Updated
February 2024
OLYMPIC
MARKETING
FACT FILE
2024 EDITION
International
Olympic
Committee
The Olympic Marketing Fact File is a reference document on the
marketing policies and programmes of the International Olympic
Committee (IOC), the Olympic Movement and the Olympic Games.
In this document, the IOC has endeavoured to present a clear,
simplified overview of Olympic Movement revenue generation
and distribution. Nevertheless, revenue comparisons between
Olympic marketing programmes must be carefully considered
because marketing programmes evolve over the course of each
Olympiad, and each marketing programme is subject to dierent
contractual terms and distribution principles.
Please note that commercial agreements reached with the IOC
may be paid in dierent currencies depending on the nature of
the agreement and the location of the parties. For the purposes
of the Marketing Fact File, in order to provide comparisons across
agreements/locations, exchange rates have been converted where
possible to a single currency, United States Dollars, based on the
exchange rate at the time of the agreement.
N.B. The financial figures contained in this document are provided
for general information purposes, are estimates and are not
intended to represent formal accounting reports of the IOC, the
Organising Committees for the Olympic Games (OCOGs) or
other organisations within the Olympic Movement. For the formal
accounting reports of the IOC, please visit www.olympics.com/ioc/
documents/International-olympic-committee/ioc-annual-report
The financial reports and statements of OCOGs may dier from this
document due to dierent accounting principles and policies, such
as those related to goods and services, that have been adopted.
The goods and services (i.e. the provision of products, services
and support) figures cited in this document have generally been
accounted for based on contractual values, where available.
The financial figures presented here do not include any public
moneys, including donations, provided to the OCOGs, the National
Olympic Committees (NOCs), the International Federations of
Olympic sports (IFs), or other governing bodies.
This edition of the Olympic Marketing Fact File contains the most
complete information available as of 1 February 2024.
Further information on the marketing programmes of each Olympic
Games are available in the IOC’s Marketing Reports (available on
www.olympics.com/ioc/documents/
international-olympic-committee/
ioc-marketing-and-broadcasting).
Introduction
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Olympic Marketing Fact FileIntroduction
Contents
2024 Edition
contents
CHAPTER 1
OLYMPIC MARKETING OVERVIEW
5 Fundamental Objectives of Olympic Marketing
7 Olympic Marketing Revenue Generation
7 IOC Revenue Distribution
7 IOC Contribution to Support the Olympic Games
8 Olympic Marketing Contributions to the NOCs
8 IOC Contributions to the International Federations
CHAPTER 2
OLYMPIC PARTNERSHIP
10 Olympic Sponsorship Overview
12 Worldwide Olympic Partnership
13 TOP Partnerships
16 Olympic Games Domestic Sponsorship
16 Olympic Sponsorship History
CHAPTER 3
OLYMPIC BROADCASTING
19 Olympic Broadcast Overview
19 Olympic Broadcast Partnerships
20 Olympic Broadcast: Worldwide Coverage
21 Olympic Broadcast: Global Viewership
21 Olympic Broadcast: Glossary Of Terms
21 Olympic Broadcast Programming
22 Olympic Broadcast Revenue Generation
23 Olympic Broadcasting History
CHAPTER 4
OLYMPIC GAMES TICKETING
26 Olympic Games Ticketing Overview
27 Olympic Games Ticket Sales
CHAPTER 5
OLYMPIC LICENSING
29 The IOC Global Licensing Strategy
30 Olympic Games Licensing Programmes
31 Olympic Numismatic Programmes
31 Olympic Philatelic Programmes
32 Olympic Licensing, Numismatic and Philatelic History
APPENDIX
34 The Olympic Movement and Commercial Partnerships
35 The IOC Executive Board
35 IOC Revenues & Commercial Partnerships Commission
35 IOC Television & Marketing Services Sa
36 Rio 2016: Basic Facts
36 PyeongChang 2018: Basic Facts
36 Tokyo 2020: Basic Facts
36 Beijing 2022: Basic Facts
36 Paris 2024: Basic Facts
36 Milano Cortina 2026: Basic Facts
36 Los Angeles 2028: Basic Facts
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FuNDAMENTAL ObjECTivEs OF OLYMPiC MARKETiNG
The IOC coordinates Olympic marketing programmes with the
following objectives:
• To generate revenue to be distributed throughout the entire
Olympic Movement – including the Organising Committees for
the Olympic Games (OCOGs), the National Olympic Committees
(NOCs) and their continental associations, the International
Federations (IFs) and other recognised international sports
organisations – and to provide financial support for sport in
emerging nations.
• To build on the successful activities developed by each
OCOG and thereby eliminate the need to recreate the
marketing structure with each Olympic Games.
• To ensure that the Olympic Games can be experienced by the
maximum number of people throughout the world principally
via broadcast coverage.
• To protect and promote the equity that is inherent in the
Olympic image and ideals.
• To control and limit the commercialisation of the Olympic Games.
• To create and maintain long-term marketing programmes.
• To enlist the support of Olympic marketing partners in the
promotion of the Olympic ideals.
OLYMPIC MARKETING OvERvIEW
This chapter provides an overview of the fundamental principles
of Olympic marketing, as well as facts and figures regarding the
generation of Olympic marketing revenue and the distribution of
revenue throughout the Olympic Movement.
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61%
Media rights
5%
Other rights
30%
TOP Programme
marketing rights
4%
Other revenue
Tokyo
2020
$1,892m
**
The Olympic Partner
(TOP)
programme
Broadcast
partnerships
IOC oicial supplier
and licensing
programme
WHERE OLYMPIC MARKETING REVENUE COMES FROM
Domestic
sponsorship
Ticketing
Licensing
within the
host country
Managed by the Organising Committees for the Olympic
Games (OCOGs), under the direction of the IOC
Managed
by the IOC
In addition,
the NOCs
and IFs generate
revenue through
their own
commercial
programmes
• NOCs to help them support their athletes at national and
local levels
• IFs to run and promote their sports globally
• Individual athletes and coaches, via Olympic Solidarity funding
• The Organising Committee of each Olympic Games
• Other Olympic Movement and sport organisations to promote
worldwide development of sport
• IOC activities, projects and programmes aimed at supporting the
staging of the Games and promoting the worldwide development
of sport and the Olympic Movement
WHERE IOC REVENUES GO
• IOC activities to develop sport and operations of the IOC
$590m
Olympic Solidarity budget for
20212024 (in USD), representing
a 16% increase from 20172020
25%
increase in budget allocated to
athlete support programmes,
compared with 20172020
OLYMPIC SOLIDARITY HIGHLIGHTS
USD 7.6bn
IOC TOTAL REVENUE
Athens
2004
Beijing
2008
London
2012
Rio
2016
IOC CONTRIBUTIONS TO SUPPORT THE OLYMPIC GAMES*
* The IOC contribution supports the staging of the Summer and Winter editions of the
Games. This includes direct contributions to the OCOGs (through the share of the media
rights and TOP Programme rights), considerable costs that previously had been borne by
the OCOG, such as the host broadcast operation, and various forms of Games support
to the OCOG, including through its “Transfer of Knowledge” programmes. The OCOGs
also raise additional revenue through domestic commercial activities facilitated by the
authorised use of the Olympic marks together with the OCOGs’ symbols.
** This figure includes some cost of the postponement of the Olympic Games Tokyo 2020
$1,531m
$1,374m
$1,250m
$965m
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OLYMPiC MARKETiNG REvENuE GENERATiON
The Olympic Movement generates revenue through several
programmes. The IOC manages broadcast partnerships, the
TOP worldwide sponsorship programme and the IOC oicial
supplier and licensing programme. In addition, the NOCs,
OCOGs and IFs generate revenue through their own respective
commercial programmes.
The following chart provides details of the total revenue generated
from broadcast partnerships and the TOP programme during the
past seven Olympiads.
IOC REVENUE FROM BROADCAST AND TOP PROGRAMME: THE PAST SEVEN OLYMPIADS*
Source
(in USD millions)
19931996 19972000 20012004 20052008 20092012 20132016 20172020/21**
Broadcast 1,251 1,845 2,232 2,567 3,850 4,161 4,544
TOP Programme 279 579 663 866 950 1,003 2,295
Total 1,530 2,424 2,895 3,433 4,800 5,164 6,839
* All figures in the charts of this document have been rounded to the nearest USD 1 million.
