This diploma thesis discusses the topic of "green olympics" and its aim is to analyze and compare the last five summer olympic games (Sydney 2000, Athens 2004, Beijing 2008, London 2012 and Rio de Janeiro 2016) within the sustainability discursus. The bidding process is being compared with its implementation, which is done for each particular olympics, and so are the national strategies of sustainable development of that particular location. ​The main objective is to find out if the local sustainability strategies are aligned both with the candidature and with the actual realization of the olympic games, and whether every following olympic games tend towards greater sustainability in comparison with the previous ones. The study is carried out through quantitative content analysis, the studied materials being the Official Reports of the olympic games and the strategic documents on sustainability of corresponding countries. The results show a significant mismatch between the set goals and the actual output (especially in case of Athens; while Sydney and London did considerably better in fulfilling their plans). Neither the plans nor the realizations of sustainability within the olympics were satisfyingly in accordance to the national sustainability strategies, as many topics considered crucial in the...

6 Abstract Title: Public opinion research of visitors of the Olympic Park Sochi - Letna 2014 Goal: To evaluate the importance of the Olympic Park Sochi - Letna 2014 based on public opinion of visitors. To propose conceptual improvements for the following Olympic parks during the Summer and the Winter Olympic Games. Methods: Quantitative questionnaire was used as the main method to determine public opinion. Qualitative in-depth interview with representatives of sports institutions and analysis of documents from internal resources served as a secondary analysis. Results: The Olympic Park Sochi - Letna 2014 was visited mainly by sport active people from Prague and Central Bohemia. Most of them were satisfied with the concept of the park and they would visit this kind of park in the next years, for which they would recommend bigger capacity and fitting refreshments. People came to the park to play sports and to try lesser known sports. They think that the concept of Olympic park would help to motivate public to practise sports. Key words: Public opinion, sport and population, Olympic Park Sochi - Letna 2014, Winter Olympic Games

This thesis is an analysis of the extensive transformation of the Olympic movement, which occurred at the end of the 20th century. The main focus is on the importance of the XXIII Olympiad in Los Angeles, regarded as a major milestone in the history of the modern Olympic movement. The introductory chapter deals with the 1970s' crisis of the Olympic movement. The second chapter describes the complications related to the allocation of the Olympic Games to Los Angeles. Based on the XXIII Olympiad, the third and the fourth chapter analyse the revolution in Olympic marketing. The objective of the fifth chapter is to demonstrate the need for the financial independence of the Olympic movement in the context of the Cold War, the Soviet boycott in particular. The last two chapters deal with the commercialization of the Olympic movement, the reform of the IOC and the discussion regarding the timeliness of the Olympic values.

The thesis investigates the position of Olympism in international relations. The introductory chapters deal with institutional structure of the Olympic Movement, which is headed by the International Olympic Committee. The following chapters examine Olympism in connection with selected political issues. These are political interests of states and other subjects, conflicts and cooperation among states. The question of boycotts is addressed in a separate chapter. The aim of the thesis is to evaluate the role of Olympism in international relations in a comprehensive manner. The thesis uses several historical examples that show how the Olympic Movement coped with given political challenges. From the mentioned examples and the evaluation of development, the most important factors for Olympism are finally deduced, i.e. commercialization, mediatization and politicization.

