Branding and the Olympics

This discussion paper reviews the International Olympic Committee’s (IOC) management of the Olympic Games brand to safeguard the games’ reputation and maintain a platform for “selling” the hosting rights to member nations. However, the cost of hosting an Olympics is becoming more challenging as the expectations and issues associated with being a host have considerable financial and social implications. The vast majority of recent hosts have gone over budget by billions of dollars. This paper reviews the history of the games, the IOC’s policies, the importance of brand in mega-events (especially global sporting competitions), and how reputation is key to the ongoing success of the Olympics. It discusses the issues associated with hosting the Games and how much internal or external influences can affect the financial, social, and environmental success of the Olympics. The burgeoning cost of bidding, developing, and delivering the Games and whether nations can now afford to take on this responsibility.