The document discusses the need for the Olympic movement to redefine its digital communication strategies to enhance engagement with stakeholders and youth, emphasizing the importance of integrated media coverage. It highlights potential partnerships with the computer gaming industry to promote physical activity and explores the evolution of Olympic media in the context of new media organizations like Google. Furthermore, it considers monetization opportunities for online media through advertising and freemium models while cautioning against ineffective corporate blogging practices.

1. Monetizing the Olympic Movement’s Digital Assets Professor Andy Miah, Jennifer Jones, Ana Adi University of the West of Scotland International Sport Business Symposium, Vancouver 2010 [email_address] [email_address] [email_address]

3. IOC Congress 2009, Conclusions: The Digital Revolution A new strategy should be defined to enable the Olympic Movement to communicate more efficiently with its own membership and stakeholders as well as to allow for effective information dissemination, content diffusion and interactivity with the global population, in particular with the youth of the world. It should be an integrated strategy which includes the full coverage by all media and in all territories, of the Olympic Games, as well as the recognition of the new opportunities to communicate the fundamental principles and values of Olympism through all media In order to disseminate the values and vision of Olympism, the IOC and other stakeholders of the Olympic Movement should undertake a fundamental review of their communication strategies, taking into account the fast-moving developments in information technology and, more recently, the digital revolution The Olympic Movement should strengthen its partnership with the computer game industry in order to explore opportunities to encourage physical activity and the practice and understanding of sport among the diverse population of computer game users

4. Could this signal a fundamental revision in the definition of who are the Olympic media? Could we see Google as a core media partner for the IOC? What about other large new media organizations? Do the conclusions of the Congress go far enough? Who are the Olympic media now?

5. broadcast rights Largest share of IOC revenue

6. Olympic Marketing Media Guide, 2010

7. Non-accredited media spaces Athens 2004, Zappeion media centre

8. Torino Piemonte Media Centre, 2006

9. BCIMC in Vancouver 2010

11. Ambush marketing by url appropriation

12. New spaces created by unofficial communities, utiizing Olympic brand

14. The IOC now has a presence in large new media organizations

15. other media spaces Athens 2004, VISA Olympian reunion Center

18. citizen journalist Not accredited by IOC Pervasive reporting Broadcast quality Community focused Covering the streets

19. Olympic feeds on Twitter (via a ‘Tweetdeck’ browser) New forms of visualising the Olympic media

20. Beijing 2008 torch relay, citizen media track the international leg, while broadcasters fail

21. monetization of new media Can the IOC have its cake and eat it?

24. monetization 2 sources of revenue for online media companies Sale of marketing data / advertising opportunities Freemium principle (90% free, 10% premium) eg Free account up to 3 albums Premium, limitless albums

26. should monetization take place? answering this relies on a theory of new media culture

28. how not to do it The consequences of corporate blogging practices

31. extending non-sport Monetization may be most suitable to non-sport Olympic content