International

Olympic
Committee

OLYMPIC
Updated
February 2024

MARKETING
FACT FILE
2024 EDITION
Contents Introduction Olympic Marketing Fact File 2024 Edition 2

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.

In this document, the IOC has endeavoured to present a clear,

simplified overview of Olympic Movement revenue generation
and distribution. Nevertheless, revenue comparisons between
Olympic marketing programmes must be carefully considered
because marketing programmes evolve over the course of each
Olympiad, and each marketing programme is subject to different
contractual terms and distribution principles.

Please note that commercial agreements reached with the IOC

may be paid in different currencies depending on the nature of
the agreement and the location of the parties. For the purposes
of the Marketing Fact File, in order to provide comparisons across
agreements/locations, exchange rates have been converted where
possible to a single currency, United States Dollars, based on the
exchange rate at the time of the agreement.

N.B. The financial figures contained in this document are provided

for general information purposes, are estimates 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. For the formal
accounting reports of the IOC, please visit www.olympics.com/ioc/
documents/International-olympic-committee/ioc-annual-report

The financial reports and statements of OCOGs may differ from this
document due to different accounting principles and policies, such
as those related to goods and services, that have been adopted.
The goods and services (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, including donations, provided to the OCOGs, the National
Olympic Committees (NOCs), the International Federations of
Olympic sports (IFs), or other governing bodies.

This edition of the Olympic Marketing Fact File contains the most
complete information available as of 1 February 2024.

Further information on the marketing programmes of each Olympic

Games are available in the IOC’s Marketing Reports (available on
www.olympics.com/ioc/documents/
international-olympic-committee/
ioc-marketing-and-broadcasting).

Introduction
 Contents Contents Olympic Marketing Fact File 2024 Edition 3

CHAPTER 1 CHAPTER 4
OLYMPIC MARKETING OVERVIEW OLYMPIC GAMES TICKETING

5 Fundamental Objectives of Olympic Marketing 26 Olympic Games Ticketing Overview

7 Olympic Marketing Revenue Generation 27 Olympic Games Ticket Sales
7 IOC Revenue Distribution
7 IOC Contribution to Support the Olympic Games CHAPTER 5
8 Olympic Marketing Contributions to the NOCs OLYMPIC LICENSING
8 IOC Contributions to the International Federations
29 The IOC Global Licensing Strategy
CHAPTER 2 30 Olympic Games Licensing Programmes
OLYMPIC PARTNERSHIP 31 Olympic Numismatic Programmes
31 Olympic Philatelic Programmes
10 Olympic Sponsorship Overview 32 Olympic Licensing, Numismatic and Philatelic History
12 Worldwide Olympic Partnership
13 TOP Partnerships APPENDIX
16 Olympic Games Domestic Sponsorship
16 Olympic Sponsorship History 34 The Olympic Movement and Commercial Partnerships
35 The IOC Executive Board
CHAPTER 3 35 IOC Revenues & Commercial Partnerships Commission
OLYMPIC BROADCASTING 35 IOC Television & Marketing Services Sa
36 Rio 2016: Basic Facts
19 Olympic Broadcast Overview 36 PyeongChang 2018: Basic Facts
19 Olympic Broadcast Partnerships 36 Tokyo 2020: Basic Facts
20 Olympic Broadcast: Worldwide Coverage 36 Beijing 2022: Basic Facts
21 Olympic Broadcast: Global Viewership 36 Paris 2024: Basic Facts
21 Olympic Broadcast: Glossary Of Terms 36 Milano Cortina 2026: Basic Facts
21 Olympic Broadcast Programming 36 Los Angeles 2028: Basic Facts
22 Olympic Broadcast Revenue Generation
23 Olympic Broadcasting History

Contents
Contents Chapter 1 Olympic Marketing Fact File 2024 Edition 4

Chapter 1
 Contents Chapter 1 Olympic Marketing Fact File 2024 Edition 5

OLYMPIC MARKETING OVERVIEW

This chapter provides an overview of the fundamental principles
of Olympic marketing, as well as facts and figures regarding the
generation of Olympic marketing revenue and the distribution of
revenue throughout the Olympic Movement.

Fundamental Objectives of Olympic Marketing • To build on the successful activities developed by each
OCOG and thereby eliminate the need to recreate the
marketing structure with each Olympic Games.
• To ensure that the Olympic Games can be experienced by the
The IOC coordinates Olympic marketing programmes with the maximum number of people throughout the world principally
following objectives: via broadcast coverage.
• To generate revenue to be distributed throughout the entire • To protect and promote the equity that is inherent in the
Olympic Movement – including the Organising Committees for Olympic image and ideals.
the Olympic Games (OCOGs), the National Olympic Committees • To control and limit the commercialisation of the Olympic Games.
(NOCs) and their continental associations, the International • To create and maintain long-term marketing programmes.
Federations (IFs) and other recognised international sports • To enlist the support of Olympic marketing partners in the
organisations – and to provide financial support for sport in promotion of the Olympic ideals.
emerging nations.
 Contents Chapter 1 Olympic Marketing Fact File 2024 Edition 6

WHERE OLYMPIC MARKETING REVENUE COMES FROM

Managed Managed by the Organising Committees for the Olympic

by the IOC Games (OCOGs), under the direction of the IOC

In addition,
the NOCs
and IFs generate
revenue through
The Olympic Partner Broadcast IOC official supplier their own Domestic Ticketing Licensing
(TOP) partnerships and licensing sponsorship within the
programme
commercial host country
programme
programmes

IOC CONTRIBUTIONS TO SUPPORT THE OLYMPIC GAMES* WHERE IOC REVENUES GO

$965m $1,250m $1,374m $1,531m $1,892m** • NOCs to help them support their athletes at national and
local levels
• IFs to run and promote their sports globally
• Individual athletes and coaches, via Olympic Solidarity funding
• The Organising Committee of each Olympic Games
• Other Olympic Movement and sport organisations to promote
worldwide development of sport
Athens Beijing London Rio Tokyo
• IOC activities, projects and programmes aimed at supporting the
2004 2008 2012 2016 2020
staging of the Games and promoting the worldwide development
of sport and the Olympic Movement
* The IOC contribution supports the staging of the Summer and Winter editions of the
Games. This includes direct contributions to the OCOGs (through the share of the media
rights and TOP Programme rights), considerable costs that previously had been borne by
the OCOG, such as the host broadcast operation, and various forms of Games support
to the OCOG, including through its “Transfer of Knowledge” programmes. The OCOGs
also raise additional revenue through domestic commercial activities facilitated by the
authorised use of the Olympic marks together with the OCOGs’ symbols.

