Marketing in sports environment

Presented to: DR.Hesham ABAZA

By: Karim Hisham Baher ELGAZZAR

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VIDEO 1: https://youtu.be/0bXJGZgR1BU

1- The International Olympic Committee (IOC) is a non-profit organization that organizes the

modern Olympic Games. The IOC has been in existence since 1894 and strives to promote the

ideals of international friendship, solidarity, fair play, and respect for universal fundamental ethical

principles. It also works to reduce costs associated with hosting an Olympics event by encouraging

countries to use existing infrastructure instead of building new facilities from scratch.

One way that the IOC reduces costs for host nations is through its Agenda 2020 program which

encourages host cities to make their bids more sustainable by using existing venues whenever

possible rather than constructing new ones specifically for each Olympics event. This helps cut

down on construction expenses as well as waste associated with creating a brand-new facility just

for one competition or game every four years. Additionally, it can help create more efficient

operations overall since these already established sites tend to have better access points and

equipment already in place which makes running events smoother and faster while still providing

spectators with great views of all activities taking place during an Olympiad period .

Finally, another cost saving measure taken by the IOC involves finding sponsorships from private

companies who are willing invest money into specific areas such as broadcast rights or marketing

campaigns related directly back towards promoting their own products/services along side any

given games’s events.. By doing this they can supplement some if not most of what would normally

be considered traditional operating expenses such as security personnel or transportation services

needed throughout different competitions held at various locations within a city itself; thus allowing

organizers allocate funds elsewhere where necessary without having worry about overspending

beyond allocated budgets set out prior any given Olympiad period beginning.

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2- The average daytime temperature of Winter Games host cities in February has increased steadily

since those first events in Chamonix, rising from 33 degrees Fahrenheit (0.4 C) in the 1920s-1950s

to 46 F (7.8 C) in the early 21st century. In a recent study, scientists looked at the venues of 19 past

Winter Olympics to see how each might hold up under future climate change. They found that by

midcentury, four former host cities – Chamonix; Sochi, Russia; Grenoble, France; and Garmisch-

Partenkirchen, Germany – would no longer have a reliable climate for hosting the Games, even

under the United Nations’ best-case scenario for climate change, which assumes the world quickly

cuts its greenhouse gas emissions. If the world continues burning fossil fuels at high rates, Squaw

Valley, California, and Vancouver, British Columbia, would join that list.

By the 2080s, the scientists found, the climates in 11 of 21 former venues would be too unreliable to

host the Winter Olympics’ outdoor events; among them were Turin, Italy; Nagano, Japan; and

Innsbruck, Austria. These venues would all be susceptible to problems associated with

snowmaking. Ideal snowmaking conditions today require a dewpoint temperature – the combination

of coldness and humidity of around 28 F (-2 C) or less. More moisture in the air melts snow and ice

at colder temperatures, which affects snow on ski slopes and ice on bobsled, skeleton and luge

tracks. Of the 15 Winter Games sports today, seven are affected by temperature and snow: alpine

skiing, biathlon, cross-country skiing, freestyle skiing, Nordic combined, ski jumping and

snowboarding. And three are affected by temperature and humidity: bobsled, luge and skeleton.

The Ultimate solution to make these events more sustainable economically, environmentally

and socially. As Andrew Zimbalist, the economist that proposed the cancellation of the bidding

system and electing a permanent host city. The IOC rejected the proposal and looking forward to

changing the bidding system and enhancing it , rather than cancelling it.

3-The magic of the Olympic and Paralympic Games can be glimpsed in the shining eyes of the

athletes. For a city, a region, or a country, this magic can also be gauged by its direct and indirect

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effects. In their modern incarnation, the Games have the unique ability to effect social change, to

spur economic growth, and to enhance the environment.

The impact of the Olympic and Paralympic Games is primarily economic.

Paris 2024 elected to establish some of the critical facilities (Olympic and Media Villages, aquatic

centre) in the Seine-Saint-Denis department. This area has a large population base characterised in

particular by a high proportion of youth aged 18 to 25, who are often cut off from employment

opportunities. Hosting the 2024 Games would represent a breath of fresh air for this department and

its residents. This type of event can potentially impact many economic sectors, such as construction,

energy, new technologies, logistics, hospitality, etc., and involve several tens of thousands of

contractors in the organisation and operation of the Games.

The impact of the Olympic and Paralympic Games is also social.

The Paris 2024 team has put forward two projects. The first aims at developing youth civic

engagement by incorporating such engagement in school and university curricula as a proper

subject matter and teaching it through both theoretical and practical applications. The second

endeavours to inspire the Paris 2024 volunteers to carry on with the adventure after the Games by

becoming involved in a sports club or sports federation. The volunteers’ training programme would

thus include a section addressing the goals and workings of a sports club.

Another impact of the Games on society is reflected in the increase in the practice of sports. Above

all, the Games remain a celebration of sports, physical exertion and competition. Media coverage,

before and during the event, contributes to promoting the positive health effects of sports, both in

terms of prevention and treatment. The Sentez-vous sport (‘Are you feeling sports’) campaign

launched by the CNOSF in 2010 should reinforce this trend, as it seeks to encourage the French to

regularly engage in physical activity.

Finally, the Olympic and Paralympic Games also have an environmental impact.

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In Paris, in 2024, the Olympic and Paralympic Games would fit right into Greater Paris, the

regional development plan for Ile-de-France. They would accelerate the development process, in

particular with respect to transportation, providing residents with a more dense and modern

transportation network by the spring of 2024. They would visibly and lastingly transform the Seine-

Saint-Denis region, which is one of the youngest and most diverse in France. By choosing to build

the aquatics centre and the Olympic and Media Villages there, the Paris 2024 team has bet on

furthering its transformation.

A study conducted by the Centre for Law and Economics of Sport (CDES) at the University of

Limoges has estimated that the Paris 2024 Olympic and Paralympic Games could generate €10.7

billion in economic benefits and create more than 250,000 jobs in the Ile-de-France region. I believe

thats a positive impact for the Paris 2024 Olympics.

VIDEO 2: https://youtu.be/xAc0DCxoJP8

1- The 3 mains reasons why a developing country should host a mega sort event?

- More tourism dollars

- More infrastructure investment

- Better International reputation

2- The 3 main reasons a developing country should nit host a mega sport event ?

- The infrastructure cost for developing countries is very high (2010 south africa world cup cost of

stadiums = 1.3 billion USD , 1994 World Cup USA cost of stadiums = 33 million USD)

- The income streams for developing countries is very low (1984 Los angles olympics Profit = 233

million USD)

- The opportunity cost for developing countries is much higher

3- Ethically, I believe other developed countries should answer the “Take control or Give freedom”

question. Other countries always thrive for control and dominance, but in other words every major
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sports event is international, which means people from all over the world attend to watch the games

or the game. It's a chance for people to feel like the others. Developing countries will grow and

everyone will be happy.

VIDEO 3: https://youtu.be/Z4XuzZo8E_U

A- The price range of Benfica’s licensed products goes from 5 cents to 250,000 thousands euros.

B- The main benefit of adding the Benfica's brand to a product, is to give the possibility of several

retailers to have an emotional link with potential clients or buyers. Benfica is an emotional and love

brand , tries to add more value for retailers around the world. They even made a special edition

Lamborghini , special edition watch and more over the last two years.

The ROI of branding is that a strong brand attracts more customers, at a lower cost per acquisition,

who are happy to pay a little more, and will buy a little more often. That means the potential ROI of

brand licensing rely mostly upon the emotional and affiliate link between the brand and the

consumer, the stronger the link , the bigger the revenue.

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