2006 Marketing Fact File

introduction

The Olympic Marketing Fact File is a reference document on the marketing policies and programmes of the
International Olympic Committee (IOC), the Olympic Movement, and the Olympic Games. The Olympic Marketing
Fact File is updated and published annually. This edition provides an overview of marketing support for the Olympic
Movement, data on the success of past Olympic marketing programmes, and information about the marketing
programmes surrounding and supporting the Torino 2006 Olympic Winter Games.

The financial figures contained in this document are provided for general information purposes and are not intended
to represent formal accounting reports of the IOC, the Organising Committees for the Olympic Games (OCOGs), or
other organisations within the Olympic Movement.

In this document, the IOC has endeavoured to present a clear, simplified and transparent overview of Olympic
Movement revenue generation and distribution. Revenue comparisons between Olympic marketing programmes
must be carefully considered, however, because marketing programmes evolve over the course of each Olympic
quadrennium and each marketing programme is subject to different contractual terms and distribution principles.

The financial reports and statements of OCOGs may differ from this document due to different accounting principles
and policies, such as value-in-kind, that have been adopted. The value-in-kind (i.e., the provision of products,
services and support) figures cited in this document have generally been accounted for based on contractual
values, where available. The financial figures presented here do not include any public moneys provided to the
OCOGs, the National Olympic Committees (NOCs), the International Federations of Olympic sports (IFs), or other
governing bodies.

IOC Television and Marketing Services develops and publishes the Olympic Marketing Fact File. This edition contains
the most accurate and most complete information available as of 15 July 2005.

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Ta b l e o f C o n t e n t s
CHAPTER 1 Torino 2006 Olympic Marketing
TOROC Basic Facts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5
Torino 2006 Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6
Olympic Broadcasting: Torino 2006 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7
The TOP Programme: Torino 2006 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9
Torino 2006 Olympic Marketing Programmes . . . . . . . . . . . . . . . . . . . . . . . .10

CHAPTER 2 Olympic Marketing Overview

Fundamental Objectives of Olympic Marketing . . . . . . . . . . . . . . . . . . . . . . . .15
Olympic Marketing Revenue Generation . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16
Olympic Marketing Revenue Distribution . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16
Olympic Marketing Contributions to the OCOGs . . . . . . . . . . . . . . . . . . . . . . .17
Olympic Marketing Contributions to the NOCs . . . . . . . . . . . . . . . . . . . . . . . .18
Olympic Marketing Contributions to the IFs . . . . . . . . . . . . . . . . . . . . . . . . . .19

CHAPTER 3 Olympic Partnership

Olympic Sponsorship Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .21
Worldwide Olympic Partnership . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .22
TOP Contributions to the Olympic Movement . . . . . . . . . . . . . . . . . . . . . . . . .23
TOP Programme Support for the Olympic Games . . . . . . . . . . . . . . . . . . . . . .23
TOP Programme Support for NOCs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .24
TOP VI Partnership . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .25
Domestic Olympic Games Sponsorship . . . . . . . . . . . . . . . . . . . . . . . . . . . .37
IOC Suppliers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .38
Olympic Sponsorship History . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .39

CHAPTER 4 Olympic Broadcasting

Olympic Broadcast Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .41
Olympic Broadcast Partnership . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .42
Olympic Broadcast: Worldwide Coverage . . . . . . . . . . . . . . . . . . . . . . . . . . .43
Olympic Broadcast: Global Viewership . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .44
Olympic Broadcast Programming . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .45
Olympic Broadcast Revenue Generation . . . . . . . . . . . . . . . . . . . . . . . . . . . . .46
Broadcast Revenue: Contributions to the Olympic Movement . . . . . . . . . . . . .47
Olympic Broadcast Contributions to the OCOGs . . . . . . . . . . . . . . . . . . . . . .48
Olympic Broadcast Contributions to the NOCs . . . . . . . . . . . . . . . . . . . . . . .49
Olympic Broadcast Contributions to the IFs . . . . . . . . . . . . . . . . . . . . . . . . . .49
Olympic Broadcasting History . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .50
Broadcast Rights Fees History: Olympic Games . . . . . . . . . . . . . . . . . . . . . . .52
Broadcast Rights Fees History: Olympic Winter Games . . . . . . . . . . . . . . . . .55

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CHAPTER 5 Olympic Games Ticketing

Olympic Games Ticketing Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .59
Olympic Games Ticket Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .60

CHAPTER 6 Olympic Licensing

Olympic Licensing Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .61
Olympic Games Licensing Programmes . . . . . . . . . . . . . . . . . . . . . . . . . . . . .62
Olympic Numismatic Programmes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .62
Olympic Philatelic Programmes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .63
Olympic Licensing History . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .63

Appendix
Fundamental Principles of Olympism . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .65
The Olympic Movement and Commercialism . . . . . . . . . . . . . . . . . . . . . . . . .66
The IOC Executive Board . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .67
IOC Marketing Commission . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .68
TV Rights and New Media Commission . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .69
IOC Television & Marketing Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .70
2008 Beijing: BOCOG Basic Facts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .71
2010 Vancouver: VANOC Basic Facts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .72

Contacts
International Olympic Committee . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .73
IOC Television & Marketing Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .73
TOROC Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .74
BOCOG Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .74
VANOC Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .75
Olympic Television Archive Bureau . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .76
Olympic Photographic Archive Bureau . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .76
TOP VI Partners . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .77

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CHAPTER 1

T O R I N O 2 0 0 6 O ly m p i c M a r k e t i n g
This chapter provides information regarding the 2006 Olympic Games in Turin and the marketing programmes that
support TORINO 2006.

TOROC Basic Facts

The Torino Organising Committee for the XX Olympic Winter Games (TOROC) is responsible for the staging of the
2006 Olympic Winter Games and for the management of the domestic marketing programmes that support the
2006 Olympic Games.

Election 2006 Host City: 19 June 1999 at the 109th IOC Session in Seoul, Korea
IOC Ratification of Marketing Plan 11 July 2001
Launch of Marketing Programme 24 September 2001

Torino 2006 Management: The Torino Organising Committee for the XX Olympic Winter Games
TOROC Postal Address: Corso Novara 96, 10152, Torino, Italy
Headquarters Telephone: + 39 011 11 2006
Headquarters Fax: + 39 011 11 2222
Official Torino 2006 Web Site: www.torino2006.org

TOROC Mission

To organise the 2006 Olympic Winter Games as well as possible.

To bring Torino and its mountains to the attention of the world.
To valorise Italy and unite cultures.

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Torino 2006 Overview

The Torino 2006 Olympic Winter Games will be staged over 16 days of competition, with the participation of a
projected 2,550 athletes from 85 nations. The Olympic athletes will participate in 84 medal events in 7 sports and
15 disciplines.

Torino 2006 Olympic Winter Games Facts

Olympic Sports 7
Olympic Disciplines 15
Olympic Medal Events 84
Olympic competition venues 8
Days of Olympic Games Competition 16
Duration 10 – 26 February 2006

Torino 2006 Olympic Winter Games Participation

Athletes Participating in the Games 2,550
Olympic Teams /
National Olympic Committees 85
Olympic Team Officials 2,500
Olympic Volunteers 20,000

Torino 2006 Olympic Winter Games Audience Projections

Ticketed Spectators 1.5 million
Television Viewers 2 billion
On-Site Accredited Media 10,000

ATHENS 2004 Olympic Broadcast Revenue Facts

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Olympic Broadcasting: Torino 2006

Olympic broadcast partnerships are managed by the International Olympic Committee (IOC). Today the IOC
distributes 49% of broadcast revenue to the Organising Committee of the Olympic Games (OCOG). The remaining
51% of broadcast revenue for each Olympic Games is distributed throughout the Olympic Movement to the
International Federations of Olympic sports (IFs), the National Olympic Committees (NOCs) through Olympic
Solidarity, and the IOC.

The 2006 Olympic Winter Games broadcast has generated US$833 million in rights fees revenue for the Olympic
Movement. The IOC will contribute US$408 million in broadcast partnership revenue to TOROC to support the
staging of the Olympic Winter Games. The Olympic broadcast partners are those entities that have signed contracts
with the IOC and TOROC and have been granted the rights to broadcast the 2006 Olympic Winter Games within
their respective territories.

Torino 2006 Olympic Broadcast Revenue Facts

Total Broadcast Revenue Generated US$833 million

Broadcast Contribution to TOROC US$408 million

Torino 2006 Olympic Broadcast Partners and Rights Fees

Country / Territory Broadcaster Rights Fee

Americas
United States National Broadcasting Company (NBC) US$613.4 million
Canada Canadian Broadcasting Corporation (CBC) US$28.0 million
Latin America Organización de la Televisión Iberoamericana (OTI) US$1.75 million

Asia
Asia-Pacific Asia-Pacific Broadcasting Union (ABU) US$950,000
Japan NHK + NAB US$38.5 million
Korea Korea Pool US$900,000

Europe
Europe European Broadcasting Union (EBU) US$135.0 million

Oceania
Australia Seven Network (Seven) US$14 million

Africa
Africa Supersport US$600,000

Total Torino 2006 Olympic Broadcast Revenue US$833 million

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Torino 2006 Broadcast Operations

Torino Olympic Broadcasting Organisation (TOBO) is the host broadcasting organisation of TOROC. TOBO was
established in November 2002 and began operations in January 2003. TOBO is a full-service broadcast
organisation created by and within TOROC. As host broadcaster, TOBO is responsible for providing the unbiased
international radio and television signals to more than 80 Rights Holding Broadcasters, as well as planning,
installing, operating and managing the International Broadcast Centre (IBC). TOBO will provide coverage from 14
competition venues and four non-competition venues. Coverage will include every competition of the Games,
encompassing more than 900 hours.

Torino 2006 Broadcast Operations Facts

Live coverage of all Olympic Winter events

18 competition venues, 4 non-competition venues
900+ televised hours of live Olympic Games competition
More than 80 Rights Holding Broadcasters
35,000+ square meters at the IBC
400+ cameras
150+ videotape machines
700+ commentary positions

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The TOP Programme: Torino 2006

The TOP Partners are the worldwide Olympic sponsors that contribute financial support and goods and services to
the OCOGs for the Olympic Games and Olympic Winter Games, to the 202 National Olympic Committees throughout
the world, and to the IOC. TOP Partner contributions are crucial to the staging of the Olympic Games and to the
training and development of Olympic teams throughout the world. The TOP Programme is managed by the IOC.

The sixth generation of the TOP programme, known as TOP VI, supports the Olympic Movement throughout the
2005 – 2008 Olympic quadrennium (Torino 2006 Olympic Winter Games and Beijing 2008 Olympic Games). TOP
VI will generate approximately US$866 million in support for the Olympic Movement.

More than 50% of TOP revenue and support is allocated to the OCOGs for the Olympic Games and Olympic Winter
Games of each Olympic quadrennium, with approximately 20% allocated to the OCOG for the Olympic Winter
Games. The TOP VI Partners have worked for the past several years to provide vital financial support, products,
services, technology, expertise and personnel to TOROC in support of the 2006 Olympic Winter Games.

TOP VI Partners (2005 – 2008)

TOP VI Partnership
TOP VI Revenue Total (2005 – 2008) US$866 million
TOP VI Support for Torino 2006 Approximately 20% of Total

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Torino 2006 Olympic Marketing Programmes

TOROC is responsible for managing the domestic marketing programmes that support the Torino 2006 Olympic
Winter Games. These programmes are activated within the host country of Italy and include sponsorship,
ticketing, and licensing.

Sponsorship
The domestic sponsorship programme managed by TOROC comprises four Main Sponsors, 11 Official Sponsors,
and 15 Official Suppliers. These tiers of sponsorship represent the varying degrees of support provided by the
partners to TOROC and the varying marketing rights packages granted by TOROC to the partners.

