Two sides of a coin: the economic and media challenges for the Olympic Movement.

Robin Austermann, Stephan Wassong


The Olympic Games events; Summer, Winter and Youth, the International Olympic Committee and every other committee or governing body associated with the Olympics all need money to survive. In recent decades revenue has come from the commercialisation of the spectacle which, whilst it is a positive outcome to be financially buoyant, may have masked the underlying ethics and Olympic Values of the Games; the ideals of education and peace promotion, fair play and participation. This paper discusses the impact of the media and the risks of over commercialisation of the Olympics but importantly points to how the IOC might take advantage of the ‘digital revolution’ for social broadcasting and networking to promote the Olympics and its ideals to a new and ever-younger demographic in their global audience.

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