Olympic Games Case Study

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Issue
The International Olympic Committee is not meeting the attendance expectations of the Olympic Games.
Question
What strategies should the International Olympic Committee implement in order to increase the attendance to the Olympic Games?

Description of Marketing/Research Question.
Generally, sports events have significant benefits to society which can include: social interaction, association of different cultures and ethnics, and enjoyable times to freely express emotions and feelings. The Olympic Games is a notorious example of it. The Olympic Games bring together many countries, participants and spectators. It “supports cultural integration, promotes ethics, unity, pride, and encourages peace around the world” (Olympic Web). Although, …show more content…

On one hand, there was an increase of 600 million to 3.7 billion television viewers from the 1996 Summer Olympic Games in Atlanta versus the 2000 Summer Olympic Games in Sydney (Stillmed). This was followed by 3.9 billion viewers of the 2004 Olympic Games in Athens (Stillmed), and reaching 31.1 billion viewers in London 2012 (NBC). On the other hand, Atlanta 1996 expected to receive 11M spectators but approximately 6.3M tickets were sold (NY Times). Later in Athens, 5.3M spectators were expected to be present in 2004, only 3.8M tickets were sold (NY Times).
Clearly, there is a lack of attendance to the Olympic Games and this research paper will analyze and provide marketing strategies in order to get more of the public to attend the Olympic Games. This is what makes this research paper different from other articles. It will offer marketing strategies through keys aspects such as sport marketing, social media and public …show more content…

After two years, he got the approval he needed to found the International Olympic Committee (IOC) form the Sports Union in Paris and in 1896 the first modern Olympics took place. The Games were in Athens, and featured 280 participants from 13 nations, competing in 43 events and a crowds of 60,000 spectators. Since then they have been staged every four years, except during World War I and World War II (1916, 1940, and 1944). In 1912, the official symbol of the modern Games was implemented. Five interlocking colored rings, representing the continents of North and South America, Asia, Africa, Europe and Australia. The Olympic flag, featuring the symbol on a white background, flew for the first time at the Antwerp Games in

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