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Celebration Capitalism and the Olympic Games: The Commercialization of Sports

Gavin Mitchell

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Published in Celebration Capitalism And The Olympic Games (Routledge Critical Studies In Sport)

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In the realm of sports, the Olympic Games stand as a beacon of excellence, embodying the ideals of athleticism, fair play, and international unity. However, beneath this glittering façade lies a complex web of commercial interests that have increasingly shaped the event over the decades, transforming it into a spectacle of celebration capitalism.

In his groundbreaking work, "Celebration Capitalism and the Olympic Games," author [Author's Name] delves into the intricate relationship between capitalism and the Olympic movement, exposing the ways in which corporations and commercial interests have come to dominate the event, overshadowing its original purpose and values.

Celebration Capitalism and the Olympic Games (Routledge Critical Studies in Sport)

by Jules Boykoff

4 out of 5

Language	:	English
File size	:	1163 KB
Text-to-Speech	:	Enabled
Screen Reader	:	Supported
Enhanced typesetting	:	Enabled
Word Wise	:	Enabled
Print length	:	182 pages

The Rise of Corporate Sponsorship

Since the 1984 Los Angeles Olympics, the role of corporate sponsorship in the Olympic Games has grown exponentially. Corporations, eager to capitalize on the global reach and prestige of the event, have poured billions of dollars into sponsoring athletes, teams, and events.

While corporate sponsorship has undoubtedly contributed to the financial viability of the Olympic Games, it has also raised concerns about the undue influence of corporations on the event's direction and decision-making. Critics argue that the pursuit of profit has compromised the integrity of the Games, leading to decisions that prioritize commercial interests over athletic excellence.

Commodification of the Olympic Experience

In addition to corporate sponsorship, the Olympic Games have become increasingly commodified, with the sale of merchandise, tickets, and broadcast rights generating vast sums of revenue.

While the commercialization of the Olympic Games has made them more accessible to a wider audience, it has also created a sense of elitism. The rising costs of attending the Games have priced out many fans, who can only experience the event through televised broadcasts or online streaming.

Exploitation of Athletes

Beneath the glitz and glamour of the Olympic Games lies a troubling reality: the exploitation of athletes. Many athletes, particularly those from developing countries, face significant financial and logistical challenges in preparing for the Games.

The Olympic movement has been criticized for failing to provide adequate support to athletes, especially after their Olympic careers end. Many retired Olympians face financial hardship, injuries, and mental health issues without the necessary resources to transition to new careers.

The Impact on True Sportsmanship

The commercialization of the Olympic Games has also had a profound impact on the true spirit of sportsmanship. The relentless pursuit of medals and podium finishes has created a culture of winning at all costs, where fair play and camaraderie are often sacrificed.

The focus on corporate branding and individual performance has also undermined the sense of collective achievement that once defined the Olympic Games. Athletes are increasingly seen as commodities rather than representatives of their nations or sporting disciplines.

"Celebration Capitalism and the Olympic Games" is a timely and thought-provoking work that exposes the dark underbelly of the world's most prestigious sporting event. By shedding light on the pervasive influence of capitalism, corporate greed, and the commodification of sports, [Author's Name] challenges us to reconsider the true meaning and purpose of the Olympic Games.

As the world eagerly anticipates the upcoming Tokyo 2020 Olympics, it is imperative that we demand accountability and transparency from the Olympic movement and its corporate partners. By embracing a more ethical and sustainable approach, we can ensure that the Olympic Games remain a symbol of human achievement and excellence, rather than a mere spectacle of celebration capitalism.

Celebration Capitalism and the Olympic Games (Routledge Critical Studies in Sport)

by Jules Boykoff

4 out of 5