Journal of Business Ethics 89 (S4):587 - 602 (2009)

Today's sports commerce not only expands the number of international mega-sports events but also increases their value in effecting social change and promoting world peace. As athletes and spectators come together in ever-larger numbers, governments must collaborate with non-governmental, private, and non-profit sectors to develop and implement the business of sports commerce benefiting host nations and local communities. This research identifies the relationship between sports commerce and peace as worthy of greater study. This article examines the role of international sporting events in contributing to social change in host countries and how these competitions may be able to create greater understanding among athletes and related individuals and increase knowledge exchange on a larger scale. The research analyzes several mega-sports events, including the Olympics and the role of the Special Olympics (SO) -the largest amateur sports organization in the world -dedicated to bringing sports experiences to intellectually disabled athletes. This article highlights the transformative power of SO worldwide competitions and finds peace through commerce principles in SO innovative policies and programs. Over four decades, the SO, and particularly its World Games, have led to global initiatives for increasing self-confidence, self-esteem, social acceptance, health and general well-being among intellectually disabled persons. This research offers insights into the ways in which other mega-sporting events could adopt what is unique to SO. An Appendix outlines mega-sports events for future research on sports commerce and peace
Keywords mega-sports  Olympics  peace through commerce  social change  Special Olympics  sports commerce and peace  sports tourism
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DOI 10.1007/s10551-010-0409-1
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Olympic Sport and Its Lessons for Peace.Heather L. Reid - 2006 - Journal of the Philosophy of Sport 33 (2):205-214.

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