Achieving Commercial Viability vs. Upholding Olympism and the Olympic Values The International Olympic Committee (IOC) is a non-profit, non-governmental organization established in 1894. This international sports organization promotes the philosophy of Olympism, which encourages the education of nations through sports. An event such as the Olympics is a way of uniting the world in one facility, based on the values of friendship, respect, and excellence (“Olympism as a Philosophy of Social Reform”, n.d.). However, like all non-profit organizations, achieving its goal is difficult without commercialization or the support of sponsors to generate revenue. This task is challenging as the modern Olympics are being seen more as a commercial brand …show more content…
Broadcasting commercials and advertisements are the prime source of promotion of the Olympic Games. Rather than only promoting their well-established products, such as Coke and Diet Coke, they could increase their advertisement of products such as Vitaminwater and Powerade. These products, although still high in sugar, have a more positive perception and would better accommodate the first fundamental principle of Olympism’s “balanced whole… of body, will, and mind” (“Olympism as a Philosophy of Social Reform”, n.d.). These drinks often fall intothe sports drinks category and their promotion would encourage a more positive partnership with the IOC, in turn adding credibility to the IOC. However, if an accommodation cannot be made, or the drinks are not as successful as Coca-Cola’s other products, the IOC will need to weigh the effects of holding onto corporate sponsorships that do not align with their values versus the financial support they are in need of. Likewise, when looking into DOW Chemical’s partnership with the IOC a further contradiction is …show more content…
DOW is a globally familiar company that addresses challenges such as an increase in agricultural efficiency, renewable resources, and conservation. With over 5,000 products, DOW strives to make advances in the use of technology and chemistry that will aid in the production of essentials to humanity (“DOW”, n.d.). They work diligently to create a sustainable environment across the globe, improving human progress. The second fundamental principle of Olympism defines the goal of Olympism as placing sport ‘“at the service of the harmonious development of humankind, with a view to promoting a peaceful society concerned with the preservation of human dignity’” (“Olympism as a Philosophy of Social Reform”, n.d.). Due to their global expansion, DOW is working diligently to provide products and solutions in response to global challenges (“Science and Sustainability”, n.d.). As DOW is a chemical company, sports and education through sports are not directly correlated to the overall objective of the