ABSTRACT
This chapter provides an analysis of the approach taken by key institutions and corporations to engage with the Olympic cultural programme. The institutions analysed here belong to four main categories: the public sector, the private sector, the arts community and the media. Each category has been identified as a key interest group with a potential to contribute to and/or gain benefit from an association with the Olympic cultural programme and a potential to influence the Games’ cultural policy. As such, as already discussed in Chapter 5, institutions belonging to each category can be considered key stakeholders of any given Olympic cultural programme.