** This figure includes some cost of the postponement of the Olympic Games Tokyo 2020 • IOC activities to develop sport and operations of the IOC

USD 7.6bn 2021-2024

OLYMPIC SOLIDARITY HIGHLIGHTS

IOC TOTAL REVENUE 2017-2020/21

4% 5%
Other rights
Other revenue

$590m 25%
Olympic Solidarity budget for increase in budget allocated to
2021-2024 (in USD), representing athlete support programmes,
a 16% increase from 2017-2020 compared with 2017-2020

30%
TOP Programme
61%
Media rights
marketing rights
 Contents Chapter 1 Olympic Marketing Fact File 2024 Edition 7

Olympic Marketing Revenue Generation supplier and licensing programme. In addition, the NOCs,
OCOGs and IFs generate revenue through their own respective
commercial programmes.

The Olympic Movement generates revenue through several The following chart provides details of the total revenue generated
programmes. The IOC manages broadcast partnerships, the from broadcast partnerships and the TOP programme during the
TOP worldwide sponsorship programme and the IOC official past seven Olympiads.

IOC REVENUE FROM BROADCAST AND TOP PROGRAMME: THE PAST SEVEN OLYMPIADS*

Source
1993-1996 1997-2000 2001-2004 2005-2008 2009-2012 2013-2016 2017-2020/21**
(in USD millions)

Broadcast 1,251 1,845 2,232 2,567 3,850 4,161 4,544

TOP Programme 279 579 663 866 950 1,003 2,295

Total 1,530 2,424 2,895 3,433 4,800 5,164 6,839

* All figures in the charts of this document have been rounded to the nearest USD 1 million.
**The Olympic Games Tokyo 2020 were postponed to 2021

Ioc Revenue Distribution

90%
Distribution, Olympic
The IOC distributes 90 per cent of its revenue to organisations Games and Promotion
throughout the Olympic Movement, in order to support the staging of Olympic Movement
of the Olympic Games and to promote the worldwide development
of sport. The IOC retains 10 per cent for its activities to develop sport
and the operations of the IOC. 10%
IOC Activities to
This means that every day the equivalent of over USD 4.2 million is Develop Sport and
distributed by the IOC to support athletes and sports organisations Operations of the IOC
at all levels around the world.

Ioc Contribution to Support the Olympic Games Olympic Winter Games (in USD millions)

Salt Lake City 2002 552

Torino 2006 561

The IOC supports the staging of the Olympic Games and Olympic
Winter Games with a financial contribution from the revenue it raises Vancouver 2010 775

through its broadcast agreements and the global TOP sponsorship Sochi 2014 833

programme. Since Vancouver 2010, the IOC has also entirely funded PyeongChang 2018 887
the host broadcaster operations, managed by Olympic Broadcasting Beijing 2022 970
Services (www.obs.tv).
In addition to the contribution received from the IOC, the OCOGs
IOC CONTRIBUTION TO SUPPORT THE OLYMPIC GAMES
manage domestic sponsorship, ticketing and licensing programmes
Olympic Games (in USD millions) within the host country, under the direction of the IOC.

The following chart provides details of the total revenue generated

Athens 2004 965
from each major programme managed by the OCOGs during the
Beijing 2008 1,250 past seven Olympiads.
London 2012 1,374

Rio 2016 1,531

Tokyo 2020 1,892*

* This figure includes some cost of the postponement of the Olympic Games Tokyo 2020

OCOG REVENUE: THE PAST SEVEN OLYMPIADS

Source
1993-1996 1997-2000 2001-2004 2005-2008 2009-2012 2013-2016 2017-2020/21
(in USD millions)

OCOG Domestic Sponsorship 534 655 796 1,555 1,838 2,037 3,732

OCOG Ticketing 451 625 411 274 1,238 527 146

OCOG Licensing 115 66 87 185 170 74 131

Total 1,100 1,346 1,294 2,014 3,246 2,638 4,009

 Contents Chapter 1 Olympic Marketing Fact File 2024 Edition 8

Olympic Marketing Contributions Ioc Contributions to the

to the National olympic committees International Federations

The continued success of the TOP Programme and revenue from The IOC provides financial support from Olympic marketing to the
broadcast agreements has enabled the IOC to provide increased Olympic summer sports and Olympic winter sports International
support for the National Olympic Committees (NOCs) with each Federations. These financial contributions are provided to support
Olympiad. Substantial additional indirect financial support is provided the development of sport at all levels worldwide.
to the NOCs, for example through the provision of the athletes’ village
and travel grants for the Olympic Games. In addition, the International Federations generate revenue through
their own commercial programmes.
The NOCs receive financial support for the training and development
of Olympic teams, Olympic athletes and Olympic hopefuls. The IOC IOC CONTRIBUTIONS TO THE INTERNATIONAL FEDERATIONS
distributes TOP Programme revenue to each of the NOCs throughout
the world. The IOC also contributes Olympic broadcast revenue Olympic Contribution
to Olympic Solidarity – the body responsible for managing and Games (in USD millions)
administering the share of the media rights of the Olympic Games
www.olympics.com/ioc/olympic-solidarity-commission – that is in
Athens 2004 257
turn allocated to the NOCs. Olympic Solidarity assists the NOCs
and the continental associations with their efforts to develop Beijing 2008 297
sport through programmes devised to match their specific needs
London 2012 520
and priorities.
Rio 2016 540

Tokyo 2020 540

IOC CONTRIBUTIONS TO NOCs

Olympic Contribution
Olympic Contribution
Games (in USD millions)
Winter Games (in USD millions)

Athens 2004 234

Salt Lake City 2002 92
Beijing 2008 301 Torino 2006 128

London 2012 520 Vancouver 2010 209

Sochi 2014 199

Rio 2016 540

PyeongChang 2018 215

Tokyo 2020 540

Beijing 2022 201

Olympic Contribution
Winter Games (in USD millions)
For further information on IOC revenues and distribution, please refer to the IOC’s Annual
Reports on www.olympics.com/ioc/documents/international-olympic-committee/
ioc-annual-report
Salt Lake City 2002 87

Torino 2006 136

Vancouver 2010 215

Sochi 2014 199

PyeongChang 2018 215

Beijing 2022 201

In addition, the NOCs generate revenue through their own domestic

commercial programmes.
Contents Chapter 2 Olympic Marketing Fact File 2024 Edition 9

Chapter 2
 Contents Chapter 2 Olympic Marketing Fact File 2024 Edition 10

OLYMPIC PARTNERSHIPs
This chapter provides facts, figures and historical information
regarding the The Olympic Partner (TOP) Programme
(managed by the IOC) and the Olympic Games domestic
sponsorship programmes (managed by the OCOGs).