**The Olympic Games Tokyo 2020 were postponed to 2021
IOC REvENuE DisTRibuTiON
The IOC distributes 90 per cent of its revenue to organisations
throughout the Olympic Movement, in order to support the staging
of the Olympic Games and to promote the worldwide development
of sport. The IOC retains 10 per cent for its activities to develop sport
and the operations of the IOC.
This means that every day the equivalent of over USD 4.2 million is
distributed by the IOC to support athletes and sports organisations
at all levels around the world.
10%
IOC Activities to
Develop Sport and
Operations of the IOC
90%
Distribution, Olympic
Games and Promotion
of Olympic Movement
IOC CONTRibuTiON TO suPPORT ThE OLYMPiC GAMEs
The IOC supports the staging of the Olympic Games and Olympic
Winter Games with a financial contribution from the revenue it raises
through its broadcast agreements and the global TOP sponsorship
programme. Since Vancouver 2010, the IOC has also entirely funded
the host broadcaster operations, managed by Olympic Broadcasting
Services (www.obs.tv).
IOC CONTRIBUTION TO SUPPORT THE OLYMPIC GAMES
Olympic Games (in USD millions)
Athens 2004 965
Beijing 2008 1,250
London 2012 1,374
Rio 2016 1,531
Tokyo 2020 1,892*
OCOG REVENUE: THE PAST SEVEN OLYMPIADS
Source
(in USD millions)
19931996 19972000 20012004 20052008 20092012 20132016 20172020/21
OCOG Domestic Sponsorship 534 655 796 1,555 1,838 2,037 3,732
OCOG Ticketing 451 625 411 274 1,238 527 146
OCOG Licensing 115 66 87 185 170 74 131
Total 1,100 1,346 1,294 2,014 3,246 2,638 4,009
In addition to the contribution received from the IOC, the OCOGs
manage domestic sponsorship, ticketing and licensing programmes
within the host country, under the direction of the IOC.
The following chart provides details of the total revenue generated
from each major programme managed by the OCOGs during the
past seven Olympiads.
Olympic Winter Games (in USD millions)
Salt Lake City 2002 552
Torino 2006 561
Vancouver 2010 775
Sochi 2014 833
PyeongChang 2018 887
Beijing 2022 970
* This figure includes some cost of the postponement of the Olympic Games Tokyo 2020
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IOC CONTRibuTiONs TO ThE
INTERNATiONAL FEDERATiONs
The IOC provides financial support from Olympic marketing to the
Olympic summer sports and Olympic winter sports International
Federations. These financial contributions are provided to support
the development of sport at all levels worldwide.
In addition, the International Federations generate revenue through
their own commercial programmes.
IOC CONTRIBUTIONS TO THE INTERNATIONAL FEDERATIONS
Olympic
Games
Contribution
(in USD millions)
Athens 2004 257
Beijing 2008 297
London 2012 520
Rio 2016 540
Tokyo 2020 540
Olympic
Winter Games
Contribution
(in USD millions)
Salt Lake City 2002 92
Torino 2006 128
Vancouver 2010 209
Sochi 2014 199
PyeongChang 2018 215
Beijing 2022 201
For further information on IOC revenues and distribution, please refer to the IOC’s Annual
Reports on www.olympics.com/ioc/documents/international-olympic-committee/
ioc-annual-report
IOC CONTRIBUTIONS TO NOCs
Olympic
Games
Contribution
(in USD millions)
Athens 2004 234
Beijing 2008 301
London 2012 520
Rio 2016 540
Tokyo 2020 540
Olympic
Winter Games
Contribution
(in USD millions)
Salt Lake City 2002 87
Torino 2006 136
Vancouver 2010 215
Sochi 2014 199
PyeongChang 2018 215
Beijing 2022 201
OLYMPiC MARKETiNG CONTRibuTiONs
TO ThE NATiONAL OLYMPiC COMMiTTEEs
The continued success of the TOP Programme and revenue from
broadcast agreements has enabled the IOC to provide increased
support for the National Olympic Committees (NOCs) with each
Olympiad. Substantial additional indirect financial support is provided
to the NOCs, for example through the provision of the athletes’ village
and travel grants for the Olympic Games.
The NOCs receive financial support for the training and development
of Olympic teams, Olympic athletes and Olympic hopefuls. The IOC
distributes TOP Programme revenue to each of the NOCs throughout
the world. The IOC also contributes Olympic broadcast revenue
to Olympic Solidarity – the body responsible for managing and
administering the share of the media rights of the Olympic Games
www.olympics.com/ioc/olympic-solidarity-commission – that is in
turn allocated to the NOCs. Olympic Solidarity assists the NOCs
and the continental associations with their eorts to develop
sport through programmes devised to match their specific needs
and priorities.
In addition, the NOCs generate revenue through their own domestic
commercial programmes.
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OLYMPIC PARTNERshIPs
This chapter provides facts, figures and historical information
regarding the The Olympic Partner (TOP) Programme
(managed by the IOC) and the Olympic Games domestic
sponsorship programmes (managed by the OCOGs).
OLYMPiC PARTNERshiPs OvERviEW
Olympic partnerships are an agreement between an Olympic
organisation and a corporation, whereby the corporation is granted
the rights to specific Olympic intellectual property and Olympic
marketing opportunities in exchange for financial support and
goods and services contributions. Olympic partnership programmes
operate on the principle of product-category exclusivity. Under the
direction of the IOC, the Olympic Movement works to preserve the
value of Olympic properties and to protect the exclusive rights of
Olympic partners.
OLYMPIC PARTNERSHIP PROGRAMMES BENEFIT THE OLYMPIC
MOVEMENT IN THE FOLLOWING WAYS:
• Partnerships provide valuable financial resources to the Olympic
Movement.
• Partners provide support for the staging of the Olympic Games
and the operations of the Olympic Movement in the form of
products, services, technology, expertise and sta deployment.
• Partners provide direct support for the training and development
of Olympic athletes and hopefuls around the world, as well as
essential services for those participating in the Olympic Games.
• Partnership activation enhances the Olympic Games experience
for spectators and provides the youth of the world with opportu
-
nities to experience the Olympic values at global and local levels.
• Partners contribute to the success of the educational, environ
-
mental, cultural and youth-oriented initiatives of the Olympic
Movement.
• Partners develop advertising and promotional activities that help
to promote the Olympic values, heighten public awareness of the
Olympic Games and increase support for the Olympic athletes.
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Highest level of
Olympic partnership
THE OLYMPIC
PARTNER PROGRAMME
TOP Partners provide:
TOP Partners
Founded in 1985
Valuable
financial
resources to
the Olympic
Movement
Products,
services, technology,
expertise and sta
deployment to
support the
staging of the
Olympic Games
Direct support
for the training
and development
of Olympic
athletes and
hopefuls around
the world
Essential services
for athletes
participating
in the Games
Activations
to enhance the
Olympic Games
experience for
spectators
Global marketing
campaigns that
promote the Games
and the Olympic
values, while
increasing support
for athletes
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128.8%
Increase in revenue generated from the
TOP programme for the 20172020/21
period, compared with 20132016
WORLDWiDE OLYMPiC PARTNERshiP
TOP: THE OLYMPIC PARTNERS
The Olympic Partners (TOP) Programme is the worldwide
sponsorship Programme managed by the IOC. The IOC created
the TOP Programme in 1985 in order to develop a diversified
revenue base for the Olympic Games and to establish long-term
corporate partnerships that would benefit the Olympic Movement
as a whole. The TOP Programme operates on a four-year term –
the Olympiad.
The TOP Programme supports the Organising Committees of the
Olympic Games and Olympic Winter Games, the NOCs and the IOC.
The TOP Programme provides each Worldwide Olympic Partner
with exclusive global marketing rights and opportunities within a
designated product or service category. The global marketing rights
include partnerships with the IOC, all active NOCs and their Olympic
teams, and the two OCOGs and the Games of each Olympiad. The
TOP Partners may exercise these rights worldwide and may activate
marketing initiatives with all the members of the Olympic Movement
that participate in the TOP Programme.