Main Sponsors Product Category

Fiat – Iveco Cars, Buses and Commercial Vehicles
Sanpaolo Banking Services
Telecom / TIM Fixed and Mobile Telephone Communications

Official Sponsors Product Category

Alfa Romeo Vehicles
Alpitour Accommodations
Asics Sportswear
Berloni Furniture for Villages, Media Rooms and Offices
Budweiser Alcoholic and Non-Alcoholic Beer
Eutelsat Closed Circuit Satellite Transmission
Fiat Cars and Light Commercial Vehicules
Finmeccanica Satellite Production, Civil Avionics and Helicopter Production
Jet Set VIP programmes
Kyocera Mita Reprography: Document Management Services
Iveco Buses and Commercial Vehicles
Lancia Vehicles
Reale Mutua Assicurazioni Insurance

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Official Suppliers Product Category

Adecco Human Resources Services
AGG Printing Stars Typography and Binding Services
A.T. Kearney Management Consulting
Cicrespi Signing Services
Fast Buyer Procurement
Fontanafredda Wines and Sparkling Wines
Garrett Metal Detectors Metal Detectors
Intercom Dr-Leitner Ice and Snow Production Equipment and Snowmobiles
Italgas Natural Gas
Liski Ski Run Fittings and Equipment
NORTEL NetworksTelephone Exchanges
Ottaviani Prize, Participation and Commemorative Medals
Pininfarina Industrial Design
Recchi Engineering Consulting
SchenkerInternational Freight Forwarding
Technogym Fitness Equipment
TicketOne Ticket Office
TNT National Freight Forwarding and Logistics

Ticketing

The first phase of Torino 2006 ticket sales began in November 2004 and ended in mid-December. A random
selection system was applied during this phase for cases in which demand for tickets exceeded availability. In
January 2005 all buyers received an official notification from TOROC confirming the purchase of their tickets.

The second phase of Torino 2006 ticket sales began in February 2005, with real-time sales. Purchasers will receive
a voucher, and tickets will be shipped to the purchasers’ specified addresses in December 2005.

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Ticketing (continued)

Ticket Sale Channels

Location of Sale Available Sales Channels
Italy www.torino2006.org/tickets
Torino 2006 Call Center
3,000 branches of the Sanpaolo Group
More than 400 TicketOne sales points
The European Economic Area www.torino2006.org/tickets
Torino 2006 Call Center
National Olympic Committees
All Other Countries National Olympic Committees

Torino 2006 Ticket Pricing Facts

17% of the tickets are priced between €20 and €30
33% of the tickets are priced between €30 and €50
24% of the tickets are priced between €50 and €80
12% of the tickets are priced between €80 and €100
8% of the tickets are priced between €100 and €150
6% of the tickets are priced over €150
Sports ticket price range: €20 to €370
Ceremony ticket price range: €250 to €850

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Licensing

The Torino 2006 licensing programme provides the public with the opportunity to purchase merchandise that
commemorates and supports the 2006 Olympic Winter Games. Managed by TOROC, the Torino 2006 programme
currently includes agreements with 19 product manufacturers.

Torino 2006 Official Licensees

Licensee Product Category
Asics Sportswear
Caffarel Chocolate
Cattaneo Cravatte Ties
Codital Slippers and Sandals
Dale of Norway Sweaters
Ear Bag Ear Warmers
Easy Bloom Agendas, Notebooks and Lenticular Products
Ferrino Mountain and Hiking Accessories
Fontanafredda Wine
Giemme Stationery and Umbrellas
Giochi Preziosi Stuffed Toys
Ikon Medals
Mondo Balls and Snow Toys
Omega Watches
Pastiglie Leone Candy
Italian Post Office Stamps
Ravensburger Jigsaw Puzzles
Tecnoptic Sunglasses
Trofè Pins and Keychains

Points of Sale
There are three Olympic Stores open in Torino: two in the city centre and one at the Torino International
Airport. Licensed merchandise can also be purchased online at www.olympicstore.it and through more than 1,000
authorised retailers across Italy.

During the Games, a 2,000-square metre Superstore will be open in Torino’s Piazza Vittorio Veneto. Other points of
sale during the Games will be located at the various competition sites both in the city and in the mountain area.

TOROC’s objective is to reach between 3,500 to 4,000 points of sale across the country.

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CHAPTER 2

O ly m p i c M a r k e t i n g O v e r v i e w

This chapter provides an overview of the fundamental principles of Olympic marketing and the history of overall
marketing support for the Olympic Movement. Included in this chapter are facts and figures regarding the
generation of Olympic marketing revenue and the distribution of revenue throughout the Olympic Movement.

Fundamental Objectives of Olympic Marketing

The IOC coordinates Olympic marketing programmes with the following objectives:

To ensure the independent financial stability of the Olympic Movement, and thereby to assist in the worldwide
promotion of Olympism.

To create and maintain long-term marketing programmes, and thereby to ensure the future of the Olympic
Movement and the Olympic Games.

To build on the successful activities developed by each Organising Committee for the Olympic Games, and
thereby to eliminate the need to recreate the marketing structure with each Olympic Games.

To ensure equitable revenue distribution throughout the entire Olympic Movement — including the OCOGs, the
NOCs and their continental associations, the IFs, and other recognised international sports organisations —
and to provide financial support for sport in emerging nations.

To ensure that the Olympic Games can be experienced via free over-the-air television by all viewers throughout
the world.

To control and limit the commercialisation of the Olympic Games.

To protect the equity that is inherent in the Olympic Image and ideal.

To enlist the support of Olympic marketing partners in the promotion of the Olympic ideals.

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Olympic Marketing Revenue Generation

The Olympic Movement generates revenue through five major programmes. The IOC manages broadcast
partnerships and the TOP worldwide sponsorship programme. The OCOGs manage domestic sponsorship, ticketing
and licensing programmes within the host country, under the direction of the IOC.

The following chart provides details of the total revenue generated from each major programme managed by the
IOC and the OCOGs during the past three Olympic quadrenniums.

Olympic Marketing Revenue: The Past Three Quadrenniums*

Source 1993 – 1996 1997 – 2000 2001 – 2004

Broadcast US$1,251,000,000 US$1,845,000,000 US$2,230,000,000

TOP Programme US$279,000,000 US$579,000,000 US$663,000,000
Domestic Sponsorship US$534,000,000 US$655,000,000 US$796,000,000
Ticketing US$451,000,000 US$625,000,000 US$411,000,000
Licensing US$115,000,000 US$66,000,000 US$87,000,000

Total US$2,630,000,000 US$3,770,000,000 US$4,187,000,000

* All figures in the chart above have been rounded to the nearest US$1 million.

Olympic Marketing Revenue Distribution

The IOC distributes approximately 92% of Olympic marketing revenue to organisations throughout the Olympic
Movement, to support the staging of the Olympic Games and to promote the worldwide development of sport. The
IOC retains approximately 8% of Olympic marketing revenue for the operational and administrative costs of
governing the Olympic Movement.

Olympic Marketing Revenue Distribution

NOCs / IFs / OCOGs IOC

8%

92%

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Olympic Marketing Contributions to the OCOGs

The IOC provides TOP programme contributions and Olympic broadcast revenue to the OCOGs to support the
staging of the Olympic Games and Olympic Winter Games.

TOP Programme Revenue Distribution

The summer and winter OCOGs of each Olympic quadrennium generally share approximately 50% of TOP
programme revenue and value-in-kind contributions.

Summer and Winter OCOG

IOC/NOCs
Olympic Movement

50%
50%

Broadcast Revenue Distribution

The IOC today contributes 49% of the Olympic broadcast revenue for each Games to the OCOG. (Prior to 2004,
the IOC provided 60% of Olympic broadcast revenue to the OCOG.)

OCOGs
OLYMPIC
IOC/Olympic Solidarity/IFs
MOVEMENT

49%
51%

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Olympic Marketing Contributions to the NOCs

The NOCs receive financial support for the training and development of Olympic teams, Olympic athletes and
Olympic hopefuls. The IOC distributes TOP programme revenue to each of the 202 NOCs throughout the world. The
IOC contributes Olympic broadcast revenue to Olympic Solidarity — the body responsible for managing and
administering the share of the television rights of the Olympic Games that is allocated to the National Olympic
Committees (NOCs). Olympic Solidarity assists the NOCs and the Continental Associations with their efforts for the
development of sport through programmes carefully devised to match their specific needs and priorities.

The continued success of the TOP programme and Olympic broadcast agreements has enabled the IOC to provide
increased support for the NOCs with each Olympic quadrennium. The IOC provided approximately US$319.5 million
to NOCs for the 2001 – 2004 quadrennium. Substantial additional indirect financial support is provided to the NOCs
through the provision of a free athletes’ village and travel grants to the Olympic Games.

Olympic Marketing Revenue Contributions to NOCs

Olympic Quadrennium Broadcast Revenue via TOP Programme Total Revenue

Olympic Solidarity Revenue * to NOCs
Albertville / Barcelona
1989 – 1992 US$51.6 million US$35 million US$86.6 million
Lillehammer / Atlanta
1993 – 1996 US$80.9 million US$57 million US$137.9 million
Nagano / Sydney
1997 – 2000 US$118.7 million US$93 million US$211.7 million
Salt Lake / Athens
2001 – 2004 US$209.5 million US$110 million US$319.5 million

* Separate reporting is conducted with regard to TOP revenue contributions to the NOCs of the United States (USOC) and of the host countries for
each quadrennium. The figures presented above do not include the contributions to the USOC and the host country NOCs.

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Olympic Marketing Contributions to the International Federations

The IOC provides financial support from Olympic marketing to the 28 IFs of Olympic summer sports and the seven
IFs of Olympic winter sports. These financial contributions, drawn from Olympic broadcast revenue, are provided to
the IFs to support the development of sport worldwide. The IOC distributes Olympic broadcast revenue to the
summer IFs and the winter IFs after the completion of the Olympic Games and the Olympic Winter Games,
respectively.

The continually increasing value of Olympic broadcast partnerships has enabled the IOC to deliver substantially
increased financial support to the IFs with each successive Games. The Olympic marketing contribution to the
summer IFs following the 2000 Olympic Games represented more than a fivefold increase over the contribution that
followed the 1992 Olympic Games. The Olympic marketing contribution to the winter IFs following the 2002 Olympic
Winter Games likewise represented more than a fivefold increase over the contribution that followed the 1992
Olympic Winter Games.

Olympic Marketing Revenue Contributions to IFs of Olympic Summer Sports

Olympic Games Revenue to IFs

1992 Barcelona US$37.6 million
1996 Atlanta US$86.6 million
2000 Sydney US$190 million
2004 Athens n/a

Olympic Marketing Revenue Contributions to IFs of Olympic Winter Sports

Olympic Winter Games Revenue to IFs

1992 Albertville US$17 million

1994 Lillehammer US$20.3 million
1998 Nagano US$49.4 million
2002 Salt Lake US$85.8 million

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CHAPTER 3

O ly m p i c Pa rt n e r s h i p

This chapter provides facts, figures and historical information regarding the TOP sponsorship programme managed
by the IOC, the Olympic Games domestic sponsorship programmes managed by the OCOGs of past Olympic
Games, as well as IOC supplierships.

Olympic Sponsorship Overview

Olympic sponsorship is an agreement between an Olympic organisation and a corporation, whereby the corporation
is granted the rights to specific Olympic intellectual property and Olympic marketing opportunities in exchange for
financial support and value-in-kind contributions. Olympic sponsorship programmes operate on the principle of
product-category exclusivity. Under the direction of the IOC, the Olympic Family works to preserve the value of
Olympic properties and to protect the exclusive rights of Olympic sponsors.

Olympic sponsorship programmes are designed to meet the following objectives established by the IOC:
To contribute to the independent financial stability of the Olympic Movement.
To generate continual and substantial support through sustained, long-term partnerships.
To provide equitable revenue distribution throughout the Olympic Family.
To ensure the financial and operational viability of the Olympic Games.
To prohibit the uncontrolled commercialisation of the Olympic Games.

