IOC (INTERNATIONAL OLYMPIC COMMITTEE) no sponsors 1972 retirement Avery Brundage IOC began to explore leadership of Juan Antonio Samaranch more commercialisation.

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Presentation transcript:

IOC (INTERNATIONAL OLYMPIC COMMITTEE) no sponsors 1972 retirement Avery Brundage IOC began to explore leadership of Juan Antonio Samaranch more commercialisation and sponsors

BUDGET first low budget Avery Brundage does not want any commercialisation Brundage retired 2 millions $ in assets 8 years later ( 45 millions $) 1980 Juan Antonio Samaranch president Avery Brundage Juan Antonio Samaranch

EFFECT OF TELEVISION 1936 (Berlín) first games on local televisions 1956 Winter Olympics the first internationally broadcasted Olympic Games next winter games had their broadcasting rights

Viewership increased 1960s - end of the century colour television L.A million 3500 million 1992 BCN 2000 Sidney less audience free advertising time

such high, added pressure on the internet, and increased competition from cable changes to boost ratings expansion of gimnastic competitions ( summer games ) expansion of swimming and diving programmes MIXED RESTULTS

CONTROVERSIES OLYMPIC BRAND has been a CONTROVERSY (OVER-MARKETING, FINANCING) IOC act to over-marketing at future Games (since Atlanta and Sydney games)