A Comparative Study On Sport Marketing In Winter & Summer Olympic Games (1996 - 2004)

The purpose of present research is to compar sport marketing in summer and winter Olympic games ( 1996 – 2004 ). Research method was library studies, applicative and descriptive. The results showed an increase in fianciad summer and winter Olympic between 1996 – 2004, whit a descending range aften this period. The number of sponsors had descended in summer Olympics, increased and then had descended in winter Olympics. Number of sponsor partners had increased unperceptibly and then had left without change.The sell ticket program had risen and then  experienced a descending process in summer Olympic, but continued increasing process in winter Olympic.The broadcasting rights continued increase process.At first, licensing revenue had descended process then increased in summer Olympic, but continued increase process in winter Olympics.Total Olympic marketing rvenue and distribution of Olympic family revenues had continued increasing process. Broadcasting rights looks the most profitable marketing indicator in Olympic games. Global audience continued increasing process in summer & winter Olympics, however it shows unperceptible decreased in Athens 2004 only.