Table of Contents
Acknowledgments ix
Introduction xi
Section I HISTORY, LEGACY, TRADITION
Chapter 1 The Olympic Dream 3
Chapter 2 The Olympic Experience 15
Chapter 3 The Olympic Dynamics 35
Chapter 4 The Olympic Host Cities 47
Chapter 5 Section I Sponsorship Preparation Questions 115
Section II SUCCESS AND ACHIEVEMENT
Chapter 6 The Olympic Stage 129
Chapter 7 The Olympic Halo 145
Chapter 8 The Olympic Spirit 159
Chapter 9 Section II Sponsorship Preparation Questions 169
Section III CONTROVERSY AND CHALLENGE
Chapter 10 The Olympic Challenges 175
Chapter 11 Section III Sponsorship Preparation Questions 185
Section IV REPUTATION DEVELOPMENT
Chapter 12 The Olympic Opportunity 189
Chapter 13 The Olympic Sponsor Case Brief: Acer 221
Chapter 14 The Olympic Sponsor Case Brief: Samsung 227
Chapter 15 The Olympic Sponsor Case Study: Coca-Cola 235
Chapter 16 The Olympic Sponsor Case Study: Visa 245
Chapter 17 Section IV Sponsorship Preparation Questions 261
Section V OLYMPIC MARKETING VICTORY
Chapter 18 The Olympic Fans 267
Chapter 19 The Olympic Creative Execution 295
Chapter 20 The Olympic Marketing Communications 313
Chapter 21 The Olympic Sponsorship Checklist 337
Chapter 22 The Olympic Sponsorship Lessons 341
Chapter 23 Section V Sponsorship Preparation Questions 345
About the Companion Web Site 349
Notes 351
Index 385