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Can the Olympics Help Americans Forget Politics (at Least for 16 Days)?
Americans are divided on a multitude of different issues, but could the Olympic Games unite the country – at least for the duration of an Olympiad? A Baylor University sports marketing and branding expert says yes, the Olympics can help bring people together even when it’s hard for them to agree about anything else. In his latest Forbes Sports Money column, Baylor University sports marketing and branding expert Kirk Wakefield, Ph.D., executive director of the Curb Center for Sales Strategy in Sports and Entertainment (S3E) program at Baylor’s Hankamer School of Business, analyzed a July 8 national population poll that asked Americans questions about politics but also included the Steen Happiness Index (SHI). The 20-item happiness index provides a series of statements for participants to read and choose the one from each group that describes their state at that moment. Happiness items focus on three types of happy lives: the pleasant life (experiencing and savoring pleasures), the engaged life (losing the self in engaging activities) and the meaningful life (participating in meaningful activities). Are people happier when watching the Olympics? “Happy people follow the Olympics and people who follow the Olympics are happy people,” Wakefield wrote. The higher people scored on the happiness index, the more likely they are to: Watch at least some of the Olympics (49.75%) Root for the U.S. to win (31.8%) Follow the results of the Olympics (28.1%) Read stories about athletes in the Olympics (19.6%) Will talk with others about the Olympics events (18.7%) “Controlling for age, gender, income, education, race and marital status, Americans who follow the Olympics in one, two, or three of these ways are somewhat more happy people (+4% on the SHI). But those who follow the Olympics in four or all five of these ways are significantly happier people (+10% on the SHI),” Wakefield wrote. Who is happiest when the Olympics are on? The happiest? Those would be the Americans who love to talk about the Olympics with others while also cheering for U.S. athletes to win. In fact, they are about 14% happier than those who don’t follow the Olympics, according to the SHI. “Perhaps best of all, people of all political leaning and presidential preferences are equally likely to follow the Olympics. No matter the party, people can party together in unity following the Olympics,” Wakefield wrote. “Maybe we can’t forget politics. But we can give it a break to watch the Olympics.” ABOUT KIRK WAKEFIELD, PH.D. Kirk Wakefield, Ph.D., is The Edwin W. Streetman Professor of Retail Marketing at Baylor University, where he is the Executive Director of the Curb Center for Sales Strategy in Sports and Entertainment (S3E) program in the Hankamer School of Business. The author of Team Sports Marketing and founder of Wakefield Research Partners, Wakefield has conducted fan research on partnerships, pricing, promotions, sportscape, service, and anything else that explains why fans do what they do in nearly every venue in sports, including the NBA, NFL, MLB, MLS, NHL and NASCAR. His scholarly works appear in a breadth of journals: Journal of Marketing, Journal of Consumer Research, Journal of the Academy of Marketing Science, Journal of Service Research, Journal of Retailing, Journal of Advertising, Journal of Advertising Research and Journal of Sport Management, among others. Wakefield is a regular contributor to Sports Money on Forbes.com. ABOUT THE CURB CENTER FOR SALES STRATEGY IN SPORTS AND ENTERTAINMENT (S3E) The Center for Sales Strategy in Sports and Entertainment (S3E) at Baylor University is the only program in the U.S. focused on generating revenue for sports. S3E graduates have career opportunities in sales, digital marketing or business analytics for major league teams, university athletics, corporations and agencies. Baylor is the only university combining learning with practice in partnership with the Athletics Department to prepare graduates for careers in the business of sports. The S3E program is unique in vision, values, mission and culture to transform the business of sports and entertainment. Consistent with the Christian mission and purpose of Baylor University, we prepare passionate servant leaders to positively influence lives in places people go to play or watch others play.