Olympic sponsorship programmes benefit the Olympic Movement in the following ways:
Sponsorship provides valuable financial resources to the Olympic Family.
Sponsors provide support for the staging of the Olympic Games and the operations of the Olympic Movement in
the form of products, services, technology, expertise and staff deployment.
Sponsors provide direct support for the training and development of Olympic athletes and hopefuls around the
world, as well as essential services for athletes participating in the Games.
Sponsors provide essential products and services for broadcasters, journalists, photographers and other media.
Sponsorship activation enhances the Olympic Games experience for spectators and provide the youth of the
world with opportunities to experience the Olympic ideals at the global and local levels.
Sponsorship support contributes to the success of the educational, environmental, cultural and youth-oriented
initiatives of the Olympic Movement.
Sponsors develop advertising and promotional activities that help to promote the Olympic ideals, heighten public
awareness of the Olympic Games and increase support for the Olympic athletes.

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Worldwide Olympic Partnership

TOP: The Olympic Partners

The Olympic Partners (TOP) programme is the worldwide sponsorship programme managed by the IOC. The TOP
programme operates on a four-year term that aligns with the Olympic quadrennium. The IOC created the TOP
programme in 1985 to develop a more diversified revenue base for the Olympic Games and to establish long-term
corporate partnerships that would ensure the future viability of the Olympic Movement.

The TOP programme generates support for the the Organising Committees of the Olympic Games and Olympic
Winter Games, all active NOCs in the world today, and the IOC.

The TOP programme provides each Worldwide Olympic Partner with exclusive global marketing rights and
opportunities within a designated product or service category. This includes partnership with the IOC, all active
NOCs and their Olympic teams, and the two OCOGs and the Games of each quadrennium. The TOP Partners may
exercise these rights worldwide and may activate marketing initiatives with the various members of the Olympic
Movement that participate in the TOP programme.

TOP Programme Evolution

Quadrennium Games Partners NOCs Revenue

1985 – 1988 Calgary / Seoul 9 159 US$96 million

1989 – 1992 Albertville / Barcelona 12 169 US$172 million

1993 – 1996 Lillehammer / Atlanta 10 197 US$279 million

1997 – 2000 Nagano / Sydney 11 199 US$579 million

2001 – 2004 Salt Lake / Athens 11 202 US$663 million

2005 – 2008 Torino / Beijing 11 202 US$866 million

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TOP Contributions to the Olympic Movement

The TOP Partners provide vital financial support and contributions of goods and services to the Olympic games and
the Olympic Movement. The IOC distributes TOP revenue and contributions according to the approximate formula
illustrated in the chart below.
IOC CNO
NOCs OCOGs

10%

50%
40%

US
Notes on TOP Contributions of goods and services:
1. VIK contributions in the TOP programme occur in the form of products, services, technology, expertise and
personnel deployment. These contributions are assigned a value in terms of U.S. dollars, and these values are
included in the TOP revenue figures presented in this document.
2. VIK is necessary for the daily operations of Olympic Movement organisations and for the staging of the Olympic
Games. The distribution of goods and services is based on the needs of each organisation. The OCOGs traditionally
receive the greatest percentage of goods and services for their operational responsibilities in staging the Games.
3. The actual distribution of TOP resources may vary, as contributions of goods and services are delivered to fulfill
the specific technical and operational needs of the OCOGs for the Olympic Games and Olympic Winter Games.

TOP Programme Support for the Olympic Games

The IOC provides approximately 50% of the TOP programme’s quadrennial revenue and VIK contributions to the
following organisations: (1) the OCOG for the Olympic Winter Games, (2) the OCOG for the Olympic Games, and (3)
the NOCs of the Olympic Games and Olympic Winter Games host countries.

The growth of the TOP programme has enabled the IOC to deliver increased levels of support to the OCOGs to
support the staging of the Games. The increased contributions of the TOP Partners have been significant in
providing independent financial stability to the Olympic Movement and ensuring the viability of the Olympic Games.

Notes on TOP support for the Olympic Games

1. The OCOGs’ combined revenue share ultimately may be higher than 50%, due to certain agreements with
technology partners that provide substantial additional contributions of goods and services to each OCOG for
Games operations.
2. The host country NOCs are included in the OCOGs’ TOP revenue share because the Olympic Games Marketing Plan
Agreement requires the OCOG and the host country NOC to centralise and coordinate all marketing initiatives within
the host country.

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TOP Programme Support for NOCs

The IOC provides approximately 40% of the TOP programme’s quadrennial revenue to all participating NOCs. The
growth of the TOP programme has enabled the IOC to provide equitable revenue distribution throughout the Olympic
Movement, delivering vital and ever-increasing support to the NOCs to support the training and development of
Olympic athletes and teams. The significant and increased contributions by the TOP Partners have helped ensure
the development of sport in many nations and territories that lacked any financial resources prior to the creation of
the TOP programme.

NOC Shares of TOP Revenue

Olympic Quadrennium TOP Revenue Share to NOCs

TOP I (1985 – 1988) n/a

TOP II (1989 – 1992) US$35 million
TOP III (1993 – 1996) US$57 million
TOP IV (1997 – 2000) US$93 million
TOP V (2001 – 2004) US$110 million
TOP VI (2005 – 2008) US$139 million

Notes on TOP Support for the NOCs

1. All active NOCs throughout the world receive funding through the TOP programme.
2. The figures presented above do not include the share provided to the NOCs within the two Olympic Games host
countries for each given quadrennium, as those shares are included in the OCOG revenue share as a result of the
Joint Marketing Plan in the host country.
3. Separate accounting is conducted for the TOP revenue share provided to the United States Olympic Committee
(USOC). For this reason, the figures presented above do not include TOP share provided to the USOC.

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TOP VI Partnership

Eleven corporations currently participate in the sixth generation of the TOP programme, known as TOP VI. During
the 2005 – 2008 Olympic quadrennium, TOP VI Partners provide support for the 2006 Olympic Winter Games in
Turin and the 2008 Olympic Games in Beijing. TOP VI is projected to generate approximately US$866 million in
financial and value-in-kind support for the Olympic Movement.

TOP VI Partners

The TOP VI Partners are:

• Worldwide Partners of the Olympic Games
• Partners of the International Olympic Committee
• Partners of the Torino 2006 Olympic Winter Games
• Partners of the Beijing 2008 Olympic Games
• Partners of all National Olympic Committees
• Partners of all Olympic teams competing in Torino 2006 and Beijing 2008

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Corporate Web Address www.cocacola.com

Exclusive Category Non-alcoholic Beverages
Olympic Partnership History Sponsored the 1928 Olympic Games in Amsterdam and every
Olympic Games since
Longest continuous partnership with the Olympic Movement
®

TOP Partnership History Charter TOP Partner (TOP I)

Member of the TOP programme since 1986

The Coca-Cola Company maintains the longest continuous relationship with the Olympic Movement. The company
sponsored the 1928 Olympic Games in Amsterdam, and has supported every Olympic Games since. Coca-Cola
refreshes Olympic athletes, officials and spectators with its beverages during the Olympic Games. The company
has developed a strong tradition of creating programmes and events to bring the spirit of the Games to consumers
in Olympic host cities and around the world. Coca-Cola also works closely with National Olympic Committees to
support athletes and teams in approximately 190 countries. Coca-Cola became a charter member of the TOP
programme in 1986 under the exclusive product category of non-alcoholic beverages.

The Coca-Cola Company is the world’s leading manufacturer, marketer and distributor of non-alcoholic beverage
concentrates and syrups used to produce more than 230 brands of products. The company has local operations
in over 200 countries around the world.

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Corporate Web Address www.atosorigin.com

®

Exclusive Category Information Technology

Olympic Partnership History Supported the 1992 Olympic Games in Barcelona as Sema
TOP Partnership History Joined the TOP programme in 2001 (TOP V) as SchlumbergerSema

Atos Origin, the Worldwide Information Technology Partner, leads the technology effort for the staging of the
Olympic Games: Salt Lake 2002 (operated by SchlumbergerSema), Athens 2004, Turin 2006, Beijing 2008. Atos
Origin manages and integrates the contributions of all technology partners and suppliers to deliver seamless and
secure technology operations and services that provide instant communications to athletes, spectators, organisers,
officials, media, television viewers and Internet users worldwide. The company became a Worldwide Olympic
Partner when it joined the TOP Programme as SchlumbergerSema in 2001.

Atos Origin is an international information technology (IT) services company. Its business is turning client vision into
results through the application of consulting, systems integration and managed operations. The company generates
annual revenues of more than €5 billion and employs 45,000 people in 50 countries.

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Web Address www.ge.com

Exclusive Category Select products and services from GE Energy, GE Healthcare, GE Transport,
GE Infrastructure, GE Consumer & Industrial, GE Advanced Materials and
GE Equipment Services.
TOP Partnership History Joined the TOP programme in 2005 (TOP VI)

As a Worldwide Partner of the Olympic Games, GE is the exclusive provider of a wide range of innovative products
and services that are integral to a successful Games. From providing power, lighting, security and modular space
solutions at Olympic venues to supplying ultrasound and MRI equipment to help doctors treat athletes, GE works
closely with the Organising Committees, local municipalities and other Olympic Partners to understand their needs
and then deliver solutions that only GE can. NBC Universal, a division of GE, is the exclusive U.S. media partner of
the Games. The GE and NBC Universal partnerships extend through 2012.

GE is a diversified group of 11 businesses dedicated to creating products and services that make life better. From
aircraft engines and power generation to medical imaging, television programming, and plastics, GE operates in
more than 100 countries and employs more than 320,000 people worldwide.

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Corporate Web Address www.kodak.com

Exclusive Category Film/Photographics and Imaging
TOP Partnership History Charter TOP Partner (TOP I)
Member of the TOP programme since 1986

Kodak has played a major role in capturing and presenting the most memorable images in Olympic history. Over
the past 27 Olympiads since Kodak supported the first modern Olympic Games in Athens 1896, virtually every
great moment in Olympic history has been recorded on Kodak film. Kodak became a Worldwide Olympic Partner in
1986 when it joined the TOP Programme as a charter member. Kodak’s exclusive Olympic sponsorship category
is film, photographics and imaging. Today, Kodak provides contributions of digital and traditional photographic
imaging products, services and technology to support the Organising Committee, the athletes, the media and the
spectators in many ways. Kodak is the leader in helping people take, share, print and view images for memories,
for information, for entertainment.

Kodak is a major participant in infoimaging, an industry composed of devices, infrastructure, services and media.
The company comprises several businesses: Photography, Health, Commercial Imaging, Components, and Display.

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Web Address www.lenovo.com

Exclusive Category Computing Technology Equipment
TOP Partnership History Joined the TOP programme in 2005 (TOP VI)

Lenovo Group (previously Legend Group Limited) has been actively involved in supporting sports activities within
China, including sponsoring China’s National Women’s Soccer Team in 1999. The company became a Worldwide
Olympic Partner in January 2005 when it joined the TOP programme.

Lenovo Group is the largest manufacturer of personal computers (PCs) in China. The Group's own brand PCs
have been the best seller in China since 1997, as well as in the Asia Pacific region (excluding Japan). In
December 2004, Lenovo announced a major acquisition that will make the group the third largest maker of PCs
in the world. The transaction is expected to be closed before the end of second quarter in 2005.

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Corporate Web Address www.manulife.com

Exclusive Category Life Insurance/Annuities
Olympic Partnership History As John Hancock, first became a United States Olympic Committee (USOC)
sponsor in 1993
TOP Partnership History Joined the TOP programme in 1994 (TOP III) as John Hancock

Manulife Financial shares the Olympic spirit with its sales intermediaries, consumers, and employees through an
array of innovative grassroots initiatives. The company has also developed a range of community outreach pro-
grammes that promote the Olympic ideals, particularly to youth. These programmes have helped provide impor-
tant support to athletes worldwide in their training and competition regimens and their ultimate dreams of repre-
senting their countries at the Olympic Games. Manulife became a Worldwide Olympic Sponsor as a result of its
merger with John Hancock in the spring of 2004. Previous to the merger, John Hancock began its partnership
with the Olympic Movement by joining the TOP programme in 1993.

Now the fifth largest life insurance company in the world, Manulife has more than 20,000 employees and thou-
sands of distribution partners operating in 19 countries and territories worldwide. Offering an array of financial
protection products including life insurance, annuities and long-term care insurance, Manulife conducts business
under multiple brands, including John Hancock in the United States and Manulife Financial in Canada, China,
Southeast Asia and Europe.

