As a columnist expressed it: "I once wrote that I had a love affair with the Olympics and I'd now fallen out of love with them, and that was as long ago as 1968. It was one of the reasons I called it a raddled old tart. Commerce has now taken over and the Games have become too big and too important; too important to the feel-good factor of individual nations, and too important to the competitors who are just totally channeled and focused."(The Mail on Sunday)
The main concerns that need to be addressed in order to salvage Olympics from the negative forces that hold it hostage are many. There is on the one hand the commercialization of sports degrading a cultural and spiritual pursuit into a mundane and lewd opportunity to accumulate wealth in the hands of a greedy few. In addition to this demon there is the use of politicization of Olympics as a tool to wage war on countries. "Yet today, the United States and Soviet boycotts of the 1980 and 1984 Summer Olympics, and the patriotic fervor inspired by the U.S. ice hockey team at the Winter Olympics seem to leave little doubt that sport is anchored strongly to a nation's political-economic system. (Vinokur 17) Sports was traditionally used to enhance health. However, drug abuse is the order of the day in modern sports. Another questionable area of Olympics is the doubtful social benefits of sports to the wider public. Do Olympics result in ecological problems by the massive construction activity in large areas Recent history of Olympics also is marred by the dreaded menace of international terrorism striking without notice resulting in the large-scale destruction of people and property.
Olympics are the prime-sporting event promoted globally and commercialized to the core. (Greising, 1966). The commercial nature of the megha event is evident from the fact that in 1996 for merely acquiring an affiliation at least $40 million each was spent by top sponsors. (Starr and Springen, 1996). Companies like Coca-Cola, McDonald's and General Motors, it is estimated, have spent up to $300 million each on sponsorships fro television oriented advertising and on live site promotions. (Thomas, 1996). The global nature of the games involves nearly 200 national teams (Wall Street Journal) from all corners of the world is a key advertisers as the need for global managing of brand image has made the game venue and the event a purely commercial activity.
Though the grandiose ideals of Olympics as a vehicle for the expression of human brother hood the commercial aspect of the games is in the main agenda of the commercial world. The Logistic companies, Media companies and the tourism and hospitality industry, will share the main booty of the Olympic profits. It is good to look at the staggering task of logistic management in London Olympics based on the past data. To understand the expected magnitude of logistics in London Olympics 2012, a cursory glance of some of the key data from Athens and the projected logistics requirements of the Beijing Olympics is will be helpful. The logistics involved in hosting Athens 2004 were staggering. (Antoniou) a budget of almost 2 billion Euros, 5.3 million ticketed spectators watching 10,500 athletes