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

Morgan, AA; Frawley, SM

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

Morgan, AA Frawley, SM

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Publisher:: Australian Centre for Event Management
Publication Type:: Conference Proceeding
Citation:: The International Event Management Summit Conference Proceedings, 2009, pp. 418 - 434
Issue Date:: 2009-01

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Field	Value	Language
dc.contributor.author	Morgan, AA	en_US
dc.contributor.author	Frawley, SM https://orcid.org/0000-0002-7552-3856	en_US
dc.contributor.editor	Allen, J	en_US
dc.date	2009-07-06	en_US
dc.date.issued	2009-01	en_US
dc.identifier.citation	The International Event Management Summit Conference Proceedings, 2009, pp. 418 - 434	en_US
dc.identifier.isbn	978-0-9803860-8-0	en_US
dc.identifier.uri	http://hdl.handle.net/10453/11454
dc.description.abstract	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.	en_US
dc.publisher	Australian Centre for Event Management	en_US
dc.relation.ispartof	The International Event Management Summit Conference Proceedings	en_US
dc.relation.ispartof	The International Event Management Summit	en_US
dc.title	The Olympic Games and sponsorship legacy: The case of Sydney 2000	en_US
dc.type	Conference Proceeding
utslib.location	Sydney, Australia	en_US
utslib.location.activity	Gold Coast, Australia	en_US
utslib.for	1503 Business and Management	en_US
utslib.for	1505 Marketing	en_US
utslib.for	150404 Sport and Leisure Management	en_US
dc.location.activity	Gold Coast, Australia	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Management Discipline
utslib.copyright.status	open_access
pubs.declined	1970-01-01T00:00:00.0+1000
pubs.consider-herdc	true	en_US
pubs.deleted	1970-01-01T00:00:00.0+1000
pubs.place-of-publication	Sydney, Australia	en_US
pubs.start-date	2009-07-06	en_US

Abstract:

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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http://hdl.handle.net/10453/11454