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Corporate Web Address www.mcdonalds.com

Exclusive Category Retail Food Services
Olympic Partnership History Sponsored the 1976 Olympic Games in Montreal
TOP Partnership History Joined the TOP programme in 1997 (TOP IV)

McDonald's became an official sponsor of the Olympic Games in 1976 and has a longstanding commitment to the
Olympic Movement. At the 1968 Olympic Winter Games, McDonald's airlifted hamburgers to U.S. athletes
competing in Grenoble, France who reported they were homesick for McDonald's food. Since then, the company
has served its menu of choice and variety to millions of athletes, their families and fans. In 2004, McDonald's
announced the continuation of its TOP sponsorship for the next eight consecutive years through the 2012 Games.

McDonald's operates more than 30,000 restaurants in 119 countries, employs 1.5 million people, and serves 47
million customers worldwide every day.

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Web Address www.omega.ch

Exclusive Category Timing, Scoring and Venue Results Services
Olympic Partnership History Timing and Scoring sponsor of 1996 Atlanta and Sydney 2000
Long-time IOC worldwide Olympic licensee
TOP Partnership History Joined the TOP programme in 2003 (TOP V)

The Swatch Group is a long-time worldwide Olympic supporter and licensee that has provided timing services for
the Olympic Games — with only three exceptions — since 1932 Los Angeles. The Swatch Group, Ltd., became a
Worldwide Olympic Partner when it joined the TOP programme in 2003. The company’s Worldwide Olympic
Partnership, currently associated exclusively with its Omega brand, extends through the 2010 Olympic Winter
Games in Vancouver, in the category of timing, scoring and on-venue results services.

The Swatch Group, Ltd., headquartered in Biel, Switzerland, is the largest manufacturer and distributor of finished
watches in the world. Omega is one of The Swatch Groups’ sixteen brands.

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Corporate Web Address www.panasonic.com

Exclusive Category Audio/TV/Video Equipment
TOP Partnership History Charter TOP Partner (TOP I)
Member of the TOP programme since 1987
®

Under its Panasonic brand, Matsushita Electric Industrial Co. Ltd. provides the Olympic Games with state-of-the-art
digital audio/video equipment, such as flat screen TV, digital video camera, DVD recorder, and professional
audio/video equipment. Panasonic has also served as the Olympic Games Official Host Broadcast Equipment
Supplier for several past Games. Panasonic’s technology plays a vital role in delivering the sights, sounds and
unique excitement of the Olympic Games, from the field of play to the spectators through its on-site large video
screens and professional audio systems, to people around the world through broadcasting with its digital broadcast
equipment. Panasonic began its involvement with the Olympic Games in 1984 Los Angeles as the supplier of the
professional sound system and large video display for the main stadium. The company became a Worldwide
Olympic Partner in 1987 when it joined the TOP program as a charter member. Panasonic’s exclusive product
category is Audio, Television, Video equipment, including Car Navigation and Multimedia Products.

Matsushita Electric Industrial Co., Ltd., best known for its Panasonic brand name, is a worldwide leader in the
development and manufacture of electronic products for a wide range of consumer, business, and industrial needs.

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Corporate Web Address www.samsung.com

®
Exclusive Category Wireless Communications Equipment
TOP Partnership History Joined the TOP programme in 1997 (TOP IV)

Samsung provides wireless telecommunications equipment to the Olympic Family to support the operations of
staging the Olympic Games. With its wireless telecommunications equipment, Samsung also helps Olympic athletes
share their experiences with family and friends around the world. Samsung’s commitment to the Olympic Games is
one of the company’s most significant efforts in promoting international goodwill. Samsung became a Worldwide
Olympic Partner when it joined the TOP Programme in 1997 under the category of wireless telecommunications
equipment. Samsung Electronics Co., Ltd. is a global leader in telecommunication technology.

Samsung Electronics employs approximately 88,000 people in 89 offices across 46 countries. The company is the
world’s third largest producer of mobile phones in quantity and the second largest producer of mobile phones in
sales volume.

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Corporate Web Address www.visa.com

Exclusive Category Consumer Payment Systems
TOP Partnership History Charter TOP Partner (TOP I)
Member of the TOP programme since 1986

Visa International is the exclusive payment card and the official payment system for the Olympic Games. In addition
to providing payment services to Organising Committees and Olympic spectators, Visa International has developed
a tradition of programmes that support Olympic athletes in many countries, as well as programmes that teach the
youth of the world about the history, values and ideals of the Olympic Movement. Visa International has been a
Worldwide Olympic Partner since 1986, when the company joined the TOP Programme as a charter member.

Visa is the world’s leading payment brand generating more than three trillion U.S. dollars in annual card sales
volume. Visa has unsurpassed acceptance in more than 150 countries, and plays a pivotal role in developing
innovative payment products and technologies to benefit its 21,000 member financial institutions and their
cardholders. Visa is a leader in Internet based payments and is pioneering the creation of u-commerce, or universal
commerce—the ability to conduct commerce anywhere, anytime, and any way.

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Olympic Games Domestic Sponsorship

The Olympic Games domestic sponsorship programme is managed by the OCOG within the host country under the
direction of the IOC. The programmes support the operations of the OCOG, the planning and staging of the Games,
the host country NOC, and the host country Olympic team.

The Olympic Games domestic sponsorship programme grants marketing rights within the host country or territory
only. The host country NOC and the host country Olympic team participate in the OCOG sponsorship programme
because the Marketing Plan Agreement requires the OCOG and the host country NOC to centralise and coordinate
all marketing initiatives within the host country.

Olympic Games: History of OCOG Sponsorship Programmes

Olympic Games Number of Partners* Revenue & Support

1996 Atlanta 111 US$426 million

2000 Sydney 93 US$492 million
2004 Athens 38 US$302 million

Olympic Winter Games: History of OCOG Sponsorship Programmes

Olympic Winter Games Number of Partners* Revenue & Support

1998 Nagano 26 US$163 million

2002 Salt Lake City 53 US$494 million

* Domestic OCOG sponsorship programmes usually include several tiers of partnership, which may include
sponsors, suppliers and providers. The figures in this column represent the total number of marketing partners from
all tiers of the domestic programme.

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IOC Suppliers

IOC Supplier programmes are designed to provide the IOC with key support and products required for operations.
IOC Suppliers receive limited marketing rights and generally do not include direct support for the staging of the
Games. The IOC currently maintains relationships with three Official Suppliers.

DaimlerChrysler
www.daimlerchrysler.com
Ground transport
DaimlerChrysler provides transport for all IOC operations in Switzerland Deiter Kuehnle
and the various meetings around the world (outside the Olympic host Phone +49 61 74 61 99 62
countries). In addition to the IOC's direct needs, Mercedes has in the Mobile: +49 172 43 56 220
past provided the IOC, through Olympic Solidarity, with vehicles for a Fax: +49 6174 61 99 63
special sports aid programme to NOCs in developing countries. The DieterKuehnle@aol.com
company also supports the IOC with further financial and logistical
support for various Sport environmental initiatives. DaimlerChrysler has
been an IOC supplier since 1991.

Mizuno
www.mizuno.com
Clothing
Mizuno provides the clothing and outfits for the IOC and administrative Mr. Joe (Jotaro) Ueji
staff at the Olympic Games and other events. Mizuno was a Gold MIZUNO Corporation
Sponsor for the Olympic Games in Nagano and is a sponsor of the Managing Director
Olympic Museum in Lausanne. Public Relation & Advertising Department
Tel: +81 3 3233 7024
Fax: +81 3 3233 7199
E-mail jueji@mizuno.co.jp

Schenker
www.schenker.com
Freight forwarding and customs clearance services Matthew Clarke
Schenker AG is the IOC’s official supplier for freight forwarding and Phone: +43 0 5 7686 210670
customs clearance services. Schenker works with the IOC as well as the Mobile: +43 0 676/86 210670
OCOGs in Athens, Torino, and Beijing. Schenker provides a specialised Fax: +43 0 5 7686 210129
team of personnel focused on Olympic activities and provides services matthew.clarke@schenker.at
for all major IOC meetings and Sessions.

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Olympic Sponsorship History

Sponsorship in various forms has supported the Olympic Movement since the first modern Olympic Games in
Athens 1896. The following is a brief overview of key milestones and informative anecdotes from the history of
sponsorship in the modern Olympic Games.

Olympic Sponsorship History

1896 Athens Companies including Kodak, a current TOP Partner, provide revenue through advertising
during the Olympic Games.

1912 Stockholm Approximately ten Swedish companies purchase sole-rights to take photographs and sell
memorabilia of the Olympic Games.

1920 Antwerp The official Olympic Games programme contains a great deal of corporate advertising.

1924 Paris Advertising signage appears within view from the Olympic Games venues for the first and
only time in history.

1928 Amsterdam Current TOP Partner Coca-Cola begins the longest continuous Olympic partnership.

Concessionaires are granted rights to operate restaurants on stadium grounds.

Advertising continues in the official Olympic Games programme.

The IOC stipulates that posters and billboards may not be displayed on the stadium grounds
and buildings.

1932 Lake Placid The OCOG solicits businesses to provide free merchandising and advertising tie-ins. Many
major department stores in the eastern U.S. feature the Olympic Games marks in window
displays, and many national businesses use the Games as an advertising theme.

1952 Helsinki The first Olympic Games to launch an international marketing programme.

Companies from 11 countries make contributions of goods and services ranging from food
for the athletes to flowers for medallists.

1960 Rome An extensive sponsor/supplier programme includes 46 companies that provide technical
support and products such as perfume, chocolate, toothpaste and soap.

1964 Tokyo 250 companies develop marketing relationships with the Games.

The new “Olympia” cigarette brand generates more than US$1 million in revenue for the
OCOG. (The tobacco sponsorship category is later banned.)

Seiko creates quartz-timing technology, providing the most accurate timing system to date.

1976 Montreal With 628 sponsors and suppliers, domestic sponsorship generates US$7 million for the
OCOG.

1984 Sarajevo The OCOG signs 447 foreign and domestic sponsorship agreements.

1984 Los Angeles For the first time, the domestic sponsorship programme is divided into three categories.
Each category is granted designated rights and product category exclusivity.

The marketing programme is limited to the host country and U.S. companies.
Olympic Sponsorship History

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Olympic Sponsorship History — continued

1988 Calgary/
1988 Seoul The IOC creates The Olympic Partners (TOP) worldwide sponsorship programme, in
coordination with the OCOGs in Seoul and Calgary, as well as 159 NOCs. TOP is based
on the 1984 Los Angeles model of product-category exclusivity. Prior to the
establishment of the TOP programme, fewer than 10 NOCs in the world had a source of
marketing revenue.

The OCOGs launch independent marketing programmes.

For the first time, the IOC requires the OCOG to form a joint marketing programme with the
host country NOC.

1992 Albertville/
1992 Barcelona TOP grows from nine to 12 partners in the programme’s second generation.

1994 Lillehammer Broadcast and marketing programmes generate more than US$500 million, breaking
almost every major marketing record for an Olympic Winter Games.

1996 Atlanta The Games are funded entirely via private sources.

2000 Sydney The OCOG develops the most financially successful domestic sponsorship programme to
date, generating more revenue (US$492 million) than the domestic sponsorship
programme of Atlanta 1996 in a host country marketplace 15 times smaller.

A new standard for brand protection through education, legislation and advertising
controls.

2002 Salt Lake The Olympic Properties of the United States (OPUS) sponsorship for 2002 breaks records
for both winter and summer Games.

The OPUS programme generates greater revenue (US$876 million) from fewer
partnerships (53) than each of the domestic sponsorship programmes for the Olympic
Games in Sydney 2000 and Atlanta 1996.

2004 Athens In the smallest country to host the Olympic Games to date, Athens 2004 achieved its
sponsorship revenue target two years before the Games and ultimately generated revenue
from national and torch relay sponsorship that was 50% higher than initial estimates.

