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97-508: In 2018, 11,033 athletes from around the world participated, including 349 softball teams and 213 volleyball teams. Following the tradition of the Olympic Games , opening ceremonies are held at Greater Zion Stadium at Utah Tech University in St. George, Utah , and feature a parade of athletes and a fireworks display. Singing and dancing performances at the opening ceremonies are provided by

194-473: A unit of distance . The most widely accepted inception date for the Ancient Olympics is 776 BC; this is based on inscriptions, found at Olympia , listing the winners of a footrace held every four years starting in 776 BC. For the first thirteen Olympics, the stadion footrace was the only event contested, and victory in that sprint was so valued that the next Olympiad was named after

291-437: A cognitive link between a brand (sponsor) and an event (sponsoree), leading to the formation of event-linked associations in memory. Consequently, thinking of the brand can evoke these associations, influencing consumer perceptions and behaviors. Cornwell, Weeks and Roy (2005) have published an extensive review of the theories so far used to explain commercial sponsorship effects. One of the most pervasive findings in sponsorship

388-408: A company's business objectives, finding the right contacts at a company, getting buy-in from multiple constituencies and finally negotiating benefits/price. Some sales can take up to a year and sellers report spending anywhere between 1–5 hours researching each company that is viewed as a potential prospect for sponsorship. These are the terms used by many sponsorship professionals, which refer to how

485-471: A cost overrun of 76%, Sochi 2014 of 289%. It has been documented that cost and cost overrun for the Games follow a power-law distribution , which means that, first, the Games are prone to large cost overruns and, second, it is only a matter of time until an overrun occurs that is larger than the largest to date. In short, hosting the Games is economically and financially extremely risky. The final cost for

582-458: A model for future Games. Budget overruns are common for the Games. Average overrun for Games since 1960 is 156% in real terms, which means that actual costs turned out to be on average 2.56 times the budget that was estimated at the time of winning the bid to host the Games. Montreal 1976 had the highest cost overrun for Summer Games, and for any Games, at 720%; Lake Placid 1980 had the highest cost overrun for Winter Games, at 324%. London 2012 had

679-710: A national Olympic festival held annually from 1796 to 1798 in Revolutionary France also attempted to emulate the ancient Olympic Games. The competition included several disciplines from the ancient Greek Olympics. The 1796 Games also marked the introduction of the metric system into sport. In 1834 and 1836, the Olympic games were held in Ramlösa, Sweden , and in Stockholm , in 1843, organised by Gustaf Johan Schartau and others. At most 25,000 spectators saw

776-524: A particular candidate city. After being narrowly defeated in their bid for the 2012 Games, Parisian mayor Bertrand Delanoë specifically accused the British prime minister Tony Blair and the London bid committee , headed by former Olympic champion Sebastian Coe , of breaking the bid rules. He cited French president Jacques Chirac as a witness; Chirac gave guarded interviews concerning his involvement but

873-544: A reduced number of disciplines and events. Over 14,000 athletes competed at the 2020 Summer Olympics and 2022 Winter Olympics combined, in 40 different sports and 448 events. The Summer Olympics have grown from 241 participants representing 14 nations in 1896, to more than 11,300 competitors representing 206 nations in 2020 . The scope and scale of the Winter Olympics is smaller; for example, Beijing hosted 2,971 athletes from 91 nations in 2022 . Most of

970-420: A sponsor uses the benefits they are allocated under the terms of a sponsorship agreement. Leveraging has been defined by Weeks, Cornwell and Drennan (2008) as "the act of using collateral marketing communications to exploit the commercial potential of the association between a sponsor and sponsee" while activation has been defined as those "communications that promote the engagement, involvement, or participation of

1067-512: A surplus in part by selling exclusive sponsorship rights to select companies. The IOC sought to gain control of these sponsorship rights. Samaranch helped to establish The Olympic Programme (TOP) in 1985, in order to create an Olympic brand. Membership in TOP was, and is, very exclusive and expensive. Fees cost US$ 50 million for a four-year membership. Members of TOP received exclusive global advertising rights for their product category, and use of

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1164-674: A surplus of $ 40 million. This excess revenue was used to create the Utah Athletic Foundation (also known as the Utah Olympic Legacy Foundation), which maintains and operates many of the surviving Olympic venues. It was reported in 1999 that the Nagano Olympic bid committee had spent approximately $ 14 million on entertaining the 62 IOC members and many of their associates. The precise figures are unknown since Nagano destroyed

