London Olympics 2012 (Photo credit: Andrea Vascellari)
Organizers and sports teams are building online tools and destinations for this summer’s Olympic Games. The British Olympic Association (Team GB) has launched a “Team GB Live” mobile and Web app to give users customized, real-time data, and a fan gallery that is meant to be a digital legacy project. Joe Morgan, Team GB digital marketing manager and online editor told paidContent in a video interview that, “In previous Olympics, the power has been in the broadcasters to tell the fans what they should consume. This is the first Olympics where we see the power of the fans to decide what they want to know about.”
Some of the Olympic Games’ primary stakeholders are building their own online social engagement projects, like the London Organizing Committee for the Olympic Games (LOGOC) debut of their “official results app.” Some of these organizations risk overlapping ideas, as paidContent reporter Robert Andrews asks if these organizations are taking over the media’s traditional role in relaying sports information to fans. The International Olympic Committee communications director, Mark Adams, told Andrews that, “I don’t think that’s a bad thing – it doesn’t threaten you guys in any way – it’s complementary, if anything. In the old days, 20 years ago, the split between the organizer and the IOC was very clear – they did they national stuff and we did international stuff – you can’t do that anymore.”
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