Worldwide, the Olympic games are a
chance to show patriotism, international relationships, competitiveness, and
prosperity. However, the global event has created an economic powerhouse in
which commercialization and creative marketing strategies have produced
positive images for brands and places, especially for Brazil and the 2016
Olympic games. Commercialization has seen an evident evolution of the
reason for the every-four-year season.
Here you can see you impact
commercialization has had over the years.
The IOC has placed limits on advertisements though, making it forbidden to advertise at the venues themselves. This is one thing that will keep the focus on what it should be on—the games. Prior to 1984, the Olympic games were self financed, which today is unheard of. Stadiums and cities are all financed for commercial interests rather than the games themselves. Montreal struggled to finance the games in 1976, but by the games in 1984, a surplus of profits were being made. Commercialization has already taken over the games, but is this a good or bad thing? Is there too much focus on making money through the games than there is on the actually game itself? The Olympics have tried to cap-out the amount of sponsors and rights to advertising, but they can't seem to get it right.
The IOC has placed limits on advertisements though, making it forbidden to advertise at the venues themselves. This is one thing that will keep the focus on what it should be on—the games. Prior to 1984, the Olympic games were self financed, which today is unheard of. Stadiums and cities are all financed for commercial interests rather than the games themselves. Montreal struggled to finance the games in 1976, but by the games in 1984, a surplus of profits were being made. Commercialization has already taken over the games, but is this a good or bad thing? Is there too much focus on making money through the games than there is on the actually game itself? The Olympics have tried to cap-out the amount of sponsors and rights to advertising, but they can't seem to get it right.
http://www.independent.co.uk/news/business/analysis-and-features/rio-2016-olympic-games-richest-ever-usain-bolt-mo-farah-a7171811.html
http://kennethcortsen.com/sponsorship-branding-commercialization-2016-rio-olympics/
I think advertisement is good for sport because money is necessary in order these mega events. The IOC should allow sponsorships regardless of what is has to do with the games its self. They should put the profits to good things for the host nations and act as a non-profit organization. There is a lot of opportunity help communities grow b developing programs instead of purely focussing on the "size" of the stage. Sport has a lot of value and I think the greatest is the ability bring people together and help communities come together. I would like to see the IOC take on more responsibility socially and really make a difference rather then have a negative effect like to what happened after the Rio olympics.
ReplyDeleteI like where you are coming from. Putting the money towards something good is a great way for corporations and businesses to get their name out there rather than doing it for personal gain. This could be a way to eliminate all of the fluff that has started occurring at the Olympics. Bringing people together for a good cause can be done in better ways than focusing on the size of the stage for your advertising. I like your alternative view.
Delete-Caroline
I think that to an extent sponsorship and commercialization can definitely benefit and give opportunities to the companies that invest money towards advertising, etc. during the Olympics. Although, there does come a point where these efforts can become excessive. It will be interesting to see how the next Olympics decides to go about these issues in terms of the IOC.
ReplyDelete-Rachel C.
I believe that the commercialization of the Olympic games is what allowed them to grow to such a large scale event. But, I believe that the IOC placing a limit on advertisements is extremely smart because it allows us to stay focused on the most important part of the Olympics, which are the games. Without all the sponsors and advertising, the Olympics would not be the same production they are today.
ReplyDeleteI think commercialization is completely okay and like gabrielle said is what has allowed them to be as successful as they are. A limit on advertisements is a good idea because consumers don't want to be seeing the same ads everyday and I think there should be a variety of ads seen and shown. If one company has all the money to buy all the advertisement space they basically turn into a monopoly and control the entire consumer market. - Sydney
ReplyDelete