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Olympic Marketing
The Olympic Games have become the definitive sports event, with an unparalleled global reach and a remarkably diverse constituency of stakeholders, from the IOC and International Federations to athletes, sponsors and fans. It has been estimated, for example, that 3.6 billion people (about half of the world population) watched at least one minute of the Beijing Games in 2008 on television. The driving force behind the rise of the modern Olympics has been the Olympic marketing programme, which has acted as a catalyst for cooperation between stakeholders and driven the promotion, financial security and stability of the Olympic movement.
This book is the first to explain the principles of Olympic marketing and to demonstrate how they can be applied successfully in all other areas of sports marketing and management. The book outlines a strategic and operational framework based on three types of co-productive relationships (market, network and informal) and explains how this framework can guide professional marketing practice. Containing case studies, summaries, insight boxes and examples of best practice in every chapter, this book is important reading for all students and practitioners working in sports marketing, sports management or Olympic studies.
eBook
Managing the Olympics
\"The Olympics Games are the biggest and most significant mega-sport event in the world. Planning and then staging the Olympic Games is a highly complex task which is exasperated by the fact that the Games are continually moving and not held consecutively in the same city. This means that start-up knowledge is required for each Olympics. Given the massive scale, scope and complexity of the Games it is surprising that very little research has been published that explores how the event is managed and organised. While the Games themselves are held over two weeks, the planning and preparation from bid stage to completion can be more than a decade in the making. The express purpose of this volume is to critically examine the planning, management and operation of the Olympic Games as the world's premier mega-sport event. The authors analyse and discuss how Olympic organisers and related stakeholders might effectively manage and deliver the Games, taking into account what has been learned from previous Olympics as well as the emergence of models of best practice from the management, project management and sport management literature\"-- Provided by publisher.
Book
Host Cities and the Olympics
Rather than interpreting the Olympics as primarily a sporting event of international or national significance, this book understands the Games as a civic project for the host city that serves as a catalyst for a variety of urban interests over a period of many years from the bidding phase through the event itself. Traditional Olympic studies have tended to examine the Games from an outsider's perspective or as something experienced through the print media or television. In contrast, the focus presented here is on the dynamics within the host city understood as a community of interacting individuals who encounter the Games in a variety of ways through support, opposition, or even indifference but who have a profound influence on the outcome of the Games as actors and players in the Olympics as a drama.
Adopting a symbolic interactionist approach, the book offers a new interpretive model through which to understand the Olympic Games by exploring the relationship between the Games and residents of the host city. Key analytical concepts such as framing, dramaturgy, the public realm, and the symbolic field are introduced and illustrated through empirical research from the Vancouver 2010 Winter Games, and it is shown how social media and shifts in public opinion reflected interaction effects within the city. By filling a clear lacuna in the Olympic Studies canon, this book is important reading for anybody with an interest in the sociology of sport, urban studies, event studies or urban sociology.
eBook
Programme procurement in construction
\"This book...adds to the impressive 'legacy' of learning which is still emerging from the successful delivery of the London 2012 construction programme.The authors combine the reforming zeal of a champion for change, who was there every step of the way, with academic rigour, and the result is delivered with impressive passion and commitment to.
eBook
Routledge Handbook of the Olympic and Paralympic Games
This handbook offers an important and timely contribution to the interdisciplinary field of Olympic studies. For the first time a close look into specific issues of the Paralympics is co-hosted in the same volume with the Olympics. It brings together a complete analysis of current and future economic, commercial, socio-political, cultural and governance challenges facing both the Olympic and Paralympic Games, their athletes and institutions.
The book presents new research and broad surveys exploring pressing debates, challenges and possible solutions surrounding the modern Olympic and Paralympic Games, across diverse socioeconomic and political contexts. Featuring chapters written by leading scholars, athletes and administrators from a range of disciplines and backgrounds, the handbook is divided into four main areas: athletes, business, governance, socio-cultural and political issues within the Olympic and Paralympic Games. Examining key themes, theories and new emerging issues within the field, the book offers expert insights into every major topic related to the Olympic and Paralympic Games, including doping, integrity, athletes’ rights, culture, nationality, sponsorship, branding, governance, sports policy and law, marketing, social media, technology, e-sports, politics, ethics, international relations, legacy and impact.
The only up-to-date handbook to reflect the true breadth and depth of this international field of research, the Routledge Handbook of the Olympic and Paralympic Games is a landmark publication for all students and scholars of sport studies, as well as those working in sport business, media, event management and administration, economics, marketing, management, politics, Olympic studies and cultural studies. It is also an important resource for sport management practitioners and sports officials.
eBook
The Spirit Lives on: The Legacy of Volunteering at the Sydney 2000 Olympic Games
This study examines the volunteer legacy of a mega-sport event. An online, qualitative, open-ended questionnaire (n = 15) and in-depth interviews (n = 10) were administered to and conducted with Sydney 2000 Olympic volunteers to ascertain the legacies that exist at least
10 years after the completion of the event. The results show that the legacy of the Olympic volunteer experience includes the starting and/or rekindling of a volunteer career, the development of a unique set of skills and abilities, and nostalgia for the atmosphere of the Games with a special
emphasis on the ideals of Olympism. The legacy has been perpetuated via formation of a group of volunteers soon after the Games as well as through the use of memorabilia along with sharing stories and expertise on the volunteer experience. The findings provide valuable insights for those seeking
to recruit and retain volunteers as well as those who are concerned with developing event legacy strategies to leverage volunteer efforts.
Journal Article