1261-431: A trust to fund future Olympic Games. This trust was used to help finance the 1896 Games. George Averoff contributed generously for the refurbishment of the stadium in preparation for the Games. The Greek government also provided funding, which was expected to be recouped through the sale of tickets and from the sale of the first Olympic commemorative stamp set. Greek officials and the public were enthusiastic about

1358-521: A two-city race between Almaty , Kazakhstan and Beijing, China who hosted the 2008 Summer Olympics . The Guardian stated that the biggest threat to the future of the Olympics is few cities or countries want to host them. Bidding for the 2024 Summer Olympics became a two-city race between Paris and Los Angeles, so the IOC took the unusual step of simultaneously awarding both the 2024 Games to Paris and

1455-566: A wealthy Greek-Romanian philanthropist, first wrote to King Otto of Greece , in 1856, offering to fund a permanent revival of the Olympic Games. Zappas sponsored the first Olympic Games in 1859, which was held in an Athens city square. Athletes participated from Greece and the Ottoman Empire. Zappas funded the restoration of the ancient Panathenaic Stadium so that it could host all future Olympic Games. The stadium hosted

1552-405: Is done with the expectation of a commercial return. While sponsorship can deliver increased awareness, brand building and propensity to purchase, it is different from advertising. Unlike advertising, sponsorship can not communicate specific product attributes. Nor can it stand alone, as sponsorship requires support elements. Proponents of sponsorship would, however, point to its unique position in

1649-437: Is no scholarly consensus as to when the Games officially ended, the most commonly held date is 393 AD, when the emperor Theodosius I decreed that all pagan cults and practices be eliminated. Another date commonly cited is 426 AD, when his successor, Theodosius II , ordered the destruction of all Greek temples. Various uses of the term "Olympic" to describe athletic events in the modern era have been documented since

1746-525: Is projected to be the fastest-growing source of sponsorship dollars outside North America, with a forecast growth rate of 5.6 percent for 2011. Relaxed television industry legislation surrounding product placement has led to a small but increasing rise in TV programming sponsorship in the UK. However, commercial sponsorship of British sports teams and players is a multibillion-pound industry. For example, Adidas became

1843-455: Is that the best effects are achieved where there is a logical match between the sponsor and sponsoree, such as a sports brand sponsoring a sports event. Work by Cornwell and colleagues however, has shown that brands that don't have a logical match can still benefit, at least in terms of memory effects, if the sponsor articulates some rationale for the sponsorship to the audience. All sponsorship should be based on contractual obligations between

1940-670: The 1988 Summer Games in Seoul, the host city for the Olympics has also played host to the Paralympics. The International Olympic Committee (IOC) and the International Paralympic Committee (IPC) signed an agreement in 2001 which guaranteed that host cities would be contracted to manage both the Olympic and Paralympic Games. The agreement came into effect at the 2008 Summer Games in Beijing, and at

2037-643: The 2010 Winter Games in Vancouver. Two years before the 2012 Games, the LOCOG chairman Lord Coe made the following statement about the Paralympics and Olympics in London: We want to change public attitudes towards disability, celebrate the excellence of Paralympic sport and to enshrine from the very outset that the two Games are an integrated whole. In 2010, the Olympic Games were complemented by

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2134-542: The 2020 Summer Olympics and 2022 Winter Olympics combined, in 40 different sports and 448 events. The first-, second-, and third-place finishers in each event receive Olympic medals : gold, silver, and bronze, respectively. The Games have grown to the point that nearly every nation is now represented; colonies and overseas territories are often allowed to field their own teams. This growth has created numerous challenges and controversies , including boycotts , doping , match fixing , bribery, and terrorism. Every two years,

2231-428: The 2028 Games to Los Angeles. Both of the bids were praised for high technical plans and innovative ways to use a record-breaking number of existing and temporary facilities. The Olympic Movement encompasses a large number of national and international sporting organisations and federations, recognised media partners, as well as athletes, officials, judges, and every other person and institution that agrees to abide by

2328-561: The Paris Exposition in 1900 and the Louisiana Purchase Exposition at St. Louis in 1904 failed to attract much participation or notice. Of the 650 athletes in the 1904 Olympics, 580 were American; the winner of the marathon was later disqualified upon discovery of a photograph of him riding in a car during the race. The Games rebounded with the 1906 Intercalated Games (so-called because they were

