摘要：Nowadays, Olympic Games have become one of the most large-scale and profitable global media events. In the world of sports, marketing, promotion and advertisement are fundamental tools for generating great profits. The current article will explore the issue of marketing-mediated sport events on the example of Olympic Games and will touch upon the issues of promotion of properly the Games, advertising athletes and participants, sources of profit for conducting the Games and new trends in marketing of Olympics. The issue will be discussed and is aimed at tracing the compliance of theoretical findings on advertisement, promotion and sponsorship strategies, on the example of one of the most profitable events, the Olympic Games. Thus, the work will focus on the issue of current developments of Olympic marketing and steps to be done in both theoretical and practical way to ensure further effectiveness and attractiveness of Olympic marketing program.