A escolha do México como cidade sede para os Jogos Olímpicos de 1968 ocorre em um momento em que o mundo se voltava para a corrida espacial, em que as periferias do mundo, vivia o confronto com a violência, com as ditaduras e as guerras genocidas, em que eram testados os produtos da corrida armamentista, incluindo armas químicas, biológicas e mísseis teleguiados. Pela primeira vez na história os Jogos Olímpicos seriam realizados em um país não industrializado, na América Latina, o que despertou controvérsias e manifestações em relação a escolha da cidade sede e aversão dos anglo-saxões. Atletas em sintonia com a juventude de seu tempo, frequentadores de universidades e atentos ao que se passava em seus países, foram aos Jogos não apenas para competir. Eles tinham ideais, posicionamento político e fizeram do esporte um meio para dar visibilidade às suas manifestações. O Brasil vivia sob a ditadura militar com a restrição de direitos civis, fechamento do congresso nacional, mandatos de parlamentares cassados, estabelecimento da censura aos meios de comunicação e inquéritos militares sigilosos. Intimidações, torturas, sequestros, desaparecimentos e mortes marcaram o auge do autoritarismo militar no Brasil. É nesse contexto que a delegação brasileira viaja para os Jogos Olímpicos do México, em 1968. O objetivo desta tese é construir uma narrativa sobre os Jogos Olímpicos do México, de 1968, a partir das sínteses biográficas e das estilhas das narrativas de 54 dos 81 atletas brasileiros participantes desta competição. Essa construção se dá a partir uma discussão sobre os fundamentos teóricos-metodológicos da pesquisa na história oral, das narrativas biográficas e do banco de histórias, onde são encontrados os conceitos de fragmento biográfico e história oral de família / The choice of Mexico as the host city for the Olympic Games in 1968 occurred in a moment in which the world turned to the space race, in which the periphery of the world lived conflict with violence, with the dictatorships and genocide wars, in which arms race products were tested at, including chemical and biological weapons, and guided missiles. For the first time in history, the Olympic Games would be held in a non-industrialized country, in Latin America, which arouse controversy and manifestations related to the chosen host city and aversion to Anglo-Saxons. Athletes tuned with the youth from their time, university goers and those attentive to what was happening in their countries, went to the Games not only to compete. They had ideals, political positioning and made the sport a mean to give visibility to their manifestations. Brazil was under a military dictatorship with civil right restrictions, the closing of the national congress, parliamentary mandates persecuted, the establishment of censorship to the media and secret military inquiries. Intimidations, tortures, kidnappings, disappearances, and death marked the peak of military authoritarianism in Brazil. It is in this context that the Brazilian delegation travels to 1968 Olympic Games of Mexico. The purpose of this thesis is to build a narrative about the Olympic Games of Mexico, through biographical synthesis and narrative chips from 54 of 81 Brazilian athletes that participated in that competition. This construction is based on a discussion about the theoretical-methodological foundations of the research in oral history, biographical narratives, and the history bank, where the concepts of biographical fragment and oral family history

A escolha do México como cidade sede para os Jogos Olímpicos de 1968 ocorre em um momento em que o mundo se voltava para a corrida espacial, em que as periferias do mundo, vivia o confronto com a violência, com as ditaduras e as guerras genocidas, em que eram testados os produtos da corrida armamentista, incluindo armas químicas, biológicas e mísseis teleguiados. Pela primeira vez na história os Jogos Olímpicos seriam realizados em um país não industrializado, na América Latina, o que despertou controvérsias e manifestações em relação a escolha da cidade sede e aversão dos anglo-saxões. Atletas em sintonia com a juventude de seu tempo, frequentadores de universidades e atentos ao que se passava em seus países, foram aos Jogos não apenas para competir. Eles tinham ideais, posicionamento político e fizeram do esporte um meio para dar visibilidade às suas manifestações. O Brasil vivia sob a