• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

What are the reasons behind the increasing commercialism of the Olympic Games?

Extracts from this document...


What are the reasons behind the increasing commercialism of the Olympic Games? The Olympic Games is a world wide event, held once every 4 years. It is the most important event amongst the elite athletes of today. It is viewed on television by billions of people across the world, by satellite transmission (started in Tokyo in 1964). This worldwide viewing attracted sponsors as they realised that by supporting the Olympics their product would be advertised on every product sold, as they would be the 'official sponsor'. The advances in technology has played a fundamental role in the increase in commercialism, as large sums of money are put forwards for television rights over the Games from companies such as Sky, the BBC and ABC. ...read more.


However the real reason behind this sponsor was chosen as it was offering the Olympic Committee millions of dollars in sponsorship. McDonald's, as an example, wanted to exploit the Games, using it as an advertising tool, to imply their company has a clean, reliable and idealistic image like that of the Olympics. The Salt Lake Organising Committee received approximately US$ 1,390.5 million from Olympic marketing programmes, but a question asked by many is Where exactly does all the money come from? The pie chart below shows the percentages of dollars coming in from commercialism from a typical Olympics: Each sponsor wants the right to print the famous '5 rings' on their product. ...read more.


Although this appears to be an advantage for the country, the Montreal Olympics of 1976 are still today paying off their debts after trying to 'put one over' the Munich games of 1972. The Olympics Games were first launched to encourage world unity and peace, however as recent Games have demonstrated, people are no longer solely interested by the sporting events, but are thriving on being the best. I believe that commercialism has both saved and destroyed the Games. The whole ethos of 'it's not the winning but the taking part that counts' (Baron Pierre de Coubertin) is no longer around, and that now the Olympics is simply becoming another victim of being used as a market for advertising. Word Count: 640 1 Alice Brady 12JMW ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Advertisements section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Advertisements essays

  1. Olympic Games Event

    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 4 appear to suggest the very opposite.

  2. The Hoboken Happenings television show and its accompanying Internet web site.

    C. Promotion Our promotional mix will be directed at creating a brand name, bombarding potential viewers with the name of the show to create a word of mouth marketing blitz. * Targeted Advertisement ("pull") The initial promotion will be a kick off campaign during the Hoboken Fall Art and Music Festival.

  1. Sponsorship Today

    Hospitality means guests can be entertained in a prestigious, controlled environment, free from competitor activity. In arts sponsorship Multinationals and banking giants are discovering in the process new settings for corporate entertaining o Assists staff & sales force motivation, Data Capture Disadvantages o The design, content & message are controlled

  2. The Issues Behind Image Advertising

    Image ads also do not explicitly promise the consumers the image they are portraying. Therefore, you cannot say that image ads blatantly mislead the consumer with unattainable promises. The second ethical question he asks is whether or not these ads promote false values.

  1. Investigate how the PS2 adds value to its console and the games that the ...

    it has and how they think they offer a better console than the other companies. It will also show the lengths that the company are prepared to go to in order to beat off the opposition. The final way that I am going to carry out market research is looking

  2. Coca Cola and Lynx - marketing.

    Opportunities: Diversification in to all other areas such as collectable memorabilia, clothing etc. Also with the popular new drink, Powerade which is a very popular sports drink. Threats: Pepsi is the closest and only real threat to Coca-cola as it has been established for quite some time.

  1. The Coca Cola company - You need to consider the current market, find a ...

    Information passes between departments can be confusing. * The Coca Cola Company has many assets, which contain many capitals, which are very costly to use. * Since The Coca Cola Company is a large business, formatting and running, its costs can be expensive.

  2. The principles of marketing.

    Internal constraints relate to the source capabilities of an organisation. When a company wants to develop new products/services, it needs the resources to finance expansion. The bigger the scale of the development projects, the more resources are required. Also businesses need the skill and know-how for a range of marketing activities.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work