Promoting Health in Mega Sporting Events: The Case of the 2008 Beijing Olympic Games

Author/s Anna Laura Rezende Batista
Publishing Year 2010 Issue 2010/2
Language Italian Pages 18 P. 73-90 File size 295 KB
DOI 10.3280/SP2010-002004
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There is a fine line between the benefits and risks of practising sports and physical activities - and in elite sports the risks are even greater. Injuries, doping and other sorts of behaviours considered "unhealthy" are part of this environment. Considering the Olympic Games as the epitome of world elite sports, this work focuses on the efforts by the Olympic Movement during the Beijing 2008 Summer Games to promote "Health". The paper describes initiatives and campaigns promoted by the International Olympic Committee and its partners within a "health promotion" framework. The goal is to understand what role "Health" plays in Olympism and how this "concept" - if it exists in this philosophy - is communicated to athletes and to the general public. Without pointing out good/bad practices, the paper also aims to focus on the challenges and the opportunities related to the use of sports as a tool for promoting development and health for both the public and private sector.

Keywords: Olympic Games, Health Promotion, Sports Marketing, Social Marketing, Sponsorship.

Anna Laura Rezende Batista, Promuovere la salute nei grandi eventi sportivi. Il caso dei giochi olimpici di Pechino 2008 in "SOCIOLOGIA E POLITICHE SOCIALI" 2/2010, pp 73-90, DOI: 10.3280/SP2010-002004