ExpertSpotlight: The History of the Modern Olympics
The modern Olympics, a revival of the ancient Greek tradition, have become a global phenomenon that transcends sports, uniting countries in a celebration of athleticism, competition, and international camaraderie. This topic is newsworthy not only for its rich historical context but also for its profound impact on global culture, politics, and society. The Olympics provide a unique lens through which to examine issues of national identity, geopolitical dynamics, and the pursuit of excellence. Key story angles for journalists could include: Origins and Evolution: Exploring the revival of the Olympics in 1896 by Pierre de Coubertin, and how the games have evolved over time, including significant milestones and historical events. Economic Impact: Analyzing the financial implications of hosting the Olympics, including the costs, benefits, and long-term economic impact on host cities and countries. Political Influence: Investigating the intersection of the Olympics and politics, including instances where the games have been used as a platform for political statements, boycotts, and international diplomacy. Cultural Significance: Examining how the Olympics promote cultural exchange and understanding, highlighting the role of the games in showcasing the traditions and achievements of participating nations. Technological Advancements: Assessing the impact of technological innovations on the Olympics, from advancements in sports science and athlete training to improvements in broadcasting and viewer engagement. Social Issues: Exploring the social dimensions of the Olympics, such as gender equality, inclusivity, and the representation of minority groups, as well as the efforts to address doping and maintain the integrity of competition. By focusing on the history of the modern Olympics, journalists can provide the public with a deeper understanding of how this international event has shaped and been shaped by broader historical and contemporary trends, offering rich and diverse angles for coverage. Connect with an expert about the History of the Modern Olympics: To search our full list of experts visit www.expertfile.com Photo credit: Luca Dugaro
Goizueta Professors on Olympic Fandom, Viewership, Economics of the Games
As we countdown to the July 26 opening of the Olympic Games in Paris, we have two Goizueta Business School experts who can discuss the Olympics, including fandom, viewership, and the economics of the Paris Games. Professor Mike Lewis studies fandom and has spent many years tracking how sports can stay relevant and lucrative across generations. “While the Olympics is presented as a pure sports competition, it’s actually a unique sports entertainment event that leverages underpaid athletes and national identities to create one of the foremost sports-based advertising platforms.” His research on this year’s Olympics finds: Viewership skews to an older audience - with Baby Boomers showing the biggest fandom. The Games have an ongoing challenge to attract a younger audience. The Olympic broadcast will have to work hard to gain the attention of Gen Z and Millennials. Olympic fans are pretty even between genders, which is very different from typical sports fans that are more than 50% male. Check out his latest research: And his latest podcast on the Games: Professor Tom Smith studies the economics of sports. He can discuss: The economic impact of the Games for Paris during what is usually a high tourist season. The economics of decisions by city leaders to repurpose current facilities, landscape and architecture for the Paris games. What other cities can learn from the Paris games. Both Tom and Mike are available to speak with media about the upcoming Olympic Games - simply click on either expert's icon now to arrange an interview today.
Companies face unique marketing challenges during Olympics due to human rights concerns
Many companies have used the Olympics as an ideal platform for positioning their brand to worldwide audience. However, with the games being held in a nation facing international criticism over human rights and privacy issues, the 2022 Olympics in Beijing Feb. 4-20 will present challenges in marketing. Kim Saxton, clinical professor of marketing, said China’s human rights policies present a predicament for Olympic sponsors. While some companies – such as the Coca Cola Co. – have said they won’t advertise at the games, others that do may take a different approach than they have in the past. “It creates an interesting challenge. There is more airtime available and the controversy is stoked. The athletes deserve the support. In fact, they depend on it. But with the U.S. government not sending a delegate, it creates an air of caution,” Saxton said, adding “the U.S. government has not expressly said that companies cannot advertise. “There are other issues to consider as well. First, the winter Olympics have been very quiet. It’s quite unusual to have summer and winter Olympics within one year. Many consumers need that bi-annual cadence in order to process information about the Olympics and get excitement up,” she added. “Many Americans right now probably cannot name an athlete in more than one sport. And the games start in about two weeks. “Traditionally, the Olympics is one of the few places that advertisers can find a critical mass of viewers on TV today. The Super Bowl, the Olympics and the FIFA World Cup are the largest TV audiences. So, advertisers have to be creative this year. Some will not mention the host city. Some will run ads that don’t mention the Olympics. Some will stay away. Finally, some will move their efforts to PR. They will balance a fine line of promoting their brands and athletes, while not promoting China.” Saxton can be reached at mksaxton@iupui.edu.
Kelley expert: Olympics could be targeted by hacktivists, others seeking to embarrass Beijing
Scott Shackelford, associate professor of business law and ethics at Kelley, IU Cybersecurity Risk Management Program chair and director of the Ostrom Workshop Program on Cybersecurity and Internet Governance, said the high-profile diplomatic breach leading up to the games — including the boycott led by the United States – “means that the games could be targeted by hacktivists and other groups seeking to embarrass or otherwise harass Beijing.” Scott Shackelford “There are always issues associated with the Olympics given that they are a target-rich environment for criminals seeking to target athletes and spectators alike,” Shackelford said. “Beijing’s harsh data localization, cybersecurity, and cyber sovereignty laws also raises human rights concerns for athletes and reporters attending the games.” He also noted that ironically while the Olympic games generally often coincide with a peaceful break from ongoing geopolitical tensions, this might not last long. “Witness the Russian invasion of Crimea three days after the 2014 Sochi games concluded,” he said. Shackelford can be reached at sjshacke@indiana.edu.
