The 2nd edition of my book, 'The Olympic Games Effect', will be published early in 2012 (John Wiley and Sons). Updated and revised for the London 2012 Olympics, I discuss the pros and cons of Olympic sponsorships. My recent TEDx talk included examples from the book. In the book I review sponsorships in the broader context of Olympic history, as well as host city bids, economic impact, marketing strategy, and the more recent advances in social media. While the book is still a month or two away from release, the support and buzz has already been tremendous, including invaluable endorsements from some truly remarkable people: Glenn Hubbard-Dean, Columbia Business School and former Chairman of the Council of Economic Advisors; Lynn Kahle-the Ehrman Giustina Professor of Marketing and Department Chair at the Lundquist College of Business, University of Oregon (and home of one of the U.S.'s top sports marketing programs, the James H. Warsaw Sports Marketing Center); Dae Ryun Chang-Professor of Marketing, Yonsei University School of Business; Anton Meyer-Professor of Business Administration and CEO of the Institute of Marketing at Ludwig Maximilians University; Richard Burton-the David B. Falk Professor of Sport Management at Syracuse University; and Kimio Kase-Professor of Strategic Management at IESE. I will be teaching a new course in the winter term based on this book, and also giving talks around the world throughout the year. In June, I return to the International Olympic Academy in Olympia, Greece, to teach in their Masters of Olympic Studies program. I will be writing more about the book in the weeks and months ahead as the London 2012 Games get closer and closer. Please contact me at john@brandnewview.com if you want more information about the book and/or speaking opportunities.
In Olympics-related news, the International Olympic Committee launched a new Integrated Communications program today called 'Show Your Best' that seeks videos entries of people doing their best, whether they are Olympic athletes or not. The idea is to showcase the remarkable range of talent out there in the world. A range of prizes will be given for the best entries, including a trip to see the 2012 London Olympics. Show Your Best is the latest effort by the International Olympic Committee to connect with fans, particularly the youth, extending a dynamic set of new initiatives in recent years that have included the launch of the new Youth Olympic Games (YOG). The first summer YOG was in August 2010 in Singapore, and the first winter YOG will be in Innsbruck January 13-22, 2012 (just a few weeks away!).
A big one for the United Kingdom at all. Definitely, London will win a lot. I hope the ROI will be with 30% above the expenses so far.
Posted by: accommodation for London 2012 | December 23, 2011 at 12:03 AM
The important lessons of past Olympics will be used to show a hundred year-plus tradition based on a several thousand year old testament to the love of sports and competition, revealing how, in recent years, this has evolved into a seductively attractive vehicle for a wide range of audiences, from consumers to corporations.
Posted by: Bachelor of Dance Education Course | December 28, 2011 at 07:23 PM
This is an interesting topic to discuss. In fact the effect will be positive for the whole London. Stratford is one of the poorest areas and now will become a totally new one. Big project are coming in there.
Posted by: Olympic Games rentals | January 05, 2012 at 01:18 AM