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THE FUTURE OF OLYMPIC MARKETING
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LOOKING AHEAD…
At the start of this millennium, partners and sponsors provided a new level of support to the Olympic Games, providing their latest technology and expertise to help stage the world’s largest and most complex event. Partners rose to the challenge to make Sydney 2000 the Athletes' Games, introducing new programmes to support the Olympic athletes. Partners also established new and innovative programmes to enhance the spectators' experience of the Games.
The marketing programmes were presented with a new focus on promoting and enhancing the Olympic spirit, in a commercially controlled, ambush-free environment. The programmes also went on to establish a new reference point for supporting educational initiatives for children as well as support for the natural environment.
 The future of Olympic Broadcasting
The future of Olympic Licensing
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ATHENS 2004
The IOC will be contributing over US$ 1 billion to the Athens Organising Committee (ATHOC) from the sale of broadcast rights and worldwide sponsorship, roughly 60% of ATHOC's operating budget. The remaining 40% will be financed from local sponsorship, ticketing and licensing sales.
Learn more about Athens 2004
www.athens2004.com
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TURIN 2006
September 2001: Turin – 'La Grande Impresa' marked the launch of the Turin 2006 Games to the Italian business community. A variety of speakers from TOROC and the IOC invited companies to invest in the Games.
Learn more about Turin 2006
www.torino2006.org
"It is important to note that…as the State of Utah and Salt Lake farewells the world at the Closing Ceremony - the eyes of the world will turn this way – to Italy, to the Alps, to Turin. Italy needs to come together to stage these Games."
Dr Jacques Rogge, IOC President |
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"Starting from today we invite businesses to become our partners in the greatest Italian sports event and to accompany us in this extraordinary adventure."
Paolo Rota, Managing Director, TOROC |
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BEIJING 2008
The selection of the host city had little, if any impact on the revenue generated from Olympic marketing programmes. All broadcast agreements and many of the worldwide sponsorship agreements were already in place, regardless of which city was selected at the IOC Session in Moscow in 2001.
The IOC already has more than US$ 1,200 million under contract, approximately 60% of most of the host city’s budget. This before one ticket or local sponsorship is sold.
Budgeting principles were significantly tightened for 2008, so that each bid came with two clearly separate budgets: an operating budget for the Games and the OCOG, and a separate capital budget for infrastructure projects such as new roads and venues.
Learn more about Beijing 2008
www.beijing-2008.org
The road to Beijing…
December 2001 - Formation of the OCOG.
Early 2002 - Development of the IOC-OCOG marketing plan for 2008.
July 2002 - IOC-staged Olympic Design Conference in Beijing to begin development of Olympic Games emblem.
Early 2003 - Launch of Beijing 2008 Marketing Plan and invitations to tender for sponsorship.
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