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Beijing Olympics 2008

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At a time of globalization, when competition between companies is increasingly intense, sport is no exception to the rule. The Olympic Games are now the most acclaimed and the most watched event across the globe. What a great opportunity for wealthy businesses to develop their reputation or promotional campaigns. Moreover, China is now considered a paradise for investors worldwide. We can therefore expect the sponsors and investors to invade the capital of the Middle Kingdom even at the 29th Olympiad of the modern era.

In this study, we will analyze: What means marketing partners use to adapt to Chinese culture and practice effective communication? My research will focus on this issue. In the first part of the document, we will study the event itself. The second part will be devoted to obtaining a better understanding of the sports sponsorship applied to the Olympics and what resources it uses. To conclude, the third part will be devoted to addressing the problem posed.

The true origin of the Olympic Games remains an enigma. Who invented the Olympics? Is it the demigod Heracles, the famous hero of Greek mythology to celebrate his victories in war? He built a temple in honor of Zeus, his father and then defined a sacred enclosure planted with olive trees, the Altis, and inaugurated within this space the first Olympic Games. Another version of the myth refers to one of the 12 labors of Hercules cleaning the Augean stables. After completing his task, Heracles killed Augeas and his family, took power and instituted the games in memory of his victory.For some, Zeus himself had instituted the Olympic Games as a symbol of his new power. For others, it is the grandfather of Heracles, Pelops, who instituted the games in order to thank the gods for his victory over the king of Pisa in a chariot race.

Baron Pierre de Coubertin created the Games of the modern era. Symbolically Baron de Coubertin chose Athens for the 1st Olympic Games which were held in 1896. The IOC, newly created, chose Paris for the second Games in 1900. The success of the modern Games was immediate: the reference to Greek antiquity pleased everybody.

884 BC: Iphitos king of Elis, consults the Pythia of Delphi. Wanting to address the fratricidal wars (with Sparta) that continued to tear apart the peninsula, he decided to initiate the Games in the sacred city of Olympia.
1 July 776 BC: The first Olympic Games in history.
394 AD: abolition of the Olympic Games by the Roman emperor Theodosius I, who feared a resurgence of pagan rites.
1894: Creation of the International Olympic Committee (IOC), chaired by Pierre de Coubertin.
1896: Restoration of Olympic Games in Athens by Pierre de Coubertin, Dimitrios Vikelas and other international figures.
1900: Paris hosts the first games of the century.
1920-1936: Antwerp, Paris, Amsterdam (first women's athletics in the Games) and Los Angeles host the Olympics. In 1936 it was the turn of Berlin: Hitler tries to make a show of the force of the Nazi regime.

Tags: Olympic Games, International Olympic Committee (IOC), Pierre de Coubertin

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