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CHAPTER 4

O ly m p i c B r o a d c a s t i n g
This chapter provides facts and figures regarding Olympic television broadcasting. Presented here is information
on the IOC broadcast policy, global broadcast viewing statistics from recent history, broadcast revenue support for
the Olympic Movement, and broadcast rights fees from past Olympic Games and Olympic Winter Games.

Olympic Broadcast Overview

The IOC is the owner of the television rights to the Olympic Games and Olympic Winter Games. The IOC is
responsible for allocating Olympic television rights to broadcast networks throughout the world through the
negotiation of rights agreements. The IOC manages Olympic broadcast partnerships to ensure that the long-term
interests of the Olympic Movement are protected.

The fundamental IOC television broadcast policy as set forth in the Olympic Charter is to ensure maximum
presentation of the Olympic Games to the world:

“The IOC takes all necessary steps to ensure the fullest news coverage by the different media and the widest
possible audience in the world for the Olympic Games.”
— Rule 51, Olympic Charter: In force as from September 2004

Television rights to the Olympic Games are sold only to broadcasters that can guarantee the broadest free-to-air
coverage throughout their respective territories. The Olympic Games is one of the only remaining major events in
the world to maintain such a policy.

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Olympic Broadcast Partnership

The long-term Olympic broadcast marketing strategy launched in 1995 is designed to achieve the following
objectives:

To ensure the financial future of the Olympic Movement and the Olympic Games.

To secure financing for the Olympic Movement and future OCOGs, while avoiding fluctuations in the market.

To ensure that broadcast partners are experienced in providing the highest quality of Olympic programming so
that a strong image of the Olympic Games is upheld.

To allow broadcast partners to develop stronger Olympic associations and to strengthen each partner’s identity
as the Olympic broadcaster within its country or territory.

To forge stronger links between sponsors, broadcast partners and the Olympic Family that will promote an
agenda that supports the entire Olympic Movement with advertising and promotional programmes.

To strengthen the continuing legacy of broadcasting support from one Olympic Games to the next, allowing
future OCOGs to draw on an ever-deepening reservoir of support, experience and technology.

To establish partnerships that include profit-sharing arrangements and commitments to provide additional
Olympic programming to (1) ensure improved global coverage of the Olympic Games, (2) promote the ideals
of Olympism, and (3) heighten awareness of the work of the Olympic Movement throughout the world.

To allow the IOC to use Olympic broadcast revenue to further finance all members of the Olympic Family and
other aspects of the Olympic Movement, in addition to helping to finance the Olympic Games.

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Olympic Broadcast: Worldwide Coverage

The television broadcast of the Olympic Games and the Olympic Winter Games is the most significant factor in the
communication of the Olympic ideals worldwide. The primary broadcasting objective of the Olympic Movement is
to ensure that all television viewers have the opportunity to experience the Olympic Games. In pursuit of this
objective, coverage of the Olympic Games has continued throughout history to expand to more nations, territories
and markets throughout the world.

Olympic Games: Countries Broadcasting Olympic Winter Games: Countries Broadcasting

Olympic Games Number of Countries/ Olympic Winter Games Number of Countries/
Territories Broadcasting Territories Broadcasting

1936 Berlin 1
1956 Cortina 22
1948 London 1
1960 Squaw Valley 27
1952 Helsinki 2
1964 Innsbruck 30
1956 Melbourne 1
1968 Grenoble 32
1960 Rome 21
1972 Sapporo 41
1964 Tokyo 40
1976 Innsbruck 38
1968 Mexico City n/a
1980 Lake Placid 40
1972 Munich 98
1984 Sarajevo 100
1976 Montreal 124
1988 Calgary 64
1980 Moscow 111
1992 Albertville 86
1984 Los Angeles 156
1994 Lillehammer 120
1988 Seoul 160
1998 Nagano 160
1992 Barcelona 193
2002 Salt Lake City 160
1996 Atlanta 214
2000 Sydney 220
2004 Athens 220

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Olympic Broadcast: Global Viewership

Global Olympic broadcast audience and viewership figures continue to rise as the Olympic broadcast expands to
more nations and territories, as more viewers throughout the world gain access to television, and as the appeal of
Olympic Games programming continues to grow.

Olympic Games: Broadcast Viewing Levels

Olympic Games Broadcast Viewing Levels
Cumulative Audience *
1988 Seoul 10.4 billion
1992 Barcelona 16.6 billion
1996 Atlanta 19.6 billion
Total Viewer Hours **
2000 Sydney 36.1 billion
2004 Athens 34.4 billion

Olympic Winter Games: Broadcast Viewing Levels

Olympic Winter Games Broadcast Viewing Levels

Cumulative Audience *
1992 Albertville 8 billion
1994 Lillehammer 10.7 billion
1998 Nagano 10.7 billion
Total Viewer Hours **
2002 Salt Lake City 13.1 billion

Note on Broadcast Viewer Measurement:

In 2000, the IOC modified its approach to measuring the global viewership of the Olympic broadcast from cumulative
audience to Total Viewer Hours. This shift in methodology is designed to provide greater accuracy in determining the
appeal of Olympic television programming throughout the world. The charts above reflect this revised methodology.

* Cumulative audience is a statistic derived by determining the aggregate number of times each television viewer
around the world tuned in to Olympic Games television programming.

**Total Viewer Hours is a statistic that measures the number of hours of Olympic programming that have captured the
attention of the global television viewing audience during the period of the Olympic Games. Viewer Hours per
programme is measured by multiplying the duration of the programme by the number of viewers in the audience.
Total Viewer Hours for the Olympic Games and Olympic Winter Games is the sum of all Viewer Hours per programme.

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Olympic Broadcast Programming

Olympic broadcast programming is generated by the Olympic host broadcast organisation, which captures the
television and radio signal from each Olympic venue and delivers the signal to the Olympic broadcast partners to
air on networks throughout the world. With increased capability and technological sophistication, the host
broadcaster has greatly expanded its live feed of Olympic competition and ceremonial action in recent decades.

From the full range of available material, each Olympic broadcast partner may select the particular events that it
will include in its schedule of Olympic programming. Each Olympic broadcast partner has the opportunity to deliver
those events and images that it determines to be of greatest interest to the target audience in its home country or
territory. The events that are aired in the Olympic programming of one broadcast partner are not necessarily the
events that are aired by another broadcast partner.

Increased host broadcast coverage has afforded the Olympic broadcast partners greater programming
opportunities in more sports and enabled the broadcast partners to deliver more complete Olympic coverage to
their audiences around the world.

Olympic Games: Hours of Coverage from the Host Broadcaster

Olympic Games Host Broadcast Feed Hours

1988 Seoul 2,572

1992 Barcelona 2,800
1996 Atlanta 3,000
2000 Sydney 3,500
2004 Athens 3,800

Olympic Winter Games: Hours of Coverage from the Host Broadcaster

Olympic Games Host Broadcast Feed Hours

1992 Albertville 350

1994 Lillehammer 331
1998 Nagano 600
2002 Salt Lake City 900

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Olympic Broadcast Revenue Generation

The Olympic broadcast has provided the Olympic Movement with an unprecedented financial base and ensured the
future viability of the Olympic Games. Olympic broadcast partnership has been the single greatest source of
revenue for the Olympic Movement for more than three decades.

Increases in the Olympic broadcast revenue generated in recent decades have contributed greatly to the success
of the Olympic Games and ensured the future viability of the Olympic Movement. The global broadcast revenue
figure for the 2004 Olympic Games represents a fivefold increase from the 1984 Los Angeles broadcast revenue
two decades earlier. The global broadcast revenue figure for the 2002 Olympic Winter Games represents a
sevenfold increase from the 1984 Sarajevo broadcast revenue less than two decades earlier.

Broadcast Revenue History: Olympic Games Broadcast Revenue History: Olympic Winter Games

Olympic Games Broadcast Revenue Olympic Winter Games Broadcast Revenue

1960 Rome US$1,178,000 1960 Squaw Valley US$50,000

1964 Tokyo US$1,578,000 1964 Innsbruck US$937,000
1968 Mexico City US$9,750,000 1968 Grenoble US$2,613,000
1972 Munich US$17,792,000 1972 Sapporo US$8,475,000
1976 Montreal US$34,862,000 1976 Innsbruck US$11,627,000
1980 Moscow US$87,984,000 1980 Lake Placid US$20,726,000
1984 Los Angeles US$286,914,000 1984 Sarajevo US$102,682,000
1988 Seoul US$402,595,000 1988 Calgary US$324,897,000
1992 Barcelona US$636,060,000 1992 Albertville US$291,928,000
1996 Atlanta US$898,267,000 1994 Lillehammer US$352,911,000
2000 Sydney US$1,331,550,000 1998 Nagano US$513,485,000
2004 Athens * US$1,494,028,000 2002 Salt Lake * US$736,135,000

* Total broadcast revenue figures for these Games may vary due to exchange rate fluctuations.
Note: All figures above have been rounded to the nearest US$1,000.

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Broadcast Revenue: Contributions to the Olympic Movement

Olympic broadcast revenue is distributed throughout the Olympic Family, providing financial support to the OCOGs,
the NOCs, the IFs, and the IOC. The IOC distributes Olympic broadcast revenue according to the formula illustrated
here. This distribution plan is designed to ensure appropriate financial support throughout the Olympic Movement.

Olympic Broadcast Revenue Distribution

OCOGs
OLYMPIC
IOC/Olympic Solidarity/IFs
MOVEMENT

49%
51%

Olympic Broadcast Revenue Distribution: Prior to 2004

Olympic Broadcast Revenue Distribution

OCOG 49% of Olympic broadcast revenue is provided to the OCOG to support the staging of the Games.

Olympic 51% of Olympic broadcast is distributed throughout the Olympic Family to support the Olympic
Movement Movement worldwide. This revenue is shared among the NOCs, the IFs, and the IOC.

Note: Prior to the 2004 Olympic Games, the IOC distributed 60% of Olympic broadcast to the OCOG and 40%
to the NOCs, the IFs, and the IOC. The percentage shift that resulted in the distribution formula illustrated above
is designed to serve the worldwide development and progress of sport. Although the distribution formula
illustrated above reflects a percentage reduction in broadcast revenue provided to the OCOGs, the real value to
the OCOGs has continued to increase with rising broadcast rights fees.

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Olympic Broadcast Contributions to the OCOGs

The success of the Olympic broadcast in recent decades has ensured the viability of the Olympic Games and
Olympic Winter Games. IOC contributions of Olympic broadcast revenue are essential to the operations of the
OCOGs and the successful staging of Games. In recent years, broadcast revenue contributions from the IOC have
provided as much as 45% of an OCOG’s operating budget.

Olympic Games: Broadcast Contributions to the OCOGs

Olympic Games Broadcast Revenue to OCOG

1992 Barcelona US$441 million

1996 Atlanta US$546 million
2000 Sydney US$797 million
2004 Athens US$733 million

Olympic Winter Games: Broadcast Contributions to the OCOGs

Olympic Winter Games Broadcast Revenue to OCOG

1994 Lillehammer US$229 million

1998 Nagano US$308 million
2002 Salt Lake US$443 million

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Olympic Broadcast Contributions to the NOCs

The continued and increased success of the Olympic broadcast has enabled the IOC to provide significantly greater
support for the NOCs with each Olympic quadrennium. The IOC contributes Olympic broadcast revenue to Olympic
Solidarity, an IOC organisation that provides financial support to NOCs in need. The NOCs receive financial support
for the training and development of Olympic teams, Olympic athletes and Olympic hopefuls. Increased support in
recent years has enabled more nations throughout the world to develop Olympic programmes and Olympic teams.

Broadcast Revenue Contributions to NOCs

Olympic Quadrennium Broadcast Revenue via Olympic Solidarity

Albertville / Barcelona
1989 – 1992 US$51.6 million
Lillehammer / Atlanta
1993 – 1996 US$80.9 million
Nagano / Sydney
1997 – 2000 US$118.7 million
Salt Lake / Athens
2001 – 2004 US$209.5 million

Olympic Broadcast Contributions to the IFs

The IOC contributes Olympic broadcast revenue to the 28 IFs of Olympic summer sports and the 7 IFs of Olympic
winter sports to assist in the development of sport worldwide. The continued success of the Olympic broadcast
has enabled the IOC to deliver substantially increased financial support to the IFs with each successive Games. The
chart below identifies the financial contributions that IOC Olympic marketing programmes have made to the IFs in
recent years.

