THE BUSINESS OF OLYMPIC GAMES

Business and the Olympic Games have always maintained close ties. The challenge-especially today-has been striking a balance between financing the Olympic Games and supporting the Olympic Movement. An issue of extensive implications, it has fuelled many heated debates.

“The Business of Olympic Games Sponsorship”, takes a historic look at the relationship the business community and the Olympic Games have maintained from ancient times until today. A significant portion of the book is dedicated to the ripple effects the Athens 2004 Olympic Games have on Greece, with detailed accounts of the Gamesʼ financial figures, the Athens 2004 Organising Committeeʼs marketing programme, the business opportunities that emerged as a result, and the related activities of companies and organisations. Additionally, other issues, such as the protection of the Olympic symbol, opportunistic marketing, broadcasting rights, and online promotion, are also examined.

The booksʼ authors make a first attempt at assessing the Olympic Gamesʼ impact on the countryʼs key economic sectors.

Gianna Angelopoulos-Daskalaki, President of the Athens 2004 Organising Committee for the Olympic Games has written the bookʼs prologue.