TOP PROGRAMME EVOLUTION
Olympiad Games Partners
No. participating
NOCs
Revenue
(in USD millions)
1985 1988 Calgary / Seoul 9 159 96
1989 1992 Albertville / Barcelona 12 169 172
1993 1996 Lillehammer / Atlanta 10 197 279
1997 2000 Nagano / Sydney 11 199 579
2001 2004 Salt Lake City / Athens 11 202 663
2005 2008 Torino / Beijing 12 205 866
2009 2012 Vancouver / London 11 205 950
2013 2016 Sochi / Rio 12 205 1,003
20172020/21** PyeongChang / Tokyo 1415 205 2,295
**The Olympic Games Tokyo 2020 were postponed to 2021
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在公司传播的各种场景中，标志的应用范围非常广泛，统一标准的延展设计是非常有必要的，可以运用不同的复制技巧放大或缩小成各种尺寸，
但是，标志的字形格式、轻重比例和空间布局禁止随意改变。
BASIC LOGO
品牌标准标志
2022 @ Alibaba VISUAL IDENTITY SYSTEM
AB InBev
CORPORATE WEB ADDRESS
www.ab-inbev.com
Atos
CORPORATE WEB ADDRESS
www.atos.net
ExCLusivE CATEGORY
Cloud infrastructure, Cloud Services and ECommerce
Platform Services
TOP PARTNERshiP hisTORY
Member of the TOP Programme since 2017
Alibaba
CORPORATE WEB ADDRESS
www.alibabagroup.com
ExCLusivE CATEGORY
Non-alcoholic and alcoholic beers
TOP PARTNERshiP hisTORY
Member of the TOP Programme since 2024
ExCLusivE CATEGORY
Insurance
TOP PARTNERshiP hisTORY
Member of the TOP Programme since 2021
ExCLusivE CATEGORY
Information technology products, services and solutions
OLYMPiC PARTNERshiP hisTORY
Supported the 1992 Olympic Games in Barcelona as Sema
TOP PARTNERshiP hisTORY
Joined the TOP Programme in 2001 (TOP V) as SchlumbergerSema
Allianz
CORPORATE WEB ADDRESS
www.allianz.com
www.deloitte.com
CORPORATE WEB ADDRESS
www.deloitte.com
ExCLusivE CATEGORY
Management and Business Consulting Services
TOP PARTNERshiP hisTORY
Member of the TOP Programme since 2022
ExCLusivE CATEGORY
Non-alcoholic beverages and dairy
TOP PARTNERshiP hisTORY
The Coca-Cola Company has had a presence at the Olympic Games
since the 1928 Games in Amsterdam - the longest continuous
partnership with the Olympic Movement. As a Charter TOP Partner
(TOP I), it has been a member of the TOP Programme since 1986.
In 2019, Coca-Cola and Mengniu signed the first-ever Joint TOP
Partnership Agreement, combining the non-alcoholic beverage and
the dairy categories into a new joint category, and bringing Chinese
dairy company Mengniu into the family of TOP Partners.
Coca-Cola & Mengniu
CORPORATE WEB ADDRESS
www.coca-cola.com / www.mengniu.com.cn
Bridgestone
CORPORATE WEB ADDRESS
www.bridgestone.com
ExCLusivE CATEGORY
Tyres, restrictive automotive vehicle services, non-motorised
bicycles and diversified (rubber) products
TOP PARTNERshiP hisTORY
Member of the TOP Programme since 2014
ExCLusivE CATEGORY
Unique Accommodation Products and Unique Experiences Services
TOP PARTNERshiP hisTORY
Member of the TOP Programme since 2019
Airbnb
CORPORATE WEB ADDRESS
www.airbnb.com
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Panasonic
CORPORATE WEB ADDRESS
www.panasonic.com
ExCLusivE CATEGORY
Audio/TV/Video Equipment
TOP PARTNERshiP hisTORY
Charter TOP Partner (TOP I)
Member of the TOP Programme since 1987
Procter & Gamble
CORPORATE WEB ADDRESS
www.pg.com
ExCLusivE CATEGORY
Personal Care, Healthcare and Household Care Products
TOP PARTNERshiP hisTORY
Joined the TOP programme in 2010
Toyo t a
CORPORATE WEB ADDRESS
www.toyota.com
ExCLusivE CATEGORY
Vehicles, mobility support robots and mobility services
TOP PARTNERshiP hisTORY
Member of the TOP Programme since 2017
Visa
CORPORATE WEB ADDRESS
www.visa.com
ExCLusivE CATEGORY
Payment services, transaction security, pre-paid cards
TOP PARTNERshiP hisTORY
Charter TOP Partner (TOP I)
Member of the TOP programme since 1986
Samsung
CORPORATE WEB ADDRESS
www.samsung.com
ExCLusivE CATEGORY
Wireless Communications and Computing Equipment
TOP PARTNERshiP hisTORY
Joined the TOP Programme in 1997 (TOP IV)
Omega
CORPORATE WEB ADDRESS
www.omega.ch
ExCLusivE CATEGORY
Time pieces, Timing, Scoring and Venue Results Systems
and Services
OLYMPiC PARTNERshiP hisTORY
Timing and Scoring sponsor of Atlanta 1996 and Sydney 2000.
Longstanding IOC worldwide Olympic licensee
TOP PARTNERshiP hisTORY
Joined the TOP Programme in 2003 (TOP V)
Intel
CORPORATE WEB ADDRESS
www.intel.com
ExCLusivE CATEGORY
1. Processors, chips and similar silicon platforms, in particular those
specifically used for:
• 5G Technology
• VR, 3D and 360-degree Content Development
• Sports Performance
• Artificial Intelligence
2. Drones
TOP PARTNERshiP hisTORY
Member of the TOP Programme since 2017
WORLDWIDE PARTNER
WORLDWIDE PARTNER
(WORLDWIDE PARTNER)
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OLYMPiC GAMEs DOMEsTiC sPONsORshiP
The Olympic Games domestic sponsorship programme is man-
aged by the OCOG within the host country under the direction of
the IOC. The programmes support the operations of the OCOG,
the planning and staging of the Olympic Games, the host country
NOC and the host country Olympic team.
The Olympic Games domestic sponsorship programme grants
marketing rights within the host country or territory only. The
host country NOC and the host country Olympic team participate
in the OCOG sponsorship programme because the Marketing
Plan Agreement requires the OCOG and the host country NOC
to centralise and coordinate all marketing initiatives within the
host country.
OLYMPIC GAMES: HISTORY OF OCOG SPONSORSHIP PROGRAMMES
OLYMPIC WINTER GAMES: HISTORY OF OCOG
SPONSORSHIP PROGRAMMES
1
Domestic OCOG sponsorship programmes usually include several tiers of partnership,
which may include sponsors, suppliers and providers. The figures in this column represent
the total number of marketing partners from all tiers of the domestic programme
2
Including cash and consumed VIK
Olympic Games
Number
of Partners
1
Revenue (in USD
millions)
2
Atlanta 1996 111 426
Sydney 2000 93 492
Athens 2004 38 302
Beijing 2008 51 1,218
London 2012 42 1,150
Rio 2016 53 848
Tokyo 2020 69 3,240
Olympic
Winter Games
Number
of Partners
1
Revenue (in USD
millions)
2
Nagano 1998 26 163
Salt Lake City 2002 53 494
Torino 2006 57 348
Vancouver 2010 57 688
Sochi 2014 46 1,189
PyeongChang 2018 86 649
Beijing 2022 46 1,838
OLYMPiC sPONsORshiP hisTORY
Sponsorship in various forms has supported the Olympic
Movement since the first modern Olympic Games in Athens
in 1896. The follow-ing is a brief overview of key milestones and
informative anecdotes from the history of sponsorship in the
modern Olympic Games.
Athens 1896
Companies provide revenue through advertising during the Olympic Games.
Stockholm 1912
Approximately 10 Swedish companies purchase sole rights to take photographs and sell memorabilia of the Olympic Games.
Antwerp 1920
The oicial Olympic Games programme contains a great deal of corporate advertising.
Paris 1924
Advertising signage appears within view of the Olympic Games venues for the first and only time in history.
Amsterdam 1928
Current TOP Partner Coca-Cola begins the longest continuous Olympic partnership. Concessionaires are granted rights to operate restaurants on stadium
grounds. Advertising continues in the oicial Olympic Games programme.
The IOC stipulates that posters and billboards may not be displayed on the stadium grounds and buildings.
Lake Placid 1932
The OCOG solicits businesses to provide free merchandising and advertising tie-ins. Many major department stores in the eastern US feature the Olympic
Games marks in window displays, and many national businesses use the Games as an advertising theme.
