New media is defined as internet-based non-traditional media platforms such as websites, social networking sites and applications, blogs and e-commerce systems (Stoldt, Dittmore, & Pedersen, 2011). In recent years, new media’s presence has certainly been felt by the Olympic Games, the most global of all international sporting events. As Miah (2013) noted, “the expansion of media channels afforded by new media technology and a burgeoning culture of user-generated content have changed how people consume the Games” (p. 107).
The last instalment of the Games, the 2012 London Olympics, became widely known as the “social Olympics” due to the extensive range of platforms utilised for the marketing and communication of the event. These platforms included traditional media, social media, internet-based applications and smartphone/tablet applications.
Ferrand, Chappelet and Seguin (2012) identified several stakeholders who engage in Olympic marketing, including the International Olympic Committee (IOC), the Olympic Games organising committees, National Olympic Committees (NOCs) and sponsors, all of whom utilise new media in their marketing efforts. While that list is not exhaustive, additional stakeholders engaging in Olympic sport marketing include broadcast partners, athletes and coaches.
As new media technology is ever expanding and increasingly accessible for global audiences, a greater understanding of the utilisation of new media platforms to market Olympic sport holds implications for a variety of Olympic sport organisations and stakeholders.
While manuscripts centred on topics or issues relating to the 2014 Sochi Winter Olympics are welcomed for submission, scholarly inquiry from a variety of perspectives (e.g. past Olympic Games, marketing of Olympic sport in non-Olympic years, etc.) is also encouraged. Qualitative, quantitative and conceptual papers examining the marketing of Olympic sports are all welcome.
Suitable topics include, but are not limited to, the following:
- Social media
- Smartphone/tablet devices
- Consumer behaviour
- Organisational behaviour
- Athlete/participant behaviour
- Sociological perspectives
- Policy implications
- Legal and regulatory issues
- Unique attributes
Submission of manuscripts: 17 August, 2014 (extended)