OLYMPIC PARTNERSHIP PROGRAMMES BENEFIT THE OLYMPIC

Olympic Partnerships Overview MOVEMENT IN THE FOLLOWING WAYS:
• Partnerships provide valuable financial resources to the Olympic
Movement.
• Partners provide support for the staging of the Olympic Games
Olympic partnerships are an agreement between an Olympic
and the operations of the Olympic Movement in the form of
organisation and a corporation, whereby the corporation is granted
products, services, technology, expertise and staff deployment.
the rights to specific Olympic intellectual property and Olympic
• Partners provide direct support for the training and development
marketing opportunities in exchange for financial support and
of Olympic athletes and hopefuls around the world, as well as
goods and services contributions. Olympic partnership programmes
essential services for those participating in the Olympic Games.
operate on the principle of product-category exclusivity. Under the
• Partnership activation enhances the Olympic Games experience
direction of the IOC, the Olympic Movement works to preserve the
for spectators and provides the youth of the world with opportu-
value of Olympic properties and to protect the exclusive rights of
nities to experience the Olympic values at global and local levels.
Olympic partners.
• Partners contribute to the success of the educational, environ-
mental, cultural and youth-oriented initiatives of the Olympic
Movement.
• Partners develop advertising and promotional activities that help
to promote the Olympic values, heighten public awareness of the
Olympic Games and increase support for the Olympic athletes.
Contents Chapter 2 Olympic Marketing Fact File 2024 Edition 11

THE OLYMPIC
PARTNER PROGRAMME

Founded in 1985 Highest level of

Olympic partnership

TOP Partners

TOP Partners provide:

Valuable Essential services

financial for athletes
resources to participating
the Olympic in the Games
Movement

Products, Activations
services, technology, to enhance the
expertise and staff Olympic Games
deployment to experience for
support the Direct support Global marketing spectators
staging of the for the training campaigns that
Olympic Games and development promote the Games
of Olympic and the Olympic
athletes and values, while
hopefuls around increasing support
the world for athletes
 Contents Chapter 2 Olympic Marketing Fact File 2024 Edition 12

Worldwide Olympic Partnership

TOP: THE OLYMPIC PARTNERS

The Olympic Partners (TOP) Programme is the worldwide
sponsorship Programme managed by the IOC. The IOC created
the TOP Programme in 1985 in order to develop a diversified
revenue base for the Olympic Games and to establish long-term
corporate partnerships that would benefit the Olympic Movement
as a whole. The TOP Programme operates on a four-year term –
the Olympiad.

The TOP Programme supports the Organising Committees of the

Olympic Games and Olympic Winter Games, the NOCs 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. The global marketing rights
include partnerships with the IOC, all active NOCs and their Olympic
teams, and the two OCOGs and the Games of each Olympiad. The
TOP Partners may exercise these rights worldwide and may activate
marketing initiatives with all the members of the Olympic Movement
that participate in the TOP Programme.

TOP PROGRAMME EVOLUTION

No. participating Revenue

Olympiad Games Partners
NOCs (in USD millions)

1985 – 1988 Calgary / Seoul 9 159 96

1989 – 1992 Albertville / Barcelona 12 169 172

1993 – 1996 Lillehammer / Atlanta 10 197 279

1997 – 2000 Nagano / Sydney 11 199 579

2001 – 2004 Salt Lake City / Athens 11 202 663

2005 – 2008 Torino / Beijing 12 205 866

2009 – 2012 Vancouver / London 11 205 950

2013 – 2016 Sochi / Rio 12 205 1,003

2017-2020/21** PyeongChang / Tokyo 14-15 205 2,295

**The Olympic Games Tokyo 2020 were postponed to 2021

128.8%
Increase in revenue generated from the
TOP programme for the 2017-2020/21
period, compared with 2013-2016
 Contents Chapter 2 Olympic Marketing Fact File 2024 Edition 13
BASIC LOGO 在公司传播的各种场景中，标志的应用范围非常广泛，统一标准的延展设计是非常有必要的，可以运用不同的复制技巧放大或缩小成各
品牌标准标志 但是，标志的字形格式、轻重比例和空间布局禁止随意改变。

TOP Partnerships

2022 @ Alibaba VISUAL IDENT

WORLDWIDE PARTNER

WORLDWIDE PARTNER
 Contents Chapter 2 Olympic Marketing Fact File 2024 Edition 14

AB InBev Bridgestone
CORPORATE WEB ADDRESS CORPORATE WEB ADDRESS
www.ab-inbev.com www.bridgestone.com

Exclusive Category Exclusive Category

Non-alcoholic and alcoholic beers Tyres, restrictive automotive vehicle services, non-motorised
bicycles and diversified (rubber) products
TOP Partnership History
Member of the TOP Programme since 2024 TOP Partnership History
Member of the TOP Programme since 2014

Airbnb
CORPORATE WEB ADDRESS Coca-Cola & Mengniu
www.airbnb.com CORPORATE WEB ADDRESS
www.coca-cola.com / www.mengniu.com.cn

Exclusive Category
Unique Accommodation Products and Unique Experiences Services Exclusive Category
GO 在公司传播的各种场景中，标志的应用范围非常广泛，统一标准的延展设计是非常有必要的，可以运用不同的复制技巧放大或缩小成各种尺寸，
Non-alcoholic beverages and dairy
准标志 但是，标志的字形格式、轻重比例和空间布局禁止随意改变。
TOP Partnership History
Member of the TOP Programme since 2019 TOP Partnership History
The Coca-Cola Company has had a presence at the Olympic Games
since the 1928 Games in Amsterdam - the longest continuous
partnership with the Olympic Movement. As a Charter TOP Partner
Alibaba (TOP I), it has been a member of the TOP Programme since 1986.
CORPORATE WEB ADDRESS
www.alibabagroup.com
In 2019, Coca-Cola and Mengniu signed the first-ever Joint TOP
Partnership Agreement, combining the non-alcoholic beverage and
the dairy categories into a new joint category, and bringing Chinese
Exclusive Category dairy company Mengniu into the family of TOP Partners.
Cloud infrastructure, Cloud Services and E-Commerce
Platform Services 2022 @ Alibaba VISUAL IDENTITY SYSTEM

TOP Partnership History www.deloitte.com

Member of the TOP Programme since 2017 CORPORATE WEB ADDRESS
www.deloitte.com

Allianz Exclusive Category

CORPORATE WEB ADDRESS
www.allianz.com Management and Business Consulting Services

