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28 Jan 2005
IOC News , Marketing

Athens 2004: marketing report available

The IOC’s marketing report for the Games of the XXVIII Olympiad is now available. The detailed report contains all the information and figures linked to the marketing activities of the Athens Games, including sponsorship and broadcasting as well as ticketing, merchandising, the torch relay and the image campaign “Celebrate humanity”.

Power of Olympic partnership
The Athens 2004 Marketing Report heralds the success of Olympic marketing programmes and the power of Olympic partnership”, underlines IOC President Jacques Rogge in his introduction to the report.

Sponsorship: new heights
The Athens 2004 Olympic Games took worldwide Olympic sponsorship to new heights and enabled the TOP (The Olympic Partners) partners to maximise their association with the world’s greatest sporting event in a more meaningful way than ever before. The Games provided the highest ever per capita support (more than 300 million euros for a population of 11 million) of any domestic programme thus far. ¨

Global broadcast: strongest in history
The global broadcast of the Athens 2004 Olympic Games was the strongest in Olympic history, as record levels of dedicated coverage reached an unprecedented global audience of 3.9 billion people in 220 countries and territories.

Ticketing revenue targets surpassed
Staged in the smallest country ever to host the Olympic Games, Athens 2004 surpassed ticketing revenue targets and established a per capita record for Olympic sport and ceremony ticket sales.

Licensing programme: tremendous success
The Athens 2004 licensing programme was a tremendous success within Greece and around the world. A range of approximately 4,000 different products carried the Athens 2004 Olympic Games emblem, design elements, pictograms and mascots, and were sold at more than 10,000 points of sale within Greece.

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