Are Sponsors Values really aligned to the Educational Values of Olympism? (original) (raw)

The Olympic Games is a lot more than another commercial brand. Contrary to other mega events, the Games reflect a set of high ideals, along with the opportunity for the countries to be present at a global sporting arena. The goal of the International Olympic Committee (IOC) is to disseminate those educational and sport-related values to a wide audience. Consequently, its goal is facilitated by the Olympic Games. The Olympic image is recognized and revered worldwide. People associate the Games with values such as determination, excellence, integrity, fair-play, multiculturalism, unity, peace and respect, as suggested by the IOC (IOC, 2008). As the IOC marketing Director, Michael Payne, points out ''There is not a person on our planet who cannot identify with the Olympic Games and what it stands for''. The above statement reflects the universal appeal of the Games and shows why sponsors invest in such an event (Redgate, 2002, p.3). Attracting consumers from diverse backgrounds is a major challenge for multinational companies. Each society's cultural differences, norms and conventions make commercial messages hard to interpret. The Olympic Games present a tremendous opportunity