Sponsors of the Olympics

Paper Summary:

The paper discusses the Olympic sponsorship and advertising by companies such as McDonalds, Coke and Budweiser and decries the negative messages that are transmitted to the public through the association of athletes with these unhealthy products. The paper provides evidence of the International Olympic Committee (IOC)'s commitment to its premier sponsors like McDonalds. The paper strongly believes that the IOC should devise a process to select its sponsors not based on the capital they are willing and able to provide, but on the basis of the worth they have to provide to the Olympic Games.

From the Paper:

"In No Logo, Naomi Klein claims that Nike has three guiding principles to branding sports: "Create sport celebrities...destroy the competition...and sell pieces of the brand as if it were the Berlin Wall" (51-66). This describes Nike's cutthroat attitude for sustaining its dominating status in the athletic industry. Supplying its sponsored athletes with the latest equipment, Nike is justified in their efforts to surpass their competition through Olympic sponsorships. However, there are some companies that seem out of place in the athletic world. Sponsors such as McDonalds, Coke, and Budweiser, have all provided evidence for the need of Olympic sponsorship screening because fast food, sugary sodas, and alcohol have no place in athletics."

Sample of Sources Used:

• Blumenthal, Brett. "Should Olympic Sponsors Go Through a Selection Process?" 21 Aug. 2008. Yahoo. 15 Sept. 2008. <http://astrology.yahoo.com/channel/health/should-olympic-sponsors-go-through-a-selection-process-242055/>.
• Brush, Michael. "Will Olympic Sponsors Strike Gold?" MSN. 8 Aug. 2008. Microsoft. 15 Sept. 2008. <http://articles.moneycentral.msn.com/Investing/CompanyFocus/WillOlympicSponsorsStrikeGold.aspx?page=all>.
• Hartley, Jack. "Caffeine and Sports Performance." Vanderbilt University. 15 Sept. 2008.
• Klein, Naomi. No Logo. New Zoutz: Flamingo, 2000. <http://www.vanderbilt.edu/AnS/psychology/health_psychology/caffeine_sports.htm>.
• Landau, Saul. "Olympics 2008: Real Gold Winners: Coke, McDonald's, KFC." Canadian Dimension. 4 Sept. 2008. 15 Sept. 2008. <http://canadiandimension.com/articles/2008/09/08/2048/>.

More papers on Sponsors of the Olympics:

• Essay # 15010 : "Olympics & Economics"
• Case Study # 96848 : "Sponsorship and Marketing Plan for the Beijing 2008 Olympics"
• Term Paper # 125506 : "Age Limits in Sports"

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