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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

sponsorship B2B partnerships: The case of ambush marketing . Journal of Advertising Research, 45 ( 3 ), 339 – 348 . doi:10.1017/S0021849905050348 10.1017/S0021849905050348 Ferrand , A. , Chappelet , J.L. , & Séguin , B. ( 2012 ) Olympic marketing . London, UK : Routledge . 10

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Jörg Krieger, Lindsay Parks Pieper, and Ian Ritchie

. Jean-Loup Chappelet and Brenda Kübler-Mabbott, The International Olympic Committee and the Olympic System: The Governance of World Sport (New York: Routledge, 2008), 72–74. 4. Ibid. 5. Alain Ferrand, Jean-Loup Chappelet, and Benoit Séguin, Olympic Marketing (New York: Routledge, 2012), 22. 6. Rob

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Georgia Cervin

federations, generated from Olympic marketing at the Games. 69 But the biggest threat to this funding for gymnastics is, indeed as it has always been, public perception of athlete welfare. Athlete Welfare Gymnastics, and particularly Women’s Artistic Gymnastics, is known for its young, docile participant

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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