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Support and profit expectation
The relationship between Business and Olympic Games has been always too close. The balance between the economic support of the Games and the offer to the Olympic movement is still an issue, particularly in our times. It further constitutes a topic with many aspects, which has generated many discussions. Extensive references are made to the economic data of the Games, the marketing program of the Athens 2004 Organizing Committee, the business chances which arose and the respective actions of businesses and associations. Topics such as the protection of the Olympic symbol, spontaneous marketing and radio and television rights, showing the Games and businesses on the Internet are further explored.
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