Took place over the
mediterranean over
2000 years ago
The Cotswold Games
(1600's)
Established by Robert Dover based
on the Ancient Greek Games
The Much Wenlock
Olympian Games
Founded by Dr William
Penny Brookes
Aim was to 'promote moral, physical and
intellectual improvements of the towns inhabitants
Modern Olympic
Games
Baron Pierre De Coubertin
visited Much Wenlock in 1890
and was impressed and inspired
by the event aswell as sports in
English Public Schools and
wanted to re-create a simliar
event on an international level
Amateurism
Participating in sport for the
love of the game rather
than the financial gain
Since the 1960's
amateurism caused many
problems for athletes as
British athletes were still
competing for the love of the
game whereas countries like
American, USSR and East
Germany were all being
funded and competing
because of the money
The era of
commercialism
The Los Angeles Summer
Games in 1984 were the first
games to be seriously
associated with commercialism
Montreal, Canada
(1976) had lost
millions through
hosting the games,
so the 1984 Los
Angeles was the
turning point in
terms of Marketing
and Sponsorships
Peter Uberroth was appointed to
make the 1984 games a commercial
success, He charged huge sums of
money for TV and Radio rights,
persuaded private companies to build
the major facilities and invited
sponsors to invest. TV gave nations,
political groups and individuals a
stage or 'shop window' to make their
point.
Private Funding
The 1996 Atlanta Games
showed that the games
could be 100% privately
funded and profit making
commercial organisation
The Norm is to be privately
funded and profit making
Appointed companies
become part of the The
Olympic Partner (TOP)
Programme which is
managed by the IOC
In return for investing the companies can use the Olympic logo on their
merchandising. TOP companies also get first choice on TV slots and allowed to
showcase products at the games. E.g. Coke paid $30million to be part of TOP
Programme but would have cost 3x more if they looked elsewhere