ABSTRACT
Case Summary The 6 April 1896, the first modern Olympiad Games opened in Athens. This event is now the most appealing sport event worldwide. According to Sports Marketing Surveys (SMS) 3.9 billion people watched the 2004 Olympic Games in Athens on TV and 3.1 billion watched the Turin 2006 Games. Sponsorship generated 1339 million US$ during the period 2001-2004. According to the Olympic Charter (OC) the Olympic Games are the exclusive property of the International Olympic Committee (IOC). This case study examines how the IOC manages its rights in collaboration with the Organizing Committees of the Olympic Games (OCOGs) and the stakeholders belonging to the Olympic Movement, in order to enhance the Olympic rings brand equity and to develop successful marketing programmes.
