The ensemble of sport institutions that forms the Olympic Movement have achieved a great potentiality since they apply the marketing techniques. In this context the National Olympic Committees have been traditionally the institutions with greater difficulties to get a space in those economic flows. Federations, Clubs and\u00a0 sportsmen have always had an active role in the introduction of marketing techniques to get their necessary resources. In this article we intend to give a vision of the instruments and\u00a0 techniques that can be used by the national olympic committees to occupy a relevant place in the configuration of the structures of the olympic movement, especially with an increase of their incomes and their potentialities of communication.<\/p>\n\n\n