Olympic games merchandising

In the world of sports, marketing, promotion and advertisement are fundamental tools for generating great profits. The current article will explore the issue of marketing-mediated sport events on the example of Olympic games and will touch upon the issues of promotion of properly the Games, advertising athletes and participants, sources of profit for conducting the Games, technologies used in Olympic marketing, new trends in marketing of Olympics and emerging threats to sports marketing.

The issue will be discussed both in theoretical and practical network and is aimed at tracing the compliance of theoretical findings on advertisement, promotion and sponsorship strategies, with the practical implementation thereof on the example of one of the most profitable events in the sense of advertising, the Olympic Games. Thus, the work will focus on the issue of current developments of Olympic marketing and steps to be done in both theoretical and practical way to ensure further effectiveness and attractiveness of Olympic marketing programs.

Sport plays one of the most significant roles in everyday life of people around the world, whether those who actively participate in it or just spectators and supporters. In most western countries, this part of social life is widely reported on and reflected by the mass media. Today, sport has not only become great entertainment, occupation and lifestyle, but solid business as well.

Each year, entrepreneurs and executives involved in the sport industry face serious issues, whether ones of defining ways to persuade advertisers to buy commercial time during the sport event or alluring customers to purchase some particular equipment for sports. Particularly huge profits are associated with marketing and advertising of Olympic Games.

Though, the situation was not always like that. Starting as ancient Greek religious festival, where athletes competed in honor of Zeus and being revived in late nineteenth century as completely athletic games, Olympics ended up with becoming one of the most celebrated and profitable media events in the world. The Olympic games is the global arena for the best athletes in the world and a venue for unity and cooperation of people around the globe.

Together with that, since the beginning of the last century, the games have acquired powerful advertising function. In 20s and 30s, this function was primary political and aimed at ideological propaganda of certain regime, most often dictatorship, like communism or nazism, while by late twentieth century it acquired purely economic dimension, becoming one of the most suitable places for advertising, marketing and generating considerable sums of money.

For that reason, each 4-year period states compete for the right to host the games and show their country and attractions to thousands of Olympic enthusiasts who are going to come at the venue to watch the Games and millions of others watching them on TV.

Broadcasting companies, in their turn, pay considerable sums of money to buy the rights for transmission of the Games. Notwithstanding the price, the demand for advertising spots is very high. The advertisement strategy in Olympics significantly differs from other events.

In Olympic Games, there are limited ways of attaining revenues from advertisement — either athletic endorsement in Olympics, or purchasing broadcasting rights and in such way promotion the TV Company, or sponsorship. Thus, in Olympics, there are no merely advertisers, there are sponsors. Sponsorship involves not only financial support of the revenue, but providing products and services, technologies, expertise and personnel to help in the organization of the Games. The Olympic Games provide incomparable returns for the sponsors.

The example of great benefits derived from the sponsorship can be the Coca-Cola Company, which used Olympic Games to advertise and sell its products for quite long period of time. In summer , the Olympic Committee of the United States announced a new promotional campaign aimed at developing interrelation of United States Olympic Team and public.

This was to be attained with three commercials picturing in humorous way three sportsmen trying to get into the Olympic Team. Olympic team. Olympic team with the aim of making athletes more familiar to viewers, particularly the young ones for them to follow the sportsmen of the team throughout Olympics.

During the Olympic Games, virtually all the athletes carry a huge number of advertisements on their clothes. Numerous outfit companies such as Nike, Adidas or Oakley provide sportsmen with new equipment and clothes designed to facilitate movement and improve performance and at the same time advertise their new products to millions of viewers.

Athletes can have various kinds of deals, while some are paid for appearance in a definite outfit, others just get them at no cost. Generally, skis, snowboards, skates and other equipment needed for Olympic games is considerably expensive, and the only opportunity for many athletes is to get sponsored by a sports-outfit company to cover the cost of their equipment.

Often the companies modify the models of their outfit used by sportsmen to decrease their price and adapt them to the condition of consumers. Olympic licensing programs are targeted to market officially licensed products and merchandise from the Organizing Committee, National Committees and IOC. Olympic souvenirs and other merchandise bring a huge amount of money to the organizers.

Consumers at the venue of the Games are certain to purchase some little things which would remind them of Olympics, such as official golden or silver coins of Olympic Games, wallets with Olympic symbols and a number of other souvenirs with Olympic logos. Marketing and advertising are essential things in the organization of the Games since they are targeted to cover great expenses of such global event.

Though, despite overwhelming dominance of commercial element, the Games still try to preserve the level and ideals of the Ancient Greece. Thus, there are strict tools aimed at maintaining the purity of the competition and the athletes who win the games become people of national pride. From the perspective of mass-media, the Olympics become undoubtedly a testing field for the new technologies.

As the essential pert of the Olympic ideal of the universalism, Verdier, , p59 the International Olympic Committee tries to make every possible effort to ensure everyone around the globe the access to Olympic information irrespective of location. Although the goal started as idealistic, today the infrastructure and technological developments are able to achieve this task.

The information age offers the developments in the communication technologies which reorients the mode the consumers experience the Olympics in a broad range of traditional, developing and yet untested mass-media.

This in particular concerns the vast potential of the Internet. Though, in Olympics, this medium is has somewhat limited action range due to the actions of the IOC Press Commission and Radio and Television Commission Verdier, , p62 as a reply to request of other forms of media rights holders. Technologies available for use in the Internet, such as streaming video footage of Olympics on the web, were prohibited.

Thus, the limits were placed on the possibility of reorientation of media usage for watching the Games. As to the finding out about the Games, internet, as a assessable and far-reaching information tool has large potential for reorientation of the media forms for the informative exposure of the Games. Tags: tokyo, tokyo , tokyo games, tokyo olympics, olympics, olympic games, tokyo olympic games, tokyo olympic games , tokyo games , tokyo , tokyo games , olympic games , tokyo olympics , summer games, olympic swimming, olympic dancing, olympic gymnastics, olympic rowing, olympic diving, olympic basketball, summer sports, , , united states of america, tv, games, tokyo, television, men, women, kids, usa , usa , flag, olympics usa team.

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Go Boomers! At the store in Gongmei Building, located in the famous Wangfujing shopping area, Limited Edition pins with Beijing emblems attracted many customers. Zhao Guohua, who wore a scarf from the Olympic Winter Games Sochi , bought the pins with Beijing emblems to add to his collection of Olympic memorabilia. On the same day, Beijing commemorative gold bars were issued in the Caishikou Department Store, the biggest gold retail center in Beijing.