2425-595: The Stoke Mandeville Games , Guttmann's event became an annual sports festival. Over the next 12 years, Guttmann and others continued their efforts to use sports as an avenue to healing. In 1960, Guttmann brought 400 athletes to Rome to compete in the "Parallel Olympics", which ran in parallel with the Summer Olympics and came to be known as the first Paralympics . Since then, the Paralympics have been held in every Olympic year and, starting with

2522-590: The World Games for sports that are not contested in the Olympic Games. The IOC also endorses the Deaflympics and the Special Olympics . The IOC need to adapt to a variety of economic, political, and technological advancements. The abuse of amateur rules prompted the IOC to shift away from pure amateurism , as envisioned by Coubertin, to the acceptance of professional athletes participating at

2619-486: The summer solstice —usually late August or early September. This "came after the annual harvest but before the picking of the olives." Heralds were sent from Elis to announce the dates. Competition at first was among only "legitimate sons of free-born Greek parents." However, after Macedonia, and then Rome, conquered Greece, the ten Olympic judges loosened the earlier standard and permitted anyone who spoke Greek to participate. Tens of thousands of Greeks would make

2716-629: The 17th century. The first such event was the Cotswold Games or "Cotswold Olimpick Games", an annual meeting near Chipping Campden , England, involving various sports. It was first organised by the lawyer Robert Dover between 1612 and 1642, with several later celebrations leading up to the present day. The British Olympic Association , in its bid for the 2012 Olympic Games in London, mentioned these games as "the first stirrings of Britain's Olympic beginnings". L'Olympiade de la République ,

2813-561: The 1984 Summer Games by using existing facilities and only two new that were paid for by corporate sponsors. The Organizing Committee led by Peter Ueberroth used some of the profits to endow the LA84 Foundation to promote youth sports in Southern California , educate coaches and maintain a sports library. The 1984 Summer Olympics are often considered until that date, the most financially successful modern Olympics and

2910-604: The 8th century BC to the 4th century AD. Baron Pierre de Coubertin founded the International Olympic Committee (IOC) in 1894, leading to the first modern Games in Athens in 1896. The IOC is the governing body of the Olympic Movement , which encompasses all entities and individuals involved in the Olympic Games. The Olympic Charter defines their structure and authority. The evolution of

3007-529: The American rights. In the following decades, the Olympics became one of the ideological fronts of the Cold War, and the International Olympic Committee wanted to take advantage of this heightened interest via the broadcast medium. The sale of broadcast rights enabled the IOC to increase the exposure of the Olympic Games, thereby generating more interest, which in turn enhanced the appeal of TV air time to

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3104-684: The EU member states in 2014, followed by North America, the Asia Pacific region. Growth in Central and South America during 2010 did not materialize to the extent projected—3.8 percent versus a forecast of 5.7 percent—despite the FIFA World Cup and Olympic Games in Brazil in 2014 and 2016, respectively. With the 2010 World Cup concluded, sponsorship activity should begin to heat up, thus the region

3201-527: The Games generally substitute for any world championships during the year in which they take place (however, each class usually maintains its own records). The Olympics are staged every four years. Since 1994 , they have alternated between the Summer and Winter Olympics every two years during the four-year Olympiad . Their creation was inspired by the ancient Olympic Games , held in Olympia, Greece from

3298-710: The Games. The growing importance of mass media has created the issue of corporate sponsorship and general commercialisation of the Games. World Wars I and II led to the cancellation of the 1916 , 1940 , and 1944 Olympics; large-scale boycotts during the Cold War limited participation in the 1980 and 1984 Olympics; and the 2020 Olympics were postponed until 2021 because of the COVID-19 restrictions . The Olympic Movement consists of international sports federations (IFs), National Olympic Committees (NOCs), and organising committees for each specific Olympic Games. As

3395-472: The IOC took control of sponsorship, the NOCs had responsibility for negotiating their own contracts for sponsorship and use of the Olympic symbols. The IOC originally resisted funding by corporate sponsors. It was not until the retirement of IOC President Avery Brundage , in 1972, that the IOC began to explore the potential of the television medium and the lucrative advertising markets available to them. Under

3492-424: The IOC's decision-making. His resistance to this revenue stream meant the IOC left organising committees to negotiate their own sponsorship contracts and use the Olympic symbols. When Brundage retired, the IOC had US$ 2 million in assets; eight years later the IOC coffers had swelled to US$ 45 million. This was primarily due to a shift in ideology toward expansion of the Games through corporate sponsorship and

