Edited by Wolfgang Maennig and Andrew Zimbalist
Chapter 9: Stakeholder Perceptions of Short-term Marketing Tactics During the Olympics
Rick Burton, Norm O’Reilly and Benoit Séguin 1 INTRODUCTION Any discussion of mega sporting events and the perceptions created by these events is bound up in the very word ‘perception’. By perception we refer to the views and images that a stakeholder holds of a certain entity. In the case of mega events, the stakeholders could be the rightsholder, a sponsor, a media partner, a national sport organization, and so on; while the entity could be the event, a sports federation, sponsorship or a host country. We take this approach based on perceptions as they are core to any marketing perspective and while perceptions are almost always important to any entity, when we move into the world of mega sporting events there are numerous perceptions in play. As such, when we look at properties like the International Olympic Committee (IOC), football or basketball federations (FIFA and FIBA) or the Rugby World Cup, we must immediately recognize various stakeholders and their public, private and political agendas (Burton, 2003). Using the Olympics as an example we can suggest that the IOC is charged with caring for and stewarding the Olympic Games (as a brand), while coordinating numerous different sport federations (that is, swimming, gymnastics and athletics) that are heavily invested in caring about the considerations of their individual sport officials and athletes. Likewise, countries (with their National Olympic Committees), regions (with their tourism boards) and individual athletes are all dreaming about the possibility and likelihood of performing on an international stage....
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