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Olympic sponsorship: evolution, challenges and impact on the Olympic Movement

Chrysostomos Giannoulakis (Assistant Professor Department of Recreation and Sport Management University of Nevada, Las Vegas, USA Correspondance to: 2315 Ninth Avenue, Apt. 3312 Greeley, Colorado 80 631, USA)
David Stotlar (Professor, Sport Management Programme University of Northern Colorado)
David Chatziefstathiou (Lecturer, Department of Sport Science, Tourism and Leisure Canterbury Christ Church University)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

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

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Emerald Group Publishing Limited

Copyright © 2008 by Winthrop Publications Limited