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“The Complexity of Olympic Sponsorship’: David Stotlar gives a lecture at RIOU

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On April 02, 2015  RIOU hosted an open lecture by David Stotlar,  international consultant in sport management, marketing and sponsorship to international sport organizations.

His lecture focused on the experience of the rules and regulations surrounding Olympic Sponsorship.

Olympic and amateur sport organizations have come increasingly to depend on corporate sponsors who have supplied much-needed revenue in difficult financial times. The dependency of the Olympic movement on corporate sponsors is evidenced by the statistic showing that over 30% of the International Olympic Committee’s budget and about 40% of the Olympic Organizing Committee’s funds are derived from sponsorship income.  One aspect of the Olympic movement that has attracted sponsors is the global power represented in the Olympic symbol, the five interlocking rings. The Olympic Rings have shown to be the most recognizable logo in the world with 89.8% of the population capable of correctly recognizing the symbol. Thus, associating with the Olympic Rings is highly prized by leading corporations.

Unfortunately, the complicity of the rules and regulations surrounding Olympic Sponsorship make it increasingly difficult. There are five different types of Olympic sponsorships in which corporations could become involved: national governing bodies, national Olympic committees, Olympic organizing committees, the IOC’s worldwide Olympic sponsorship program, and the International Olympic Committee itself. Each entity provides specific sponsor rights associated with participation.

This lecture was presented the conflicts that exist in this dynamic industry and provided examples from recent Olympic Games.

David Stotlar, Professor at University of Northern Colorado (USA), PhD.

Director of the School of Sport & Exercise Science at University of Northern Colorado. Professional Experience: has served as a consultant. Has given over 300 presentations and workshops. Former president of the North American Society for Sport Management. Founding member of the Sport Marketing Association. Author of more than 90 articles and 50 textbooks in sport marketing and management.

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