scholarly journals Popularita českých sportovců a jejich uplatnění jako tváří firemních značek

2014 ◽  
Vol 8 (2) ◽  
pp. 97-104
Author(s):  
Radek Tahal
Keyword(s):  
Olympic Games ◽  
Marketing Communication ◽  
The Future ◽  
Before And After ◽  
A Company ◽  
The Olympic Games

One of the effective tools in marketing communication is connecting a company brand with a well known person. Such celebrity is then called brand ambassador. This paper presents the analysis of the representative marketing survey which aimed at identifying the best known Czech sports celebrities. The research is being conducted as a tracking one. That´s why this study compares familiarity and popularity of Czech sportspersons before and after the Olympic Games in Sochi. The respondents were also asked in what extent they want the celebrity to be medialized in the future. The research also brings data for creating a perception map that is based on the methodology known as “Need Scope”. This method puts forward the layout of the emotional attributes that respondents correlate with the celebrity. All these characteristics can be successfully used when matching the celebrity with the most adequate brand.

Does hosting the Olympic Games matter? Canada and Olympic Games images before and after the 2010 Olympic Games

2012 ◽  
Vol 12 (1/2) ◽  
pp. 111 ◽  
Author(s):  
Anahit Armenakyan ◽  
Louise A. Heslop ◽  
John Nadeau ◽  
Norm O' ◽  
N.A. Reilly ◽  
...  
Keyword(s):  
Olympic Games ◽  
Before And After ◽  
The Olympic Games

scholarly journals Visible or Invisible Games? A Critique on the Future of the World Games

2010 ◽  
Vol 48 (1) ◽  
pp. 21-29
Author(s):  
Li-Hong Hsu
Keyword(s):  
Olympic Games ◽  
The World ◽  
The Future ◽  
Second Tier ◽  
Mega Event ◽  
The Olympic Games

Visible or Invisible Games? A Critique on the Future of the World GamesAs the crowded calendar of world sport and the increasing competition between sporting festivals is likely to affect more second-tier global sporting festivals than the Olympic Games (Cashman 2004, p. 134), this paper attempts to answer a few questions concerning the future of the World Games, i.e. a multi-sport mega event. The first and primary question is whether it is worthwhile to host the World Games. In this paper reasoned justification will be provided with a critical eye. Furthermore, questions will be raised about the when and particularly about the where. The content of the World Games' programs will be briefly discussed and critically evaluated as well. As an example the author will use the 2009 World Games in Kaohsiung, Taiwan for discussion.

The patriotism down under: Nationalized qualities and Australian media consumption of the 2016 Rio Olympic Games

2017 ◽  
Vol 54 (3) ◽  
pp. 325-347 ◽  
Author(s):  
Andrew C Billings ◽  
Olan KM Scott ◽  
Kenon A Brown ◽  
Melvin Lewis ◽  
Michael B Devlin
Keyword(s):  
National Identity ◽  
Digital Media ◽  
Olympic Games ◽  
Media Consumption ◽  
Significant Relationships ◽  
Before And After ◽  
The Olympic Games

A survey of 291 Australians before and after consuming varied levels of Olympic media revealed key relationships between national identity, psychological connections to the Olympic Games, and media consumption of the Rio Games. The desire for nationalized emulation significantly predicted televisual media consumption; and the desire for nationalized identification and protection significantly predicted both print and digital media consumption. Differential motivations for identifying with Australia, fan involvement, and media consumption all yielded significant relationships with connection to the Olympics as a whole. Theoretical and applied implications are delineated.

The Olympic Games in antiquity

2004 ◽  
Vol 12 (3) ◽  
pp. 401-413 ◽  
Author(s):  
H. W. PLEKET
Keyword(s):  
Olympic Games ◽  
Social Background ◽  
Gold Medal ◽  
Olive Leaves ◽  
Olympic Athletes ◽  
Before And After ◽  
The Olympic Games

The Olympic Games are an invention of the ancient Greeks. They were held in Olympia in a quadrennial rhythm, without interruption for ca. 1200 years. Compared with the modern Olympics, the ancient programme was small: running events (over several distances), the pentathlon, and the so-called ‘heavy’ events: wrestling, boxing and pankration. Various equestrian events (with and without chariots) completed the programme. This programme is discussed with the athletes, their social background and ideology. Although in ancient Olympia a wreath of olive-leaves – a forerunner of our modern gold medal – was the first and only prize, there was no amateurism in Greek athletics. Olympic athletes happily participated in highly rewarding money games both before and after the Olympics. Money was not despised; abuse of money, in the form of Wine, Women and Song was criticized, but some athletes, then as now, were unable to resist the temptations of life.

scholarly journals Danmarks position i det internationale elitesportskapløb - post Beijing

2009 ◽  
Vol 25 (1) ◽  
Author(s):  
Rasmus Klarskov Storm
Keyword(s):  
Performance Analysis ◽  
Olympic Games ◽  
Arms Race ◽  
Elite Sport ◽  
The Future ◽  
Sport Organization ◽  
International Success ◽  
The Olympic Games

Artiklen vurderer på baggrund af med Team Danmarks resultatkontrakter med Kulturministeriet og Team Danmarks efterspørgsel efter flere penge til elitearbejdet, den danske position i den internationale elitesportskapløb og indetificerer de problemstillinger, som organiseringen af dansk eliteidræt står over for. The Danish Standings in the International Sporting Arms Race – Post BeijingThe development within international elite sport has launched a global sporting arms race. As pointed out by international scholars, more and more countries develop medal capability investing ever more resources in the fight for international success. This international trend has affected the Danish context resulting in a growing political focus on international results. On the basis of the recent Danish rankings in the Olympic Games in China, the debate on Danish elite sport has intensified. Although the number of Danish medals reached the goal set for the games, the Danish elite sport organization, Team Denmark, subsequently demanded more capital for elite sport development claiming that without increased resources, Denmark will face decreasing results in the future. This article analyses the Danish position in the international sporting arms race together with identifying the challenges of Danish elite sport. Including identified factors of international sporting success, a brief performance analysis of the Danish model is carried out. Finally the appropriateness of increased funding for Team Denmark is discussed.

1. Brazil hosts the Olympic Games

2020 ◽  
pp. 1-14
Author(s):  
Anthony W. Pereira
Keyword(s):  
South America ◽  
Rio De Janeiro ◽  
Olympic Games ◽  
Opening Ceremony ◽  
The World ◽  
The Future ◽  
First Time ◽  
National Experience ◽  
The Olympic Games

‘Brazil hosts the Olympic Games’ examines the opening ceremony of the 2016 Olympic Games in Rio de Janeiro on 5 August 2016. This was the first time the games took place in South America. Watched live by hundreds of millions of people around the world, the four-hour ceremony reveals something about Brazil and its national experience. It provides insights into what makes Brazilians proud to be Brazilian, as well as anxieties behind those sources of pride. The themes concern the importance of nature and its preservation; the importance of the future in Brazilians’ view of the world; Brazil’s alleged vocation for peaceful inclusion; and the informality of the Brazilian way of getting things done.

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