3589-875: The IOC, the United States Olympic Committee (USOC), the Salt Lake Organizing Committee (SLOC), and the United States Department of Justice (DOJ). Although nothing strictly illegal had occurred, it was felt that the acceptance of the gifts was morally dubious. As a result of the investigation, ten members of the IOC were expelled and a further ten sanctioned. Stricter rules were adopted for future bids, and caps were introduced to define how much IOC members could accept from bid cities. Additionally, new term and age limits were put into place for IOC membership, and fifteen former Olympic athletes were added to

3686-519: The Olympic Games. He felt that the Olympics "is worthy of study because it is one of the biggest meetings in a global context and has many political, economic, and other problems associated with it". He began Olympika in 1992, the first peer-reviewed academic journal focused on the Olympic Games. The International Society of Olympic Historians was founded in 1991, which publishes the Journal of Olympic History . Some economists are sceptical about

3783-690: The Olympic Movement during the 20th and 21st centuries has resulted in numerous changes to the Olympic Games. Some of these adjustments include the creation of the Winter Olympic Games for snow and ice sports, the Paralympic Games for athletes with disabilities, the Youth Olympic Games for athletes aged 14 to 18, the five Continental Games ( Pan American , African , Asian , European , and Pacific ), and

3880-648: The Olympic symbol, the interlocking rings , in their publications and advertisements. The 1936 Summer Olympics in Berlin were the first Games to be broadcast on television, though only to local audiences. The 1956 Winter Olympics in Italy were the first internationally televised Olympic Games, and the broadcasting rights for the following Winter Games in California were sold for the first time to specialised television broadcasting networks— CBS paid US$ 394,000 for

3977-443: The Olympics and its media exposure provide athletes with the chance to attain national and international fame. The Games also provide an opportunity for the host city and country to showcase themselves to the world. The Olympic Games have become a significant global event, fostering international cooperation and cultural exchange. At the same time, hosting the Olympic Games can also bring significant economic benefits and challenges to

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4074-576: The Olympics displaced more than two million people over two decades, often disproportionately affecting disadvantaged groups. The 2014 Winter Olympics in Sochi were the most expensive Olympic Games in history, costing in excess of US$ 50 billion. According to a report by the European Bank for Reconstruction and Development released at the time of the games, the cost would not boost Russia's national economy, but could attract business to Sochi and

4171-570: The Olympics in 1870 and 1875. Thirty thousand spectators attended that Games in 1870, though no official attendance records are available for the 1875 Games. In 1890, after attending the Olympian Games of the Wenlock Olympian Society , Baron Pierre de Coubertin , who aimed to promote international peace and friendship through sports, was inspired to found the International Olympic Committee (IOC). Coubertin built on

4268-565: The Summer Olympics has a positive effect on the philanthropic contributions of corporations headquartered in the host city, which seems to benefit the local nonprofit sector. This effect begins in the years leading up to the Games and might persist for several years afterwards, though not permanently. The Games have had significant negative effects on host communities; for example, the Centre on Housing Rights and Evictions reports that

4365-660: The Tokyo 2020 Olympics was reported to be JPY 1,423.8 billion (US$ 13 billion). This was achieved by balancing revenues and expenditures through various efforts to increase revenue and continuously review expenditures. The primary sources of revenue included the International Olympic Committee (IOC) contribution of JPY 86.8 billion (US$ 0.8 billion), TOP sponsorship of JPY 56.9 billion (US$ 0.5 billion), local sponsorship of JPY 376.1 billion (US$ 3.4 billion), an insurance payout of JPY 50 billion (US$ 0.5 billion) for

4462-599: The Youth Games, which give athletes between the ages of 14 and 18 the chance to compete. The Youth Olympic Games were conceived by IOC president Jacques Rogge in 2001 and approved during the 119th Congress of the IOC. The first Summer Youth Games were held in Singapore from 14 to 26 August 2010, while the inaugural Winter Games were hosted in Innsbruck , Austria, two years later. These Games will be shorter than

4559-469: The advertisers. This cycle allowed the IOC to charge ever-increasing fees for those rights. For example, CBS paid US$ 375 million for the American broadcast rights for the 1998 Nagano Games , while NBC spent US$ 3.5 billion for the American rights to air every Olympic Games from 2000 to 2012. Sponsor (commercial) Sponsoring something (or someone) is the act of supporting an event, activity, person, or organization financially or through

4656-527: The allegation was never fully explored. Turin 's bid to host the 2006 Winter Olympics was also clouded by controversy; a prominent IOC member, Marc Hodler , closely connected to the rival bid of Sion , alleged bribery of IOC officials by members of the Turin Organising Committee. These accusations led to a wide-ranging investigation, and also served to sour many IOC members against Sion's bid which potentially helped Turin to capture

