The 2012 London Olympics: Commercial Partners, Environmental Sustainability, Corporate Social Responsibility and Outlining the Implications

Abstract

Historically, the Olympic Games have had a tremendous impact on the economy, tourism industry and social and political aspects of a hosting nation. The Olympic Games are the most globally promoted and commercialised sporting event in the world. This fact has led global firms to mandate significant changes in many aspects of traditional Olympics advertising relating to media content, media channel/placement and the overall budget allocation pattern. In pursuit of desired outcomes, sponsorship-linked promotion and marketing that primarily focuses on communication objectives allows both sport authorities and corporate sponsors to reach a considerable number of markets across the world. The aim of this paper was to explore the content characteristics of commercial partners who participated in the 2012 London Olympic Games on the basis of their corporate social responsibility (CSR) and environmental sustainability (ES). The intention is not to merely verify the marketing communication strategies of commercial partners, but to review historical and theoretical perspectives through a systematic review of the Olympic Partners. This facilitates our understanding of why there have been certain historical changes in their marketing communication strategies with regard to CSR and ES. Implications for mega-event managers and future research are also outlined.

Keywords::

• corporate social responsibility
• environmental sustainability
• commercial partners of Olympic Games
• marketing communication

Notes

^1.Chengli, Huai-Chun, and Hsiou-Wei, “The Economic Benefits of Mega Events: A Myth or a Reality?” 11–23.

^2.Jeong, “Reconsideration on the Role of Sport,” 258–82.

^3.Koh, Andrews, and White, “Beyond the Stadium,” 315–29.

^4.Kim, “Study on an Intermittent Relation,” 51–66.

^5.Jeong and Lee, “Review of the Financing,” 91–112.

^6. See note 4 above.

^7.Tien, Lo, and Lin, “Economic Benefits of Mega Events,” 11–23.

^8.Leeds, Mirikitani, and Tang, “Rationale Exuberance.”

^9. See note 5 above.

^10. “Greece, Athens Investing More Than 60 Billion Euro …. It May Cause Greek Default Almost Inevitable” (Hankook Daily, September 6, 2011, http://www.sports.hankooki.com/ArticleView/ArticleView.php?url = moresports/201109/sp2011090617451695990.htm&ver = v002, 2011).

^11.Ichimura, “Lost Two Decades of the Japanese Economy.”

^12. See note 4 above.

^13.Nam and Kwon, “Olympics and Housing,” 381–400.

^14. Ibid.

^15. See note 1 above.

^16.IOC, “IOC Marketing: Media Guide.”

^17.Cantelon and Letters, “Making of the IOC,” 294–308.

^18. See note 1 above.

^19.IOC, “Sustainability Through Sport.”

^20. See note 16 above.

^21.Koack, “Overview of the Nature,” 21–38.

^22. See note 7 above.

^23. See note 16 above.

^24. Mickle, “25 Years Ago, IOC's TOP Teetered, Then Thrived” (Sports Business Daily, June 21, 2010, http://www.sportsbusinessdaily.com/Journal/Issues/2010/06/20100621/This-Weeks-News/25-Years-Ago-Iocs-TOP-Teetered-Then-Thrived.aspx)

^25. See note 16 above.

^26.Dolles and Soderman, “Mega-Sporting Events in Asia.”

^27. See note 19 above.

^28. See note 17 above.

^29. See note 19 above.

^30. Ibid.

^31. Blackburne, “Greenwash Gold” Rolled Out for Olympic Sponsors” (Blue&Green Tomorrow, April 17, 2012, http://www.blueandgreentomorrow.com/2012/04/17/greenwash-gold-rolled-out-for-olympic-sponsors/).

^32.Loland, “Olympic Sport,” 144–56.

^33.Xie and Hayase, “Corporate Environmental Performance Evaluation,” 148–68.

^34.Mallen et al., “Assessment of the Environmental Performance,” 97–122.

Additional information

Notes on contributors

Hyun-Duck Kim

Hyun-Duck Kim is a professor in the College of Physical Education at Keimyung University in South Korea. His main research interests focus on managerial issues of International Sport Events hosted in Asia and how these influence economic, tourism, social and political aspects of a hosting region. He has also written articles dealing with a special focus on gender, politics, and understanding consumer behavior in sport.