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17 Jun 2002
IOC News

2002 Olympic Winter Games Breaks New Records

Unprecedented Marketing Success Outlined in 'Marketing Matters'

LAUSANNE, Switzerland (17 June 2002)

- The International Olympic Committee (IOC) today confirmed the outstanding marketing success of the XIX Olympic Winter Games in Salt Lake City, with record breaking results in broadcasting, licensing, internet and sponsorship.

Statistics in all marketing-related areas demonstrate that new standards have been set. The figures, outlined in detail in the IOC's 'Marketing Matters' newsletter, which can be found on the IOC web site, show:-

Most successful Olympic broadcast in Winter Games history

  • 2.1 billion viewers in 160 countries and territories
  • 13.1 billion viewer hours
  • Coverage double that of the 1998 Nagano Games
  • Leap in prime-time and live coverage
  • Salt Lake sold more available tickets than any other Olympic Games

    • More than 1.525 million tickets were sold, representing 95% of the available tickets
    • Olympic sponsorship programme generated more revenue from fewer sponsors

      • Salt Lake 2002 Games local sponsorship programme generated a total of US$876 million from 61 local sponsors
      • Licensing

        • Generated US$500million in gross retail sales
        • 'Marketing Matters' and the 2002 Global Broadcast report are available on the IOC web site.

          For further information, please contact Karen Webb, IOC Marketing on +41 79 615 1339.

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