Event Planning and Development


Coursework Assessment

5 January 2006

Contents                                                                                Page

1. Introduction                                                                        3        

2. Sydney Olympic Games 2000                                                4 - 5

3. The Impact of the Event                        6 - 7        

4. Sponsorship of the Event                                                                            8 - 11

5. Strategic Marketing of the Event                                                11 - 13

6. Conclusion                        13


1. Introduction

The purpose of this report is to examine and critically analyse a specific event. The event which will be used in this assignment is the Sydney Olympic Games 2000. The reason for the chosen event is based on its scale. The Olympic Games are a major scale event and with the events media coverage can attract a significant amount of visitors. This report will analyse this event in terms of the following; the impact of the event, sponsorship of the event and strategic marketing of the event.


2. Sydney Olympic Games 2000

The Sydney Olympic Games were justifiably heralded as the "Best Olympic Games ever". They were a great sporting spectacle, enjoyed daily by hundreds of thousands of spectators and billions of TV viewers world-wide. The facilities were top class and the organisation was both impeccable and welcoming. That alone is quite something. But there was even more.

Sydney's games were known as the 'Green Games'. Even Greenpeace awarded the organisers a Bronze Medal for environmental achievement and the event reinforced the International Olympic Committee's claim that environment is the third pillar of Olympism alongside sport and culture.

Throughout the seven years of preparation, from winning the bid in 1993 to staging the event in September 2000, the organisers consistently paid close attention to ensuring that these Olympic Games would be environmentally responsible. From the massive clean up of Homebush Bay to the last detail in the choice of building materials, water conservation and energy efficiency, this was a truly substantial undertaking. (www.sydney.au)

The Olympic Games are simply huge. The 2000 Games were the largest ever in terms of number of sports and number of participating countries: Nearly 11,000 athletes from 200 countries competed in 28 different sports. It was the largest peace time event ever staged in Australia. At this scale, how can the Games be 'green'? The resources used, the energy consumed, waste generated, impacts on land use and traffic congestion, might at first


appear to suggest the very opposite.

Olympic Games are a long time in preparation. The story of Sydney's environmental initiatives goes back to the time of the bid competition in the early 1990s. The host city for the 2000 Games, was announced in 1993, leaving Sydney exactly seven years to get the show up and running. Although this may appear a long time scale, there could be no shifting of deadlines. The dates for the Games were written in stone and everything had to be in place for that time. This makes it all the more creditable that environmental issues were given such prominence.

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3. The Impact of the Event

The environmental approach by the Sydney bid team was very timely. In 1992 the International Olympic Committee had been represented at the 2nd Earth Summit at Rio de Janeiro. This can perhaps be marked as the beginning of the Olympic Movement's awakening to environmental issues - further reinforced by the then well advanced preparations for the Lillehammer Winter Olympics, at which the environmental dimension was given considerable attention. It was an ideal moment to latch onto the IOC's move towards making the environment the "Third ...

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