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On The Ground: The Winter Games

International Sport Business Symposium Set For Wednesday

About 60 miles from the Pyeongchang Games on Wednesday in Chuncheon, several American sports business professors and International Olympic Committee member Dick Pound will speak at the 9th International Sport Business Symposium.

The academic gathering, traditionally co-located with the Olympics, will focus on the always-complicated topic of Olympic legacy — how bidding, hosting and participating in the Olympics changes countries and cities — and the changing nature of Olympic sponsorship. It is hosted by Gangwon National University.

Among the presenters are Jamie Corr, a former IOC marketing and television staffer and vice president of global sports and entertainment at GMR Marketing; UNC-Chapel Hill sports administration professor Jonathan Jensen; George Washington University professor of sports management Lisa Delpy Neirotti; and Andrea Guerin, interim director of the Tisch Institute for Global Sport at New York University. Pound will give one of three keynote addresses.

Jensen, who has been at the Olympics since last Thursday observing marketing activations of sponsors and non-sponsors, will present research indicating that the IOC’s decision to add a 13th TOP sponsor makes it more likely that existing sponsors won’t renew their deals.

The event is “a terrific opportunity for scholars around the globe to discuss each others’ cutting-edge research,” Jensen said. “It’s also a bit unique in that it’s focused solely on the Olympics. While my focus is sponsorship, the event will bring together scholars who study Olympism from a variety of different foci and perspectives.”

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