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The Olympic Games
 originated in ancient Greece
 The Olympics were revived after 1500 years in
Athens
 have become the world's preeminent sporting
competition.
 http://www.dailymotion.com/video/xeamuq_l
earn-about-the-olympics_tech
Ancient Olympics in Greece
776 BC - 393 AD
 held every four years in Olympia, in honor
of the god Zeus.
 Thousands of people from all over the Greek
world came to watch the Games.
 The main stadium held about 45,000
people and thousands of tents were set up
around the stadium.
http://www.olympic.org/ancient-olympicgames
Peace and Love!
 The Greeks declared a month’s truce from
ongoing wars so athletes and spectators
from different lands could travel to the
Games.
 Married women were prohibited from
watching the Games under penalty of death!
Maidens were allowed to watch, but not
compete.
Events
 Running
 Boxing
 Equestrian (horseback riding, chariot races)
 Pentathlon (running, discus, long jump, javelin, and wrestling)
 Wrestling
 Hoplitodromos (running with armour)
 Pankration
Ancient
Greek Mixed
Martial Arts
Pankration:
Two rules:
no eye gouging
no biting
Nowhere to
Put Brand
Names…
Athletes in the
ancient Olympic
Games would
participate in the
nude as a tribute to
the gods and to
encourage
aesthetic
appreciation of the
male body
The
Greatest
Olympian
Ever?
Milo of Kroton,
one of the greatest
Ancient Olympic
champions, won
the wrestling event
6 times, over the
span of 34 years!
The Modern Olympics
 Drawing inspiration from the ancient Olympic Games,
Pierre de Coubertin of France dreamt up the ambitious
project of reviving the Games
 He founded the International Olympic Committee
(IOC) in 1894 in Paris to organize the first Olympic
Games of modern times.
 took place in 1896 in Athens, featured 280 participants
from 13 nations, competing in 43 events.
 Since 1994, the Summer and Winter Olympic Games
have been held separately and have alternated every
two years.
The Olympic Movement
 Purpose:
 to link sport with culture and education;
 to promote the practice of sport and the joy
found in effort;
 to help to build a better world through sport
practiced in a spirit of peace, excellence,
friendship and respect.
Amount Spent
 Sochi 2014 -
51 Billion +
 London 2012-
33 Billion +
 Vancouver 2010-
1 Billion +
http://www.cbc.ca/news/canada/story/2012/
07/18/f-olympic-host-city-economy.html
http://www.cursoer.com/en/2012/08/is-itworth-the-cost-to-host-the-olympic-games/
Is it worth it?
“ When a host city is placed before the television eyes of two-thirds of the world’s
population, the event becomes a magnified public relations and advertising
phenomenon, a phenomenon that has many short-term benefits on tourism, real
estate values and new business. For long-term benefits, host cities should focus
on facilities that enhance urban life. ”
Robert K. Barney
professor emeritus and acting director of the International Center for Olympic Studies at the University
of Western Ontario in Canada.
 $100 million world wide
sponsor

TOP Sponsors are integral members of The Olympic
Partner (TOP) Program managed by the
International Olympic Committee (IOC). TOP
sponsors have the privilege of supporting both the
Summer and Olympic Winter Games for the entire
four-year period.
 $63 million London
sponsor
 $31 million supporter
•
London 2012 Olympic Providers and Suppliers
•Aggreko
•Airwave
•Atkins
•The Boston Consulting Group
•CBS Outdoor
•Crystal CG
•Eurostar
•Freshfields Bruckhaus Deringer LLP
•G4S
•GlaxoSmithKline
•Gymnova
•Heathrow Airport
•Heineken UKondon 2012 Olympic Supporters
•Holiday Inn
•John Lewis
•McCann Worldgroup
•Mondo
•NATURE VALLEY
•Next
•Nielsen
•Populous
•Rapiscan Systems
•Rio Tinto
•Technogym
•Thames Water
•Ticketmaster
•Trebor
•Westfield
ondon 2012 Olympic
Supporters
•
Branding
 The personality and promise of a product.
 Enhanced by images, slogans, names, phrases,
symbols, colours, fonts, jingles all working together to
promote an identity of a product.
Value of the Olympics Brand
 valued at USD $47.6 billion with an 87% increase
since the Beijing Olympic Games in 2008
 is the 2nd most valuable brand in the world and beaten
only by Apple valued at USD $70.6 billion
 is worth more than all of its major sponsors
including Samsung, GE and Coca-Cola.
 is the most valuable brand of Greek origin and worth
134 times more than the National Bank of
Greece(worth just USD $354 million).
Protecting the Olympic Brand
 To give exclusive rights to official sponsors who have
paid 10’s of millions of dollars for these rights
 To prevent “ambush marketing”
http://www.london2012.com/mm/Document/Publicatio
ns/General/01/24/71/64/statutory-marketingrights_English.pdf
Ring-shaped bagels at the House cafe in
Camberwell, south London was told to take
down the Olympic-themed display
Is Dr Dre breaking the rules?
Rule 40 of the Olympic Charter
- limits athletes from appearing in
advertising during and shortly before
and after the Olympics
This picture from a Louis Vuitton ad featuring US
swimmer Michael Phelps was leaked to the internet
three days before the end of the Olympics.
Does this violate Rule 40?
What do top Olympians earn?
How do athletes market
themselves?
 Medal winner
 Positive energy, fun, winning smile
Good fit with corporate sponsor – four year
commitment
 Story to tell
 Find a sponsor quickly before people forget
 Strong, engaging online presence – Twitter, Facebook
Will she
cash in?
Born to Canadian
parents, US multiple
gold medal swimmer
Missy Franklin is very
marketable but will
forgo corporate
sponsorships so she can
compete at college as an
amateur swimmer
Best Campaign of Olympics?
 http://www.pg.com/en_CA/index.shtm
 http://www.fastcocreate.com/1681309/the-12-best-ads-
of-the-2012-olympics
 http://www.rona.ca/en/awinforus
 http://www.youtube.com/watch?v=3wKqvJBf6Qk&fea
ture=relmfu