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Lausanne, the Swiss city IOC (International Olympic Committee)
President Juan Antonio Samaranch honored with the title "Olympic
capital" in 1994, is now the administrative capital of world sport.
The past century has presented Olympism with many challenges and
that continues to be the case today; the issues may have changed,
but they are no less numerous. Controversies over phony amateurism,
the two Chinas and the creation of a modern Olympia have been
resolved, only to be replaced by questions of governance,
compliance, strategy, responsible management, the size of the
Games, the scarcity of bids and new forms of doping and corruption.
All these themes are examined in the articles that make up this
book published about 100 years after the establishment of the IOC's
headquarters in Lausanne. This book was originally published as a
special edition of Sport in Society.
Lausanne, the Swiss city IOC (International Olympic Committee)
President Juan Antonio Samaranch honored with the title "Olympic
capital" in 1994, is now the administrative capital of world sport.
The past century has presented Olympism with many challenges and
that continues to be the case today; the issues may have changed,
but they are no less numerous. Controversies over phony amateurism,
the two Chinas and the creation of a modern Olympia have been
resolved, only to be replaced by questions of governance,
compliance, strategy, responsible management, the size of the
Games, the scarcity of bids and new forms of doping and corruption.
All these themes are examined in the articles that make up this
book published about 100 years after the establishment of the IOC's
headquarters in Lausanne. This book was originally published as a
special edition of Sport in Society.
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.
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.
When the athletes enter the stadium and the Olympic flame is lit,
the whole world watches. Billions will continue to follow the
events and to share in the athletes' joys and sorrows for the next
sixteen days. 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.
From the Olympic Games to community-level competitions, sports
events can be complex and pose a particular set of managerial
challenges. The Routledge Handbook of Sports Event Management
surveys the management of sports events around the world of every
size and scale, from small to mega-events, including one-off and
recurring events, and single-sport and multi-sport events. The book
adopts a unique stakeholder perspective, structured around the
groups and individuals who have an interest in and co-create sports
events, including organising committees, promoters, sport
organisations, spectators, community groups, sponsors, host
governments, the media and NGOs. Each chapter addresses a specific
stakeholder, defines that stakeholder and its relationships with
sports events, describes the managerial requirements for a
successful event, assesses current research and directions for
future research, and outlines the normative dimensions of
stakeholder engagement (such as sustainability and legacy). No
other book takes such a broad view of sports event management,
surveying key theory, current research, best practice, and moral
and ethical considerations in one volume. With contributions from
leading sport and event scholars from around the world, the
Routledge Handbook of Sports Event Management is essential reading
for any advanced student, researcher or professional with an
interest in sport management, sport development, sport policy or
events.
From the Olympic Games to community-level competitions, sports
events can be complex and pose a particular set of managerial
challenges. The Routledge Handbook of Sports Event Management
surveys the management of sports events around the world of every
size and scale, from small to mega-events, including one-off and
recurring events, and single-sport and multi-sport events. The book
adopts a unique stakeholder perspective, structured around the
groups and individuals who have an interest in and co-create sports
events, including organising committees, promoters, sport
organisations, spectators, community groups, sponsors, host
governments, the media and NGOs. Each chapter addresses a specific
stakeholder, defines that stakeholder and its relationships with
sports events, describes the managerial requirements for a
successful event, assesses current research and directions for
future research, and outlines the normative dimensions of
stakeholder engagement (such as sustainability and legacy). No
other book takes such a broad view of sports event management,
surveying key theory, current research, best practice, and moral
and ethical considerations in one volume. With contributions from
leading sport and event scholars from around the world, the
Routledge Handbook of Sports Event Management is essential reading
for any advanced student, researcher or professional with an
interest in sport management, sport development, sport policy or
events.
When the athletes enter the stadium and the Olympic flame is lit,
the whole world watches. Billions will continue to follow the
events and to share in the athletes' joys and sorrows for the next
sixteen days. 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.
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