Olympic Marketing

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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.

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About the author

Alain Ferrand is Professor of Marketing at the University of Poitiers, France. He is also Director of the Center for Research in Social Science and Society (MSHS), Director of the MEMOS in French and Professor on the UEFA Diploma course in Football Management. He specialises in sport marketing with a particular emphasis on branding, sponsorship and sporting events communications strategies.?


Jean-Loup Chappelet is Professor of Public Management at IDHEAP, the Swiss Graduate School of Public Management at the University of Lausanne. He specialises in sport management and sport policy with a particular emphasis on the organisation of Olympic Games and the governance of the Olympic System. He has written several books and many articles in these domains.


Benoît Séguin is Associate Professor of Sport Management at the University of Ottawa, Canada. His research on ambush marketing, sponsorship, and Olympic marketing has been published internationally in several academic journals. He teaches Olympic marketing at the International Olympic Academy.?

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Additional Information

Publisher
Routledge
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Published on
Jul 26, 2012
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Pages
296
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ISBN
9781136476884
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Language
English
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Genres
Business & Economics / International / Marketing
Sports & Recreation / General
Sports & Recreation / Olympics & Paralympics
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Content Protection
This content is DRM protected.
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Available on Android devices
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Jack McCallum
NEW YORK TIMES BESTSELLER
 
Acclaimed sports journalist Jack McCallum delivers the untold story of the greatest team ever assembled: the 1992 U.S. Olympic Men’s Basketball Team. As a writer for Sports Illustrated, McCallum enjoyed a courtside seat for the most exciting basketball spectacle on earth, covering the Dream Team from its inception to the gold medal ceremony in Barcelona. Drawing on fresh interviews with the players, McCallum provides the definitive account of the Dream Team phenomenon. He offers a behind-the-scenes look at the controversial selection process. He takes us inside the team’s Olympic suites for late-night card games and bull sessions where superstars like Michael Jordan, Magic Johnson, and Larry Bird debated the finer points of basketball. And he narrates a riveting account of the legendary intrasquad scrimmage that pitted the Dream Teamers against one another in what may have been the greatest pickup game in history. In the twenty years since the Dream Team first captivated the world, its mystique has only grown. Dream Team vividly re-creates the moment when a once-in-a-millennium group of athletes came together and changed the future of sports—one perfectly executed fast break at a time.
 
With a new Afterword by the author.
 
“The absolute definitive work on the subject, a perfectly wonderful once-you-pick-it-up-you-won’t-be-able-to-put-it-down book.”—The Boston Globe
 
“An Olympic hoops dream.”—Newsday
 
“What makes this volume a must-read for nostalgic hoopsters are the robust portraits of the outsize personalities of the participants, all of whom were remarkably open with McCallum, both then and now.”—Booklist (starred review)
Milena M. Parent
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