Broadcast Revenue Contributions to Summer IFs Broadcast Revenue Contributions to Winter IFs

Olympic Games Revenue to IFs Olympic Winter Games Revenue to IFs

1992 Barcelona US$37.6 million 1992 Albertville US$17 million

1996 Atlanta US$86.6 million 1994 Lillehammer US$20.3 million
2000 Sydney US$190 million 1998 Nagano US$49.4 million
2004 Athens n/a 2002 Salt Lake US$85.8 million

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Olympic Broadcasting History

Television broadcasting has been the most significant factor in the promotion of the Olympic ideals and the growth
of the Olympic Games worldwide. The following is a brief overview of key milestones and informative anecdotes
from the history of Olympic television broadcasting.

Olympic Broadcasting History

1936 Berlin The first Olympic Games to be televised, in and around Berlin only, with a total of 138
viewing hours and 162,000 viewers.

One of three cameras is capable of live coverage — only when the sun is shining.

1948 London The first Olympic Games to establish the principle of the broadcast rights fee.
BBC agrees to pay one thousand guineas (approximately US$3000). Concerned about
financial hardship to the BBC, the OCOG does not accept payment.

More than 500,000 viewers, most residing within a 50-mile radius of London, watch the 64
hours of Olympic programming.

1952 Helsinki The OCOG conducts broadcast rights negotiations for the first time.

1956 Melbourne The breakdown of negotiations prevents transmission of the Olympic broadcast to
important markets including the U.S.

1956 Cortina The Olympic Winter Games are broadcast live for the first time.
During the Opening Ceremony, the final Olympic torchbearer stumbles and falls over the
television cable placed on the ice surface of the stadium.

1958 Television rights issues are incorporated into the Olympic Charter with the introduction of
Article 49: “the rights shall be sold by the Organising Committee, with the approval of the
IOC, and the revenues distributed in accordance with its instructions”.

1960 Rome The Olympic Games are televised live for the first time to 18 European countries, and only
hours later in the United States, Canada and Japan.

1964 Tokyo For the first time, satellite broadcast coverage is used to relay images overseas.

1966 The IOC expands revenue sharing to include NOCs and IFs for the first time.

1968 Mexico City The Olympic Games are broadcast live in colour for the first time.

Slow-motion footage is available live.

1972 Sapporo Japanese network NHK provides the television feed for broadcasters to choose the
coverage they want — the model for today’s host broadcast organisation.

1984 Los Angeles Television and radio rights acquired by 156 nations.
More than 2.5 billion people view the Olympic Games.

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Olympic Broadcasting History – continued

1992 Albertville
1992 Barcelona For the first time in Olympic broadcast history, a multi-tier television structure is operated
in several countries.

The main national broadcaster sub-licenses coverage of additional events to other cable
and satellite broadcasters, expanding the total sports coverage.

Surveys of the U.S., the U.K. and Spain show an average of seven out of ten people tune
in to Albertville, and more than nine out of ten tune in to Barcelona.

1994 Lillehammer Broadcast and marketing programmes generate more than US$500 million, breaking
almost every major Olympic Winter Games marketing record.

More than 120 countries and territories view television coverage of the Games, compared
to the 86 countries that broadcast 1992 Albertville.

For the first time, the Winter Games are broadcast on the African continent, via M-Net and
ART satellites.

1996 Atlanta The Games are funded entirely via private sources, including broadcast rights.

The IOC underwrites the cost of the transmissions to Africa.

The broadcast reaches a record 214 countries.

1998 Nagano Television coverage of the Games is provided to 180 countries and territories, compared
to 120 countries for 1994 Lillehammer.

The Olympic Winter Games are broadcast live in Australia for the first time.

Olympic broadcasting firsts include video-on-demand and 3-D high-definition.

2000 Sydney Olympic broadcast reaches 3.7 billion viewers in 220 countries.

The IOC introduces Total Viewer Hours (TVH), a new method of measuring the Olympic
television audience levels.

The Games broadcast generates 36.1 billion Television Viewer Hours.

The IOC and broadcast partners work to provide satellite coverage to East Timor.

2002 Salt Lake 2.1 billion viewers in 160 countries consume more than 13 billion TVH.

For the first time, the host broadcaster covers all Winter events live.

For the first time, 100 million viewers in India receive free-to-air coverage.

2004 Athens More than 300 television channels provide a total of 35,000 hours of dedicated coverage,
and 3.9 billion viewers in 220 countries and territories each watched an average of more
than 12 hours of coverage.

For the first time, the Olympic Games are broadcast live in Azerbaijan.

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Broadcast Rights Fees History: Olympic Games

Americ as
Olympic Games Broadcaster Rights Fee
United States
1976 Montreal ABC US$25.0 million
1980 Moscow NBC US$72.3 million
1984 Los Angeles ABC US$225.6 million
1988 Seoul NBC US$300.0 million
1992 Barcelona NBC US$401.0 million
1996 Atlanta NBC US$456.0 million
2000 Sydney NBC US$705.0 million
2004 Athens NBC US$793.5 million
Canada
1992 Barcelona CTV US$16.5 million
1996 Atlanta CBC US$20.75 million
2000 Sydney CBC US$28.0 million
2004 Athens CBC US$37.0 million
Central/South America
1992 Barcelona OTI* US$3.55 million
1996 Atlanta OTI US$5.5 million
2000 Sydney OTI US$12.0 million
2004 Athens OTI US$18.0 million
Caribbean
1996 Atlanta CBU** US$190,000
2000 Sydney CBU US$200,000
2004 Athens CBU US$500,000
Puerto Rico
2000 Sydney Teleonce US$1 million

* OTI = Organización de la Televisión Iberoamericana

** CBU = Caribbean Broadcasting Union

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Asia
Olympic Games Broadcaster Rights Fee
Asia
1992 Barcelona ABU* US$2.2 million
1996 Atlanta ABU US$5.0 million
2000 Sydney ABU US$12.0 million
2004 Athens ABU US$15.1 million
Japan
1984 Los Angeles Japan Pool US$19.0 million
1988 Seoul Japan Pool US$50.0 million
1992 Barcelona Japan Pool US$62.5 million
1996 Atlanta Japan Pool US$99.5 million
2000 Sydney Japan Pool US$135.0 million
2004 Athens Japan Pool US$155.0 million
Arab States
1992 Barcelona ASBU** US$550,000
1996 Atlanta ASBU US$3.75 million
2000 Sydney ASBU US$4.5 million
2004 Athens ASBU US$5.5 million
Korea
1984 Los Angeles Korea Pool US$2.0 million
1988 Seoul KBS US$2.85 million
1992 Barcelona Korea Pool US$7.5 million
1996 Atlanta Korea Pool US$9.75 million
2000 Sydney Korea Pool US$13.75 million
2004 Athens Korea Pool US$15.5 million

*ABU = Asia-Pacific Broadcasting Union

** ASBU = Arab States Broadcasting Union

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Europe
Olympic Games Broadcaster Rights Fee
Europe
1960 Rome EBU* US$700,000
1964 Tokyo EBU n/a
1968 Mexico City EBU US$1 million
1972 Munich EBU US$2 million
1976 Montreal EBU US$6.6 million
1980 Moscow EBU US$7.1 million
1984 Los Angeles EBU US$22 million
1988 Seoul EBU US$30.2 million
1992 Barcelona EBU US$94.5 million
1996 Atlanta EBU US$247.5 million
2000 Sydney EBU US$350 million
2004 Athens EBU US$394 million

* EBU = European Broadcasting Union

Oceania
Olympic Games Broadcaster Rights Fee
Australia
1984 Los Angeles Channel 10 US$10.6 million
1988 Seoul Channel 10 US$7.4 million
1992 Barcelona TV Olympics US$34 million
1996 Atlanta Channel 7 US$30 million
2000 Sydney Channel 7 US$45 million
2004 Athens Channel 7 US$50.5 million
New Zealand
1992 Barcelona TVNZ US$5.9 million
1996 Atlanta TVNZ US$5 million
2000 Sydney TVNZ US$10 million
2004 Athens TVNZ US$3.5 million

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Broadcast Rights Fees History: Olympic Winter Games

Americ as
Olympic Winter Games Broadcaster Rights Fee
United States
1976 Innsbruck ABC US$10.0 million
1980 Lake Placid ABC US$15.5 million
1984 Sarajevo ABC US$91.55 million
1988 Calgary ABC US$309.0 million
1992 Albertville CBS US$243.0 million
1994 Lillehammer CBS US$295.0 million
1998 Nagano CBS US$375.0 million
2002 Salt Lake City NBC US$545.0 million
Canada
1984 Sarajevo CBC/CTV US$1.8 million
1988 Calgary CBC/CTV US$3.4 million
1992 Albertville CBC US$10.1 million
1994 Lillehammer CTV US$12.0 million
1998 Nagano CBC US$16.0 million
2002 Salt Lake City CBC US$22.0 million
Central/South America
1980 Lake Placid Televisa US$100,000
1984 Sarajevo Televisa US$250,000
1988 Calgary selected countries US$310,000
1992 Albertville selected countries US$459,000
1994 Lillehammer selected countries US$501,000
1998 Nagano OTI US$985,000
2002 Salt Lake City OTI US$1.25 million
Caribbean
1984 Sarajevo Bermuda US$6,750
1988 Calgary no broadcast
1992 Albertville Trinidad & Tobago US$5,000
1994 Lillehammer selected countries US$13,500
1998 Nagano Jamaica CVM US$12,000
2002 Salt Lake City Jamaica CVM US$15,000

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Asia
Olympic Winter Games Broadcaster Rights Fee
Asia
1984 Sarajevo HK-TVB US$20,000
1988 Calgary ABU US$278,000
1992 Albertville ABU US$471,000
1994 Lillehammer ABU US$515,000
1998 Nagano ABU US$540,000
2002 Salt Lake City ABU US$150,000
Japan
1980 Lake Placid NHK US$1.05 million
1984 Sarajevo NHK US$2.50 million
1988 Calgary NHK US$3.90 million
1992 Albertville Japan Pool US$9.0 million
1994 Lillehammer Japan Pool US$12.7 million
1998 Nagano Japan Pool US$37.5 million
2002 Salt Lake City Japan Pool US$37.0 million
Korea
1984 Sarajevo KBS US$180,000
1988 Calgary no broadcast
1992 Albertville no broadcast
1994 Lillehammer no broadcast
1998 Nagano KBS US$50,000
2002 Salt Lake City Korea Pool US$750,000

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Europe
Olympic Winter Games Broadcaster Rights Fee
Europe
1964 Innsbruck EBU US$300,000
1968 Grenoble EBU US$500,000
1972 Sapporo EBU US$1.40 million
1976 Innsbruck EBU US$1.20 million
1980 Lake Placid EBU US$3.855 million
1984 Sarajevo EBU US$5.6 million
1988 Calgary EBU US$6.9 million
1992 Albertville EBU US$20.3 million
1994 Lillehammer EBU US$26.3 million
1998 Nagano EBU US$72.0 million
2002 Salt Lake City EBU US$120.0 million

Oceania
Olympic Winter Games Broadcaster Rights Fee
Australia
1980 Lake Placid ATRANSA US$60,000
1984 Sarajevo Channel 7 US$750,000
1988 Calgary Channel 9 US$1.14 million
1992 Albertville Channel 9 US$8.5 million
1994 Lillehammer Channel 9 US$5.0 million
1998 Nagano Channel 7 US$6.0 million
2002 Salt Lake City Channel 7 US$11.75 million
New Zealand
1984 Sarajevo BCNZ US$25,000
1988 Calgary no broadcast
1992 Albertville TVNZ US$135,000
1994 Lillehammer TVNZ US$500,000
1998 Nagano TVNZ US$600,000
2002 Salt Lake City TVNZ US$600,000

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CHAPTER 5

O ly m p i c G a m e s T i c k e t i n g

Olympic Games Ticketing Overview

The Olympic Games ticketing programme is managed by the OCOG, with the approval of the IOC Executive Board.
The primary goal of Olympic Games ticketing programmes is to enable as many people as possible to experience
Olympic Games ceremonies and competitions. The secondary goal of Olympic Games ticketing programmes is to
generate necessary financial revenue to support the staging of the Olympic Games.

