The document summarizes key details about the London 2012 Olympics, including: - Overview of the 2012 Games plan including venues, transportation, and a £9 billion budget. - Description of the main revenue sources like the National Lottery, council taxes, and IOC deals that were projected to generate £3.75 billion total. - Breakdown of expenditures on the Olympic Park, transportation infrastructure, and other areas that totaled £9 billion.

1. London Olympics
2012
Case Study

2. Case Study Presentation By
Jalal Akbar
Usman Zafar
Shayan Wazir
THE LONDON 2012
OLYMPIC GAMES

3. Introduction
Olympic Organizing Committee
Economics of the games
Past Olympic Games
2012 Games Plan
Ticketing
Conclusion
SCOPE

4. It comes from the city-state Olympia that was in ancient Rome.
The Olympics were a celebration of stopping wars to come together for
the Olympics and celebration of the god Zeus.
First held in 1896 in Athens, Greece.
Total Participants were:241,Total sports were 9 and games held
between (6 - 15 April 1896) 10days.
26th time except 1916 and 1944 because of world War
History of Olympic:
Games

5. Source Organization
Responsible
Amount(in millions)
Broadcast Rights
International Sponsorships
Of Games
Ticketing To Games
Domestic Sponsorships Of
Games
Licensing Rights
IOC
IOC
Sydney OCOG
Sydney OCOG
Sydney OCOG
$1332
$405
$551
$492
$52
Total $2832
Revenues For
Sydney
Games(2000)

6. 50% to 65% of the broadcasting rights and international
sponsorships went to OCOG
OCOG is also associated with expenses of planning the games,
housing the athletes and running the events.
OCOG employed several hundred individuals over the four to
seven years leading up and including the games
Role Of OCOG

7. Allocation Of Revenues
From The Sydney
Games(2000)
Source Approx. Amount(In Millions)
($)
Sydney Organizing Committee Of
The Olympic Games
National Olympic Committee
International Federations
International Olympic Committee
2137
321
200
173
Total $2832

8. ECONOMICS OF GAMES
Revenues Generated for
2000 Sydney Games. $
2,832 Millions
$0
$200
$400
$600
$800
$1,000
$1,200
$1,400
Amount ( in
Millions)
Broadcast Rights
International
Sponsorship of
Games
Ticketing to
Games
Domestic
Sponsorship of
Games
Licensing Rights

9. Allocation of Revenues
from the Games.
Allocation of
Revenues from the
Games. $ 2,832
Millions
$0
$500
$1,000
$1,500
$2,000
$2,500
Amount ( in
Millions)
Sydney
Organizing
Committee
National Olympic
Committees
International
Federation
International
Olympic
Committee

10. Using its allocations of the Olympic revenues, the host city OCOG
had to plan for, organize & manage the 17 days of the game, all with
in the contractual obligations set forth by IOC.
PREPARING FOR &
MANAGING THE
GAMES

11. Staging the opening ceremony, closing ceremony & sporting events.
Arranging for required stadia, arenas, training facilities & equipment.
Housing & feeding the athletes & officials.
Anticipating & solving potential transportation problems
Meeting the needs of the media.
Providing security to ensure a safe & peaceful Olympics.
THE MAJOR TASKS
ARE

12. Infrastructure costs ranged
for SYDNEY, ATHENS &
BEIJING
$ 2 billion for Sydney.
$ 15 billion for Athens
$ 40 billion For Beijing.
LAST THREE GAMES
REVENUE

13. LONDON OLYMPICS
2012 GAME PLAN

14. London Olympics is an “Everybody Game”
Stakeholders are 60 million British.
Free Open Air Festivals before games.
Large Screen TVs around UK.
Preliminary Football Rounds at Glasgow, Cardiff, Manchester, Brimingham and
Newcastle.
Availability of tickets to all at a accessible price.
ATMOSPHERE

15. USMAN ZAFAR

16. Initial Budget in 2004 : £2 billion
Revised Budget in 2007 : £3 billion
o £560 m two new venues (including £250 m for the Olympic
Stadium).
o £650 million for the Olympic village.
o £1.5 billion to run the Games.
o £200 million on security.
BUDGET
o Estimated in 2011 : £9 billion

17. Projected revenue : £ 3.75 billion
£1.5 billion from a special Olympic National Lottery.
£625 million from a council tax surcharge of £20 per year for London households.
£560 million from IOC television and marketing deals.
£450 million from sponsorship and official suppliers.
£300 million from ticket sales.
£250 million from the London Development Agency.
£60 million from licensing.
PROJECTED
REVENUE

18. 6000
4000
2000
Expenditure in $ Mil
Olympic Park
Transportation
Misc

19. 60
15
20
5
Funding %
National taxes
London Taxes
National Lottery
Misc

20. £1,500.00
£625
£560
£450
£300
£250 £60
Revenue million
Olympic National
Lottery
Council tax
IOC Broadcasting
Sponsorship
Ticket sales
Projected Source of
Revenue

21. 7
30
18
ATHENS BEIJING (ESTIMATED) LONDON (PROJECTED)
2004 2008 2012
TOTAL EXPENDITURE (BILLION USD)
Total Expenditure (Billion USD)

