Менеджмент

showcase opportunities at the Games. Since the start of the Programme in 1985 TOP has been assigned a number, i.e. TOP I (1985–1988), TOP II (1989–1992), etc. The following corporations formed TOP V (2001–2004): Coca-Cola, Kodak, McDonald’s, Panasonic, Samsung, Visa, Xerox and some others.

Olympic sponsorship not only operates on an international level. National Programmes are managed by the Organizing Committees of each Games and the NOCs in each country. The revenue from TOP is shared between the IOC, the NOCs and International Sporting Federations.

However the increase in sports sponsorship has not only brought significant benefits to sport and corporations but potential problems of over-commercialization. The IOC is very concerned about who the sponsor companies are and how they present the Olympic message. There are no world-wide tobacco or alcohol sponsors. The use of Olympic images in advertising and promotion is closely controlled by an approval system. The IOC approves every TV spot carrying the Olympic symbols.

The sponsor companies recognize that supporting the Olympic Movement is in everyone’s best interest.

Notes:

1 ...through the promotional activities of sponsors public awareness and support for the Olympic Movement... – ...благодаря рекламной деятельности информированность и поддержка обществом олимпийского движения...

² ...that their competitors may not align themselves with an Olympic team or the Olympic Games anywhere in the world. – ...что их конкуренты не могут быть связаны ни с олимпийской командой, ни с Олимпийскими играми нигде в мире.

Vocabulary and Speech Exercises

XI. Answer the following questions to discuss the text in detail. Refer to the text if necessary:

l. What is Olympic sponsorship?

2.Why do Olympic Games need sponsors?

3.What does sponsorship provide for the Olympic Movement?

4.When did the Organizing Committee separate sponsors into three categories?

5.What are these categories?

6.What does the term “TOP Partner” mean?

7.What rights are the TOP Partners guaranteed?

8.What is meant by “category exclusivity”?

9.What are the problems that sponsorship has brought to sport?

10.What is the IOC’s major concern at present?

XII. Choose the phrase which best completes each sentence:

l.Sponsorship provides essential … to the Olympic Movement.

a)audience;

b)equipment;

c)financial support.

2.Category exclusivity guarantees …

a)world-wide broadcasting of the Olympic Games;

b)exclusive and world-wide marketing opportunities;

c)exclusive right to sell goods within a stadium ground.

3.The revenue from TOP is shared between …

a)the NOCs;

b)the International Sporting Federations;

c)the IOC, the NOCs and International Sporting Federations.

4.The IOC is very concerned about …

a)the venues of the Olympic Games;

b)the revenues of the Olympic Committees;

c)potential over-commercialization of the Olympic Movement.

XIII. Make a list of international words used in the text. Learn their meaning and pronunciation:

XIV. Name the words which mean the following:

XV. Say, what you have learned about:

–the Olympic Partnership Programme (TOP);

–the categories of Olympic sponsors.

Task III. Read Text C to know about broadcasting as the engine of the Olympic Games. Make a list of new words and expressions while reading it.

Text C

Olympic Broadcasting

Television has long been the engine that drives the Olympic Games. Television broadcasting is integral to the success of the Olympic Games as it enables people around the world to watch the greatest sporting event. To this end broadcast rights are critical to the Olympic Movement not only in terms of revenue generated but also in terms of the number of countries and viewers.

The partnership between the IOC and broadcasting companies has covered a long way. The first Games to be televised were in Berlin in 1936. That was done on an experimental basis in and around Berlin only with a total of 138 viewing hours and 162 000 viewers. History has it that the Organizing Committee of the 1948 London Olympics persuaded the BBC to pay the then colossal sum of one thousand guineas (about $ 3000) for the broadcasting rights. Thus the principle of the “rights fee” was introduced. In 1956 for the first time the Winter Games were broadcast live. In 1958 the issue of television rights was incorporated into the Olympic Charter. The 1960 Rome Olympic Games were televised live for the first time to 18 European countries. In 1964 in Tokyo broadcasts became global with satellite coverage used for the first time to relay pictures overseas.