Helsinki 1952
The first Olympic Games to launch an international marketing programme. Companies from 11 countries make contributions of goods and services ranging
from food for the athletes to flowers for medallists.
Rome 1960
An extensive sponsor/supplier programme includes 46 companies that provide technical support and products such as perfume, chocolate, toothpaste
and soap.
Tokyo 1964
250 companies develop marketing relationships with the Olympic Games.
The new “Olympia” cigarette brand generates more than USD 1 million in revenue for the OCOG. (The tobacco sponsorship category is later banned.)
Montreal 1976
With 628 sponsors and suppliers, domestic sponsorship generates USD 7 million for the OCOG.
Sarajevo 1984
The OCOG signs 447 foreign and domestic sponsorship agreements.
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Los Angeles 1984
For the first time, the domestic sponsorship programme is divided into three categories. Each category is granted designated rights and product
category exclusivity.
The marketing programme is limited to the host country and US companies.
Calgary 1988/
Seoul 1988
The IOC creates The Olympic Partners (TOP) worldwide sponsorship programme, in coordination with the OCOGs in Seoul and Calgary, as well as 159
NOCs. The TOP Programme is based on the 1984 Los Angeles model of product category exclusivity. Prior to the establishment of the TOP Programme,
fewer than 10 NOCs in the world had a source of marketing revenue.
The OCOGs launch independent marketing programmes.
For the first time, the IOC requires the OCOG to form a joint marketing programme with the host country NOC.
Albertville 1992/
Barcelona 1992
The TOP Programme grows from nine to 12 partners in the programme’s second generation.
Lillehammer 1994
Broadcast and marketing programmes generate more than USD 500 million, breaking almost every major marketing record for an Olympic Winter Games.
Atlanta 1996
The Olympic Games are funded entirely via private sources.
Sydney 2000
The OCOG develops the most financially successful domestic sponsorship programme to date, generating more revenue (USD 492 million) than the
domestic sponsorship programme of Atlanta 1996 in a host country marketplace 15 times smaller.
A new standard for brand protection through education, legislation and advertising controls.
Salt Lake City 2002
The Olympic Properties of the United States (OPUS) sponsorship for 2002 breaks records for both Winter and Summer Games.
Athens 2004
In the smallest country to host the Olympic Games to date, Athens 2004 achieved its sponsorship revenue target two years before the Games and
ultimately generated revenue from national and torch relay sponsorship that was 50% higher than initial estimates.
Torino 2006
Torino 2006 stands as the most lucrative and successful sponsorship programme in Italian history. The programme accounted for 6.14% of the total
sponsorship spending in the market, which was significantly higher than previous Olympic Winter Games sponsorship programmes and represented
nearly 1% of the total advertising spend in the Italian market, 35 times greater than that of Salt Lake City 2002.
Beijing 2008
The Beijing 2008 domestic sponsorship programme provided significant support to the operational needs of the OCOG in revenue, goods and services,
which contributed towards the staging of the Olympic Games.
For more information on the Beijing Marketing programmes, visit:
view.digipage.net/?userpath=00000001/00000004/00040592
Vancouver 2010
For more information on the Vancouver 2010 Marketing programmes, visit:
view.digipage.net/?id=iocvancouver2010
London 2012
For more information on the London 2012 Marketing programmes, visit:
view.digipage.net/?id=ioclondon2012
Sochi 2014
For more information on the Sochi 2014 Marketing programmes, visit:
cloud.digipage.net/go/iocsochi2014
Rio 2016
For more information on the Rio 2016 Marketing programmes, visit:
touchline.digipage.net/iocmarketing/reportrio2016
PyeongChang 2018
For information on the PyeongChang 2018 Marketing programmes, visit:
iocmarketingreport.touchlines.com/pyeongchang2018
Tokyo 2020
For more information on the Tokyo 2020 Marketing programmes, visit:
iocmarketingreport.touchlines.com/tokyo2020
Beijing 2022
For more information on the Beijing 2022 Marketing programmes, visit:
stillmed.olympics.com/media/Documents/Olympic-Movement/Partners/IOCMarketing-Report-Beijing-2022.pdf
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OLYMPIC bROADCAsTING
This chapter provides facts and figures regarding Olympic
broadcasting, including information on the IOC broadcast policy,
global broadcast viewing statistics from recent history, broadcast
revenue support for the Olympic Movement, and media rights
fees from past Olympic Games and Olympic Winter Games.
OLYMPiC bROADCAsT OvERviEW
“The IOC takes all necessary
steps in order to ensure the
fullest coverage by the dierent
media and the widest possible
audience in the world for the
Olympic Games.”
Rule 48, Olympic Charter
OLYMPiC bROADCAsT PARTNERshiPs
The long-term Olympic broadcast marketing strategy is designed
to achieve the following objectives:
• To establish broadcast partnerships to (1) ensure improved
global coverage of the Olympic Games, (2) promote the
ideals of Olympism, and (3) raise awareness of the work
of the Olympic Movement throughout the world.
• To ensure the long-term financial security of the Olympic
Movement and the Olympic Games.
• To ensure that broadcast partners are experienced in providing
the highest quality Olympic programming.
• To allow broadcast partners to develop strong Olympic
associations and to strengthen each partner’s identity as
the Olympic broadcaster within its country or territory.
• To maximise exposure across all available media platforms
and exploit latest media technologies.
• To strengthen the continuing legacy of broadcasting support
from one Olympic Games to the next, allowing future OCOGs
to draw on their support, experience and technology.
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0 50 100 150 200 250 0 50 100 150 200
0 50 100 150 200 250 0 50 100 150 200
OLYMPIC WINTER GAMES: COUNTRIES BROADCASTING
Olympic
Games
Number of Countries/
Territories Broadcasting
Berlin 1936 1
London 1948 1
Helsinki 1952 2
Melbourne 1956 1
Rome 1960 21
Tokyo 1964 40
Mexico City 1968 n/a
Munich 1972 98
Montreal 1976 124
Moscow 1980 111
Los Angeles 1984 156
Seoul 1988 160
Barcelona 1992 193
Atlanta 1996 214
Sydney 2000 to Tokyo 2020 Global
OLYMPiC bROADCAsT: WORLDWiDE COvERAGE
The television broadcast of the Olympic Games is the most significant
factor in the communication of the Olympic ideals worldwide.
The primary broadcasting objective of the Olympic Movement is to
ensure the most television viewers possible have the opportunity to
experience the Olympic Games. In pursuit of this objective, coverage
of the Olympic Games has been made available in an increasing
number of territories and media platforms throughout the world.
OLYMPIC GAMES: COUNTRIES BROADCASTING
Olympic
Winter Games
Number of Countries/
Territories Broadcasting
Cortina 1956 22
Squaw Valley 1960 27
Innsbruck 1964 30
Grenoble 1968 32
Sapporo 1972 41
Innsbruck 1976 38
Lake Placid 1980 40
Sarajevo 1984 100
Calgary 1988 64
Albertville 1992 86
Lillehammer 1994 120
Nagano 1998 160
Salt Lake City 2002 160
Torino 2006 to Beijing 2022 Global
Olympic Winter
Games
Total coverage
output (hours)
TV coverage output
(hours)
Digital coverage
output (hours)
Global Audience
Reach (billion)*
Digital Reach
(million)
Video Views
(billion)**
Vancouver 2010 56,902 31,902 25,000 1.8 130 0.3
Sochi 2014 114,367 54,367 60,000 2.1 300 1.4
PyeongChang 2018 157,812 60,771 97,041 1.92 670 3.2
Beijing 2022 182,975 62,305 120,670 2.01 1,504 20.1
Olympic
Games
Total coverage
output (hours)
TV coverage output
(hours)
Digital coverage
output (hours)
Global Audience
Reach (billion)*
Digital Reach
(billion)
Video Views
(billion) **
Beijing 2008 N/A 61,700 N/A 3.5 N/A N/A
London 2012 181,523 99,982 81,641 3.6 1.2 1.9
Rio 2016 275,301 113,454 161,847 3.2 1.3 11.6
Tokyo 2020 367,938 150,426 217,512 3.05 2.24 28
* Global Audience Reach from PyeongChang 2018 onward is unduplicated across TV & Digital. Prior to that, the figure is TV Reach only.
