Analysis and evaluation of possible scenarios related to the metaverse

Abstract

The Olympic Games catalyse major urban and socio-economic transformations through different development perspectives for the host community. The following contribution aims at analysing how the Olympic brand management model provides little dynamism to new business possibilities. Throughout Olympic history, Olympic marketing has been criticised by scholars and corporate partners. The article will examine how new development models can prevent or enhance the realisation of the intangible benefits associated with the Olympic event. It will show how the metaverse can foster ambush marketing by various sponsoring companies and how the introduction of specific measures in an unregulated context can reduce the following critical issues. The analysis of Olympic brand management will introduce new barriers to the creation of intangible benefits for the entire event community in the metaverse. The following chapter will foster an understanding of the benefits and critical issues that may arise from the creation of a new, loosely regulated virtual space.  

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Keywords

• Olympics Games
• metaverse
• sustainability
• brand protection
• Olympic marketing

How to Cite

della Sala, V. (2023). The Olympic marketing in the metaverse scenario. InMetaverse and Sport: Philosophical and Legal Inquiries into Sport and Metaverse: Games, Avatars, Humans. https://doi.org/ISBN: 978-84-127513-2-1

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