State-sponsored computational propaganda is a potential threat during the 2022 Winter Olympics
Sagar Samtani, assistant professor and Grant Thornton Scholar, whose research centers on AI for cybersecurity and cyber threat intelligence, is particularly watching two major cybersecurity issues during the 2022 Winter Olympics in Beijing Feb. 4-20. “The Olympics are an international, global event. As such, there are often political undertones and agendas that may drive how countries present themselves. Disinformation, misinformation, and computational propaganda that are state-sponsored or provided by individual threat actors could pose a significant threat,” Samtani said. Samtani noted that this will be biggest Olympics for streaming services. For example, NBC Universal will present Winter Olympics record of over 2,800 hours of coverage. But this move away from network reliance on broadcast channels could present a tantalizing target for hackers. “The Olympics are a widely covered, highly publicized TV event. In recent years, streaming services have grown in popularity, while conventional satellite and cable services have declined. As such, the concerns around denial-of-service attacks against prevailing streaming services as it pertains to viewing the Olympics is a very real concern,” he said. Samtani can be reached at ssamtani@iu.edu
Economic benefits of hosting a sporting mega event are overestimated, new research finds
Experts from Aston University and New York University (NYU) studied how industrial firms in Beijing fared in the run-up to the 2008 Olympics Dr Johan Rewilak and Ted Hayduk (NYU) looked at whether industrial firms in Beijing disproportionately increased their investment ahead of the Games compared to similar Chinese firms The results are interesting for academics, policy makers, businesses and entrepreneurs. Economic experts from Aston University and New York University (NYU) have found that host cities do not receive any disproportionate economic benefits from hosting a sporting mega event. Dr Johan Rewilak from Aston Business School and Ted Hayduk (NYU) studied how industrial firms in Beijing fared in the run-up to the 2008 Summer Olympics. Most studies of this kind focus on the service sector, but this is one of the first examining industrial firms. They looked at whether industrial firms in Beijing disproportionately increased their investment ahead of the Games compared to similar Chinese firms, and explored how those firms compared when it came to profitability. The study found that hosting the 2008 Olympic Games did not provide disproportionate benefits in terms of capital investment or earnings relative to other comparable cities in China. Dr Johan Rewilak, lecturer in economics at Aston Business School, said: “One criticism of having cities host the Olympics is that it funnels public funds into a specific region or area of a country. However, our findings do not support that hypothesis. “Specifically, manufacturing firms in the host city did not receive greater economic benefits compared with firms in similar cities across China, and we found evidence that complements previous arguments that SMEs typically have limited to no disproportional positive impact on the local economy. Ted Hayduk, clinical assistant professor at New York University, said: “In terms of capital investment, we found that the host region had no differential effect for both the Summer and the Winter Games. Given that we found no significant result in 2008, it is somewhat unsurprising to find an insignificant result for the 2022 Winter Games. “This is because the budget for Beijing 2022 is only 10% of what was spent in 2008, and/or alternatively, as the necessary infrastructure has already been built, it has yet to depreciate sufficiently to warrant investment in its replacement.” You can find out more about the study HERE. You can also listen to Dr Rewilak on Aston University’s podcast series, EURO 2020: The Business and Science of Football. He joined journalist Steve Dyson, Dr Danny Fitzpatrick and Dr Robert Thomas to discuss the benefits of holding EURO 2020 across the continent, and whether it was likely to bring an economic spike in a world still living through Coronavirus.
