sport economy which allows an increase in sports practicing
and sporting goods and equipments bought in sores.

21. THANK YOU FOR YOUR
ATTENTION