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Nicholas Burton and Cheri Bradish

as an unethical and immoral practice. After an extensive documentary analysis of internal Olympic marketing and legal documents from the first three iterations of the IOC’s international sponsorship program, the present research provides a pioneering look into rights-holder influence and discursive

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Gashaw Abeza, Jessica R. Braunstein-Minkove, Benoit Séguin, Norm O’Reilly, Ari Kim, and Yann Abdourazakou

, A. , Chappelet , J.L. , & Séguin , B. ( 2012 ) Olympic marketing . London, UK : Routledge . 10.4324/9780203132067 Finlay , C.J. ( 2018 ). National proxy 2.0: Controlling the social media of Olympians through national identification . Communication & Sport, 6 ( 2 ), 131 – 153 . doi: 10

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Jonathan A. Jensen and T. Bettina Cornwell

/01/04/Sponsorship-Spending-Forecast--Continued-Growth-Ar.aspx International Olympic Committee . ( 2016 ). Olympic marketing fact file: 2016 edition. Retrieved from https://stillmed.olympic.org/media/Document%20Library/OlympicOrg/Documents/IOC-Marketing-and-Broadcasting-General-Files/Olympic-Marketing