TOP Partnership History

Member of the TOP Programme since 2022
Exclusive Category
Insurance

TOP Partnership History

Member of the TOP Programme since 2021

Atos
CORPORATE WEB ADDRESS
www.atos.net

Exclusive Category
Information technology products, services and solutions

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
 WORLDWIDE PARTNER

Contents Chapter 2 Olympic Marketing Fact File 2024 Edition 15

Intel Samsung
CORPORATE WEB ADDRESS CORPORATE WEB ADDRESS
www.intel.com www.samsung.com

Exclusive Category Exclusive Category

WORLDWIDE PARTNER
1. P
 rocessors, chips and similar silicon platforms, in particular those Wireless Communications and Computing Equipment
specifically used for:
• 5G Technology TOP Partnership History
• VR, 3D and 360-degree Content Development Joined the TOP Programme in 1997 (TOP IV)
• Sports Performance
• Artificial Intelligence
2. Drones Toyota
CORPORATE WEB ADDRESS
TOP Partnership History www.toyota.com

Member of the TOP Programme since 2017

Exclusive Category
Omega Vehicles, mobility support robots and mobility services
CORPORATE WEB ADDRESS
www.omega.ch TOP Partnership History
Member of the TOP Programme since 2017

Exclusive Category
Time pieces, Timing, Scoring and Venue Results Systems Visa
and Services CORPORATE WEB ADDRESS
www.visa.com

Olympic Partnership History

Timing and Scoring sponsor of Atlanta 1996 and Sydney 2000.
Longstanding IOC worldwide Olympic licensee Exclusive Category
Payment services, transaction security, pre-paid cards
TOP Partnership History
Joined the TOP Programme in 2003 (TOP V) TOP Partnership History
Charter TOP Partner (TOP I)
Member of the TOP programme since 1986
Panasonic
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

Procter & Gamble

CORPORATE WEB ADDRESS
www.pg.com

Exclusive Category
Personal Care, Healthcare and Household Care Products

TOP Partnership History

Joined the TOP programme in 2010
 Contents Chapter 2 Olympic Marketing Fact File 2024 Edition 16

OLYMPIC GAMES: HISTORY OF OCOG SPONSORSHIP PROGRAMMES

Olympic Games Domestic Sponsorship
Number Revenue (in USD
Olympic Games
of Partners1 millions)2

The Olympic Games domestic sponsorship programme is man-

aged by the OCOG within the host country under the direction of Atlanta 1996 111 426

the IOC. The programmes support the operations of the OCOG, Sydney 2000 93 492
the planning and staging of the Olympic Games, the host country
Athens 2004 38 302
NOC and the host country Olympic team.
Beijing 2008 51 1,218
The Olympic Games domestic sponsorship programme grants London 2012 42 1,150
marketing rights within the host country or territory only. The
host country NOC and the host country Olympic team participate Rio 2016 53 848

in the OCOG sponsorship programme because the Marketing Tokyo 2020 69 3,240
Plan Agreement requires the OCOG and the host country NOC
to centralise and coordinate all marketing initiatives within the
OLYMPIC WINTER GAMES: HISTORY OF OCOG
host country. SPONSORSHIP PROGRAMMES

Olympic Number Revenue (in USD

Winter Games of Partners1 millions)2

Nagano 1998 26 163

Salt Lake City 2002 53 494

Torino 2006 57 348

Vancouver 2010 57 688

Sochi 2014 46 1,189

PyeongChang 2018 86 649

Beijing 2022 46 1,838

1
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
2
Including cash and consumed VIK

Olympic Sponsorship History

Sponsorship in various forms has supported the Olympic

Movement since the first modern Olympic Games in Athens
in 1896. The follow-ing is a brief overview of key milestones and
informative anecdotes from the history of sponsorship in the
modern Olympic Games.

Athens 1896 Companies provide revenue through advertising during the Olympic Games.

Stockholm 1912 Approximately 10 Swedish companies purchase sole rights to take photographs and sell memorabilia of the Olympic Games.

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

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

Amsterdam 1928 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.

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

Helsinki 1952 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.

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

Tokyo 1964 250 companies develop marketing relationships with the Olympic Games.

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

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

Sarajevo 1984 The OCOG signs 447 foreign and domestic sponsorship agreements.
 Contents Chapter 2 Olympic Marketing Fact File 2024 Edition 17

Los Angeles 1984 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 US companies.

Calgary 1988/ The IOC creates The Olympic Partners (TOP) worldwide sponsorship programme, in coordination with the OCOGs in Seoul and Calgary, as well as 159
NOCs. The TOP Programme is based on the 1984 Los Angeles model of product category exclusivity. Prior to the establishment of the TOP Programme,
Seoul 1988
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.

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

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

Atlanta 1996 The Olympic Games are funded entirely via private sources.

Sydney 2000 The OCOG develops the most financially successful domestic sponsorship programme to date, generating more revenue (USD 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.

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

Athens 2004 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.

Torino 2006 Torino 2006 stands as the most lucrative and successful sponsorship programme in Italian history. The programme accounted for 6.14% of the total
sponsorship spending in the market, which was significantly higher than previous Olympic Winter Games sponsorship programmes and represented
nearly 1% of the total advertising spend in the Italian market, 35 times greater than that of Salt Lake City 2002.

Beijing 2008 The Beijing 2008 domestic sponsorship programme provided significant support to the operational needs of the OCOG in revenue, goods and services,
which contributed towards the staging of the Olympic Games.

For more information on the Beijing Marketing programmes, visit:

view.digipage.net/?userpath=00000001/00000004/00040592

Vancouver 2010 For more information on the Vancouver 2010 Marketing programmes, visit:
view.digipage.net/?id=iocvancouver2010

London 2012 For more information on the London 2012 Marketing programmes, visit:
view.digipage.net/?id=ioclondon2012

Sochi 2014 For more information on the Sochi 2014 Marketing programmes, visit:
cloud.digipage.net/go/iocsochi2014

Rio 2016 For more information on the Rio 2016 Marketing programmes, visit:
touchline.digipage.net/iocmarketing/reportrio2016

PyeongChang 2018 For information on the PyeongChang 2018 Marketing programmes, visit:
iocmarketingreport.touchlines.com/pyeongchang2018

Tokyo 2020 For more information on the Tokyo 2020 Marketing programmes, visit:
iocmarketingreport.touchlines.com/tokyo2020

Beijing 2022 For more information on the Beijing 2022 Marketing programmes, visit:
stillmed.olympics.com/media/Documents/Olympic-Movement/Partners/IOC-Marketing-Report-Beijing-2022.pdf
Contents Chapter 3 Olympic Marketing Fact File 2024 Edition 18

Chapter 3
 Contents Chapter 3 Olympic Marketing Fact File 2024 Edition 19

OLYMPIC BROADCASTING
This chapter provides facts and figures regarding Olympic
broadcasting, including information on the IOC broadcast policy,
global broadcast viewing statistics from recent history, broadcast
revenue support for the Olympic Movement, and media rights
fees from past Olympic Games and Olympic Winter Games.