** starting from Rio 2016 this includes Social Media.
OLYMPiC bROADCAsT: GLObAL viEWERshiP
OLYMPIC GAMES: BROADCAST AUDIENCE
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OLYMPiC bROADCAsT: GLOssARY OF TERMs
• Global Audience Reach – The net number of people who saw
at least one minute of the Olympic Games coverage on TV.
• Unique Users – The number of dierent individuals who visit
a site within a specific time period.
• Video Views – The number of times a video is watched.
• MRH – Media-Rights Holders
For more details on broadcast statistics, please refer to the broadcast reports of each
Games available at: www.olympics.com/ioc/documents/international-olympic-committee/
ioc-marketing-and-broadcasting
OLYMPiC bROADCAsT PROGRAMMiNG
Olympic broadcast programming is generated by Olympic
Broadcasting Services (OBS) (www.obs.tv), which captures
the broadcast signal from each Olympic venue and delivers the
signal to the Olympic broadcast partners to air over various
media platforms throughout the world. Since 2009, OBS has
overseen the host broadcaster function for the Olympic Games.
OBS was formed by the IOC to serve as the permanent host
broadcast organisation for both the Summer and Winter
Olympic Games.
From the full range of available material, each Olympic broadcast
partner may select the particular events to include in its schedule
of Olympic programming. Each Olympic broadcast partner has the
opportunity to deliver those events and images that it determines
to be of greatest interest to the target audience in its home country
or territory.
Increased host broadcast coverage has aorded the Olympic
broadcast partners greater programming opportunities in more
sports and enabled the broadcast partners to deliver more
complete Olympic coverage to their audiences around the world.
The IOC works in partnership with its broadcasters to ensure
that an increasing amount of live coverage is available, and that
the latest technologies, including HDTV, live coverage on the
internet and coverage on mobile phones are available in as many
territories as possible.
OLYMPIC GAMES: HOURS OF CONTENT PROVIDED TO THE MRHs
Olympic
Games
Host Broadcast Feed Hours
Seoul 1988 2,572
Barcelona 1992 2,800
Atlanta 1996 3,000
Sydney 2000 3,500
Athens 2004 3,800
Beijing 2008 5,000
London 2012 5,600
Rio 2016 7,100
Tokyo 2020 10,200
OLYMPIC WINTER GAMES: HOURS OF CONTENT PROVIDED
TO THE MRHs
TOKYO BROADCAST FEED HOURS
For more information:
www.olympics.com/ioc/media-rights-holders
10,200
HOURS
Olympic
Winter Games
Host Broadcast Feed Hours
Albertville 1992 350
Lillehammer 1994 331
Nagano 1998 600
Salt Lake City 2002 900
Torino 2006 1,000
Vancouver 2010 2,700
Sochi 2014 3,100
PyeongChang 2018 5,600
Beijing 2022 6,000
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OLYMPiC bROADCAsT REvENuE GENERATiON
Olympic broadcast partnerships have provided the Olympic
Movement with a secure financial base and helped to ensure
the future viability of the Olympic Games. Olympic broadcast
partnerships have been the single greatest source of revenue
for the Olympic Movement for more than three decades.
BROADCAST REVENUE HISTORY: OLYMPIC GAMES
BROADCAST REVENUE HISTORY: OLYMPIC WINTER GAMES
Olympic
Games
Broadcast Revenue (in USD millions)
Rome 1960 1.2
Tokyo 1964 1.6
Mexico City 1968 9.8
Munich 1972 18
Montreal 1976 35
Moscow 1980 88
Los Angeles 1984 287
Seoul 1988 403
Barcelona 1992 636
Atlanta 1996 898
Sydney 2000 1,332
Athens 2004 1,494
Beijing 2008 1,739
London 2012 2,569
Rio 2016 2,868
Tokyo 2020 3,107
Olympic
Winter Games
Broadcast Revenue (in USD millions)
Squaw Valley 1960 0.05
Innsbruck 1964 0.9
Grenoble 1968 2.6
Sapporo 1972 8.5
Innsbruck 1976 12
Lake Placid 1980 21
Sarajevo 1984 103
Calgary 1988 325
Albertville 1992 292
Lillehammer 1994 353
Nagano 1998 514
Salt Lake City 2002 738
Torino 2006 831
Vancouver 2010 1,280
Sochi 2014 1,289
PyeongChang 2018 1,436
Beijing 2022 1,454
USD
3,107m
USD
1,454m
USD
1.2m
USD
0.05m
Tokyo 2020
Beijing 2022
Rome 1960
Squaw
Valley
1960
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BROADCAST RIGHTS FEES HISTORY: OLYMPIC GAMES AND YOUTH OLYMPIC GAMES
Quad Americas Asia Africa Europe Oceania Total
19972000
1,138 208 12 422 65 1,845
20012004
1,418 233 13 514 54 2,232
20052008
1,613 283 16 577 78 2,567
20092012
2,261 596 20 848 125 3,850
20132016
2,447 688 23 942 61 4,161
20172020
2,588 1,053 26 786 91 4,544
For a list of Media Rights Holders for each Games please visit: www.olympics.com/ioc/documents/international-olympic-committee/ioc-marketing-and-broadcasting
OLYMPiC bROADCAsTiNG hisTORY
Television broadcasting has been the most significant factor in the
promotion of the Olympic ideals and the growth of the Olympic
Games worldwide. The following is a brief overview of key milestones
in the history of Olympic television broadcasting.
Berlin 1936
The first Olympic Games to be televised, in and around Berlin only, with a total of 138 viewing hours and 162,000 viewers.
One of three cameras is capable of live coverage – only when the sun is shining.
London 1948
The first Olympic Games to establish the principle of the broadcast rights fee.
The BBC agrees to pay 1,000 guineas (approximately USD 3,000). Concerned about financial hardship to the BBC, the OCOG does not accept payment.
More than 500,000 viewers, most residing within a 50-mile radius of London, watch the 64 hours of Olympic programming.
Helsinki 1952
The OCOG conducts broadcast rights negotiations for the first time.
Melbourne 1956
The breakdown of negotiations prevents transmission of the Olympic broadcast to important markets including the US.
Cortinad’Ampezzo 1956
The Olympic Winter Games are broadcast live for the first time.
During the Opening Ceremony, the final Olympic torchbearer stumbles and falls over the television cable placed on the ice surface of the stadium.
1958
Television rights issues are incorporated into the Olympic Charter with the introduction of Article 49: “the rights shall be sold by the Organising Committee,
with the approval of the IOC, and the revenues distributed in accordance with its instructions”.
Rome 1960
The Olympic Games are televised live for the first time to 18 European countries, and only hours later in the United States, Canada and Japan.
Tokyo 1964
For the first time, satellite broadcast coverage is used to relay images overseas.
1966
The IOC expands revenue sharing to include NOCs and IFs for the first time.
Mexico City 1968
The Olympic Games are broadcast live in colour for the first time.
Slow-motion footage is available live.
Sapporo 1972
Japanese network NHK provides the television feed for broadcasters to choose the coverage they want – the model for today’s host broadcast organisation.
Los Angeles 1984
Television and radio rights acquired by 156 nations.
More than 2.5 billion people view the Olympic Games.
Albertville 1992/ Barcelona 1992
For the first time in Olympic broadcast history, a multi-tier television structure is operated in several countries.
The main national broadcaster sub-licenses coverage of additional events to other cable and satellite broadcasters, expanding the total sports coverage.
Surveys of the US, the UK and Spain show an average of seven out of ten people tune in to Albertville, and more than nine out of ten tune in to Barcelona.
Lillehammer 1994
Broadcast and marketing programmes generate more than USD 500 million, breaking almost every major Olympic Winter Games marketing record.
More than 120 countries and territories view television coverage of the Games, compared to the 86 countries that broadcast Albertville 1992.
For the first time, the Olympic Winter Games are broadcast on the African continent, via MNet and ART satellites.
Atlanta 1996
The Olympic Games are funded entirely via private sources, including broadcast rights.
The IOC underwrites the cost of the transmissions to Africa.
The broadcast reaches a record 214 countries.
(all figures in USD millions)
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Nagano 1998
Television coverage of the Olympic Winter Games is provided to 180 countries and territories, compared to 120 countries for Lillehammer 1994.
The Olympic Winter Games are broadcast live in Australia for the first time.
Olympic broadcasting firsts include video-on-demand and 3D high-definition.
Sydney 2000
Olympic broadcast reaches 3.7 billion viewers in 220 countries.
