Branding the Games: Commercialism and the Olympic City.

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MacRury, I., 2009. Branding the Games: Commercialism and the Olympic City. In: Poynter, G. and MacRury, Iain, eds. Olympic Cities: 2012 and the Remaking of London. London: Ashgate Publishing, 43 - 72 .

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Abstract

This chapter examines the role of branding and sponsorship in the Olympic games - with particular reference to the urban. The chapter identifies tensions between Olympic values, branding activities and a projected legacy. The chapter offers a social-theoretical account of the Olympic brand to analyisis on :London2012. It is a contributiuon to wider analysis in a book drawing upon historical, cultural, economic and socio-demographic perspectives. Olympic Cities examines the role of London hosting the 2012 Olympic and Paralympic Games as a means to promote urban regeneration and social renewal in East London.

Item Type:Book Section
Series Name:Built Environment
Uncontrolled Keywords:Political Science ; Branding ; Olympics ; Cities ; London 2012
Group:Faculty of Media & Communication
ID Code:21192
Deposited By: Unnamed user with email symplectic@symplectic
Deposited On:06 May 2014 13:26
Last Modified:06 May 2014 13:26

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