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

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