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ToolsMacRury, I., 2009. Branding the Games: Commercialism and the Olympic City. In: Poynter, G. and MacRury, I., eds. Olympic Cities: 2012 and the Remaking of London. London: Ashgate Publishing, 43 - 72 .
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Official URL: http://www.ashgate.com/pdf/SamplePages/Olympic_Cit...
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 |
|---|---|
| ISBN: | 0754671003 |
| Series Name: | Built Environment |
| Uncontrolled Keywords: | Political Science ; Branding ; Olympics ; Cities ; London 2012 |
| Group: | Faculty of Media & Communication |
| ID Code: | 21192 |
| Deposited By: | Symplectic RT2 |
| Deposited On: | 06 May 2014 13:26 |
| Last Modified: | 14 Mar 2022 13:48 |
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