22. OLYMPIC
PARTICIPATION
0
50
100
150
200
250
300
350
Nations Sport Events Athelets
(X 100)
205
26
300
125
204
28
302
112
201
28
301
106
2012 london
2008 Beijing
2004 Athens

23. 0
200
400
600
800
1000
1200
1400
1600
1800
2000
LosAngeles
Seoul
Barcelona
Atlanta
Sydney
Athens
Beijing
1984 1988 1992 1996 2000 2004 2008
BROADCAST REVENUE (MILLION
USD)
Broadcast
Revenue
(Million USD)

24. 9 12 10 11 11 12
67
120
195
405
464
606
0
100
200
300
400
500
600
700
Seoul
Barcelona
Atlanta
Sydney
Athens
Beijing
1988 1992 1996 2000 2004 2008
No of Sponsers
INTERNATIONAL
SPONSORS
REVENUES

25. TICKET REVENUE6.9
4.4
3.9
11
7.6
5.3
6.8
5.7
3.3
3
8.3
6.7
3.8
6.8
1.56
0.36
0.79
4.25
5.51
2.28
2
LOS ANGELES SEOUL BARCELONA ATLANTA SYDNEY ATHENS BEIJING
1984 1988 1992 1996 2000 2004 2008
Tickets availabe for sale (in millions) Tickets sold (in millions)
Ticket Revenue (in 100 millions)

26. Total 33 Venues
New Olympic Park – East London
By Developing 500 acre existing industrial and waste land to
include:-
80,000 Seat Olympic Stadium
17,500 Seat Aquatic Center
12,000 Seat London Velopark
12,000 Seat Basketball Arena
15,000 Seat Olympic Field Hockey Center
17,000 Bed Olympic Village
LOCATION AND
VENUE

27. Olympic Stadium
Sport: Athletics & Paralympic
Athletics
Location: In the south of the
Olympic Park
Permanent or temporary: Permanent
Number of events: 208
Status : Construction completed
& Turf laid in Nov 11.
Utility After Ganes : Venue for sports,
athletics, as well as
cultural & community
events.
Cost : £760m

28. Aquatic Center
Sport: Diving, Swimming & Modern Pentathlon
Location: South-east corner of the Olympic Park
Permanent or temporary: Permanent
Number of events: 192
Status : Construction completed in July 2011.
Utility After Ganes : Venue for sports, athletics, as well
as cultural & community events.
Cost : £268m

29. SHAYAN WAZIR

30. Basketball Arena
Sport: Basketball ,Wheelchair Rugby
& Handball (Finals).
Location: In the north of the Olympic
Park
Permanent or temporary: Temporary (re-
useable)
Number of events: 7
Status : Construction completed in
Jun 11.
Utility After Ganes : relocated elsewhere
in the UK
Cost :£42 m

31. Handball Arena
Sport: Handball, Goalball & Modern Pentathlon
Location: west of the Olympic Park
Permanent or temporary: Permanent
Number of events: 6
Status : Construction completed in July 2011.
Utility After Ganes : Sports, health and fitness club with
changing facilities
Cost : £44 m

32. Velopark
Sport: Track Cycling & Paralympic Track Cycling
Location: North of the Olympic Park
Permanent or temporary: Permanent
Number of events: 28
Status : Construction completed in Feb 2011.
Utility After Games : The facility will be owned, funded and run by the Lee
Valley Regional Park Authority.
Cost : £105 m

33. Hockey Center
Sport: Hockey & Paralympic Football
Location: Olympic Park
Permanent or temporary: Temporary
Number of events: 4
Status : Construction completed in Oct 2011.
Utility After Games : The facility will be moved north to Eton
Manor.

34. Lee Valley White
Water Centre
Sport: Canoe & Slalom
Location: 30km north of the Olympic Park
Permanent or temporary: Permanent
Number of events: 4
Status : Opened to Public since Spring 2011.
Utility After Ganes : It will be owned, funded and managed by Lee
Valley Regional Park Authority.

35. Olympic Village
Capacity: 17,000 Beds
Location: Olympic Park
Permanent or temporary: Permanent
Developer : Qatari Diar and British
developer Delancey to
manage East Village.
Utility After Games : Will be called
East Village and become
home to 3,600 families
from 2013.
Cost :£557m

36. Travel of 100% of ticketed spectators by
Public Transport”
Upgradation of East London connectivity.
12 Car Subway shuttle “Olympic Javelin”
Price of ticket to include public transportation.
240,000 passengers/ hour into/out Olympic
Park.
Transportation

37. Olympic Javelin
• Ten public transport lines
feeding into Stratford.
• Representing the capability
of a train arriving in the area
every 15 seconds.“
• Expenditure for expansion
£1.4bn.
• 395 trains services.
• 29 Hitachi six-car electric
multiple units capable of
140mph (225km/h)

38. TICKETING

39. Ticketing revenue (650 m out of 3 billion (21%)) excellence exp on
infrastructure by ODA
Comparison to other sporting events
Man Utd over the season earnings $ 150 million
NY yankees $ 120 milliion
IMP OF TICKETING
REVENUE

40. Previous experience from other Olympics
2004 Athens - small size of city, limited capacity of venues
2008 Beijing - artificially low prices
2000 Sydney - large city, sports loving country

41. CONCLUSION

42. Thank You