Emerging Issues in Olympic Sponsorship: Implications for Host Cities

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Abstract
Sponsorship has become a core issue in sport marketing and a critical concern for event management. It is now an integral part of major events and involves an ongoing commitment by Olympic partners who need to find new ways to gain the maximum returns from their investment. Complementary promotions with tourism organisations of the host country represent one such opportunity. There is also growing recognition that service delivery by tourism and hospitality industries may determine the success of many sponsor activities, such as guest hospitality programs. The dynamic nature of Olympic sponsorship is reviewed in the context of the marketing policy framework of the International Olympic Committee. Factors affecting sponsorship at the Sydney 2000 Games are considered with reference to AMP, Ansett Australia, and Visa. It is shown that tourism organisations can play a more active role in attracting sponsors and achieving positive outcomes for the host country.

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