Commercialism and the Commercialism and the Olympic GamesOlympic Games

Friday 11Friday 11thth January January

DefinitionDefinition

‘The association between sports events, sponsorship and the

media.’

Amateur PhilosophyAmateur Philosophy

• 1896 games were amateur more because of the competitors social class rather than being free from the taint of earning money through sport.

• This excluded the declared professionals but also those who couldn’t afford to participate.

• Early 20th Century Britain most governing bodies had a clause making amateur status extremely important.

• This kept out professionals, but also those who’s livings prohibited their participation.

• Athletes were put under pressure to find the time to train and compete at the highest level

• USA college Scholarship system

• Eastern Bloc State funding

Montreal 1976Montreal 1976

• Opening ceremony performed in a half finished stadium

• Corruption.

• Since covered up and tried to forget it.– Velodrome and Pool

• Cost the city millions and made a huge loss.

Los Angles 1984Los Angles 1984

• Pressure to make the games break even.

• Peter Uberroth in charge of marketing.– TV rights $225m, – Radio rights $500m,– Private companies built the facilities,– No cost to the city council of LA.

Globalisation of SportGlobalisation of Sport

• 1980’s;– Satellite TV allows sports events to be

broadcast live across the world.– Visibility of events, athletes is increased over

night. ‘Gladiatorial Contests’– Access to a world wide audience

(Sydney 2000 – 3.7 billion viewers)

Influence of SponsorshipInfluence of Sponsorship

• ‘Sale of the Olympic Rings’ left companies paying huge sums to be ‘official’ sponsors.– Atlanta 1996 – 34 sponsors licensed to 97

companies

• Affect of sponsors relatively low most just expecting higher sales by association;– However at Seoul 1988 the 100m heats were

rearranged to coincide with Eastern US prime time.

The Olympic Programme (TOP)The Olympic Programme (TOP)

• Created in 1985 following LA.

• Designed to protect exclusive rights of TOP SPONSERS.

• All sponsors are multi national companies,– Right to use the Olympic symbols– Hospitality opportunities at the games– Broadcast advertising rights

• Sydney Olympic TOP sponsors;– Coca Cola, IBM, John Hancock, Kodak,

McDonalds, Panasonic, Samsung Electronics, Swatch, Time International, UPS and VISA.

• Olympic committees organise local and national funding.– Broadcasting rights, – Ticket sales.

CorruptionCorruption

• IOC investigation (1999);– Olympic commissioners accepting ‘material

rewards’ for votes.

• Allegations of ‘bought’ medals, ‘lost’ positive drug tests.

• Safe guard have been installed to try and prevent this in the future.

Key WordsKey Words

• AMATEUR STATUS• US SCHOLARSHIP SYSTEM• STATE FUNDING• PETER UBERROTH• PRIVATE ENTERPRISE• TRUST FUNDS• GLOBAL AUDIENCE• TOP SPONSERS