Marketing gives to the IOC, 90% of it


Marketing is a key
aspect of the Olympic games. Marketing of the Games gives the IOC assurance that
the games will financially able to be hosted throughout the years to come.
There are different types of marketing that are very beneficial to the Games
such as licensing marketing of athletes, the experience, location. One of the
most well known top sponsors for the Olympic games is Coca-Cola. They are one
of the World Wide Olympic Sponsors and they pay eleven million euros, for a
four-year contract, which allows them to advertise directly with the games. (Ispo.com)
One US dollar is equivalent to .85 of a
Euro, so eleven million euros is a very large amount of money. (Currency Calculator) Coca- Cola has been a part of the games since 1928. (Timeline)
After their appearance at the games, the drink became very popular with the
athletes and spectators, so they continued to sponsor the games. However, one
of the ideas behind the Olympic games is living a healthy life, but Coca-Cola
is not one of the best choices when it comes to a healthy drink. Some people
question why the IOC allows possibly an unhealthy product to be one of the top
Olympic sponsors. Their sponsorship included producing signs and maps in
Japanese and English for the Tokyo games in 1964, being a part of the torch
relay at the 1992 games in Barcelona, and commemorative packages at the 2008
Beijing games. (Coca-Cola & The Olympic Games)  Over
the years, the money that Coca-Cola gives to the IOC, 90% of it goes towards
setting up the Olympic games and to the National Olympic Committees in support
of training athletes. (The
Coca-Cola Company) They also offer athletes the
opportunity to have an internship in their corporation after the games, with
hopes to hire former Olympians.  Coca-Cola is a huge sponsor that the IOC
relies on; therefore, they should not have a problem approving them as an
organizational sponsor.

                  Commercialization
can be defined as exploiting a product for a profit. (Merriam Webster) Avery Brundage
was against the Games being commercialized, but it later became evident that
they would be commercialized because of how quickly the society was adding advertisement
as a key aspect. The first Olympic games to be commercialized were the 1980 Los
Angeles games. These were the first games to where the host city did not go
over budget and they did not build new facilities for the games, so they were
able to generate a profit. The Games are commercialized because companies use
the Games as a place to sell their product because it attracts a large amount
of spectators and athletes. Most companies view the Games as an easy way to
commercialize their product internationally.  For example, athletes have been commercialized
in a tremendous way. The sponsors use the athlete’s personal stories to connect
with the audience. This is not necessarily bad because it allows the spectators
to realize what the athletes had to overcome in order to attend the games, but
the negative aspect is the athlete being exploited. A little commercialization
of the games is okay, but now days when people think of the Olympics, they not
only think about the athletes and sports, but also how much advertisement is
being done at the Games. If people think of advertisement and commercialization
when they think of the Olympic games, then the IOC should reconsider what the
core values of the games are and make sure the games are still giving an
accurate representation of those values. 

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