7 Oct 2022

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The Olympic Games Effect: How Sports Marketing Builds Strong Brands

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Academic level: Master’s

Paper type: Term Paper

Words: 1727

Pages: 6

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The United States Olympic Committee (USOC) is actively considering making an official bid to host the 2030 Summer Olympics and the Paralympic Winter Games. In its desire, the committee is considering fronting Salt Lake City UT and the surrounding region to be the host for the games. It is important to note that the Olympic Games are the world's most significant sporting events that take place. They attract participants and spectators from all over the world. As such, the competition to determine the host for such sporting events becomes is always great. Hosting such events will leave long-standing economic effects, not only for the hosting city but also for the surrounding regions (Osada et al., 2016). These benefits can lead to a complete transformation of the host city. For the 2030 Olympics and Paralympic Winter Game, the International Olympics Committee (IOC) has already begun the process of receiving bids from the potential host city by creating an open chance for the cities, regions, and countries, which are interested in making the bid to do so. This will provide an opportunity for the OIC to have conversations with them by looking at the framework that they have submitted and identifying how hosting such games would align with the cities' development plans. Hosting such games can act as a catalyst for enabling the cities to be on the course of achieving their development plans (Kassens-Noor, 2012). Different cities will have different development plans, and therefore, it is upon the IOC to determine how they can align with them. There are five categories of Olympic legacies, including infrastructure, economic, sporting, social, and environmental. 

During the bidding process, the city should clearly state all the development goals that it wants to achieve so that the IOC can move swiftly and consider them as priorities. Thus, the USOC must be able to identify how Salt Lake City UT will benefit by obtaining the hosting rights for the Olympic and Paralympic Games. In turn, the committee provides that the hosting of the Olympic Games will accelerate the city towards achieving its development goals during the sporting event, something that will have taken them decades to achieve (Smith et al., 2019). As such, one of the main objectives of the Olympic Games is ensuring that they provide an opportunity for the hosting city to attain its primary development goal. It is a responsibility that will be met if the hosting city clearly defines the legacy that they would want the Olympic Games to leave behind (Leopkey, 2019). Regarding the infrastructure, such games can promote investments in infrastructural facilities that will be useful for the long-term benefit of sports, entertainment, and community-related events once the games end (Leopkey, 2019). A refurbishment of the existing infrastructure also takes place before the games, improving them for future sporting needs. Thus, acquiring the hosting rights for the city will be an opportunity for not only refurbishing the existing ones but also to build new ones in preparation for the games. This will leave a long-lasting effect in the city since it will support many sport-related activities and development of talents. 

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Additionally, hosting Olympic Sporting activities represents an enormous opportunity for the hosting city to earn huge revenues from such operations (VanWynsberghe et al., 2012). These revenues are channeled directly to the country's economy and, in return, boost the economy of the country. All sectors of the economy for the host city receive a boost as the demand for their services increases (Preuss, 2019). For instance, the 2012 Olympics Games in London generated a $15 billion boost to the U.K. economy. When an economy is growing, the implication is that the government can deliver quality services to the people by use of the available resources. Many jobs are also created in the economy, making it possible for people to earn income and improve their standards of living. 

Regarding the city's sporting focus in its bid to host the Olympic Games, their main drive is that, in preparation for such games, there will be the construction of more high-performance sporting infrastructures. Such infrastructures will create more rooms for the development of talents and also encourage healthy lifestyles across the country by providing training facilities to the populace (Long et al., 2018). Ultimately, the Olympic movement is not only interested in providing the best possible environment for the Olympic Games, but also ensuring that they leave long-lasting benefits to the hosting city, country, and the region in general. 

For an interested party who wishes to make bids to host sporting activities of such caliber, the first thing that they ought to table is the framework that they intend to use to host such games. For a sporting activity that attracts thousands of participants and millions of spectators, the host city or region needs to have adequate infrastructure that will support the hostage of such a high number of a crowd (Prayag et al., 2013). The infrastructure should be conducive for facilitating the movement of the participants during the events and also ensure that there are available facilities that cannot operate as boarding facilities for the many guests who will have attended the sporting event (Pacione, 2014). The IOC has a team of experts that moves around all the cities, regions, or countries that have made an official bid to host the Olympics. The committee assesses their ability to deliver on such a high stage. It also considers as many factors as possible so that the whole process is free and fair to satisfy all the interested parties. For instance, the IOC must conduct the selection process bearing in mind the host cities and countries have different government structures. This will help them in ensuring that they can assess each case fairly by understanding the underlying government structure under which the city operates. The IOC has set up rules of conduct that bring all cities to a level playing ground in the bidding process. The rules must be respected and upheld by all the participants until the whole process is complete and the election of the host city done by the session. There is a well-established decision-making process, explaining how decisions are made. It also entails quick communication of the decision. 

In the era of the increased threat from terrorism, security measures should be excellent. The vast crowds and fans attending the event should be safe from all security threats. Measures should be put in place to ensure security for all the people who will be involved in the Olympic Games, both participants and the spectators. A city that is making the bid to host the sporting event must be able to showcase the measures that it will put in place to guarantees security during the games. The IOC must assess the opportunities and risks that every member that has presented a bid to host the event possesses. For the risks, the bidding city must be able to explain the mitigation measures for neutralizing such threats. At the same time, the measures must focus on the cities sustainability and the legacy plan that they intend to achieve by hosting the Olympic Games and Paralympic Games. 

