現代奧運贊助評析－以TOP為例

An Analysis of Modern Olympic sponsorship-from the Example of TOP

10.29463/2008chanye.200804.0176

許建民(Chien-Ming Hsu)

奧運 ； 贊助 ； TOP ； Olympic ； sponsorship ； TOP

運動休閒產業管理學術研討會論文集

2期（2008 / 04 / 01）

176 - 188

繁體中文

1984年洛杉磯奧運成功的運用贊助策略，創下奧運史上的首度盈餘。為了整合全球贊助活動以及讓贊助效益能夠持續較長時間，國際奧會發展出TOP計畫。雖然成功的募集了大量的資金，不過卻也衍生出過度商業化的問題。本文擬從奧運贊助的相關文獻回顧，輔以國際奧會和奧運籌備會間之關係，評析TOP計畫所衍生的相關課題，並且提出個人對TOP計畫未來趨勢的解析。

The Olympic marketing programs for the 1984 Los Angeles Olympic Game had succeeded using sponsor strategies and establishing the first-time surplus record. In order to combine the IOC and OCOGs sponsorship programs and allow the benefit of sponsors for an extended period, IOC had launched a global Olympic marketing program called The Olympic Partner (TOP). Since the every TOP program had generated more revenue than previous program, there might be a problem of excessive commercialism. Thus, this article focused on analysis of the impact of the issues from reviewing the previous literatures of the Olympic sponsorship and emphasizing the relationships between IOC and OCOGs. Then, submitting the trend of TOP in my opinion.