4753-471: The athletes and officials are housed in the Olympic Village for the duration of the Games. This accommodation centre is designed to be a self-contained home for all Olympic participants, and is furnished with cafeterias, health clinics, and locations for religious expression. The IOC has allowed the formation of National Olympic Committees (NOCs) to represent individual nations. These do not meet

4850-655: The auspices of the IOC would take place in Athens in 1896. The IOC elected the Greek writer Demetrius Vikelas as its first president. The first Games held under the auspices of the IOC were hosted in the Panathenaic Stadium in Athens in 1896. The Games brought together 14 nations and 241 athletes who competed in 43 events. Zappas and his cousin Konstantinos Zappas had left the Greek government

4947-561: The budget announced in December 2020, and JPY 29.2 billion (US$ 0.3 billion) from the estimated budget in December 2021. This successful financial management resulted in a balanced budget for the Tokyo 2020 Games. Seeking a scholarly institution to independently research the Games, Bob Barney led efforts to establish the International Centre for Olympic Studies in 1989, endeavouring to write about sociocultural impacts of

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5044-464: The commercialisation of the Olympic Games, even as these attitudes came to be seen as incongruous with the realities of modern sports. The advent of state-sponsored athletes from the Eastern Bloc countries further eroded the ideology of the pure amateur , as it placed self-financed amateurs of Western countries at a disadvantage. Brundage was accused of antisemitism and of racism in resisting

5141-419: The committee. Nevertheless, from sporting and business standpoints, the 2002 Olympics were one of the most successful Winter Games in history; records were set in both the broadcasting and marketing programs. Over 2 billion viewers watched more than 13 billion viewer-hours. The 2002 Games were also a financial success, raising more money with fewer sponsors than any prior Olympic Games, leaving SLOC with

5238-538: The decision-making body, the IOC is responsible for choosing the host city for each Games, and organises and funds the Games according to the Olympic Charter . The IOC also determines the Olympic programme, consisting of the sports to be contested at the Games. There are several Olympic rituals and symbols, such as the Olympic flag , torch , and opening and closing ceremonies . Over 14,000 athletes competed at

5335-403: The difficult journey to attend the festival. Some sources say as many as 40,000 attended. These Games featured mainly athletic but also combat sports such as wrestling and the pankration , horse and chariot racing events. It has been widely written that during the Games, all conflicts among the participating city-states were postponed until the Games were finished. This cessation of hostilities

5432-400: The economic benefits of hosting the Olympic Games, emphasising that such "mega-events" often have large costs while yielding relatively few tangible benefits in the long run. Hosting (or even bidding for) the Olympics appears to increase the host country's exports, as the host or candidate country sends a signal about trade openness when bidding to host the Games. Research suggests that hosting

5529-511: The establishment of new NOCs to represent nations that qualify as "an independent State recognised by the international community". Consequently, the IOC did not allow the formation of NOCs for Sint Maarten and Curaçao when they gained the same constitutional status as Aruba in 2010, although the IOC had recognised the Aruban Olympic Committee in 1986. Since 2012, athletes from the former Netherlands Antilles have had

5626-662: The exclusion of South Africa . Under the Samaranch presidency, the office was accused of both nepotism and corruption. Samaranch's ties with the Franco regime in Spain were also a source of criticism. In 1998, it was reported that several IOC members had taken gifts from members of the Salt Lake City bid committee for the hosting of the 2002 Winter Olympics . There were soon four independent investigations underway: by

5723-486: The experience of hosting an Olympic Games. This feeling was shared by many of the athletes, who even demanded that Athens be the permanent Olympic host city. The IOC intended for subsequent Games to be rotated to various host cities around the world. The second Olympics was held in Paris. After the success of the 1896 Games, the Olympics entered a period of stagnation which threatened its survival. The Olympic Games held at

5820-552: The festival's second day. (Pelops was famous for his chariot race with King Oenomaus of Pisatis . ) The winners of the events were admired and immortalised in poems and statues. Although a wreath made from the sacred olive tree in the precinct of Zeus was the only official prize at the Olympic Games, winners' fame brought them economic wealth, too, in the form of subsidies from their hometowns and wealthy sponsors. See, e.g., Finley and Pleket, and Perrottet The Games were held every four years, and this period, known as an Olympiad ,

