Sports advertising in print media: the case of 2000 Olympic Games

Chris Kambitsis; Yvonne Harahousou; Nicholas Theodorakis; Giannis Chatzibeis

doi:10.1108/13563280210436763

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Corporate Communications: An International Journal

ISSN: 1356-3289

Online from: 1996

Subject Area: Marketing

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Sports advertising in print media: the case of 2000 Olympic Games

Document Information:
Title:	Sports advertising in print media: the case of 2000 Olympic Games
Author(s):	Chris Kambitsis, (Chris Kambitsis is a Professor based in the Department of Physical Education and Sport Sciences, Democritus University of Thrace, Greece.), Yvonne Harahousou, (Yvonne Harahousou is a Professor based in the Department of Physical Education and Sport Sciences, Democritus University of Thrace, Greece.), Nicholas Theodorakis, (Nicholas Theodorakis is based in the Department of Physical Education and Sport Sciences, Democritus University of Thrace, Greece.), Giannis Chatzibeis, (Giannis Chatzibeis is on the Organising Committee for the Olympic Games, Athens, Greece, 2004.)
Citation:	Chris Kambitsis, Yvonne Harahousou, Nicholas Theodorakis, Giannis Chatzibeis, (2002) "Sports advertising in print media: the case of 2000 Olympic Games", Corporate Communications: An International Journal, Vol. 7 Iss: 3, pp.155 - 161
Keywords:	Advertising, Media, Publishing industry, Sport
Article type:	Research paper
DOI:	10.1108/13563280210436763 (Permanent URL)
Publisher:	MCB UP Ltd
Abstract:	This research attempted to investigate why sport themes are used in advertisements, and the motives that lead companies and advertisers to use sport celebrities and sport concepts in advertisements. The detailed examination of the fieldwork took place in Sydney, prior to and during the 2000 Olympic Games. Printed media were observed for a period of five to six months. Many parameters were taken into consideration comparing three monthly magazines and two daily newspapers in order to gain knowledge and provide answers to the fundamental questions. In addition, two famous athletes, a sport manager and an advertising executive were interviewed. Furthermore the outcome of the research showed that Olympic Games did not play a catalyst role in sport advertisement issues in the particular print media. It also concluded that the selection procedures that advertising companies followed, in order to select athletes, were not based only on their achievements but mostly were related to their personalities.