Cover; Celebration Capitalism and the Olympic Games; Title Page; Copyright Page; Dedication; Table of Contents; List of figures; Acknowledgements; 1 Celebration capitalism; 2 A brief history of celebration capitalism; 3 Celebration capitalism clicks into gear: the 2004 Athens Olympics and the 2008 Beijing Games; 4 The Vancouver 2010 Winter Olympics and the London 2012 Summer Games; 5 Challenging celebration capitalism; Notes; Bibliography; Index
Summary
The Olympic Games have become the world's greatest media and marketing event-a global celebration of exceptional athletics gilded with corporate cash. Huge corporations vie for association with the ""Olympic Image"" in the hope of gaining a worldwide marketing audience of billions. In this provocative critical study of the contemporary Olympics, Jules Boykoff argues that the Games have become a massive planned economy designed to shield the rich from risk while providing them with a spectacle to treasure. Placing political economy at the center of the analysis, and drawing on
