Abstract:
The purpose of this paper is to examine the sponsorship legacy experienced by the Australian Olympic Committee (AOC) after hosting the Sydney 2000 Olympic Games. A multi-layered theoretical framework based on the work of Daellenbach, Davies and Ashill (2006) forms the foundation of this analysis. Primary data was collected through in-depth interviews with 14 executives, who were specifically associated with sponsorship and the Sydney Games. The findings indicate the positive impact hosting the Games had on the AOC¿s profile and credibility in the sport industry. Conversely, the research found that the AOC¿s post Olympic sponsorship projections for the years 2001- 2004 were overly optimistic with less than half of the forecasted A$60 million revenue stream being achieved.