5917-511: The financial records after the IOC requested that the entertainment expenditures should not be made public. In July 2000, when the Los Angeles Times reported on the tangled nature of how the IOC redistributes profits from sponsorships and broadcasting rights , Olympic historian Bob Barney stated that he had "yet to see matters of corruption in the IOC", but noted there were "matters of unaccountability". He later noted that when

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6014-717: The first to be wholly amateur in nature and international in outlook, although only 'gentlemen amateurs' could compete. The programme of the first modern Olympiad in Athens in 1896 was almost identical to that of the Liverpool Olympics. In 1865 Hulley, Brookes and E.G. Ravenstein founded the National Olympian Association in Liverpool, a forerunner of the British Olympic Association . Its articles of foundation provided

6111-742: The framework for the International Olympic Charter . In 1866, a national Olympic Games in Great Britain was organised at London's Crystal Palace . Greek interest in reviving the Olympic Games began with the Greek War of Independence from the Ottoman Empire in 1821. It was first proposed by poet and newspaper editor Panagiotis Soutsos in his poem "Dialogue of the Dead", published in 1833. Evangelos Zappas ,

6208-465: The games. In 1850, an Olympian Class was started by William Penny Brookes at Much Wenlock , in Shropshire , England. In 1859, Brookes changed the name to the Wenlock Olympian Games . This annual sports festival continues to this day. The Wenlock Olympian Society was founded by Brookes on 15 November 1860. Between 1862 and 1867, Liverpool held an annual Grand Olympic Festival. Devised by John Hulley and Charles Pierre Melly , these games were

6305-467: The host city nomination. The Olympic Games have been commercialised to various degrees since the inaugural 1896 Summer Olympics in Athens, when a number of companies paid for advertising, including Kodak . In 1908, Oxo , Odol  [ de ] mouthwash, and Indian Foot Powder became official sponsors of the London Olympic Games . Coca-Cola first sponsored the Summer Olympics in 1928 , and has remained an Olympic sponsor ever since. Before

6402-414: The host city, affecting infrastructure, tourism and local communities. The Ancient Olympic Games ( Ancient Greek : τὰ Ὀλύμπια , ta Olympia ) were religious and athletic festivals held every four years at the sanctuary of Zeus in Olympia, Greece . The date of the festival was determined according to a complicated formula whereby the midpoint of the festival would occur during the second full moon after

6499-484: The host country is an English or French speaking country: French is always spoken first, followed by an English translation, and then the dominant language of the host nation (when this is not English or French). The IOC has often been accused of being an intractable organisation, with several life members on the committee. The presidential terms of Avery Brundage and Juan Antonio Samaranch were especially controversial. Brundage fought strongly for amateurism and against

6596-427: The ideas and work of Brookes and Zappas with the aim of establishing internationally rotating Olympic Games that would occur every four years. He presented these ideas during the first Olympic Congress of the newly created International Olympic Committee. This meeting was held from 16 to 23 June 1894, at the University of Paris . On the last day of the Congress, it was decided that the first Olympic Games to come under

6693-432: The leadership of Juan Antonio Samaranch , the Games began to shift toward international sponsors who sought to link their products to the Olympic brand. During the first half of the 20th century, the IOC ran on a small budget. As president of the IOC from 1952 to 1972, Avery Brundage rejected all attempts to link the Olympics with commercial interest. He believed that the lobby of corporate interests would unduly impact

6790-534: The marketing mix. A sponsorship program can include all other marketing elements including advertising, promotions, merchandise, hospitality, PR and social media. This allows sponsorship to be used to address a much wider range of business objectives. For example, a sponsor buying the rights to a sports team or competition could achieve increased brand awareness through high profile signage, but might also use hospitality tickets for staff motivation programs or to host key trade customers. On-pack promotions could be linked to

6887-532: The most expensive Winter Games were Sochi 2014 at US$ 51 billion. As of 2016, costs per athlete were, on average, US$ 599,000 for the Summer Games and $ 1.3 million for the Winter Games; for London 2012, the cost per athlete was $ 1.4 million, and the figure was $ 7.9 million for Sochi 2014. Where ambitious construction for the 1976 Summer Games in Montreal and the 1980 Summer Games in Moscow had burdened organisers with expenses greatly in excess of revenues, Los Angeles strictly controlled expenses for

6984-422: The official languages of the Olympic Movement. The other language used at each Olympic Games is the language of the host country (or languages, if a country has more than one official language apart from French or English). Every proclamation (such as the announcement of each country during the parade of nations in the opening ceremony) is spoken in these three (or more) languages, or the main two depending on whether