Olympic Broadcast Overview Olympic Broadcast Partnerships

“The IOC takes all necessary The long-term Olympic broadcast marketing strategy is designed
to achieve the following objectives:
steps in order to ensure the • To establish broadcast partnerships to (1) ensure improved
global coverage of the Olympic Games, (2) promote the
fullest coverage by the different ideals of Olympism, and (3) raise awareness of the work
of the Olympic Movement throughout the world.
media and the widest possible • To ensure the long-term financial security of the Olympic
audience in the world for the Movement and the Olympic Games.
• To ensure that broadcast partners are experienced in providing
Olympic Games.” the highest quality Olympic programming.
• To allow broadcast partners to develop strong Olympic
associations and to strengthen each partner’s identity as
Rule 48, Olympic Charter
the Olympic broadcaster within its country or territory.
• To maximise exposure across all available media platforms
and exploit latest media technologies.
• To strengthen the continuing legacy of broadcasting support
from one Olympic Games to the next, allowing future OCOGs
to draw on their support, experience and technology.
 Contents Chapter 3 Olympic Marketing Fact File 2024 Edition 20

Olympic Broadcast: Worldwide Coverage OLYMPIC WINTER GAMES: COUNTRIES BROADCASTING

Olympic Number of Countries/

Winter Games Territories Broadcasting
The television broadcast of the Olympic Games is the most significant
factor in the communication of the Olympic ideals worldwide. Cortina 1956 22
The primary broadcasting objective of the Olympic Movement is to
Squaw Valley 1960 27
ensure the most television viewers possible have the opportunity to
experience the Olympic Games. In pursuit of this objective, coverage Innsbruck 1964 30
of the Olympic Games has been made available in an increasing
Grenoble 1968 32
number of territories and media platforms throughout the world.
Sapporo 1972 41

OLYMPIC GAMES: COUNTRIES BROADCASTING Innsbruck 1976 38

Olympic Number of Countries/ Lake Placid 1980 40

Games Territories Broadcasting
Sarajevo 1984 100

Calgary 1988 64
Berlin 1936 1
Albertville 1992 86
London 1948 1
Lillehammer 1994 120
Helsinki 1952 2
Nagano 1998 160
Melbourne 1956 1
Salt Lake City 2002 160
Rome 1960 21
Torino 2006 to Beijing 2022 Global
Tokyo 1964 40

Mexico City 1968 n/a

Munich 1972 98

Montreal 1976 124

Moscow 1980 111

Los Angeles 1984 156

Seoul 1988 160

Barcelona 1992 193

Atlanta 1996 214

Sydney 2000 to Tokyo 2020 Global

0 50 100 150 200 250 0 50 100 150 200

Olympic Broadcast: Global Viewership

OLYMPIC GAMES: BROADCAST AUDIENCE

Olympic Winter Total coverage TV coverage output Digital coverage Global Audience Digital Reach Video Views
Games output (hours) (hours) output (hours) Reach (billion)* (million) (billion)**

Vancouver 2010
056,902 50 31,902
100 150 25,000
200 250 01.8 50 130
100 150 0.3
200
Sochi 2014 114,367 54,367 60,000 2.1 300 1.4

PyeongChang 2018 157,812 60,771 97,041 1.92 670 3.2

Beijing 2022 182,975 62,305 120,670 2.01 1,504 20.1

Olympic Total coverage TV coverage output Digital coverage Global Audience Digital Reach Video Views
Games output (hours) (hours) output (hours) Reach (billion)* (billion) (billion) **

Beijing 2008 N/A 61,700 N/A 3.5 N/A N/A

London 2012 181,523 99,982 81,641 3.6 1.2 1.9

Rio 2016 275,301 113,454 161,847 3.2 1.3 11.6

Tokyo 2020 367,938 150,426 217,512 3.05 2.24 28

* Global Audience Reach from PyeongChang 2018 onward is unduplicated across TV & Digital. Prior to that, the figure is TV Reach only.
** starting from Rio 2016 this includes Social Media.
 Contents Chapter 3 Olympic Marketing Fact File 2024 Edition 21

OLYMPIC GAMES: HOURS OF CONTENT PROVIDED TO THE MRHs

Olympic Broadcast: Glossary Of Terms
Olympic
Host Broadcast Feed Hours
Games

• Global Audience Reach – The net number of people who saw

at least one minute of the Olympic Games coverage on TV. Seoul 1988 2,572

• Unique Users – The number of different individuals who visit Barcelona 1992 2,800
a site within a specific time period.
• Video Views – The number of times a video is watched. Atlanta 1996 3,000

• MRH – Media-Rights Holders Sydney 2000 3,500

Athens 2004 3,800

For more details on broadcast statistics, please refer to the broadcast reports of each
Games available at: www.olympics.com/ioc/documents/international-olympic-committee/ Beijing 2008 5,000
ioc-marketing-and-broadcasting
London 2012 5,600

Rio 2016 7,100

Tokyo 2020 10,200

Olympic Broadcast Programming

OLYMPIC WINTER GAMES: HOURS OF CONTENT PROVIDED

Olympic broadcast programming is generated by Olympic TO THE MRHs
Broadcasting Services (OBS) (www.obs.tv), which captures
the broadcast signal from each Olympic venue and delivers the Olympic
Host Broadcast Feed Hours
signal to the Olympic broadcast partners to air over various Winter Games
media platforms throughout the world. Since 2009, OBS has
overseen the host broadcaster function for the Olympic Games. Albertville 1992 350
OBS was formed by the IOC to serve as the permanent host
broadcast organisation for both the Summer and Winter Lillehammer 1994 331

Olympic Games. Nagano 1998 600

Salt Lake City 2002 900

From the full range of available material, each Olympic broadcast
partner may select the particular events to include in its schedule Torino 2006 1,000

of Olympic programming. Each Olympic broadcast partner has the Vancouver 2010 2,700
opportunity to deliver those events and images that it determines
to be of greatest interest to the target audience in its home country Sochi 2014 3,100

or territory. PyeongChang 2018 5,600

Beijing 2022 6,000

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.
The IOC works in partnership with its broadcasters to ensure TOKYO 2020 BROADCAST FEED HOURS
that an increasing amount of live coverage is available, and that
the latest technologies, including HDTV, live coverage on the
internet and coverage on mobile phones are available in as many
territories as possible.

