Sponsorship legacy and the hosting of an Olympic Games: The case of Sydney 2000

Morgan, AA; Frawley, SM

Sponsorship legacy and the hosting of an Olympic Games: The case of Sydney 2000

Morgan, AA Frawley, SM

Permalink

Publisher:: Henry Stewart
Publication Type:: Journal Article
Citation:: Journal of Sponsorship, 2011, 4 (3), pp. 220 - 235
Issue Date:: 2011-01

Closed Access

	Filename	Description	Size
	2010005682OK.pdf		786.96 kB	Adobe PDF	View/Open

Copyright Clearance Process

Recently Added
In Progress
Closed Access

This item is closed access and not available.

Full metadata record

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.date.issued	2011-01	en_US
dc.identifier.citation	Journal of Sponsorship, 2011, 4 (3), pp. 220 - 235	en_US
dc.identifier.issn	1754-1360	en_US
dc.identifier.uri	http://hdl.handle.net/10453/18868
dc.description.abstract	This study examines the sponsorship legacy experienced by the Australian Olympic Committee (AOC) after hosting the Sydney 2000 Olympic Games. (An earlier version of this paper was presented at the International Event Forum, held on the Gold Coast, Australia, in July 2009.) A multi-layered framework based on the work of Daellenbach et al. (2006) forms the basis of the analysis. Primary data were collected through in-depth interviews with 14 executives, who were associated with Olympic sponsorship and the Sydney Games. The results indicate the positive impact hosting the Games had on AOCs profile and credibility in the Australian sports industry. Conversely, the research found that AOCs post-Olympic sponsorship projections for the years 200104 were overly optimistic, with less than half of the forecast A$60m revenue stream being achieved.	en_US
dc.publisher	Henry Stewart	en_US
dc.relation.ispartof	Journal of Sponsorship	en_US
dc.title	Sponsorship legacy and the hosting of an Olympic Games: The case of Sydney 2000	en_US
dc.type	Journal Article
utslib.citation.volume	3	en_US
utslib.citation.volume	4	en_US
utslib.for	1506 Tourism	en_US
utslib.for	1505 Marketing	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	closed_access
pubs.consider-herdc	true	en_US
pubs.issue	3	en_US
pubs.volume	4	en_US

Abstract:

This study examines the sponsorship legacy experienced by the Australian Olympic Committee (AOC) after hosting the Sydney 2000 Olympic Games. (An earlier version of this paper was presented at the International Event Forum, held on the Gold Coast, Australia, in July 2009.) A multi-layered framework based on the work of Daellenbach et al. (2006) forms the basis of the analysis. Primary data were collected through in-depth interviews with 14 executives, who were associated with Olympic sponsorship and the Sydney Games. The results indicate the positive impact hosting the Games had on AOCs profile and credibility in the Australian sports industry. Conversely, the research found that AOCs post-Olympic sponsorship projections for the years 200104 were overly optimistic, with less than half of the forecast A$60m revenue stream being achieved.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/18868