The Olympics have come and gone. As the world watched top athletes from across the globe compete, one key takeaway was not a new world record or a perfect 10 on the floor – but that Black female athletes faced unfair scrutiny and an obvious double standard when it came to issues of stress and mental health, policies and protocol, uniforms and hair, and more. UMW Assistant Professor of Communication Emily Deering Crosby's previous research has focused on how the media has portrayed Black female Olympians like Lolo Jones and Gabby Douglas. Here's what she had to say: There were numerous instances this summer of world class women athletes being sexualized, penalized, mocked and dismissed for a variety of issues from uniforms to motherhood to naturally occurring testosterone levels to mental health to archaic policy. This was particularly salient for Black women athletes, which is worth highlighting, since racism and sexism often function in tandem ways that many people misunderstand as “normal” or “insignificant” since it can be pervasive. My work aims to root out, point out and amplify why these practices are wrong, why they keep women from being appropriately valued, and how sports culture can be better and thus enhance communication scholarship and everyday practices by media, fans and athletes themselves. The silver lining in the most recent Games is how digital culture, particularly social media, gives athletes themselves a voice. Further, fans and athletes alike are becoming more knowledgeable of these problematic policies and are bravely and creatively calling them out. Thus, athletes such as Simone Biles, Naomi Osaka, Sha’Carri Richardson, Allyson Felix, Norway’s women’s beach handball team, etc. are key case studies to understand these communication and structural phenomena more deeply and ultimately bring more critical awareness and justice to women’s sports.” If you’re a journalist looking to know more about this important topic – then let our experts help with your questions and coverage. Assistant Professor of Communication Emily Deering Crosby is a rhetorical critic of popular culture with research concentrations in feminist criticism – and she’s a go-to expert on this topic for national media. Dr. Crosby is available, simply click on her icon now to arrange an interview today.
US call to boycott Beijing Olympics: expert available
US House speaker Nancy Pelosi has called for a international boycott of the Beijing Winter Olympics in 2022, in response to reports of human rights abuses by the Chinese government. Professor Shaun Breslin, an expert on China from the University of Warwick (UK), is AVAILBLE FOR INTERVIEW and media-friendly. He comments: "While the messenger can control what message they send, they cannot control the way that it will be understood and parsed by the recipient. This is intended to show to the Chinese leadership the level of global revulsion at what is going on in Xinjiang – and perhaps with the restrictions on individual freedoms more generally in China; including in Hong Kong – this is likely to be perceived differently in Beijing. Or at least, the message will be explained as having a different meaning to the Chinese people. This will be used as further evidence that the US (and its allies) do not want to accommodate China’s rise into the existing international order, and are trying to find ways of checking China’s rise. The Chinese government repeatedly argues that China is being 'smeared' or 'slandered' by the west and this is likely to be the response this time too. "This is, of course, not the first time that the Olympics has become an international relations issue for China. There was a feeling that the country had been slighted in 1993 when the millennial Olympic Games was awarded to Sydney despite a widespread expectation (and not just in China) that Beijing would win, and this would be a validation of China’s re-acceptance into the international community. And when they did win and host the games (in 2008), this was used to showcase a new self confident and increasingly powerful China to the world; a sort of coming out party for China as a putative great power." For interviews, contact: Luke Walton, International Press Manager L.Walton.1@warwick.ac.uk +44 (0) 7823 362 150
Much like the cherry blossoms that are reaching peak in DC and are just starting to bloom here in NYC, U.S.-Japan relations seem set to hit their peak with Prime Minister Yoshihide Suga set to become the first world leader to meet with President Biden at the White House this week. This marks the first time a Japanese leader—or any Asian leader—is the first to meet with a U.S. president, since traditionally this honor has been reserved for a neighboring country like Canada or Mexico, or a European ally such as the UK. What does this mean for geopolitics? How does this shift our relationship with Japan and other allies? What does this mean for the balance of global power in a world of ever-shifting alliances? According to Joshua Walker, President & CEO of Japan Society, this historic visit indicates the following: This visit highlights the shift from a Western Transatlantic to an Eastern Transpacific Asian century, where Japan plays a critical role as a frontline security ally of the United States against China as this competition dominates geopolitics. It emphasizes the importance of democratic allies like Japan, specifically the Quad formation of Australia, India, Japan, and the U.S. as a new multilateral framing of America’s engagement in Asia. Japanese leadership inaugurated this concept in the last decade, which has now been embraced by the Biden administration. Brings into focus the 70 years of security treaty alliance between the United States and Japan, where Biden and Suga have been key players for the last half century—since the opening to China that changed the character of U.S.-Japan relations. Represents a key bilateral opportunity for both new administrations to get to know each other on the world stage in advance of the G7 summit in England this summer, and a time to coordinate strategies between the first and third largest economies, from domestic COVID responses and infrastructure investment to global responses to climate change and authoritarian regimes from North Korea and Myanmar to Iran. As host of the Summer Olympics in Tokyo, Japan elevates global aspirations and hopes for a successful, albeit different, competition of the human spirit that, through its resiliency, can overcome COVID. America represents the largest Olympic delegation and TV market, while Japan is the only Asian country to host two Summer Olympics even as China plans for its own Winter Games in 2022.
