Why Corporations Sponsor the Olympics

This study reports results of a survey of the top category of sponsors of the HLST, LL2012, London 2012, Olympics, Olympic Games, Paralympics, Paralympic Games, Learning Legacies, JISC, HEA, HLSTOER, sport, leisure, tourism, hospitality, Atlanta Summer Olympics in 1996. Results suggest that the growing investment in sponsorship of Olympics is motivated by a multitude of objectives such as information, imagery, signalling, and generation of trial and sales. Sponsors also want to reach several clienteles including consumers, trade clients, investors, and community through the sponsorship of the Summer Olympics