Celebrating Humanity: Olympic Marketing and the Homogenization of Multiculturalism

Abstract

This paper critically analyzes the International Olympic Committee's 2000 global marketing campaign titled “Celebrate Humanity”. Released prior to the 2000 Summer Games, this campaign capitalized on recent cultural trends by focusing on multicultural inclusivity and the idea that sport could contribute to world peace. Using this campaign as our case study, we demonstrate the possibilities for both local consumption and interpretation of a global campaign within the specific cultural context of the United States.

Citation

Giardina, M.D. and Metz, J.L. (2001), "Celebrating Humanity: Olympic Marketing and the Homogenization of Multiculturalism", International Journal of Sports Marketing and Sponsorship, Vol. 3 No. 2, pp. 72-90. https://doi.org/10.1108/IJSMS-03-02-2001-B007