The Olympic Games and sponsorship legacy: The case of Sydney 2000

Australian Centre for Event Management
Publication Type:
Conference Proceeding
The International Event Management Summit Conference Proceedings, 2009, pp. 418 - 434
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The purpose of this paper is to examine the sponsorship legacy experienced by the Australian Olympic Committee (AOC) after hosting the Sydney 2000 Olympic Games. A multi-layered theoretical framework based on the work of Daellenbach, Davies and Ashill (2006) forms the foundation of this analysis. Primary data was collected through in-depth interviews with 14 executives, who were specifically associated with sponsorship and the Sydney Games. The findings indicate the positive impact hosting the Games had on the AOCs profile and credibility in the sport industry. Conversely, the research found that the AOCs post Olympic sponsorship projections for the years 2001- 2004 were overly optimistic with less than half of the forecasted A$60 million revenue stream being achieved.
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