The IOC introduces Total Viewer Hours (TVH), a new method of measuring the Olympic television audience levels.
The Olympic Games broadcast generates 36.1 billion Television Viewer Hours.
Salt Lake City 2002
2.1 billion viewers in 160 countries consume more than 13 billion TVH.
For the first time, the host broadcaster covers all Winter events live. For the first time, 100 million viewers in India receive free-to-air coverage.
Athens 2004
More than 300 television channels provide a total of 35,000 hours of dedicated coverage, and 3.9 billion viewers in 220 countries and territories each
watched an average of more than 12 hours of coverage.
For the first time, the Olympic Games are broadcast live in Azerbaijan. Live coverage is also available on the internet in several territories for the first time.
Torino 2006
The Torino Olympic Broadcast Organisation provided nearly 1,000 hours of live content – the most in Olympic Winter Games history. The Olympic
broadcasters also maximised opportunities in new media technology, providing viewers with more access and greater choice through the internet,
mobile phones and multiple television channels. Television coverage is oered for the first time in HDTV and coverage is available for the first time
on mobile phones.
Beijing 2008
Olympic Broadcasting Services provide a record 5,000 hours of live HD content – the most in Olympic history. Digital media is made available across
the world, including via the IOC’s own digital channel in 78 countries in the Middle East, Asia and Africa. For more information on the broadcast of
Beijing 2008, refer to the IOC Marketing Report for Beijing 2008.
Vancouver 2010
Vancouver 2010 was a defining moment in Olympic broadcasting history, with the most extensive coverage ever produced for the Olympic Winter Games
reaching a record potential audience of 3.8 billion people worldwide and approximately 1.8 billion viewers. For more information on the broadcast of the
Vancouver 2010, refer to the IOC Marketing Report for Vancouver 2010.
London 2012
The Olympic Games London 2012 were a milestone in the history of Olympic broadcasting, with more coverage available on more platforms than ever
before. Approximately 100,000 hours of Olympic coverage was broadcast across more than 500 TV channels around the world. For more information
on the broadcast of London 2012, refer to the IOC Marketing Report for London 2012.
Sochi 2014
For the first time at any Olympic Games, the amount of digital coverage available exceeded that of traditional broadcasts, with 230 dedicated digital
channels, including 155 websites and 75 apps- carrying a total of 60,000 hours of digital broadcast coverage. For more information on the broadcast
of Sochi 2014, refer to the IOC Marketing Report for Sochi 2014.
Rio 2016
Half the world’s population watched the Olympic Games Rio 2016, with viewers having access to more Olympic content than ever before. The average TV
viewer watched over 20% more coverage of Rio 2016 then London 2012, with 584 TV channels, more than 270 dedicated digital platforms and hundreds
of oicial broadcaster pages on social media. For more information on the broadcast of Rio 2016, refer to the IOC Marketing Report for Rio 2016.
PyeongChang 2018
More than a quarter of the world’s population followed the Olympic Winter Games PyeongChang 2018 across various media platforms. In total, the IOC’s
global broadcast partners made more coverage available from PyeongChang than any previous Olympic Winter Games, oering a combined 157,812 hours
– an increase of 38 per cent from Sochi 2014. The increased digital coverage helped make PyeongChang 2018 the most digitally viewed Olympic Winter
Games ever, with 670 million global online users viewing digital broadcast coverage – 120 per cent more than watched Sochi 2014. For information on the
broadcast of PyeongChang 2018, refer to the IOC Marketing Report for PyeongChang 2018.
Tokyo 2020
A total of 3.05 billion unique viewers tuned in to coverage across linear TV and digital platforms, with Tokyo 2020 becoming the most watched
Olympic Games ever on digital platforms. For more information on the broadcast of Tokyo 2020, refer to the IOC Marketing Report for Tokyo 2020.
Beijing 2022
A total of 2.01 billion unique viewers tuned in to watch coverage from Beijing across linear TV and digital platforms, representing a five per cent increase
on the audience for PyeongChang 2018. Viewers around the world watched a combined 713 billion minutes of Games coverage on Olympic Media Rights
Partners’ channels – an 18 per cent increase compared with PyeongChang 2018. For more information on the broadcast of Beijing 2022, refer to the
IOC Marketing Report for Beijing 2022.
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OLYMPIC GAMEs TICKETING
OLYMPiC GAMEs TiCKETiNG OvERviEW
The Olympic Games ticketing programme is managed by the OCOG,
with the support of the IOC. The primary goal of Olympic Games
ticketing programmes is to enable as many people as possible
to experience Olympic Games ceremonies and competitions.
The secondary goal of Olympic Games ticketing programmes is
to generate necessary financial revenue to support the staging
of the Olympic Games.
The OCOGs and the IOC work to establish ticket prices which
accommodate the wide range of economic circumstances of the
public and which are in line with the domestic prices for major
sporting events.
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OLYMPiC GAMEs TiCKET sALEs
Olympic ticketing programmes continue to generate substantial
revenue to support the staging of the Games. The charts below
present an overview of recent Olympic Games and Olympic Winter
Games ticketing programmes.
OLYMPIC GAMES TICKETING PROGRAMMES
OLYMPIC WINTER GAMES TICKETING PROGRAMMES
Tickets Available Tickets Sold Revenue to OCOGs
Olympic Games (million) (million) % of Tickets Sold (in USD millions)
Los Angeles 1984 6.9 5.7 82% 156
Seoul 1988 4.4 3.3 75% 36
Barcelona 1992 3.9 3.0 77% 79
Atlanta 1996 11 8.3 75% 425
Sydney 2000 7.6 6.7 88% 551
Athens 2004 5.3 3.8 71% 228
Beijing 2008 6.8 6.5 96% 185
London 2012 8.5 8.2 97% 988
Rio 2016 6.8 6.2 91% 321
Tokyo 2020* N/A N/A N/A N/A
Tickets Available Tickets Sold Revenue to OCOGs
Olympic
Winter Games
(million) (million) % of Tickets Sold (in USD millions)
Calgary 1988 1.9 1.6 84% 32
Albertville 1992 1.2 0.9 75% 32
Lillehammer 1994 1.3 1.2 92% 26
Nagano 1998 1.4 1.3 89% 74
Salt Lake City 2002 1.6 1.5 95% 183
Torino 2006 1.1 0.9 81% 89
Vancouver 2010 1.5 1.5 97% 250
Sochi 2014 1.1 1.0 90% 205
PyeongChang 2018 1.3 1.1 85% 143
Beijing 2022* N/A N/A N/A N/A
* Spectators were unable to attend the Olympic Games Tokyo 2020 in-person due to COVID19 countermeasures
* Spectators were unable to attend the Olympic Winter Games Beijing 2022 in-person due to COVID19 countermeasures
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OLYMPIC LICENsING
ThE IOC GLObAL
LiCENsiNG sTRATEGY
Building on Olympic Agenda
2020, the IOC Global Licensing
Strategy aims to create a
tangible connection to the
Olympic Games and Olympism
through merchandising
programmes that are aligned
with the Olympic image and
enhance brand value and
goodwill. The objective is to
strengthen and promote
the Olympic brand, not only
during the Olympic Games,
but between Games as well.
The IOC Global Licensing
Strategy is divided into three
core licensing programmes
aimed at specific target
groups: The Olympic Heritage
Collection, The Olympic
Collection and The Olympic
Games Programme.
ThE OLYMPiC
COLLECTiON
The Olympic Collection is
developed by the IOC and aims
to engage young people and to
connect with a large audience
through remarkable, authentic,
high-quality products, mainly
sports equipment and toys.
Its goal is to communicate
the essence of the Olympic
brand and values to sports
enthusiasts, people with an
active lifestyle and those who
love to watch sport.
ThE OLYMPiC hERiTAGE
COLLECTiON
The Olympic Heritage Collection
is being developed by the IOC as
one of its three Global Licensing
core programmes, and it aims to
celebrate the art and design of
the past Olympic Games, with
lifestyle and high-end products
released in limited editions
aiming to connect the audience
with Olympic history. The target
is Olympic enthusiasts and
anyone who would like to own a
piece of Olympic history.
ThE OLYMPiC GAMEs
PROGRAMME
The Olympic Games Programme
is developed and managed by
the Organising Committee of
the Olympic Games (OCOG) in
each Host Country and is aimed
at Olympic fans either visiting
the Host City or following the
Games from home and looking
for a souvenir of their Olympic
experience.
