The Olympic movement has survived over 100yrs. Explain the reasons for its survival, giving examples of political and other scandals, which have affected the movement.

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02/05/2007

Tony Neilson

The Olympic movement has survived over 100yrs. Explain the reasons for its survival, giving examples of political and other scandals, which have affected the movement. Discuss with reference to the charter and the ideal of olympism whether the modern Olympic games are still the event De Coubetin started.

Can olympism survive in the modern games?

Olympic Marketing

The 1984 games in Los Angeles was the first successful era of corporate sponsorship. The organisational committee separated sponsors into three categories Official Sponsor, Official Supplier and Official Licensee. The profit was $215 million.

This is when the Olympic started to be recognised as a multi-million Pound competition, now everyone wanted to get in on.

In 1985 the IOC created The Olympic Partner (TOP) this would diversify the revenue base for the games. TOP was made up of multi national organisations. In return for there financial commitments they where guaranteed exclusive and worldwide marketing opportunities.

Although the Olympics have survived I think it is due to the income of the TOP, TOP has given the IOC the money that it needs to keep the Olympic movement alive. This was not the way De Coubetin wanted the Olympics to Run.  

Political Scandals

With the increase in the popularity of sport, the games have become a powerful political tool. Some countries use as elite competitors as political ambassadors.

One of the main objectives, as stated in the Olympic Charter, of the International Olympic Committee is to, oppose any political abuse of sport and athletes. However, the Olympic games have been influenced by politics for many years.

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Over the years three Olympic games have been cancelled due to World Wars. In 1920 Austria, Bulgaria, Germany, Hungary and Turkey were not permitted to participate because of their role in World War I.

One of the most recognised Games to be influenced by politics was in 1936 at the Berlin Games. When the Games were awarded to Berlin in 1931, no one suspected that Adolf Hitler and Nazi Germany would have control of the Olympic games. He used the Games as a display of political strength. Many Jewish communities, in various countries, asked for a boycott of ...

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