ditadura militar com a restrição de direitos civis, fechamento do congresso nacional, mandatos de parlamentares cassados, estabelecimento da censura aos meios de comunicação e inquéritos militares sigilosos. Intimidações, torturas, sequestros, desaparecimentos e mortes marcaram o auge do autoritarismo militar no Brasil. É nesse contexto que a delegação brasileira viaja para os Jogos Olímpicos do México, em 1968. O objetivo desta tese é construir uma narrativa sobre os Jogos Olímpicos do México, de 1968, a partir das sínteses biográficas e das estilhas das narrativas de 54 dos 81 atletas brasileiros participantes desta competição. Essa construção se dá a partir uma discussão sobre os fundamentos teóricos-metodológicos da pesquisa na história oral, das narrativas biográficas e do banco de histórias, onde são encontrados os conceitos de fragmento biográfico e história oral de família / The choice of Mexico as the host city for the Olympic Games in 1968 occurred in a moment in which the world turned to the space race, in which the periphery of the world lived conflict with violence, with the dictatorships and genocide wars, in which arms race products were tested at, including chemical and biological weapons, and guided missiles. For the first time in history, the Olympic Games would be held in a non-industrialized country, in Latin America, which arouse controversy and manifestations related to the chosen host city and aversion to Anglo-Saxons. Athletes tuned with the youth from their time, university goers and those attentive to what was happening in their countries, went to the Games not only to compete. They had ideals, political positioning and made the sport a mean to give visibility to their manifestations. Brazil was under a military dictatorship with civil right restrictions, the closing of the national congress, parliamentary mandates persecuted, the establishment of censorship to the media and secret military inquiries. Intimidations, tortures, kidnappings, disappearances, and death marked the peak of military authoritarianism in Brazil. It is in this context that the Brazilian delegation travels to 1968 Olympic Games of Mexico. The purpose of this thesis is to build a narrative about the Olympic Games of Mexico, through biographical synthesis and narrative chips from 54 of 81 Brazilian athletes that participated in that competition. This construction is based on a discussion about the theoretical-methodological foundations of the research in oral history, biographical narratives, and the history bank, where the concepts of biographical fragment and oral family history

Tyrimo objektas: Rizikos grupės vaikų požiūris į olimpinį judėjimą ir kilnų elgesį sporte olimpinio ugdymo kontekste; Tyrimo tikslas – išsiaiškinti rizikos grupės vaikų požiūrį į olimpinį judėjimą ir kilnų elgesį sporte olimpinio ugdymo kontekste. Siekinat atsakyti į tyrimo tikslą, buvo keliami šie uždaviniai: išnagrinėti olimpizmo idėjų sklaidą mokykloje olimpinio ugdymo kontekste; įvertinti rizikos grupės vaikų žinias apie olimpines žaidynes olimpinio ugdymo kontekste; nustatyti mokykloje vykdomos olimpinio ugdymo programos poveikį rizikos grupės vaikų požiūriui į olimpinį judėjimą ir kilnų elgesį sporte olimpinio ugdymo kontekste; Tyrimu tikrinama hipotezė, kad mokyklos, kurios vaikai dalyvauja olimpinio ugdymo projekte požiūris į olimpinį judėjimą ir kilnų elgesį sporte pozityvesnis nei mokyklos, kurios vaikai minėtame projekte nedalyvauja. Tyrimo metu, taikant netikimybinę tikslinę atranką bei apklausos raštu metodą buvo apklausta 120 rizikos grupei priklausančių vaikų (60 vaikų iš mokyklos, kuri dalyvauja olimpinio ugdymo programoje bei 60 vaikų iš mokyklos, nedalyvaujančios minėtoje programoje). Taikyta dalis Olimpinio klausimyno (Olympic Questionnaire, Telama et al., 2002). Apklausa parodė, kad mokyklos, kurios vaikai dalyvauja olimpinio ugdymo projekte požiūris į olimpinį judėjimą ir kilnų elgesį sporte pozityvesnis nei mokyklos, kurios vaikai minėtame projekte nedalyvauja. Nustatyta, kad žinių apie olimpines žaidynes rizikos grupės vaikai pirmiausia gauna... [toliau žr. visą tekstą] / Research object: Children‘s at risk attitude about Olympic Movement and noble behavior in sports in the context of Olympic education; Goal of research – to find out children‘s at risk attitude about Olympic Movement and noble behavior in sports in the context of Olympic education. On purpose