A few months before the 1996 Atlanta Olympic Games the IOC developed a marketing strategy to strengthen and expand the Olympic Movement into the next millennium. This strategy included the signing of three long-term broadcasting contracts with Australian, American and European broadcasters until 2008 with a total value of more than $ 5 billion. Long-term deals such as these have changed the dynamics between the IOC and broadcasters from a traditional 16-day commercial advertising platform into a joint partnership ¹ with a mutual interest to

promotetheOlympicMovementonanongoingbasis.TheIOC’sstrategy has been to offer their broadcast partners the premier global event and to work closely with them to maximize the opportunities. The IOC wants the Olympic Games to reach the world.About 90 % of the world’s population with access to TV sets2 watch the Olympic Games. The IOC has subsidized TV coverage in the parts of the world that cannot afford to pay rights fees.

The IOC wants the Olympic Games to be a showcase for broadcast technology3. Since 1936 when the world watched the first broadcast of the Olympic Games in Berlin, the Olympic broadcasting has become a real state of the art.

The IOC considers the broadcasters as partners in building the property. Promotional announcements produced by the IOC are run free bybroadcasters.ProgrammesabouttheOlympicMovementareproduced by broadcasters. They televise the official films.All these efforts bring the Olympic message to the public.

The IOC encourages interrelations between broadcasters and sponsors to help both maximize investments. Sponsor advertising supports the broadcaster and helps pay for the rights fees.

Notes:

¹...fromatraditional16-daycommercialadvertisingplatformintoajointpartnership... –

...c традиционногокоммерческогорекламноговещаниявобъеме16днейксовместному участию в…

2 ...with access to TV sets. – ...у кого есть телевизоры.

³ a showcase for broadcast technology – витрина телевизионных технологий.

Comprehension and Speech Exercises

XVI. Work in two groups:

Group A. Read the paragraph about the history of Olympic broadcasting. Group B. Read the paragraph about the IOC’s new marketing strategy

developed before the 1996Atlanta Games.

XVII. Find the topic sentences of each paragraph to make up a plan of the text.

XVIII. Make a summary of the text. Give your attitude to the Olympic TV broadcasting. Is it interesting or boring?

Task IV. Read Text D to know what is meant by Olympic licensing. Add the following terms to your topical vocabulary:

1)mascot n – талисман;

2)tier n – уровень, ряд;

3)percentage royalty – проценты, отчисления;

4)merchandise n – товары;

5)vignette n – виньетка;

6)royalty n – плата за право.

Text D

Olympic Licensing

1.LicensingisgivingrightstoacompanytousetheOlympicemblems and mascots in marketing its products. Licensing is probably the largest opportunity for involving the public in the Olympic Movement. The IOC’s strategy is to develop quality licensing programmes that bring the Olympic philosophy to the public, particularly the youth.

2.For the first time a private advertising agency acted as a licensing agentatthe1972MunichOlympics.Rightstousetheofficialemblemwas sold and several types of licensing and advertising agreements became available. There was also the first official mascot “Waldi” whose image was licensed to private firms for sale.

3.There are three tiers of licensing within the Olympic Movement. Organizing Committees license to companies to create souvenirs relating to the Games.

These companies pay a percentage royalty, usually between ten and fifteen percent for the right to use the National or Games emblem on their merchandise. The merchandise is usually of festive, commemorative nature, such as pins, t-shirts and baseball caps.

National Committees license to companies to create team-specific souvenirs for their own country. These companies also pay a percentage royalty usually between ten and fifteen percent for the right to use the National or Games emblem on their merchandise of the same nature.

The International Olympic Committee operates a limited world-wide licensing programme in certain categories such as film, video games and other multimedia opportunities.