The Olympic Movement works
to ensure the authenticity and
quality of Olympic Games
merchandise through a
comprehensive programme of
trademark legislation, education,
monitoring and enforcement.
These eorts protect consumers
from unauthorised or coun-
terfeit goods, protect oicial
Olympic licensees from rights
infringements and protect the
Olympic brand from the potential
negative impact of low quality
unauthorised merchandise.
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OLYMPiC GAMEs LiCENsiNG PROGRAMMEs
The charts below present an overview of recent licensing
programmes and the revenue generated to support the
Olympic Games and Olympic Winter Games.
OLYMPIC GAMES LICENSING FACTS AND FIGURES
Olympic Games Licensees Revenue to OCOGs (in USD millions)
Seoul 1988 62 19
Barcelona 1992 61 17
Atlanta 1996 125 91
Sydney 2000 100 52
Athens 2004 23 62
Beijing 2008 68 163
London 2012 65 119
Rio 2016 59 31
Tokyo 2020 127 52
Olympic Winter Games Licensees Revenue to OCOGs (in USD millions)
Lillehammer 1994 36 24
Nagano 1998 190 14
Salt Lake City 2002 70 25
Torino 2006 32 22
Vancouver 2010 48 51
Sochi 2014 49 35
PyeongChang 2018 4 79
Beijing 2022 87 157
OLYMPIC WINTER GAMES LICENSING FACTS AND FIGURES
TOKYO LICENSING & MERCHANDISE
7,994
Dierent
products
available
127
Oicial
licensees
67
Oicial
Shops during
Games-time
300,000
Tokyo 2020
emblem pins sold
56.4M
Commemorative
Olympic coins
issued
4.2M
Commemorative
Olympic stamps
issued
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OLYMPiC NuMisMATiC PROGRAMMEs
For decades, Olympic numismatic programmes have provided
financial support to the Olympic Games and Olympic teams.
Governments that issue Olympic coins have often contributed
some or all of the seignioragen (i.e. the dierence between the
coin’s retail value and the production cost) to the cost of staging
the Olympic Games or developing the nation’s Olympic team.
A government that issues legal tender promises to redeem to the
bearer the face value of the coin. The seigniorage remains as a
profit to the issuing government.
OLYMPIC NUMISMATIC PROGRAMMES: BASIC FACTS
• Olympic coins date back to 425 BC, when tetra drachmas
were struck by the competition victors to commemorate
success in the ancient Olympic Games.
• Olympic coins were first struck in modern times to
commemorate the 1952 Helsinki Olympic Games. Issued at face
value, legal-tender, Olympic coins provided a means of raising
funds without resorting to increased government taxation.
• Since 1951, more than 350 million Olympic coins have been
sold, raising more than USD 1 billion for the issuing authorities
and the Olympic Movement.
OLYMPiC PhiLATELiC PROGRAMMEs
Since the first modern Olympic Games in 1896, Olympic philatelic
programmes have raised awareness of the Olympic Games
throughout the world, heightened interest in the history of the
Olympic Movement and generated revenue for the Olympic Games
and Olympic teams.
OLYMPIC PHILATELIC PROGRAMMES: BASIC FACTS
• The partnership between the Olympic Games and philately,
the collection and study of stamps, dates back to the first
modern Olympic Games in 1896.
• More than 50 million Olympic stamp series have been issued
by countries since the first modern Olympic Games.
• Since 1920, OCOGs have received revenue from philately
and postal services either through a surcharge on stamps or
through a gross sum on the sale of stamps.
• Olympic philatelic brochures are distributed by a series of
agents throughout the world. By 2000, agents covered the globe,
making Olympic stamps and brochures readily available.
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OLYMPiC LiCENsiNG, NuMisMATiC AND PhiLATELiC hisTORY
Athens 1896
A Greek philatelist proposes the issue of commemorative Olympic stamps.
Olympic philatelic revenue helps to finance the building of Olympic venues including the rifle range
in Kallathea and the cycle track in New Phaliron.
A series of 12 stamps is issued on the inaugural day of the first modern Games.
Stockholm 1912
Approximately 10 Swedish companies purchase sole rights to take photographs and sell memorabilia
of the Games.
Amsterdam 1928
The OCOG covers 1.5% of expenditures with philatelic programme revenue.
Portugal issues stamps to finance its Olympic team’s participation in the Amsterdam Games.
The stamp is obligatory in Portugal for three days.
Lake Placid 1932
The OCOG solicits business organisations and retail stores to provide free merchandising and
advertising tie-ins.
Helsinki 1952
The first modern Olympic coin is struck. Finland begins what was soon to become a tradition
by issuing a 500 Markaa circulating coin.
Munich 1972
The first Olympic coin programme dedicated to raising revenues to oset the cost of the Olympic
Games is implemented. An extraordinary cooperation between the Ministry of Finance and the
Bundesbank in Germany gave birth to a combined circulating and numismatic coin programme
from which all revenues are directed to the OCOG. Over USD 300 million is raised from the market,
thereby allowing the government to avoid increased taxation to pay for the cost of the Games.
An advertising agency acts as the Olympic licensing agent for the first time.
Rights to use the oicial Olympic Games emblem are sold.
Several types of licensing and advertising agreements are available.
The image of the first oicial Olympic Games mascot, “Waldi”, is licensed.
1992
137 countries issue 1,230,000 stamp series bearing the Olympic rings.
In the period between 1992 and 1996, the IOC also became active in the field of Olympic numismatics.
Rather than commemorating the Olympic Games edition, however, the IOC launched a programme
designed to specifically celebrate the Centenary of the Olympic Movement in 1994.
In collaboration with the mints of Canada, Australia, France, Austria and Greece, five consecutive
series of three coins were created to pay tribute to the founding of the IOC, its ideals and the first
edition of the modern Olympic Games that took place in Athens in 1896.
Through this programme, a total of 93,879 gold and 526,750 silver coins were sold, representing a
sales value of USD 48.4 million, making it one of the most successful coin programmes of that period.
The IOC received a higher than normal royalty in recognition of its role as organiser and manager of
its first Olympic coin programme.
Lillehammer 1994
Broadcast and marketing programmes generate more than USD 500 million, breaking almost every
major Olympic Winter Games marketing record.
The licensing programme results in three times the forecast revenue and sets new standards of
organisation and quality for future OCOGs.
1994
Four albums of stamps commemorate the Olympic Movement centennial.
1996
More than 150 countries issue a total of 15 million Olympic stamps.
Nagano 1998
Three albums of Olympic stamps commemorate the Games.
Sydney 2000
A large and very successful coin programme was introduced with the cooperation
of the federal mint in Canberra and the state mint in Perth, Australia. This coin programme used
modern marketing strategies and oered the first coloured Olympic coin.
Merchandise is coded with the DNA of renowned Olympic athletes to ensure product authenticity.
Online retailing is available for the first time.
The concept of the Olympic Store is implemented for the first time, including
the Olympic Superstore in Sydney Olympic Park.
Athens 2004
The Bank of Greece and the Ministry of Finance understood the potential of using seigniorage as
a source of revenue for the Olympic Games. Greece successfully issues 24 million 500 Drachma
Olympic coins into circulation and followed this up with 50 million 2 Euro Olympic coins.
Olympic philatelic programme is launched in November 2000 in cooperation with Elta, the Hellenic
Post. A series of six non-royalty-bearing stamps were issued to commemorate the Athens 2004
Olympic Games, with new stamp designs released each year up to the commencement of the Games.
Torino 2006
Italy had a modest numismatic programme, but the experience of Greece was not lost on the Ministry
of Finance. Forty million 2 Euro circulating Olympic coins were issued by La Zecca, the mint of Italy.
The Torino 2006 philatelic programme included a series of seven stamps. One stamp was dedicated
to the Torino 2006 mascots, while the others celebrated the cities hosting Torino 2006 competitions.
At the commencement of the XX Olympic Winter Games, nine additional stamps were issued, with
eight depicting the Olympic winter sports and one dedicated to the Paralympics.
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Beijing 2008
The Beijing licensing programme proved to be a remarkable success, oering a comprehensive
product range – the largest in Olympic Games history – with over 8,000 dierent items of
merchandise available from 1,000 retail units across China and beyond. The Olympic Expo Beijing
2008 was held in the iconic Beijing Exhibition Centre during the Games. Part of Pierre de Coubertin’s
original vision was to blend history, culture and sport. The Expo was brought together by the joint
eorts of the IOC, the OCOG, the Chinese Olympic Committee (COC), and the China Post Group.
