Portal de Periódicos da CAPES

The 2012 London Olympics: Commercial Partners, Environmental Sustainability, Corporate Social Responsibility and Outlining the Implications

2013; Routledge; Volume: 30; Issue: 18 Linguagem: Inglês

10.1080/09523367.2013.845171

1743-9035

Hyun-Duck Kim,

Corporate Social Responsibility Reporting

Historically, the Olympic Games have had a tremendous impact on the economy, tourism industry and social and political aspects of a hosting nation. The Olympic Games are the most globally promoted and commercialised sporting event in the world. This fact has led global firms to mandate significant changes in many aspects of traditional Olympics advertising relating to media content, media channel/placement and the overall budget allocation pattern. In pursuit of desired outcomes, sponsorship-linked promotion and marketing that primarily focuses on communication objectives allows both sport authorities and corporate sponsors to reach a considerable number of markets across the world. The aim of this paper was to explore the content characteristics of commercial partners who participated in the 2012 London Olympic Games on the basis of their corporate social responsibility (CSR) and environmental sustainability (ES). The intention is not to merely verify the marketing communication strategies of commercial partners, but to review historical and theoretical perspectives through a systematic review of the Olympic Partners. This facilitates our understanding of why there have been certain historical changes in their marketing communication strategies with regard to CSR and ES. Implications for mega-event managers and future research are also outlined.