Olympism & Olympic Marketing: Paradox or a golden combination

Abstract

Corporate Social Responsibility (CSR) is “a balanced approach for organisations to address economic, social and environmental issues in a way that aims to benefit people, communities and society” (International Organization for Standardization, 2003). Currently most of the professional sport organisations and athletes have foundations to support social causes. It seems that CSR has become an integral part of sport organisations and its marketing programmes (Babiak & Wolfe, 2006). Sport has the unique position to influence society and communities because sport organisations, by its nature, have the potential to be far more integrated into society, in contrast to commercial business organisations (Smith & Westerbeek, 2007).

The mission of the IOC is not restricted to the organisation of the Olympic Games. The goal of the Olympic Movement is to contribute to building a peaceful and better world by educating youth through sport practised in accordance with Olympism and its values. Olympism is a life philosophy, which draws together sport, culture and education in the aim of creating a harmonious balance between body, will and mind. As firms use CSR to fulfil their responsibilities to society, Olympism uses sport as a tool for the creation of a peaceful society, so there is a connection between the philosophy of the Olympic Movement and CSR.

With the introduction of commercialism and professionalism in the 1980’s the status of the Games increased to the greatest show on earth and commercialisation entered the Games. A paradox was born: a movement with a philosophy and ideals and on the other hand selling the television rights for millions of dollars and attracting multinationals as sponsors.

The Olympic Games will never be the Games anymore like Pierre de Coubertin initiated in 1896. But it seems that the Games are getting closer to the original than it was the case in the 1980’s. Nowadays there is much more focus for organising sustainable Games by leaving a physical and Olympic legacy. The Olympic Games in London had the aim to “inspire a generation”, the reason why De Coubertin revived the Olympic Games.

As multinationals businesses and organisations, like the IOC, are more exposed to pressures from NGOs and activists than ever, it is time and important for the image of the IOC and the Olympic Games to emphasise the awareness of CSR and its benefits among its stakeholders by adjusting the marketing and communications activities. As TOP sponsors are the heaviest users of the Olympic Brand equity it is necessary that these sponsors are co-promoters of the Olympic philosophy.