The Olympics as a globalising force

Originally known for bring the world together in a competitive sportsmanship manner, has the globalisation of the Olympic Games’ gone too far this time? The Olympic logo is “symbolised by five intertwined rings - is supposed to be universal and permanent. The five rings represent the five continents of the world.” (Boniface, Gulf News, 2008)

At a happy time when countries come together as one, and athlete’s shine for their country, it seems all the International Olympic Committee (IOC) is concerned about is sponsorship – rather than community spirit. “A 300-strong task force was prowling the London streets during the Olympics. Their job is not to protect the citizenry, but the Games' sponsors by cracking down on "ambush marketing," (Toren, 2012) A little overboard? When I heard on the radio that a shop-owner was asked to take down a drawing that a young child had done of the Olympic rings, I was stunned. Although the eleven sponsors including; “Visa, Coca-Cola, McDonalds, and Adidas - have paid a total of $1.4 billion for the right,” (Toren, 2012) surely it was drawn and shown in support rather than a child’s plan to use this logo as a marketing ambush?

When such global events such as the Olympics are worth so much money and profit to sponsors, the globalisation of it all is very clear. From being a humble worldwide event in which Olympians display their talents to the world, it has now become a phenomenon that is more concerned with making profits than the competition.

 Reference: 

Boniface, P, July 10 2008, ‘Globalisation of the Games’, Special to Gulf News, <http://gulfnews.com/opinions/columnists/the-globalisation-of-games-1.117635> retrieved August 9, 2012.

Toren, B, 2012, ‘The most brazen Olympic branding violations’, CNN Money, <http://money.cnn.com/gallery/news/2012/08/08/olympic-violations.fortune/index.html> retrieved August 9, 2012.