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.
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.
Readers of this book, however, will watch forthcoming editions of the Olympic Games in a completely different light. Unlike many historical or official publications and somewhat biased commercial works, it provides -- in a clear, readable form -- informative and fascinating material on many aspects of what Olympism is all about: its history, its organization and its actors.
Although public attention is often drawn to various issues surrounding this planetary phenomenon -- whether concerning the International Olympic Committee, the athletes, the host cities or even the scandals that have arisen -- the Olympic System as such is relatively little known. What are its structures, its goals, its resources? How is it governed and regulated? What about doping, gigantism, violence in the stadium?
In addition to providing a wealth of information on all these subjects, the authors also show how power, money and image have transformed Olympism over the decades. They round off the work with thought-provoking reflections regarding the future of the Olympic System and the obstacles it must overcome in order to survive.