Olympic sponsorship: evolution, challenges and impact on the Olympic Movement

被引：0
|
作者：
Giannoulakis, Chrysostomos [1 ]
Stotlar, David [2 ]
Chatziefstathiou, Dikaia [3 ]
机构：
[1] Univ Nevada, Dept Recreat & Sport Management, Las Vegas, NV 89154 USA
[2] Univ No Colorado, Greeley, CO 80639 USA
[3] Canterbury Christ Church Univ, Dept Sport Sci Tourism & Leisure, Canterbury, Kent, England
来源：
INTERNATIONAL JOURNAL OF SPORTS MARKETING & SPONSORSHIP | 2008年 / 9卷 / 04期
关键词：
Olympic Games; Olympic sponsorship; sports marketing; Olympic Movement;
D O I：
暂无
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Over the past decade, the Olympic Movement has become increasingly dependent upon financial support provided by corporate sponsors. This study explores the evolution of the Olympic sponsorship programme, presents current and future marketing strategies employed by sponsors, and discusses major challenges within the programme.
引用
收藏
页码：256 / 270
页数：15
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