Essay International Olympic Committee Media Strategy in Promoting Less Visible Sports

For the Olympic summer and winter games, the international Olympic committee is considering as the main body at the global level, and for individual, organizations, institutions, and events it is considered as the multifaceted complex. More nations are willing to participate in their members more than the United Nations to reach the global level of sports. It establishes the organization of the Olympic Games; advance the Olympic charter principles and attendant ideology of Olympic that give rules and values of the Olympic movement governance (Lopez, 2012). The Swiss government gives many advantages to the IOCs in legal terms like they avail the exemption of taxation as the specific character of an international institution to generate revenue and they also appoint staff without the issue of nationality with no limitation (Andrews, 2012).

The international Olympic committee is highly strict with the promotion policies and leveraging the events. The less visible games require the implementation of the accurate strategy for their promotion. In addition to other games, the less visible games such as sailing, canoe sprint, and water polo also require proper promotion and audience attention. As a global leader, after the digital transformation, IOC is supposed to have long term relations with the games and manage the promotion of games through critical assessment (RUSH, 2018). Some proportionate of the audience is thrilled to watch and participate in these games. The ideology of the Olympics is to establish more and less visible games. Therefore, it is necessary to promote all the games at different horizons. Today sports are going to be a great business with great entertainment and occupation. For generating profit in sports, the main and basic tools are an advertisement, promotion, and marketing. A large ratio of profit belongs to the advertising and marketing of the Olympic games at international level. And the Less visible Olympic Games are going to be most profitable and large scale media event at the global level (Olympic.org, 2018).

Role of IOC in Promoting Less Visible Olympic Sports

• To support and encourage the promotion of ethics in sports together with youth education through sports

• To encourage fair play and eliminate violence in sports

• To support and encourage both organizational coordination and development of sport and competitions of sports

• For ensuring the Less visible Olympic Games’ regular celebration

• For acting against any type of discrimination influencing the Less visible Olympic Movement

• For supporting and encouraging the promotion of women in sports

• For leading a fight against doping

• For supporting and encouraging measured to protect athletes and health

• For supporting and encouraging the efforts of public authorities and sports organizations to offer for professional and social future of athletes

• For attaining and promoting a positive legacy from Games to host nations and cities

• For supporting and encouraging initiatives to blend education, culture, and sport

The latter phenomenon takes place in various ways including the act of permitting accredited journalists for entering a media space regulated by non-IOC where they will be learning about Less visible Olympic activities which are less visible such as the non-Olympic and Olympic Truce but relevant activities which are related to local host. But NAMC is a space where non-expert journalists can write and broadcast Games, which serves to offer numerous questions to be asked during the event (Gourville, 2017). Concerning this, “We Are the Media,” as our chapter title draws concentration to the increasing demand for journalism of citizen to be given significant political recognition from governments and institutions, and particularly this recognition’s growing acceptance. These changes seem to have results for how the society is either ordered or disordered through media, and also raise questions regarding whether media event as a notion is undermined by the forms of integration (UN.org, 2006).

In the Olympic Charter, the part of IOC consists of:

The main concern of IOC belongs to the promotion of the less visible sports at international level; and also include all the less visible sports people of all over the world and allow them to take part in the international level platform and learn games at international level scale. Media is very much helping tool just as an advertisement to promote the event and also motivate the people to must take part in the games with their hard work and promote their skills (Johnny K. Lee, 2005).

Role of a Media Strategy in International Olympic Committee

Media strategy plays a very important role in the promotion of less visible Olympic games as they present the games all over the world and promote the games in a positive manner that attract the athletes of all over the world to come and participate in the games. Media strategies adopted by the International Olympic committee because this very helps full in generating more revenue for the games and also enhance the participation of sportsman of international level (Nelson, 2015).

The way people see less visible sports in the start when they have introduced is different now due to getting appropriate awareness from the media about what less visible sports are. It promotes the countries positive effect in other countries that will not only increase your impression but also your reputation as well. It is a solid business as well now a day along with a game, entertainment or occupation for people.  To get great profit, the fundamental tools are a promotion, advertisement, and marketing of less visible sports. With the less visible Olympic games, a huge profit is associated which is needed to advertise or market the Less visible Olympic games. The largest scale media events, along with getting maximum profit, are sports now a day. (Hoberman, 2012)

Strengths of International Olympic Committee Media Strategy in Promoting Less Visible Sports

 Associations, teams, and athletes enjoy direct revenues from the deals of endorsement. Being the front of a brand serves to make them accessible to individuals who don’t follow sports. This can lead to the said people who are following sports for taking sake of the team or this athlete, and in turn, it might raise revenue from the sales of tickets and like for team and athlete. Generally, sports marketing that raises interest benefits all those who are associated with sports. They also seem to benefit from the rights of media which come with the promoting sports. Often, the events are advertised with a focus on a city or country, which is hosting it, like Less visible Olympics (Itslyf.com, 2018). The country or city attains direct revenue due to taxes. Also, a major event of the sport like the World Cup leads to an increment in tourism. Sports fans or a specific athlete often travel to this certain locale for personally viewing the event. With the promotion of the event, revenue is ensured by the industry of tourism (Arwachinkids.com, 2018).

Weaknesses of International Olympic Committee Media Strategy in Promoting Less Visible Sports

In the industry of sports, there are numerous brands. Viewers are exposed to various advertisements for different kinds of products in the course of a sport. Because of its several competitors, it is important to realize that a company has to stand out. Although athletes are quite good in terms of endorsing products, activity on the athlete’s part that in inefficient in living up to the expectations will have a negative influence. Fans will lose their trust in an athlete who has been caught committing a crime or taking steroids. Consequently, brands associated with the athlete will also be negatively influenced (Degordian.com, 2016)

With the endorsement of a new product by a team or an athlete, an organization can easily market a product in an easy manner. Although people would be hesitant in putting their faith in a new service or good, having athletes promoting the products utilizes the status or calibre of celebrity for raising both public interest and faith in the product. This is a technique of marketing which used especially for both health food and sportswear. Evidence that sportsmen are using a product makes it more reliable. Marketing of sports can be utilized for serving the necessities of the public (Cushnan, 2014). Charitable causes are promoted by athletes and because of their status as a celebrity, can increase aid for all the needy. Sports can be promoted by the government at-risk youth and by the subsidization of their participation, they can increase participation in sports and offer youth an income avenue. Promoting sports for increasing awareness of the public about personal health is yet another use of marketing in sports. The general public is promoted to have a part in sports and therefore engage in a lifestyle that is active (Omi, 2017).

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