Olympic marketing: historical overview, Josep Maria Puig
Since the Olympic Games Los Angeles’84, the Olympic Movement has a direct control over the Olympic marketing programmes. These commercial agreements have made possible the increase of the Olympic Games in terms of magnitude, which have experienced an accelerated growth in the number of participating athletes and countries, as well as Olympic disciplines. Olympic marketing programs have four main sources of income (television rights, sponsorship programmes, ticket sales and Olympic licences) which, together with the TOP programmes (The Olympic Partners), ensure the feasibility and growth of the Olympic Games. This lecture offers a historical overview of these programmes and considers some challenges for the future in the digital era.
Josep Maria Puig is graduated in Journalism (1997) and Doctorate in Communication and Olympism (UAB, 2008). He has been an Associate Lecturer at the UAB since 2003 and is a member of the consolidated research group of the International Communication and Cultural Studies Group. Since 2003, he has collaborated with the Olympic Studies Centre (CEO-UAB) on a number of projects, the most significant one being the coordination of Sports Management postgraduate courses. His research interests focus on new information and communication technologies and sport, and particularly the analysis of the Internet presence of TOP sponsors. Since 2002, he has been working in the Sports Department of the Catalan television channel TV3, where he is currently Editor-in-Chief.