... expertise are essential to the staging of an Olympic Games. Olympic marketing has developed significantly over the past two decades to ensure the viability of the Olympic Games for many decades to come. "Without the support of the business community, without its technology, expertise, people, services, products, telecommunications, its financing - the Olympic Games could not and cannot happen. Without this support, the athletes cannot compete and achieve their very best in the world's best sporting event." Dr Jacques Rogge, President, International Olympic Committee To generate support for the Olympic Movement and the Olympic Games, the International Olympic Committee (IOC) manages or oversees a series of Olympic marketing programmes. Olympic marketing programmes include television broadcast partnership, corporate sponsorship, Olympic Games ticketing, and Olympic licensing. Television is the engine that has driven the growth of the Olympic Movement. Increases in broadcast revenue over the past two decades have provided the Olympic Movement and sport ...

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