10,200
HOURS
For more information:
www.olympics.com/ioc/media-rights-holders
 Contents Chapter 3 Olympic Marketing Fact File 2024 Edition 22

BROADCAST REVENUE HISTORY: OLYMPIC WINTER GAMES

Olympic Broadcast Revenue Generation
Olympic
Broadcast Revenue (in USD millions)
Winter Games

Olympic broadcast partnerships have provided the Olympic

Movement with a secure financial base and helped to ensure Squaw Valley 1960 0.05

the future viability of the Olympic Games. Olympic broadcast Innsbruck 1964 0.9
partnerships have been the single greatest source of revenue
for the Olympic Movement for more than three decades. Grenoble 1968 2.6

Sapporo 1972 8.5

BROADCAST REVENUE HISTORY: OLYMPIC GAMES
Innsbruck 1976 12

Olympic Lake Placid 1980 21

Broadcast Revenue (in USD millions)
Games
Sarajevo 1984 103

Calgary 1988 325

Rome 1960 1.2
Albertville 1992 292
Tokyo 1964 1.6
Lillehammer 1994 353
Mexico City 1968 9.8
Nagano 1998 514
Munich 1972 18
Salt Lake City 2002 738
Montreal 1976 35
Torino 2006 831
Moscow 1980 88
Vancouver 2010 1,280
Los Angeles 1984 287
Sochi 2014 1,289
Seoul 1988 403
PyeongChang 2018 1,436
Barcelona 1992 636
Beijing 2022 1,454
Atlanta 1996 898

Sydney 2000 1,332

Athens 2004 1,494

Beijing 2008 1,739

London 2012 2,569

USD
Rio 2016 2,868

Tokyo 2020 3,107

USD
0.05M 1,454M
Squaw
Valley
1960

USD USD Beijing 2022

1.2M 3,107M
Rome 1960

Tokyo 2020
 Contents Chapter 3 Olympic Marketing Fact File 2024 Edition 23

BROADCAST RIGHTS FEES HISTORY: OLYMPIC GAMES AND YOUTH OLYMPIC GAMES
(all figures in USD millions)

Quad Americas Asia Africa Europe Oceania Total

1997-2000 1,138 208 12 422 65 1,845

2001-2004 1,418 233 13 514 54 2,232

2005-2008 1,613 283 16 577 78 2,567

2009-2012 2,261 596 20 848 125 3,850

2013-2016 2,447 688 23 942 61 4,161

2017-2020 2,588 1,053 26 786 91 4,544

For a list of Media Rights Holders for each Games please visit: www.olympics.com/ioc/documents/international-olympic-committee/ioc-marketing-and-broadcasting

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
in the history of Olympic television broadcasting.

Berlin 1936 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.

London 1948 The first Olympic Games to establish the principle of the broadcast rights fee.

The BBC agrees to pay 1,000 guineas (approximately USD 3,000). 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.

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

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

Cortinad’Ampezzo 1956 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”.

Rome 1960 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.

Tokyo 1964 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.

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

Slow-motion footage is available live.

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

Los Angeles 1984 Television and radio rights acquired by 156 nations.

More than 2.5 billion people view the Olympic Games.

Albertville 1992/ Barcelona 1992 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 US, the UK 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.

Lillehammer 1994 Broadcast and marketing programmes generate more than USD 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 Albertville 1992.

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

Atlanta 1996 The Olympic 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.

 Contents Chapter 3 Olympic Marketing Fact File 2024 Edition 24

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

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

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

Sydney 2000 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 Olympic Games broadcast generates 36.1 billion Television Viewer Hours.

Salt Lake City 2002 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.

Athens 2004 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. Live coverage is also available on the internet in several territories for the first time.

Torino 2006 The Torino Olympic Broadcast Organisation provided nearly 1,000 hours of live content – the most in Olympic Winter Games history. The Olympic
broadcasters also maximised opportunities in new media technology, providing viewers with more access and greater choice through the internet,
mobile phones and multiple television channels. Television coverage is offered for the first time in HDTV and coverage is available for the first time
on mobile phones.

Beijing 2008 Olympic Broadcasting Services provide a record 5,000 hours of live HD content – the most in Olympic history. Digital media is made available across
the world, including via the IOC’s own digital channel in 78 countries in the Middle East, Asia and Africa. For more information on the broadcast of
Beijing 2008, refer to the IOC Marketing Report for Beijing 2008.

Vancouver 2010 Vancouver 2010 was a defining moment in Olympic broadcasting history, with the most extensive coverage ever produced for the Olympic Winter Games
reaching a record potential audience of 3.8 billion people worldwide and approximately 1.8 billion viewers. For more information on the broadcast of the
Vancouver 2010, refer to the IOC Marketing Report for Vancouver 2010.

London 2012 The Olympic Games London 2012 were a milestone in the history of Olympic broadcasting, with more coverage available on more platforms than ever
before. Approximately 100,000 hours of Olympic coverage was broadcast across more than 500 TV channels around the world. For more information
on the broadcast of London 2012, refer to the IOC Marketing Report for London 2012.

Sochi 2014 For the first time at any Olympic Games, the amount of digital coverage available exceeded that of traditional broadcasts, with 230 dedicated digital
channels, including 155 websites and 75 apps- carrying a total of 60,000 hours of digital broadcast coverage. For more information on the broadcast
of Sochi 2014, refer to the IOC Marketing Report for Sochi 2014.

Rio 2016 Half the world’s population watched the Olympic Games Rio 2016, with viewers having access to more Olympic content than ever before. The average TV
viewer watched over 20% more coverage of Rio 2016 then London 2012, with 584 TV channels, more than 270 dedicated digital platforms and hundreds
of official broadcaster pages on social media. For more information on the broadcast of Rio 2016, refer to the IOC Marketing Report for Rio 2016.

PyeongChang 2018 More than a quarter of the world’s population followed the Olympic Winter Games PyeongChang 2018 across various media platforms. In total, the IOC’s
global broadcast partners made more coverage available from PyeongChang than any previous Olympic Winter Games, offering a combined 157,812 hours
– an increase of 38 per cent from Sochi 2014. The increased digital coverage helped make PyeongChang 2018 the most digitally viewed Olympic Winter
Games ever, with 670 million global online users viewing digital broadcast coverage – 120 per cent more than watched Sochi 2014. For information on the
broadcast of PyeongChang 2018, refer to the IOC Marketing Report for PyeongChang 2018.