to reach the goal of research, the following objectives have been raised: to analyze the dispersion of Olympism ideas in school in the context of Olympic education; to evaluate children‘s at risk knowledge about Olympics in the context of Olympic education; to determine the influence of Olympic education program in school for children‘s at risk attitude about Olympic Movement and noble behavior in sports in the context of Olympic education. The hypothesis, evaluating by research is, that the attitude about Olympic Movement and noble behavior in sports in school, in which children participate in the Olympic education project is more positive than in school, in which children don‘t participate in the earlier mentioned project. During the research, using non-stochastic objective selection and the method of written survey, 120 children from at-risk group (60 children from school, which participates in Olympic education program and 60 children from school, which is not participating in mentioned program) were interviewed. There was a part of Olympic Questionnaire used (Olympic Questionnaire, Telama et al., 2002). A survey showed, that the attitude about Olympic Movement and noble behavior in... [to full text]

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Free sports are the phenomena that have rapidly developed from lifestyle activities to professional competitive sports over the last several decades. Known for distinctive counter-culture values, many popular free sports, such as snowboarding or BMX, have recently become largely commercialized and experienced significant organizational change. The main research question of this study is how free sports have organizationally evolved over time. This thesis focuses on patterns and mechanisms of structural change and evolution of values of these sports. The research utilized a multiple case qualitative methodology and is presented as a cross-case study of three international sports: competitive snowboarding, competitive skateboarding, and sport climbing. A review of existing literature identified the theory of new institutionalism as being particularly relevant to this study and thus, supplemented by resource-dependence theory, this forms the theoretical framework for this research. This study found that as a result of organizational evolution, informal organizational arrangements, which were historically typical for free sports, have not been uniformly replaced by formalized structural arrangements of mainstream sports. In addition, the organizational fields of these free sports are found to have adopted multiple logics, such as commercial, competitive, and traditional free sport logics. The notion of cultural legitimacy of international sport organizations appears to be central to explaining organizational evolution of free sports. As conflicts revolving over the “ownership” of international sports and the practice of “umbrella” governance are found to be of great concern in free sports, it is the relationship between cultural and regulatory legitimacy that these issues are addressed through. Finally, it is found that multiple power/dependence relationships existing in organizational fields of free sports are largely underpinned by commercial interests and strategies of the Olympic movement. In terms of contribution to theoretical knowledge, this study extends previous applications of institutional and resource-dependence theories to free sports and reveals that the process of institutionalization of sports does not necessarily lead to change of values in macro perspective. However, it can facilitate and foster a separation between two different “versions” of the same sports: competitive sports and traditional sports. This study contributes to wider practical sport management knowledge by raising a question of sustainability of culturally legitimate but unconventional international sport organizations in the global sport business. Another implication of this study is challenging the IOC as a source of regulatory legitimacy for sports and questioning the belief that all sports strive for the Olympic Games, which is taken for granted as the ultimate goal of evolution of sports in a global context. This is a major call of this study to both academics and practitioners, as governance of international sports is expected to remain the topic of a great debate in academic literature and popular media.

