Olympic Marketing Revenue• Olympic Marketing Revenue: The Past Five Quadrenniums (All figures in USD millions) Source 1993-1996 1997-2000 2001-2004 2005-2008 2009-2012 Broadcast 1,251 1,845 2,232 2,570 3,914 TOP Programme 279 579 663 866 957 Domestic Sponsorship 534 655 796 1,555 TBD Ticketing 451 625 411 274 TBD Liscensing 115 66 87 185 TBD Total 2,630 3,770 4,189 5,450 TBD
The Olympic Partner (TOP) Program• an international marketing platform• PR: connecting with the public, motivating employees, enhancing corporate reputation• advertising: high reach (4.8 billion potential global audience, London 2012)• licensed association with the Olympic logo• onsite equipment and showcasing at the Olympic venues• a worldwide partnership for multinational companies
Local Sponsorship Program• Domestic Sponsorship Program in non-competing categories to the TOP sponsors within the host country at three levels • National Partner • Official Supporter • Official Providers and Suppliers• Local Sponsorship Program in non-competing categories to the TOP sponsors within broadcasting territories
Sponsoring the Olympics• TOP program: average $87 million per sponsor ($957 million from 11 sponsors, 2009-2012)• Investment or loss?
Questions• If you are a marketer in an multinational company, will you choose to sponsor the Olympics? Why or Why not?• How will you utilize the Olympic sponsorship for your company?• How do you assess the Olympic sponsorships? Is it beneficial for companies of all categories?
References• IOC Marketing: Media Guide 2012. http://www.olympic.org/Documents/IOC_Marketing/London_2012/IOC_Marketing_Media_Guide_2012.pdf• Olympic Marketing Fact File 2012. http://www.olympic.org/Documents/IOC_MARKETING/OLYMPIC- MARKETING-FACT-FILE-2012.pdf• International Olympic Committee (IOC). http://www.olympic.org/ioc