Tokyo 2020 A total of 3.05 billion unique viewers tuned in to coverage across linear TV and digital platforms, with Tokyo 2020 becoming the most watched
Olympic Games ever on digital platforms. For more information on the broadcast of Tokyo 2020, refer to the IOC Marketing Report for Tokyo 2020.

Beijing 2022 A total of 2.01 billion unique viewers tuned in to watch coverage from Beijing across linear TV and digital platforms, representing a five per cent increase
on the audience for PyeongChang 2018. Viewers around the world watched a combined 713 billion minutes of Games coverage on Olympic Media Rights
Partners’ channels – an 18 per cent increase compared with PyeongChang 2018. For more information on the broadcast of Beijing 2022, refer to the
IOC Marketing Report for Beijing 2022.
Contents Chapter 4 Olympic Marketing Fact File 2024 Edition 25

Chapter 4
 Contents Chapter 4 Olympic Marketing Fact File 2024 Edition 26

OLYMPIC GAMES TICKETING

Olympic Games Ticketing Overview The secondary goal of Olympic Games ticketing programmes is
to generate necessary financial revenue to support the staging
of the Olympic Games.

The Olympic Games ticketing programme is managed by the OCOG, The OCOGs and the IOC work to establish ticket prices which
with the support of the IOC. The primary goal of Olympic Games accommodate the wide range of economic circumstances of the
ticketing programmes is to enable as many people as possible public and which are in line with the domestic prices for major
to experience Olympic Games ceremonies and competitions. sporting events.
 Contents Chapter 4 Olympic Marketing Fact File 2024 Edition 27

Olympic Games Ticket Sales

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

Tickets Available Tickets Sold Revenue to OCOGs

Olympic Games (million) (million) % of Tickets Sold (in USD millions)

Los Angeles 1984 6.9 5.7 82% 156

Seoul 1988 4.4 3.3 75% 36

Barcelona 1992 3.9 3.0 77% 79

Atlanta 1996 11 8.3 75% 425

Sydney 2000 7.6 6.7 88% 551

Athens 2004 5.3 3.8 71% 228

Beijing 2008 6.8 6.5 96% 185

London 2012 8.5 8.2 97% 988

Rio 2016 6.8 6.2 91% 321

Tokyo 2020* N/A N/A N/A N/A

* Spectators were unable to attend the Olympic Games Tokyo 2020 in-person due to COVID-19 countermeasures

OLYMPIC WINTER GAMES TICKETING PROGRAMMES

Tickets Available Tickets Sold Revenue to OCOGs

Olympic
(million) (million) % of Tickets Sold (in USD millions)
Winter Games

Calgary 1988 1.9 1.6 84% 32

Albertville 1992 1.2 0.9 75% 32

Lillehammer 1994 1.3 1.2 92% 26

Nagano 1998 1.4 1.3 89% 74

Salt Lake City 2002 1.6 1.5 95% 183

Torino 2006 1.1 0.9 81% 89

Vancouver 2010 1.5 1.5 97% 250

Sochi 2014 1.1 1.0 90% 205

PyeongChang 2018 1.3 1.1 85% 143

Beijing 2022* N/A N/A N/A N/A

* Spectators were unable to attend the Olympic Winter Games Beijing 2022 in-person due to COVID-19 countermeasures
Contents Chapter 5 Olympic Marketing Fact File 2020 Edition 28

Chapter 5
 Contents Chapter 5 Olympic Marketing Fact File 2024 Edition 29

OLYMPIC LICENSING

The Ioc Global The Olympic The Olympic Heritage The Olympic Games
Licensing Strategy Collection Collection Programme

Building on Olympic Agenda The Olympic Collection is The Olympic Heritage Collection The Olympic Games Programme
2020, the IOC Global Licensing developed by the IOC and aims is being developed by the IOC as is developed and managed by
Strategy aims to create a to engage young people and to one of its three Global Licensing the Organising Committee of
tangible connection to the connect with a large audience core programmes, and it aims to the Olympic Games (OCOG) in
Olympic Games and Olympism through remarkable, authentic, celebrate the art and design of each Host Country and is aimed
through merchandising high-quality products, mainly the past Olympic Games, with at Olympic fans either visiting
programmes that are aligned sports equipment and toys. lifestyle and high-end products the Host City or following the
with the Olympic image and Its goal is to communicate released in limited editions Games from home and looking
enhance brand value and the essence of the Olympic aiming to connect the audience for a souvenir of their Olympic
goodwill. The objective is to brand and values to sports with Olympic history. The target experience.
strengthen and promote enthusiasts, people with an is Olympic enthusiasts and
the Olympic brand, not only active lifestyle and those who anyone who would like to own a The Olympic Movement works
during the Olympic Games, love to watch sport. piece of Olympic history. to ensure the authenticity and
but between Games as well. quality of Olympic Games
The IOC Global Licensing merchandise through a
Strategy is divided into three comprehensive programme of
core licensing programmes trademark legislation, education,
aimed at specific target monitoring and enforcement.
groups: The Olympic Heritage These efforts protect consumers
Collection, The Olympic from unauthorised or coun-
Collection and The Olympic terfeit goods, protect official
Games Programme. Olympic licensees from rights
infringements and protect the
Olympic brand from the potential
negative impact of low quality
unauthorised merchandise.
 Contents Chapter 5 Olympic Marketing Fact File 2024 Edition 30

Olympic Games Licensing Programmes

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 OCOGs (in USD millions)

Seoul 1988 62 19

Barcelona 1992 61 17

Atlanta 1996 125 91

Sydney 2000 100 52

Athens 2004 23 62

Beijing 2008 68 163

London 2012 65 119

Rio 2016 59 31

Tokyo 2020 127 52

OLYMPIC WINTER GAMES LICENSING FACTS AND FIGURES

Olympic Winter Games Licensees Revenue to OCOGs (in USD millions)

Lillehammer 1994 36 24

Nagano 1998 190 14

Salt Lake City 2002 70 25

Torino 2006 32 22

Vancouver 2010 48 51

Sochi 2014 49 35

PyeongChang 2018 4 79

Beijing 2022 87 157

TOKYO 2020 LICENSING & MERCHANDISE

300,000
67 56.4m
7,994 127 Tokyo 2020
emblem pins sold 4.2m Commemorative
Official Olympic coins
Official Commemorative
Different Shops during issued
licensees Olympic stamps
products Games-time
issued
available
 Contents Chapter 5 Olympic Marketing Fact File 2024 Edition 31

