Proactive management of olympic legacies: Updating munich 1972 in the perspectives of triple helix model

In the mega-events of the Olympic Games, we can identify and evaluate the presence of three protagonists named as university, companies and government, when considering the Triple Helix (TH) model, currently adopted in project management. This study aims to analyze the performance of the three actors involved in the management of a selected Olympic legacy i.e. the Olympic Park in Munich, product of the 1972 Olympic Games, with the purpose of verifying the decision making in the scenarios: a) IOC recommendations and b) studies in the same theme provided by specialized literature. It was then used i) documental analysis, from the site of the Olympic Park, ii) field research with unstructured qualitative observation method and iii) interview with semi-structured instrument. We interviewed 3 sponsors, 2 management people and a sponsorship contract management company. Conclusively, the actor university proved to be nonexistent but government actedas the largest subsidiary of the Park, prevailing then a private company. In addition, the study also concluded that for the management of the Olympic legacy, a proactive path is required to attract partners with greater efficiency involving the TH players, focusing on attracting company resources, considering the partners' needs in offering the programs that achieve common goals, as well as clearly understand expected outcomes and align specific goals with the overall goal of the project, visualizing it as part of the enduring legacy of the event.