Module 1 Case Assignment
BUS401 – International Business
Dr. Kenneth Granger
The modern Olympic games were introduced in the year 1896 (Elam and Hamakawa, 2008) and the events are held every 4 years. The Olympic Games are the world’s largest sporting event, attracting athletes from all over the world. The Olympics also attract marketers from around the globe to compete for a chance to display their products’ names and logos to billions of television viewers. These marketers realize that the Olympic Games are the most profitable global media event and that having their name associated with the Olympics is solid business practice. In order to control the marketing atmosphere of the Olympics, the International Olympic Committee (IOC) has adopted brand protection and ‘clean venue’ policies, which prohibit commercial messages on the competition field or in areas visible to television viewers. These policies differ radically from most non-Olympic sporting events, where sponsors’ names and logos are displayed on athletes’ clothing and equipment and on signs and billboards throughout the arenas and stadiums.
Olympics 2006 was a success because of the marketing measures that were taken by the organization as well as from the perspective of the athlete and the marketers. Olympic marketing also attracts competitors from around the globe, competing for a chance to display their products’ names and logos to billions of television viewers. It was a global event which followed the multinational strategy with a strong focus on attracting the large number of audiences across the globe. Visitors and spectators from around the world purchased 90% of the ceremony and competition tickets, resulting in approximate ticket revenue of $87 million. Apart from the revenue and the sales generated from the games, the event was also able to get many sponsors from the companies across the globe with which they were able to generate revenue.