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Olympic marketing: historical overview
Josep Maria Puig
Since the Olympic Games Los Angeles'84, the Olympic Movement has a direct control over the Olympic marketing programmes. These commercial agreements have made possible the increase of the Olympic Games...
WP115 | Olympic education experiences: the sponsorship role in the promotion of Olympic values
Anna Laura Rezende
Olympics, what Olympics? Sponsors, what sponsors?
Case study undertaken by the Performance Research company on the previous sponsorship to the Lillehammer 1994 Winter Olympic Games. Useful for Olympic organisers and those researchers specialised on sports...