[...]This book provides many leads for a more in-depth study of the wilde-ranging effects of the Athens Olympics. Once the Games have ended, challenges, achievements, opportunities - gained and lost - will be placed under the microscope of history. "The business of Olympic Games sponsorship: Incentives and rewards" takes a close and careful look at the relationship that exists between companies and the Olympic Movement. It seems that corporate support has become an integral part of the Game s existence.[...]