The OCOGs and the IOC work to ensure the availability of tickets priced to accommodate the wide-ranging economic
circumstances of the public, to establish ticket prices in accordance with the domestic market prices for major
sporting events, and to ensure the transparency of the ticketing programme.

The OCOGs retain 95% of the revenue generated from Olympic ticketing programmes to support the staging of the
Games. The remaining 5% is delivered as a royalty to the IOC to support the operations of the Olympic Movement.

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Olympic Games Ticket Sales

Olympic Games and Olympic Winter Games ticketing programmes have been highly successful. In recent years,
Olympic ticketing programmes have demonstrated the popularity of the Olympic Games in domestic host-country
markets and around the world.

Olympic ticketing programmes seek to ensure that the public has the opportunity to attend Olympic Games events
by providing tickets at fair market prices and by offering tickets that all socio-economic groups can afford to
purchase.

Olympic ticketing programmes continue to generate substantial revenue to support the staging of the Games. The
charts below present an overview of recent Olympic Games and Olympic Winter Games ticketing programmes.

Olympic Games Ticketing Programmes

Olympic Games Tickets Available Tickets Sold % of Tickets Sold Revenue to OCOG

1984 Los Angeles 6.9 million 5.7 million 82.6% US$156 million
1988 Seoul 4.4 million 3.3 million 75% US$36 million
1992 Barcelona 3.9 million 3.021 million 80% US$79 million
1996 Atlanta 11 million 8.318 million 82.3% US$425 million
2000 Sydney 7.6 million 6.7 million 88% US$551 million
2004 Athens 5.3 million 3.8 million 72% US$228 million

Olympic Winter Games Ticketing Programmes

Olympic Winter Games Tickets Available Tickets Sold % of Tickets Sold Revenue to OCOG

1988 Calgary 1.9 million 1.6 million 78% US$32 million

1992 Albertville 1.2 million 900,000 75% US$32 million
1994 Lillehammer 1.3 million 1.207 million 87.2% US$26 million
1998 Nagano 1.434 million 1.275 million 89.4% US$74 million
2002 Salt Lake 1.605 million 1.525 million 95% US$183 million

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CHAPTER 6

O ly m p i c L i c e n s i n g

Olympic Licensing Overview

Olympic Movement organisations develop programmes to create Olympic Games-related products, merchandise
and souvenirs for consumers through licensing agreements that grant the use of Olympic marks, imagery or themes
to third party companies that market and manufacture the products. Licensed products generally commemorate
the Olympic Games or a particular Olympic team. Olympic Games licensing includes the numismatic and philatelic
programmes that create Olympic Games commemorative coins and stamps, two longstanding traditions within the
Olympic Movement.

The licensee pays a royalty to the Olympic Movement organisation for the right to use Olympic marks, imagery or
themes. The standard percentage royalty paid by the licensee is between 10 and 15 percent of the product sales
revenue.

The Olympic Movement works to ensure that licensing programmes provide consumers with high-quality
merchandise that suitably reflects the Olympic Image and the Olympic Movement, and properly commemorates the
Olympic Games and Olympic teams.

The Olympic Movement also works to ensure the authenticity and quality of Olympic Games merchandise through
a comprehensive programme of trademark legislation, education, monitoring, and enforcement. These efforts
protect consumers from unauthorised or counterfeit goods, protect official Olympic licensees from rights
infringements, and protect the Olympic brand/Image from the potential negative impact of low-quality unauthorised
merchandise.

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Olympic Games Licensing Programmes

Olympic Games licensing programmes are managed by the OCOGs under the direction of the IOC. Licensing
programmes are brand driven, designed to promote the Olympic Image and convey the culture of the host region
within a controlled commercial environment. The charts below present an overview of recent licensing programmes
and the revenue generated to support the Olympic Games and Olympic Winter Games.

Olympic Games Licensing Facts and Figures

Olympic Games Licensees Revenue to OCOG

1988 Seoul 62 US$18.8 million
1992 Barcelona 61 US$17.2 million
1996 Atlanta 125 US$91 million
2000 Sydney 100 US$52 million
2004 Athens 23 US$61.5 million

Olympic Winter Games Licensing Facts and Figures

Olympic Winter Games Licensees Revenue to OCOG
1994 Lillehammer 36 US$24 million
1998 Nagano 190 US$14 million
2002 Salt Lake 70 US$25 million

Olympic Numismatic Programmes

For decades, Olympic numismatic programmes have provided financial support to the Olympic Games and Olympic
teams. A government that issues legal tender promises to redeem to the bearer the face value of the coin. The
seigniorage (i.e., the difference between the coin’s retail value and the production cost) remains as a profit to the
issuing government. Governments that issue Olympic coins have often contributed some or all of the seigniorage
to the cost of staging the Olympic Games or developing the nation’s Olympic team.

Olympic Numismatic Programmes: Basic Facts

Olympic coins date back to 425 BC, when tetra drachmas were struck by the competition victors to
commemorate success in the Ancient Olympic Games.

Olympic coins were first struck in modern times to commemorate the 1952 Helsinki Olympic Games. Issued
at face value, legal-tender Olympic coins provided a means of raising funds without resorting to increased
government taxation.

Since 1951 more than 350 million Olympic coins have been sold, raising more than US$1.1 billion for the
issuing authorities and the Olympic Family.

Olympic coin programmes throughout modern times have provided an estimated US$650 million for the
OCOGs, US$20 million for the NOCs, and US$10 million for the IOC.

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Olympic Philatelic Programmes

Since the first modern Olympic Games in 1896, Olympic philatelic programmes have raised awareness of the
Olympic Games throughout the world, heightened interest in the history of the Olympic Movement, and generated
revenue for the Olympic Games and Olympic teams.

Olympic Philatelic Programmes: Basic Facts

The partnership between the Olympic Games and philately, the collection and study of stamps, dates back to
the first modern Olympic Games in 1896.
More than 50 million Olympic stamp series have been issued by countries since the first modern
Olympic Games.
Since 1920, OCOGs have received revenue from philately and postal services either through a surcharge on
stamps or through a gross sum on the sale of stamps.
Olympic philatelic brochures are distributed by a series of agents throughout the world. By 2000, agents
covered the globe, making Olympic stamps and brochures readily available.

Olympic Licensing, Numismatic and Philatelic History

1896 Athens A Greek philatelist proposes the issue of commemorative Olympic stamps.

Olympic philatelic revenue helps to finance the building of Olympic venues including the rifle
range in Kallathea and the cycle track in New Phaliron.

A series of 12 stamps is issued on the inaugural day of the first modern Games.

1912 Stockholm Approximately ten Swedish companies purchase sole-rights to take photographs and sell
memorabilia of the Games.

1928 Amsterdam The OCOG covers 1.5% of expenditures with philatelic programme revenue.

Portugal issues stamps to finance its Olympic team’s participation in the Amsterdam
Games. The stamp is obligatory in Portugal for three days.

1932 Lake Placid The OCOG solicits business organisations and retail stores to provide free merchandising
and advertising tie-ins.

1952 Helsinki Olympic coins are first struck in modern times to commemorate the 1952 Helsinki Olympic
Games. Issued at face value, legal-tender Olympic coins provide a means of raising funds
without resorting to increased government taxation.

1972 Munich An advertising agency acts as the Olympic licensing agent for the first time.
Rights to use the official Olympic Games emblem are sold.
Several types of licensing and advertising agreements are available.
The image of the first official Olympic Games mascot, “Waldi,” is licensed.

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1992 137 countries issue 1,230,000 stamp series bearing the Olympic rings.
The IOC introduces an Olympic coin programme to celebrate the Centennial of the founding
of the IOC and the first modern Olympic Games in 1896. This international coin programme,
managed by the IOC and using the combined resources of mints from five nations, comes to
a close in December 1996. Worldwide sales of US$48 million from 90,000 gold and 500,000
silver coins make this the most successful Olympic coin programme to date.

1994 Lillehammer Broadcast and marketing programmes generate more than US$500 million, breaking almost
every major Olympic Winter Games marketing record.

The licensing programme results in three times the forecast revenue and sets new standards
of organisation and quality for future OCOGs.

1994 Four albums of stamps commemorate the Olympic Movement centennial.

1996 More than 150 countries issue a total of 15 million Olympic stamps.

1998 Nagano Three albums of Olympic stamps commemorate the Games.

2000 Sydney Merchandise is coded with the DNA of renowned Olympic athletes to ensure product
authenticity.

On-line retailing is available for the first time.

The concept of the Olympic Store is implemented for the first time, including the Olympic
Superstore in Sydney Olympic Park.

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APPENDIX

Fundamental Principles of Olympism

Modern Olympism was conceived by Pierre de Coubertin, on whose initiative the International Athletic Congress of
Paris was held in June 1894. The International Olympic Committee (IOC) constituted itself on 23 June 1894.

The Olympic Charter is the codification of the Fundamental Principles, Rules and Bye-laws adopted by the IOC. It
governs the organisation and operation of the Olympic Movement and stipulates the conditions for the celebration
of the Olympic Games. The following are Fundamental Principles of the Olympic Movement, as stated in the Olympic
Charter, in force as from 1 September 2004:

Olympism is a philosophy of life, exalting and combining in a balanced whole the qualities of body, will and
mind. Blending sport with culture and education, Olympism seeks to create a way of life based on the joy found
in effort, the educational value of good example and respect for universal fundamental ethical principles.

The goal of Olympism is to place everywhere sport at the service of the harmonious development of man, with
a view to encouraging the establishment of a peaceful society concerned with the preservation of human
dignity.

The Olympic Movement is the concerted, organised, universal permanent action, carried out under the
supreme authority of the IOC, or all individuals and entities who are inspired by the values of Olympism. It
covers the five continents. It reaches its peak with the bringing together of the world’s athletes at the great
sport festival, the Olympic Games. Its symbol is five interlaced rings.

The practise of sport is a human right. Every individual must have the possibility of practising sport, without
discrimination of any kind and in the Olympic spirit, which requires mutual understanding with a spirit of
friendship, solidarity and fair play. The organisation, administration and management of sport must be
controlled by independent sports organisations.

Any form of discrimination with regard to a country or person on grounds of race, religion, politics, gender or
otherwise in incompatible with belonging to the Olympic Movement.

Belonging to the Olympic Movement requires compliance with the Olympic Charter and recognition by the IOC.

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The Olympic Movement and Commercialism

Olympic marketing programmes have contributed significantly to the growth of the Olympic Movement, the Olympic
Games, and sport worldwide. Because of this growth, marketing programmes will remain essential to the future
viability of the Olympic Movement and the Olympic Games.

The IOC, in accordance with the Olympic Charter, continues to ensure the priority of sport in a commercial
environment. The IOC maintains the following policy objectives with regard to the commercial initiatives related to
the Olympic Movement and the Olympic Games:

To ensure that no advertising or other commercial message in or near the Olympic venues is visible to the
Olympic Games venue spectators or to the Olympic Games broadcast audience. No advertising or commercial
messages are permitted in the Olympic stadia, on the person of venue spectators, or on the uniforms of the
Olympic athletes, coaches, officials, or judges.

To ensure a clean telecast by all Olympic Games broadcasters. Images of Olympic events are not allowed to
be broadcast with any kind of commercial association.

To control sponsorship programmes and the number of major corporate sponsorships. The IOC constructs and
manages programmes in which only a small number corporations participate. The TOP VI worldwide
sponsorship programme today has eleven Partners, each with global category exclusivity. OCOG programmes
are also designed to maximise support for the Games through the minimum number of partnerships.

To control sponsorship programmes to ensure that partnerships are compatible with the Olympic ideals. The
IOC does not accept commercial associations with tobacco products, alcoholic beverages (other than beer
and wine), or other products that may conflict with or be considered inappropriate to the mission of the IOC
or to the spirit of Olympism.