4.Looking back at the Olympic licensing history, there were some products that would never be considered today, everything from

Olympic vignettes in cigar boxes in 1924 to “Olympia” cigarettes in 1964. Unfortunately some of the licensed products did not do much to enhance the Olympic image. That is why the IOC has taken a firm position in developing licensing programmes that not only will build a positive Olympic image but also meet business goals. For example the Sydney 2000 licensing programme generated nearly $ 500 million in retail sales of Olympic merchandise. Sydney emphasized quality Olympic merchandise ensuring that souvenirs of various kinds would be affordable to all people.

5.The IOC recognizes that the Olympic Movement is not a business but it is necessary to take what is positive from business practices and apply it to the Olympic Movement.

Comprehension and Speech Exercises

XIX. Reread paragraph 1. Which is the “key” sentence expressing the main idea of paragraph 1? Find the “key” of paragraph 1.

XX. Rereadparagraph3.Whatheadingcanyougivetotheparagraph?

Which suits best in your opinion?

1.Three tiers of Olympic licensing.

2.Merchandise for Olympic licensing programme.

XXI. Rereadparagraphs2and4.TheyareaboutthehistoryofOlympic licensing. Find and read aloud the sentences that give examples of the positive and the negative Olympic image.

XXII. Speak on the role of Olympic licensing as a form of business.

Listening and Speaking

I. Listen to the dialogue and trade the roles. Follow the tape-script if necessary:

Below is an extract of the interview which the IOC President Jacques Rogge gave five years ago to Sport Europe about the future of Olympic Movement.

S.E. Mr. President, what can you say about the financial source of the Olympic Movement?

108 Sports management and marketing

Unit 7. Marketing of Physical Education

Pre-reading activities

I. Listen to your teacher’s reading and mark the stressed syllable in the

II. Check if these topical words and key phrases are known to you. If not, try to memorize them:

Pre-reading discussion

III. Discuss with your group-mates before you read the text:

– what you understand by the term “marketing of physical education”; – why physical education requires marketing.

Reading

Task I. Read Text A to know about the first component of physical education strategic marketing.

Text A

Strategic Marketing of Physical Education: Planning

Remember:

physical education class – урок физкультуры educator n – педагог

Asaproductphysicaleducationchangedalotduringthepastdecades. So did its consumers. Physical education is an integral part of the educational process so a lot of attention must be paid to the marketing of itstangibleandintangiblebenefits.Thatmeansthatstrategicmarketingis very important for physical education.Astrategic marketing process has three components: planning, implementation and control. The planning phase begins with understanding the consumer’s wants and needs.

The first step in the planning phase is conducting marketing research. Every educator knows such marketing research tools as interviews, surveys,scientificresearch,etc.Marketingresearchinphysicaleducation might focus on physical education curriculum, application of physical education to daily activities, the value of physical education, etc. It is goodtodesignasimplequestionnaireaboutthegenerallifestyle,physical fitness habits, past physical education experience, physical education programme for both students and parents. The data might be used to set objectives and goals for the marketing plan.

The second step is identifying the target market for the product or service. Who is the consumer or target audience for physical education services? The target audience is a group of consumers around whom the strategic marketing process is built. So the answer to the question is: the students who participate in physical education and the parents who are responsible for the students.

The third step is positioning. Positioning is determining how “to fix” the physical education product in the minds of the target audience. It is necessary to create a positive image of physical education in the minds of students and their parents. A process called repositioning is aimed at replacing negative memories of the parents and students about physical education with positive ones. Parents might be invited to their children’s physical education classes or some physical education classes offered for the whole family. Videotaping of children at the physical education class is very effective too.

The fourth and the final step in the planning phase is developing the marketing mix.

Vocabulary and Speech Exercises

IV. Work individually or with your group-mate to answer these questions:

1.Why is strategic marketing important for physical education?

2.How many components does a strategic marketing process involve?

3.What are the steps of the planning process?

4.What might marketing research in the physical education focus on?