The Commercial Games: How Commercialism is Overrunning the Olympics
http://www.corpwatch.org/article.php?id=15164
Weissman speaks about the excessive commercialism in the modern Olympic games. He insists that the event that was once used to bring nations together in the spirit if competition is now simply an excuse for companies to overwhelm spectators and athletes alike with advertisements.
“A record 63 companies have become sponsors or partners of the Beijing Olympics, and Olympics-related advertising in China alone could reach $4 billion to $6 billion this year, according to CSM, a Beijing marketing research firm. “
Companies set new standards for acceptable investments for the advertisement of their products in the previous Olympic games; money which the International Olympic Committee (IOC) is only glad to accept.
The idea that Weissman is trying to convey is one of “Olympism”, the idea that these games are a blend of sport, culture, and education. An idea that was held in high regard when the ancient Olympic games were recreated in 1896 on a multinational level is now an idea that’s dying. Companies that have no place supporting athleticism, like McDonald’s and Anheuser-Busch, are now attempting to sell their products rather then promoting pure Olympic ideals.
“It is undermining the professed ideals of the Olympic Games, and subverting the Olympics’ veneration of sport with omnipresent commercial messaging and branding.”
In order to preserve the ideals of a competition that once stopped wars for its duration, we must stray away from the things that are ruining the event. Weissman has several ideas for this purpose, one being the elimination of sponsors who sell a product detrimental to a person’s health. This includes any alcoholic beverages and fast foods. Another such idea would be to prohibit the national team coaches from endorsing equipment because of a deal that may have been made for exclusive use of their product. The idea that companies should disclose the fashion in which their products were manufactured is one that may be the most important in preserving the ‘Olympic Standard.’
If the International Olympic Committee recognizes these problems and chooses to address them accordingly, we will be able to preserve the etiquette of an ancient event in our history.