7081-660: The option to represent either the Netherlands or Aruba . The Oxford Olympics Study 2016 found that, since 1960, sports-related costs for the Summer Games were on average US$ 5.2 billion and for the Winter Games $ 3.1 billion. These figures do not include wider infrastructure costs like roads, urban rail, and airports, which often cost as much or more than the sports-related costs. The most expensive Summer Games were Beijing 2008 at US$ 40–44 billion, and

7178-520: The performing arts studio Diamond Talent. In many events, U.S. competitors' results from the competition serve to qualify for the biennial National Senior Games . Swimming events are eligible for setting masters swimming records. In 1989 Jon Huntsman Sr. of the Huntsman Corporation became the Games' title sponsor . The 2016 games had competitors from 34 countries in 29 sports, the oldest Daniel Bulkley, aged 99. The 2020 competition

7275-421: The postponement of the Games, and other sources including licensing. The expenditures included JPY 195.5 billion (US$ 1.8 billion) for venue-related costs and JPY 444.9 billion (US$ 4 billion) for service expenditures. The total cost also accounted for COVID-19 countermeasures amounting to JPY 35.3 billion (US$ 0.3 billion). Despite initial estimates, the total costs were reduced by JPY 220.2 billion (US$ 2 billion) from

7372-545: The progenitors of the Games. According to legend, it was Heracles who first called the Games "Olympic" and established the custom of holding them every four years. The myth continues that after Heracles completed his twelve labours , he built the Olympic Stadium as an honour to Zeus. Following its completion, he walked in a straight line for 200 steps and called this distance a " stadion " (Ancient Greek: στάδιον , Latin : stadium , "stage"), which later became

7469-451: The provision of products or services. The individual or group that provides the support, similar to a benefactor , is known as the sponsor . Sponsorship is a cash and/or in-kind fee paid to a property (typically in sports, arts, entertainment or causes) in return for access to the exploitable commercial potential associated with that property. While the sponsoree (property being sponsored) may be nonprofit, unlike philanthropy, sponsorship

7566-475: The rules of the Olympic Charter. As the umbrella organisation of the Olympic Movement, the International Olympic Committee (IOC) is responsible for selecting the host city, overseeing the planning of the Olympic Games, updating and approving the Olympic sports programme, and negotiating sponsorship and broadcasting rights. The Olympic Movement is made of three major elements: French and English are

7663-456: The sale of television rights. When Juan Antonio Samaranch was elected IOC president in 1980, his desire was to make the IOC financially independent. The 1984 Summer Olympics became a watershed moment in Olympic history. The Los Angeles-based organising committee, led by Peter Ueberroth , was able to generate a surplus of US$ 225 million, which was an unprecedented amount at that time. The organising committee had been able to create such

7760-449: The second Olympics to take place within the third Olympiad), which were held in Athens. These Games attracted a broad international field of participants and generated a great deal of public interest, marking the beginning of a rise in both the popularity and the size of the Olympics. The 1906 Games were officially recognised by the IOC at the time (although not any longer), and no Intercalated Games have been held since. The Winter Olympics

7857-583: The senior Games; the summer version will last twelve days, while the winter version will last nine days. The IOC allows 3,500 athletes and 875 officials to participate at the Summer Youth Games, and 970 athletes and 580 officials at the Winter Youth Games. The sports to be contested will coincide with those scheduled for the senior Games, however there will be variations on the sports including mixed NOC and mixed gender teams as well as

7954-430: The southern Krasnodar region of Russia as a result of improved services. But by December 2014, eight months after the games The Guardian stated that Sochi "now feels like a ghost town", citing the spread-out nature of the stadiums and arenas and the still-unfinished infrastructure. At least four cities withdrew their bids for the 2022 Winter Olympics , citing the high costs or lack of local support, resulting in only

8051-441: The specific rights being sold and confirmation that these are available for sponsorship from the rights holder. Sponsored parties should have the absolute right to decide on the value of the sponsorship rights that they are offering and the appropriateness of the sponsor with whom they contract. The sales cycle for selling sponsors is often a lengthy process that consists of researching prospects, creating tailored proposals based on

8148-425: The sponsor and the sponsored party. Sponsors and sponsored parties should set out clear terms and conditions with all other partners involved, to define their expectations regarding all aspects of the sponsorship deal. Sponsorship should be recognisable as such. The terms and conduct of sponsorship should be based upon the principle of good faith between all parties to the sponsorship. There should be clarity regarding