The Olympic Games Framework for the 2030 Olympic and Paralympics Games, there will be the provision of the list that the cities bidding to host the Olympic Games must consider and ensure that they transmit the same to the bidding committee. Such documents must be accessible to the public for scrutiny to ensure transparency in the bidding process. As an operational requirement, the IOC ought to avail the Host City Contract (HCC) that already incorporated the Agenda 2020 and made recommendations thereon. This will provide more information to the host city about the requirements for consideration as possible host cities. The OSOC must confirm and ensure that the bidding city has complied with the requirements and submitted all the requirements as included in the IOC's framework of what the applicants need to have. 

National Olympic Committees (NOCs) play a critical role in selecting the city that will host the games and facilitating the preparation process. For the Salt Lake City UT, it is the USOC that chose it and is preparing to front it as the host for the 2030 Olympic and Paralympic Games. The bodies, in coordination with the relevant state agency, can assess and decide on a country's level of preparedness in terms of the available infrastructural facilities that are adequate to host sporting activities of the caliber of the Olympic Games (Davis, 2012). Looking at Salt Lake City, it has well-developed and suitable infrastructures that can ensure the success of the event. Additionally, since the hosting city typically gets funds that they can use towards the preparation process for the Olympic Games. As such, a city that is bidding to host the Olympics must meet the criterion established by the committee to increase her chances of winning the bid process. 

The Risk management Framework that was provided by the NIPP 2013 played a critical role in analyzing the various risks that hosting such an event represents. An in-depth analysis of the related threats should take place to determine the present vitiating factors and to make the necessary policy actions. The analysis helps in identifying the challenges and measures taken to curb them. As a result, the can region benefit fully from hosting the 2030 Olympics and Paralympic Games if the city wins the bid to host the games. The OSOC has the responsibility of ensuring that if the Salt Lake City UT wins the hosting rights, then the U.S. government must put measures in place to ensure that they benefit fully from hosting the Olympic Games. As such, they must be in support of the city and provide timely advice on what they ought to do to ensure that they can increase their chances of winning the hosting rights for the 2030 Olympics. 

Ultimately, it is crystal clear that there will be massive competition from other cities that might be interested in hosting the Olympics and Paralympics games in 2030. Hosting such events comes with a lot of expected benefits to the host cities, countries, and regions. Hosting such an event will present long-lasting benefits that will have taken decades to achieve, were it not for such events. Thus, the expectation is that every city, region, or country desires to host such events. The IOC must, therefore, ensure that it conducts the whole process fairly, putting into consideration the different government structures that are available in different countries. Salt Lake City UT in the U.S. has well developed and expanded infrastructure and, combined with the surrounding regions, can form a perfect host for the Olympic and Paralympic Games in 2030. 

References 

Davis, J. A. (2012).  The Olympic Games effect: How sports marketing builds strong brands . John Wiley & Sons. 

Leopkey, B. (2019). The governance of legacy in the Olympic Movement: A theoretical framework. In  Research Handbook on Sport Governance . Edward Elgar Publishing. 

Kassens-Noor, E. (2012).  Planning Olympic legacies: Transport dreams and urban realities . Routledge. 

Kesenne, S. (2012). 16 The economic impact, costs, and benefits of the FIFA World Cup and the Olympic Games: who wins, who loses?.  International handbook on the economics of mega sporting events , 270. 

Long, X., Chen, B., & Park, B. (2018). Effect of 2008's Beijing Olympic Games on the environmental efficiency of 268 China's cities.  Journal of Cleaner Production 172 , 1423-1432. https://doi.org/10.1016/j.jclepro.2017.10.209 

Osada, M., Ojima, M., Kurachi, Y., Miura, K., & Kawamoto, T. (2016). The economic impact of the Tokyo 2020 Olympic games.  BOJ Reports and Research Papers , 1-21. https://pdfs.semanticscholar.org/fdcf/ad6ec17568dcfdeb7d8f3d1db043aab5f70b.pdf?_ga=2.196885925.843107824.1586993694-980076433.1586381314 

Pacione, M. (2014). The role of events in urban regeneration. In  The Routledge handbook of events  (pp. 398-413). Routledge. 

Prayag, G., Hosany, S., Nunkoo, R., & Alders, T. (2013). London residents' support for the 2012 Olympic Games: The mediating effect of overall attitude.  Tourism Management 36 , 629-640. https://doi.org/10.1016/j.tourman.2012.08.003 

Preuss, H. (2019). Event legacy framework and measurement.  International Journal of Sport Policy and Politics 11 (1), 103-118. https://doi.org/10.1080/19406940.2018.1490336 

Smith, A., Ritchie, B. W., & Chien, P. M. (2019). Citizens’ attitudes towards mega-events: A new framework.  Annals of Tourism Research 74 (C), 208-210. https://doi.org/10.1016/j.annals.2018.07.006 

VanWynsberghe, R., Derom, I., & Maurer, E. (2012). Social leveraging of the 2010 Olympic games: ‘Sustainability’ in a city of Vancouver initiative.  Journal of Policy Research in Tourism, Leisure, and Events 4 (2), 185-205. https://doi.org/10.1080/19407963.2012.662618 

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