Sustainable development and the Olympic Games: A case study of Samsung and its responses to the guidelines of the International Olympic Committee

Environmental sustainability issues have become one of the major concerns of our society. Since the United Nations became aware the importance of sustainability in the early 1970s, it has been critical not only in general but also in the sport industry. The International Olympic Committee (IOC) has also recognized the potential damage the Olympic Games can have on the environment and has taken environment as its third pillar of the Olympic Movement along with sport and culture. As a result, the International Olympic Committee has established the Olympic Movement's Agenda 21 and environmental sustainability guidelines for its members including sport organizations such as the International Federations and Olympic Games Organizing Committees; individuals such as athletes and coaches; and corporations associated with the IOC such as The Olympic Partners (TOP) worldwide sponsors and subordinate local partners.;The purpose of the study was to determine how a global corporation participating in The Olympic Partners sponsorship program manages sustainable development initiatives in response to recommendations and guidelines of the International Olympic Committee through a case study of Samsung. To achieve the purpose of the study, a qualitative case study was conducted. Nine interviewees participated, 27 documents were collected, and two days of observations were undertaken. The data were cross-checked and compared to each other and categorical and chronological aggregations were carried out.;The research revealed that the guidelines of the Olympic Movement have become increasingly detailed and comprehensive and the Organizing Committees' requests have become more stringent as time goes by. Key constituents and top management of Samsung Electronics positively accepted the IOC sustainability guidelines and recognized the need for sustainability management. They also recognized the positive influence of sustainability management and understood the negative impact that could occur if public attention was drawn to any hostile action of Samsung's toward the environment. The research also revealed the change of Samsung Electronics' sport marketing strategy with regard to the Olympic Games. After Samsung Electronics adopted the sustainability guidelines of the IOC, Samsung began operating its activities in an environmentally friendly way during the Olympic Games even though it cost more.;Overall, key constituents of Samsung Electronics positively recognized the need for sustainability management. They accepted the sustainability guidelines of the IOC and its revolutionary principles to accomplish sustainability management actively despite the difficulties of application and increased cost.;Key words: The Olympic Games, The International Olympic Committee, Samsung, corporation sponsorship, green management, sustainable development management, sustainability management, environmental sustainability.