Olympic sponsorship: evolution, challenges and impact on the Olympic Movement
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 July 2008
Abstract
Over the past decade, the Olympic Movement has become increasingly dependent upon financial support provided by corporate sponsors. This study explores the evolution of the Olympic sponsorship programme, presents current and future marketing strategies employed by sponsors, and discusses major challenges within the programme.
Keywords
Citation
Giannoulakis, C., Stotlar, D. and Chatziefstathiou, D. (2008), "Olympic sponsorship: evolution, challenges and impact on the Olympic Movement", International Journal of Sports Marketing and Sponsorship, Vol. 9 No. 4, pp. 14-28. https://doi.org/10.1108/IJSMS-09-04-2008-B005
Publisher
:Emerald Group Publishing Limited
Copyright © 2008 by Winthrop Publications Limited