8245-545: The sponsorship audience with the sponsor." Money spent on activation is over and above the rights fee paid to the sponsored property and is often far greater than the cost of the rights fee." IEG projects spending on sponsorship globally to grow 4.5 percent in 2018 to $ 65.8 billion, including $ 24.2 billion in North America alone (a 4.5% increase from $ 24.1 billion in 2017). Europe is the largest source of sponsorship spending, with €26.44 million (US$ 29 million) in just

8342-405: The sports property to create a much more compelling consumer proposition and to associate the brand directly with a sports property which has much greater image attributes than the sponsoring brand. Various psychological and communication theories have been employed to elucidate the mechanisms by which commercial sponsorship influences consumer audiences. Many theories posit that sponsorship creates

8439-420: The spotlight is on the athletes, it has "the power to eclipse impressions of scandal or corruption", with respect to the Olympic bid process. An August 2004, a BBC documentary, Panorama : Buying the Games , reported the results of an investigation into bribes allegedly used in the bidding process for the 2012 Summer Olympics . The documentary claimed that it was possible to bribe IOC members into voting for

8536-405: The strict requirements for political sovereignty that other international organisations demand. As a result, colonies and dependencies are permitted to compete at Olympic Games, examples being territories such as Puerto Rico , Bermuda , and Hong Kong , all of which compete as separate nations despite being legally a part of another country. The current version of the Olympic Charter allows for

8633-405: The winner, e.g. "the third year of the eighteenth Olympiad when Ladas of Argos won the stadion." The Ancient Games varied over time, but they came to feature running events, a pentathlon (consisting of a jumping event, discus and javelin throws, a foot race, and wrestling), boxing, wrestling, pankration , and equestrian events. Tradition has it that Coroebus , a cook from the city of Elis ,

8730-620: Was actually 11 days) was held in 1924 in Chamonix , France, in connection with the Paris Games held three months later; this event became the first Winter Olympic Games . Although, it was intended that the same country host both the Winter and Summer Games in a given year, this idea was quickly abandoned. The IOC mandated that the Winter Games be celebrated every four years in the same year as their summer counterpart. This tradition

8827-452: Was cancelled due to the COVID-19 pandemic . The World Senior Games annually brings in an estimated $ 17 million in direct economic impact to the St. George community. Brigham Young University students have provided free health screenings, conducted research at the games and published findings in peer-reviewed journals, and are a major source of volunteers at the competition. For 2021, competition

8924-497: Was created to feature snow and ice sports that were logistically impossible to hold during the Summer Games. Figure skating (in 1908 and 1920) and ice hockey (in 1920) were featured as Olympic events at the Summer Olympics. The IOC desired to expand this list of sports to encompass other winter activities. At the 1921 Olympic Congress in Lausanne , it was decided to hold a winter version of the Olympic Games. A winter sports week (it

9021-503: Was known as the Olympic peace or truce. This idea is a modern myth because the Greeks never suspended their wars. The truce did allow those religious pilgrims who were traveling to Olympia to pass through warring territories unmolested because they were protected by Zeus. See also Finley and Pleket. The origin of the Olympics is shrouded in mystery and legend; one of the most popular myths identifies Heracles and his father Zeus as

9118-519: Was planned in 34 different sports. Olympic Games The modern Olympic Games ( Olympics ; French : Jeux olympiques, ) are the world's leading international sporting events. They feature summer and winter sports competitions in which thousands of athletes from around the world participate in a variety of competitions . The Olympic Games are considered the world's foremost sports competition, with more than 200 teams, representing sovereign states and territories, participating. By default,

9215-400: Was the first Olympic champion, which indicates that the competition was not limited to the aristocracy. The Olympics were of fundamental religious importance, and the sporting events, which were held alongside ritual sacrifices honouring both Zeus (whose famous statue by Phidias stood in his temple at Olympia ) and Pelops (divine hero and mythical king of Olympia), did not start until

9312-483: Was upheld through the 1992 Games in Albertville , France; after that, beginning with the 1994 Games , the Winter Olympics were held every four years, two years after each Summer Olympics. In 1948, Sir Ludwig Guttmann , determined to promote the rehabilitation of soldiers after World War II , organised a multi-sport event between several hospitals to coincide with the 1948 London Olympics . Originally known as

9409-773: Was used by Greeks as one of their units of time measurement. The Games were part of a cycle known as the Panhellenic Games , which included the Pythian Games , the Nemean Games , and the Isthmian Games . The Olympic Games reached the height of their success in the 6th and 5th centuries BC, but then gradually declined in importance as the Romans gained power and influence in Greece. While there

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