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INTRODUCTION TO OLYMPIC MARKETING
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DRIVING FORCE OF THE OLYMPIC MOVEMENT
The Olympic marketing programme has become the driving force behind the promotion, the financial security and stability of the Olympic Movement.
The challenge of financing the Olympic Games has been a recurring theme throughout Olympic history. Since its founding in 1894, the Olympic Movement has depended on partnership with the business community to stage the Olympic Games and to support the Olympic athletes. Today, marketing partners are an intrinsic part of the Olympic Family.
 Objectives of Olympic Marketing
100 years of Olympic Marketing
*N.B. 2001-2004 is the last complete ‘Olympic Quadrennium’. The results for the next Olympic Quadrennium (2005-2008) will be published following the Beijing 2008 Olympic Games.
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SUPPORT FROM SPONSORS
The Olympic Movement provides unparalleled returns on the investment for sponsors. The Games provide a global marketing platform, based on ideals and values, providing unparalleled opportunities for a company’s sales, showcasing, internal rewards, and community outreach programmes
Support from the business community and other benefactors helps the athletes and the teams promote the Games. In addition, many sponsors’ products, services and expertise are essential to the staging of an Olympic Games. Olympic marketing has developed significantly over the past two decades to ensure the viability of the Olympic Games for many decades to come.
"Without the support of the business community, without its technology, expertise, people, services, products, telecommunications, its financing – the Olympic Games could not and cannot happen.
Without this support, the athletes cannot compete and achieve their very best in the world’s best sporting event."
Dr Jacques Rogge, President, International Olympic Committee
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FOR MORE INFORMATION
For more information about the generation and distribution of Olympic marketing revenue, discover the Marketing Fact File.
 Marketing Fact File
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SPONSORS
Find out more about the role of sponsors in the organisation of the Olympic Movement.
Click here
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DOCUMENTS
All the publications and reports related to marketing.
Learn more
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