Submitted by Nadir Basilio (nadirsb@uninove.br) on 2017-04-04T17:51:44Z No. of bitstreams: 1 Thalles Sanches Valle.pdf: 1797811 bytes, checksum: e098241c45c93f6b37184a719d1d4576 (MD5) / Made available in DSpace on 2017-04-04T17:51:44Z (GMT). No. of bitstreams: 1 Thalles Sanches Valle.pdf: 1797811 bytes, checksum: e098241c45c93f6b37184a719d1d4576 (MD5) Previous issue date: 2016-12-15 / Qualitative research that had the objective to analyze the sole supplier sponsorship of the Weightlifting during the Rio 2016 Olympic Games, seeking to comprehend which are the expected benefits and the results of that investment. To reach this goal the following literature background were raised: sport sponsorship, which can be comprehended as when an enterprise allocate resources directly or indirectly into an athlete, competition, teams or sports organizations; co-branding which’s when both brands explore their similar elements, or together build a new concept; as well as other things such as doping cases and their influences into the area. Then it was necessary to prospect the context of the sponsorship during the Olympic Games and it’s financial aspects over the time, realizing according to the literature background that some cases tends to have more return than some others and that’s where the planning of this qualitative research which involves ZKC (Zhangkong Barbell Company) reach the needs to interview the proprietor of the enterprise, the Brazilian team leader for weightlifting during Rio 2016 and five spectators in the place where the competition were held, to comprehend their view over this sponsorship. The collected data were treated by content analysis and categorized as their occurrence. After categorizing and analyzing the data is when this research presents the spontaneous return with specialized media, which in this case was a website and in more than 100 notes published only 1, mentioned the sponsor. The proprietor of the enterprise related that they aimed to promote the brand in this event and to do it, they made a partnership with the International Weightlifting Federation (IWF), that contemplated others actions such as supplies donations, which in fact happened. The five interviewed spectators (100%) did not recognized the brand as sponsor, and three of them (60%) also mentioned another brand, but also, three spectators after knowing that ZKC was the sponsor, related the brand to quality of the event. The results demonstrated that to exist a spontaneous return from this action of sponsorship the supplier has to communicate this partnership to the public, through social media or somewhere else, or even buying some other properties of the event (such as the logo of the brand on the competition material), that turns possible to the brand to appear. Other actions such as equipment donations and also promoting events are recommended. / Estudo de caráter qualitativo que teve como objetivo analisar o patrocínio de materiais da modalidade de Levantamento de Peso (LP), durante os Jogos Olímpicos do Rio 2016, buscando entender quais os benefícios esperados e os resultados atingidos por tal investimento. Para atingir este objetivo foi levantada literatura sobre: patrocínio esportivo que pode ser entendido quando uma empresa de qualquer setor aloca direta ou indiretamente recursos em eventos esportivos, atletas, equipes e organizações esportivas; co-branding que é quando ambas as marcas se unem com intuito de reforçar elementos das marcas em comum ou desenvolver novos conceitos; além dos aspectos influenciadores destas parcerias, como doping e outros casos do esporte. Para tanto foi necessário pesquisar o contexto do patrocínio durante os Jogos Olímpicos e seu histórico em valores ao longo do tempo. Segundo a literatura, alguns casos tendem a ter mais retorno do que outros e neste estudo de caso que envolve a ZKC (Zhangkong Barbell Company) entrevistou-se o proprietário da empresa e ainda, o chefe da equipe brasileira de levantamento de peso, bem como cinco espectadores in loco para conhecer as percepções deles sobre este patrocínio. Os dados obtidos foram tratados por análise de conteúdo e categorizados de acordo com suas ocorrências. Após categorizar e analisar os dados é apresentado que neste caso específico o retorno gerado com mídia espontânea no site especializado pesquisado, foi de apenas 01 matéria dentre as mais de 100 publicadas ao longo dos períodos que antecederam, aconteceu e sucederam os Jogos. O proprietário da empresa relatou que seu objetivo era o de promoção da marca e para tanto a parceria com a Federação Internacional de Levantamento de Peso (IWF) contemplava outras promoções, como a de doação de materiais para países em desenvolvimento da modalidade, o que de fato ocorreu. 100% dos espectadores não reconheceram a marca, além de 60% ter citado a marca concorrente e 60% relacionaram a marca patrocinadora ao evento. Os resultados demonstram que para haver um retorno espontâneo de mídia oriundo dessa ação de patrocínio a empresa patrocinadora deve comunicar a parceria ao público, seja por meio de interação nas redes sociais ou adquirindo mais propriedades junto ao evento, que possibilitem o aparecimento de sua marca. Outras ações como a doação de equipamentos e eventos de promoção também são recomendadas. A sugestão é de que a empresa comunique essa parceria e use isso a seu favor no momento de divulgar seu produto.