Vancouver 2010
For more information on the Vancouver 2010 Marketing Programme, refer to the
IOC Marketing Report for Vancouver 2010.
London 2012
For more information on the London 2012 Marketing Programme, refer to the
IOC Marketing Report for London 2012.
Sochi 2014
For more information on the Sochi 2014 Marketing Programme, refer to the
IOC Marketing Report for Sochi 2014.
Rio 2016
For more information on the Rio 2016 Marketing Programme, refer to the
IOC Marketing Report for Rio 2016.
PyeongChang 2018
For more information on the PyeongChang 2018 Marketing Programme, refer to the
IOC Marketing Report for PyeongChang 2018.
Tokyo 2020
For more information on the Tokyo 2020 Marketing Programme, refer to the
IOC Marketing Report for Tokyo 2020.
Beijing 2022
For more information on the Beijing 2022 Marketing Programme, refer to the
IOC Marketing Report for Beijing 2022.
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ThE OLYMPiC MOvEMENT AND
COMMERCiAL PARTNERshiPs
Olympic marketing programmes have contributed significantly
to the growth of the Olympic Movement, the Olympic Games and
sport worldwide.
The IOC, in accordance with the Olympic Charter, continues
to ensure the priority of sport in a commercial environment.
The IOC maintains the following policy objectives with regard
to the commercial initiatives related to the Olympic Movement
and the Olympic Games:
• To ensure that no advertising or other commercial message
in or near the Olympic venues is visible to the Olympic Games
venue spectators or to the Olympic Games broadcast audience.
No advertising or commercial messages are permitted in the
Olympic stadiums, on the person of venue spectators, or on the
uniforms of the Olympic athletes, coaches, oicials or judges.
• To ensure a clean telecast by all Olympic Games broadcasters.
Images of Olympic events are not allowed to be broadcast with
any kind of commercial association.
• To control sponsorship programmes and the number of
major corporate sponsorships, the IOC constructs and
manages programmes in which only a small number
corporations participate.
• Each partner participating in the Worldwide TOP Programme
has global category exclusivity. OCOG programmes are also
designed to maximise support for the Games through the
minimum number of partnerships.
• To control sponsorship programmes to ensure that partnerships
are compatible with the Olympic ideals. The IOC does not accept
commercial associations with products that may conflict with or
be considered inappropriate to the mission of the IOC or to the
spirit of Olympism.
appendix
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ThE IOC ExECuTivE bOARD
The Executive Board, founded in 1921, consists of the IOC President,
four Vice-Presidents and 10 other members. All the members of
the Executive Board are elected by the Session, by secret ballot,
by a majority of votes cast, for a four-year term. Among many
responsibilities, the IOC Executive Board oversees and approves
the marketing policy developed and proposed by the IOC Revenues
& Commercial Partnerships Commission at the IOC Session.
For more information:
www.olympics.com/ioc/organisation
IOC REvENuEs & COMMERCiAL PARTNERshiPs
COMMissiON
ChAiR jiří KEjvAL
The IOC Revenues & Commercial Partnerships Commission was
established as the IOC New Sources of Financing Commission
in 1983 to ensure the financial stability of the Olympic Movement.
IOC REvENuEs & COMMERCiAL PARTNERshiPs COMMissiON: MissiON
Olympic marketing should help perpetuate the work of the
Olympic Movement, by providing resources, programmes and
financial support. All programmes and actions of a partner should
be designed to enhance and protect the Olympic image and
Olympic values.
IOC REvENuEs & COMMERCiAL PARTNERshiPs COMMissiON: MANDATE
• To review and study possible sources of financing and
revenue for the IOC and the Olympic Movement, whilst
ensuring that control of sport rests with sports authorities.
• To make recommendations to the IOC Executive Board
regarding marketing and related programmes.
• To monitor the implementation of the IOC’s marketing
and related programmes, and report thereon to the IOC
Executive Board.
• To seek means of maximising the potential benefits to the
Olympic Movement available through association with
marketing partners.
For further information:
www.olympics.com/ioc/marketing-commission
IOC TELEvisiON & MARKETiNG sERviCEs sA
ANNE-sOPhiE vOuMARD
Managing Director, IOC Television & Marketing Services
IOC Television and Marketing Services is a wholly owned
company of the IOC and is is responsible for a broad portfolio
of commercial programmes, including media rights and global
sponsorship programmes.
For further information:
www.olympics.com/ioc/media-rights-holders
www.olympics.com/ioc/partners
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Olympic Marketing Fact FileAppendix
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PYEONGChANG 2018: bAsiC FACTs
The PyeongChang 2018 Organising Committee was responsible
for the staging of the 2018 Olympic Winter Games and for the
management of the domestic marketing programmes that
supported the 2018 Olympic Winter Games.
PYEONGChANG 2018
Host city election:
6 July 2011
123rd IOC Session, Durban, South Africa
PyeongChang 2018 Website:
www.olympics.com/ioc/news/pyeongchang-2018
TOKYO 2020: bAsiC FACTs
The Tokyo 2020 Organising Committee was responsible for the
staging of the 2020 Olympic Games and for the management
of the domestic marketing programmes that supported the 2020
Olympic Games.
TOKYO 2020
Host city election:
7 September 2013
125th IOC Session, Buenos Aires, Argentina
Tokyo 2020 Website:
www.olympics.com/ioc/tokyo-2020
bEijiNG 2022: bAsiC FACTs
The Beijing 2022 Organising Committee was responsible for
the staging of the 2022 Olympic Winter Games and for the
management of the domestic marketing programmes that
supported the 2022 Olympic Winter Games.
bEijiNG 2022
Host city election:
31 July 2015
128th IOC Session, Kuala Lumpur, Malaysia
Beijing 2022 Website:
www.olympics.com/ioc/beijing-2022
PARis 2024: bAsiC FACTs
The Paris 2024 Organising Committee is responsible for the
staging of the 2024 Olympic Games and for the management
of the domestic marketing programmes that support the 2024
Olympic Games.
PARis 2024
Host city election:
13 September 2017
131st IOC Session, Lima, Peru
Paris 2024 Website:
www.paris2024.org
MiLANO CORTiNA 2026: bAsiC FACTs
The Milano Cortina 2026 Organising Committee is responsible
for the staging of the 2026 Olympic Winter Games and for the
management of the domestic marketing programmes that support
the 2026 Olympic Winter Games.
MiLANO CORTiNA 2026
Host city election:
24 June 2019
134th IOC Session, Lausanne, Switzerland
Milano Cortina 2026 Website:
www.milanocortina2026.org
LOs ANGELEs 2028: bAsiC FACTs
The Los Angeles 2028 Organising Committee is responsible for
the staging of the 2028 Olympic Games and for the management
of the domestic marketing programmes that support the 2028
Olympic Games.
LOs ANGELEs 2028
Host city election:
13 September 2017
131st IOC Session, Lima, Peru
Los Angeles 2028 Website:
www.la28.org
bRisbANE 2032: bAsiC FACTs
The Brisbane 2032 Organising Committee is responsible for the
staging of the 2032 Olympic Games and for the management
of the domestic marketing programmes that support the 2032
Olympic Games.
bRisbANE 2032
Host city election:
21 July 2021
138th IOC Session, Tokyo, Japan
Brisbane 2032 Website:
www.olympics.com/en/olympic-games/brisbane-2032
CONTACT DETAiLs
INTERNATIONAL OLYMPIC COMMITTEE
www.olympics.com/ioc
IOC Television & Marketing Services SA
Château de Vidy
CH1007 Lausanne, Switzerland
Tel: +41 21 621 6111
Fax: +41 21 621 6216
Media enquiries: presso[email protected]g
General information requests: studies.centr[email protected]
Image (video/photo) requests: [email protected]
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Olympic Marketing Fact FileAppendix
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Contents
THOUSANDS
COMPETE
MILLIONS
PL AY
BILLIONS
ARE INSPIRED
THANKS TO OUR
OLYMPIC PARTNERS
在公司传播的各种场景中，标志的应用范围非常广泛，统一标准的延展设计是非常有必要的，可以运用不同的复制技巧放大或缩小成各种尺寸，
但是，标志的字形格式、轻重比例和空间布局禁止随意改变。
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品牌标准标志
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