TY  - JOUR
AB  - 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.
VL  - 3
IS  - 2
SN  - 1464-6668
DO  - 10.1108/IJSMS-03-02-2001-B007
UR  - https://doi.org/10.1108/IJSMS-03-02-2001-B007
AU  - Giardina Michael D.
AU  - Metz Jennifer L.
PY  - 2001
Y1  - 2001/01/01
TI  - Celebrating Humanity: Olympic Marketing and the Homogenization of Multiculturalism
T2  - International Journal of Sports Marketing and Sponsorship
PB  - Emerald Group Publishing Limited
SP  - 72
EP  - 90
Y2  - 2024/04/26
ER  -