The Sport With Culture And Education Essay

1334 Words Dec 9th, 2016 6 Pages
Every four years’ countries around the world gather and train their top athletes in order to compete in the ultimate sporting event, better known as the Olympic Games. These games were founded by Baron Pierre de Coubertin, who believed that education can be achieved through sports. With this idea in mind Coubertin developed the IOC which would become the governing body for these games. Coubertin’s belief in education through sport was molded into the idea of Olympism which is best defined as, “a philosophy of life, exalting and combining in a balanced whole the qualities of body, will and mind. Blending sport with culture and education, Olympism seeks to create a way of life based on the joy of effort, the educational value of good example, social responsibility and respect for universal fundamental ethical principles” (IOC, 2013b, p. 11). It is because of this philosophy that many people see the games as pure and untouchable from corruption, but that was before the rise of corporations commercializing Olympism. This essay aims to bring light to some of the major sponsorship companies who are using the brand name of the Olympics to further their profits, but not holding the core values originally perceived by Coubertin. At the same time, this essay will provide solutions that the IOC should take in order to right these wrongs.

As mentioned above, corporations use the Olympics as a chance to market their brand to over half of the world’s population. However, some of the…

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