Victors and Spoils; Business and the Olympics  

Oleh:

[s.n]

Jenis: Article from Bulletin/Magazine
Dalam koleksi: The Economist (http://search.proquest.com/) vol. 404 no. 8794 (Jul. 2012), page 21-23.
Topik: Costs; Olympic Games; Budgets; Licensed Products; Sponsors; Profits; Economic Impact; International

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: EE29.72 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

Lihat Detail Induk

Isi artikel

In ancient Greece it was impossible to stitch a sponsor's logo to an Olympic athlete's singlet or shorts, because the competitors were all naked. In today's London it is still impossible. Though clothing is now allowed at the Olympics--indeed it is compulsory--so is a veneer of amateurism. No advertisements are allowed in the stadium; no logos may be emblazoned on the athletes' kit. Behind the veneer, commercial interests are vying furiously for gold. The sums involved make Russian weightlifters look insubstantial. The British government's budget for the games has risen to Pounds 9.3 billion ($14.5 billion) from an initial estimate of Pounds 2.4 billion. The International Olympic Committee (IOC) has raised $4.87 billion in broadcast fees and sponsorship for the four-year cycle that includes the London summer games as well as the Vancouver winter Olympics of 2010. The London Organising Committee of the Olympic and Paralympic Games (LOCOG), which is actually in charge of staging the games, has raised another Pounds 700m in sponsorship; it is raking in pots more by selling tickets and licensing souvenirs.

Opini Anda

Klik untuk menuliskan opini Anda tentang koleksi ini!

Kembali