Commercialism of the Olympics

Summary

The modern Olympic Games long sought to resist the growing influence of commercialism by grounding the movement in its founding amateur ideals. Standing in contrast to this early vision of the modern Olympic Games, however, billions of dollars of revenue now come into the Olympic Movement during every 4-year Olympiad. This money comes from the sale of international broadcasting rights, ticketing, licensing, and worldwide and domestic sponsorship programs built off the strength of a well-protected and professionally managed global brand. The growth of Olympic commercialism has been aided by the professionalism and formalization of Olympic organizations, including the International Olympic Committee (IOC), National Olympic Committees (NOCs), and Olympic Games Organizing Committees. The development and expansion of marketing-linked jobs, structures, policies, and communications within these organizations demonstrates increasing commercial orientation. Revenues generated by the commercialism of the Olympics have continued to grow and are used to provide support for Games hosting, funding for International Sport Federations and NOCs, and a broad range of advocacy and social programs. The size and scope of the IOC’s revenue sources and investments back into the Olympic Movement alongside the professionalism of its commercial operations marks it as a thoroughly commercial enterprise. The long-term health of the Olympic Movement is often linked to its ability to maintain the resulting revenues. However, the commercialization of the Games has opened it up to critiques of costly gigantism, social harms, and an undermining of the very ideals that have underpinned the value of the Olympic brand.