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The IOC Executive Board *

The Executive Board, founded in 1921, consists of the IOC President, four Vice-Presidents and ten other members.
All the members of the Executive Board are elected by the Session, by secret ballot, by a majority of votes cast,
for a four-year term. Among many responsibilities, the IOC Executive Board oversees and approves the marketing
policy developed and proposed by the IOC Marketing Commission at the IOC Session.

President
Jacques Rogge Belgium

Vice Presidents
Vitaly Smirnov Russian Federation
James L. Easton United States of America
Gunilla Lindberg Sweden

Members
Denis Oswald Switzerland
Mario Vázquez Raña Mexico
Ottavio Cinquanta Italy
Sergey Bubka Ukraine
Lambis V. Nikolaou Greece
Toni Khoury Lebanon
Gerhard Heiberg Norway
Alpha Ibrahim Diallo Guinea
Zaiging Yu China
Richard L. Carrión Puerto Rico

* As of 15 July 2005

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IOC Marketing Commission *

The IOC Marketing Commission was established as the IOC New Sources of Financing Commission in 1983 to
ensure the financial stability of the Olympic Movement. The New Sources of Financing Commission became the IOC
Marketing Commission in 1997.

IOC Marketing Commission: Mission

Olympic marketing should help perpetuate the work of the Olympic Movement, by providing resources, programmes
and financial support. All programmes and actions of a partner should be designed to enhance and protect the
Olympic image and Olympic values.

IOC Marketing Commission: Mandate

To review and study possible sources of financing and revenue for the International Olympic Committee (IOC)
and the Olympic Movement, whilst ensuring that control of sport rests with sports authorities.

To make recommendations to the IOC Executive Board regarding marketing and related programmes.

To monitor the implementation of the IOC’s marketing and related programmes, and report thereon to the IOC
Executive Board.

To seek means of maximising the potential benefits to the Olympic Movement available through association
with marketing partners.

Chairman
Gerhard Heiberg Norway

Members

Thomas Bach Germany Lambis V. Nikolaou Greece

Richard L. Carrión Puerto Rico Carlos Arthur Nuzman Brazil
Ottavio Cinquanta Italy Yong Sung Park Korea
Robert Ctvrtlik United States of America Richard W. Pound Canada
James L. Easton United States of America Craig Reedie Great Britain
René Fasel Switzerland Francesco Ricci Bitti Italy
Patrick Joseph Hickey Ireland Juan Antonio Samaranch Jr. Spain
Mustapha Larfaoui Algeria Adne Sondral Norway
Samih Moudallal Syrian Arab Republic Olegario Vázquez Raña Mexico
Nawal El Moutawakel Morocco Hein Verbruggen Netherlands

* As of 15 July 2005

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TV Rights and New Media Commission *

Mission

The TV Rights and New Media Commission is responsible for preparing and implementing the overall IOC strategy
for future broadcast rights negotiations.

To this end, the Commission collects marketing intelligence and consults with experts, determines the rights and
benefits packages to be sold, and organises the tender and negotiation process. The Commission also deals with
issues pertaining to the current broadcast rights agreements. The IOC has signed long-term broadcast agreements
for the Olympic Games in all major markets, up to 2008.

Chairman
Jacques Rogge Belgium

Members
Thomas Bach Germany
Richard L. Carrión Puerto Rico
Ottavio Cinquanta Italy
John D Coates Australia
Gerhard Heiberg Norway

* As of 15 July 2005

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 IOC Television & Marketing Services SA

IOC Television and Marketing Services SA was established by the IOC in 2005 following the acquisition of its
exclusive marketing agency, Meridian Management SA, and the centralisation of Olympic broadcasting and
marketing responsibilities. Led by Managing Director Timo Lumme, IOC Television and Marketing Services is a
wholly owned company of the IOC.

Gerhard Heiberg
Chairman, IOC Marketing Commission

Timo Lumme
Managing Director, IOC Television & Marketing Services

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2008 Beijing: BOCOG Basic Facts

The Beijing Organising Committee for the Games of the XXIX Olympiad (BOCOG) is responsible for the staging of
the 2008 Olympic Games and for the management of the domestic marketing programmes that support the 2008
Olympic Games.

Election 2008 Host City: 13 July 2001

112th Session of the IOC
Moscow, Russia

IOC Ratification of
Marketing Plan: 1 July 2003
Prague, Czech Republic

Launch of Marketing
Programme: 1 September 2003
Beijing, China

2008 Beijing Management: Beijing Organising Committee for the Games of the XXIX Olympiad

BOCOG Postal Address: BOCOG

24 Dongsi Shitiao Street
Beijing 100007
China

Headquarters Telephone: + 86 10 652 82 009

Headquarters Fax: + 86 10 652 82 008

Official 2008 Beijing Web Site: www.beijing-olympic.org.cn

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2010 Vancouver: VANOC Basic Facts

The Vancouver Organising Committee for the 2010 Olympic Winter Games (VANOC) is responsible for the staging
of the 2010 Olympic Games and for the management of the domestic marketing programmes that support the
2010 Olympic Winter Games.

Election 2010 Host City: 2 July 2003

115th Session of the IOC
Prague, Czech Republic

IOC Ratification of
Marketing Plan: 22 February 2005

2010 Vancouver Management: Vancouver Organising Committee for the 2010 Olympic Winter Games

VANOC Postal Address: Vancouver 2010

Suite 400 - 1095 West Pender Street
Vancouver, BC Canada V6E 2M6

Headquarters Telephone: + 1 778 328 2010

Headquarters Fax: + 1 778 328 2011

2010 Vancouver Web Site: www.vancouver2010.com

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C o n ta c t s
INTERNATIONAL OLYMPIC COMMITTEE – www.olympic.org

IOC Television & Marketing Services

Switzerland Office United States Office
Case Postale 270 3500 Lenox Road, NE, Suite 1710
1274 Signy 2 Atlanta, GA 30326
Switzerland USA
Tel: + 41 22 365 4747 Tel: +1 404 816 7979
Fax: + 41 22 365 4748 Fax: +1 404 816 7020

Karen Webb
Head of Image and Marketing Communications

Scott Crebbin
Director, Image and Communication

IOC Communications Department

Château de Vidy
CH-1007 Lausanne Giselle Davies
Switzerland Director, IOC Communications
Tel: +41 21 621 6111
Fax: +41 21 621 6216 Emmanuelle Moreau
www.olympic.org IOC Communications

IOC Information Management Department

Château de Vidy
CH-1007 Lausanne Philippe Blanchard
Switzerland Director, IOC Information Management Department
Tel: +41 21 621 6111
Fax: +41 21 621 6216 Robert Jaquier
www.olympic.org Project Officer, IOC Information Management Department
Olympic Television Archive Bureau (OTAB)

Blaise Chardonnens
Head of Images Services, IOC Information Management Department
Olympic Photographic Archive Bureau (OPAB)

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TORINO 2006
Torino Organising Committee for the 2006 Olympic Winter Games (TOROC)
Corso Novara 96
10152 Torino
Italy
Tel: +39 011 11 20 06
Fax: +39 011 11 22 22
Web: www.torino2006.com

Nevio Devidé
Marketing and Sponsorship, Managing Director

Giuseppe Gattino
Media Relations, Managing Director

Stefano Coscia
Marketing Communications, Manager

BEIJING 2008
Beijing Organising Committee for the 2008 Olympic Games (BOCOG)
24 Dongsishitiao
Dongcheng District
100007, Beijing
China
Tel: +86 (10) 84 02 2008
Fax: +86 (10) 64 00 5507
Web: www.beijing2008.com

Ms. Yuan Bin

Director of Marketing

Mr. Shao Zhiwei

Deputy Director, Media Relations

Mr. Kevin Wang

Division Chief, Marketing Communications

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VANCOUVER 2010
Vancouver Organising Committee for the 2010 Olympic Winter Games
Vancouver 2010
Suite 400 - 1095 West Pender Street
Vancouver, BC V6E 2M6
Canada
Tel: + 1 778 328 2010
Fax: + 1 778 328 2011
Web: www.vancouver2010.com

David Cobb
Senior Vice President, Revenue, Marketing and Communications

Renee Smith-Valade
Vice President, Communications

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OLYMPIC TELEVISION ARCHIVE BUREAU (OTAB)

Olympic Television Archive Bureau
The Studio
Hogarth Business Park
Burlington Lane, London
W4 2TH,
United Kingdom

Philippa Moore
OTAB Sales Manager
Tel: +44 (0)208 233 5353
Fax: +44 (0)208 233 5354
Email: pmoore@otab.com

OLYMPIC PHOTOGRAPHIC ARCHIVE BUREAU (OPAB)

Getty Images
3 Greenlea Park, Prince George’s Rd.
London SW19 2JD
UK

Lee Martin
Vice President, News and Sport
Tel: + 44 208 685 1010
Fax: + 44 208 648 5240

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T O P V I PA RT N E R S
Coca-Cola
The Coca-Cola Company
One Coca-Cola Plaza
Atlanta, GA 30301
USA

Mr Peter Franklin
Director, Global Sports Partnerships
Tel: +1 404 676 6334
Fax: +1 404 598 6334

Atos Origin
Atos Origin Tour Les Miroirs C
Avada. Diagonal 210-218 18, avenue d’Alsace
08018 Barcelona 92926 Paris La Défense Cedex
Spain France

Mr. Patrick Adiba Ms. Christine Hirzel

Vice President Olympics & Major Events Director, Major Events Marketing-Communication
Tel: + 34 93 242 3722 Tel: +33 1 55 91 24 68

GE
GE
30 Rockefeller Plaza
New York, NY 10112
USA

Mr Mark Lewis
Vice President, GE Olympic Sponsorship
Tel: +1 212 664 4309
Fax: +1 212 664 5299

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Kodak
Eastman Kodak Company
3003 Summit Blvd
Suite 1100
Atlanta, GA 30319
USA

Mr Gregory Walker
Director & Divisional Vice President, Presence and Alliance Marketing
Tel: +1 770 522 2816
Fax: +1 770 522 2888

Lenovo
Lenovo Group Lenovo International
No. 6, Chuang Ye Road 3039 Cornwallis Road
Haidian District Research Triangle Park, NC 27709
Beijing, 100085 USA
China

Mr Leon Xie Mr Philippe Davy

Corporate Marketing Department Tel: +1 866 458-4465
Tel: +86 10 588 65662
Fax: +86 10 588 66630

Manulife
Manulife Financial
John Hancock Place
P.O. Box 111
Boston, MA 02117
USA

Mr Robert Friedman
General Director
Tel: +1 617 572 4997
Fax: +1 617 572 6639

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McDonald’s
McDonald’s Corporation
McDonald’s Plaza
Oak Brook, IL 60521
USA

Ms. Lisa Howard

Director, Corporate Communications
Tel: +1 630 623 5044

Omega
Swatch Group Ltd.
Seervorstadt 6, P.O. Box
2501 Biel
Switzerland

Mr Bruno Grande
Mr. Bruno Grande
Head of Sports Marketing and Partnerships
Phone + 41 32 343 6811
Fax + 41 32 343 6911

Panasonic
Matsushita Electrical Industrial Co. Ltd.
OBP Panasonic Tower 33F
1-61, Shiromi 2-chome
Chuo-ku
Osaka 540-6255
Japan

Mr Masa Fukata
Leader, Sports Marketing Office
Tel: + 81 6 6937 7594
Fax: + 81 6 6949 2366

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 Samsung
Samsung Electronics Co., Ltd.
22nd fl. Samsung Main Bldg.
250, 2-Ka, Taepyung-Ro, Chung-Ku
Seoul, Korea 100-742

Mr Y. T. Cha
Manager, Sports Marketing, Corporate Communications Team
Tel: + 82 (2) 727 7688
Fax: + 82 (2) 727 7826

Visa International
Visa International
900 Metro Centre Blvd – M1-10F
Foster City, CA 94404
USA

Mr Scot Smythe
Vice President, International Event Marketing
Tel: +1 415 432 2114
Fax: +1 415 432 4629

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