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.
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
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