Olympic Numismatic Programmes Olympic Philatelic Programmes

For decades, Olympic numismatic programmes have provided Since the first modern Olympic Games in 1896, Olympic philatelic
financial support to the Olympic Games and Olympic teams. programmes have raised awareness of the Olympic Games
Governments that issue Olympic coins have often contributed throughout the world, heightened interest in the history of the
some or all of the seignioragen (i.e. the difference between the Olympic Movement and generated revenue for the Olympic Games
coin’s retail value and the production cost) to the cost of staging and Olympic teams.
the Olympic Games or developing the nation’s Olympic team.
A government that issues legal tender promises to redeem to the OLYMPIC PHILATELIC PROGRAMMES: BASIC FACTS
bearer the face value of the coin. The seigniorage remains as a • The partnership between the Olympic Games and philately,
profit to the issuing government. the collection and study of stamps, dates back to the first
modern Olympic Games in 1896.
OLYMPIC NUMISMATIC PROGRAMMES: BASIC FACTS • More than 50 million Olympic stamp series have been issued
• Olympic coins date back to 425 BC, when tetra drachmas by countries since the first modern Olympic Games.
were struck by the competition victors to commemorate • Since 1920, OCOGs have received revenue from philately
success in the ancient Olympic Games. and postal services either through a surcharge on stamps or
• Olympic coins were first struck in modern times to through a gross sum on the sale of stamps.
commemorate the 1952 Helsinki Olympic Games. Issued at face • Olympic philatelic brochures are distributed by a series of
value, legal-tender, Olympic coins provided a means of raising agents throughout the world. By 2000, agents covered the globe,
funds without resorting to increased government taxation. making Olympic stamps and brochures readily available.
• Since 1951, more than 350 million Olympic coins have been
sold, raising more than USD 1 billion for the issuing authorities
and the Olympic Movement.
 Contents Chapter 5 Olympic Marketing Fact File 2024 Edition 32

Olympic Licensing, Numismatic and Philatelic History

Athens 1896 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.

Stockholm 1912 Approximately 10 Swedish companies purchase sole rights to take photographs and sell memorabilia
of the Games.

Amsterdam 1928 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.

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

Helsinki 1952 The first modern Olympic coin is struck. Finland begins what was soon to become a tradition
by issuing a 500 Markaa circulating coin.

Munich 1972 The first Olympic coin programme dedicated to raising revenues to offset the cost of the Olympic
Games is implemented. An extraordinary cooperation between the Ministry of Finance and the
Bundesbank in Germany gave birth to a combined circulating and numismatic coin programme
from which all revenues are directed to the OCOG. Over USD 300 million is raised from the market,
thereby allowing the government to avoid increased taxation to pay for the cost of the Games.

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.

1992 137 countries issue 1,230,000 stamp series bearing the Olympic rings.

In the period between 1992 and 1996, the IOC also became active in the field of Olympic numismatics.
Rather than commemorating the Olympic Games edition, however, the IOC launched a programme
designed to specifically celebrate the Centenary of the Olympic Movement in 1994.

In collaboration with the mints of Canada, Australia, France, Austria and Greece, five consecutive
series of three coins were created to pay tribute to the founding of the IOC, its ideals and the first
edition of the modern Olympic Games that took place in Athens in 1896.

Through this programme, a total of 93,879 gold and 526,750 silver coins were sold, representing a
sales value of USD 48.4 million, making it one of the most successful coin programmes of that period.
The IOC received a higher than normal royalty in recognition of its role as organiser and manager of
its first Olympic coin programme.

Lillehammer 1994 Broadcast and marketing programmes generate more than USD 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.

Nagano 1998 Three albums of Olympic stamps commemorate the Games.

Sydney 2000 A large and very successful coin programme was introduced with the cooperation
of the federal mint in Canberra and the state mint in Perth, Australia. This coin programme used
modern marketing strategies and offered the first coloured Olympic coin.

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

Online 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.

Athens 2004 The Bank of Greece and the Ministry of Finance understood the potential of using seigniorage as
a source of revenue for the Olympic Games. Greece successfully issues 24 million 500 Drachma
Olympic coins into circulation and followed this up with 50 million 2 Euro Olympic coins.

Olympic philatelic programme is launched in November 2000 in cooperation with Elta, the Hellenic
Post. A series of six non-royalty-bearing stamps were issued to commemorate the Athens 2004
Olympic Games, with new stamp designs released each year up to the commencement of the Games.

Torino 2006 Italy had a modest numismatic programme, but the experience of Greece was not lost on the Ministry
of Finance. Forty million 2 Euro circulating Olympic coins were issued by La Zecca, the mint of Italy.
The Torino 2006 philatelic programme included a series of seven stamps. One stamp was dedicated
to the Torino 2006 mascots, while the others celebrated the cities hosting Torino 2006 competitions.
At the commencement of the XX Olympic Winter Games, nine additional stamps were issued, with
eight depicting the Olympic winter sports and one dedicated to the Paralympics.
 Contents Chapter 5 Olympic Marketing Fact File 2024 Edition 33

Beijing 2008 The Beijing licensing programme proved to be a remarkable success, offering a comprehensive
product range – the largest in Olympic Games history – with over 8,000 different items of
merchandise available from 1,000 retail units across China and beyond. The Olympic Expo Beijing
2008 was held in the iconic Beijing Exhibition Centre during the Games. Part of Pierre de Coubertin’s
original vision was to blend history, culture and sport. The Expo was brought together by the joint
efforts of the IOC, the OCOG, the Chinese Olympic Committee (COC), and the China Post Group.

Vancouver 2010 For more information on the Vancouver 2010 Marketing Programme, refer to the
IOC Marketing Report for Vancouver 2010.

London 2012 For more information on the London 2012 Marketing Programme, refer to the
IOC Marketing Report for London 2012.

Sochi 2014 For more information on the Sochi 2014 Marketing Programme, refer to the
IOC Marketing Report for Sochi 2014.

Rio 2016 For more information on the Rio 2016 Marketing Programme, refer to the
IOC Marketing Report for Rio 2016.

PyeongChang 2018 For more information on the PyeongChang 2018 Marketing Programme, refer to the
IOC Marketing Report for PyeongChang 2018.

Tokyo 2020 For more information on the Tokyo 2020 Marketing Programme, refer to the
IOC Marketing Report for Tokyo 2020.

Beijing 2022 For more information on the Beijing 2022 Marketing Programme, refer to the
IOC Marketing Report for Beijing 2022.
Contents Appendix Olympic Marketing Fact File 2024 Edition 34

The Olympic Movement and

Commercial Partnerships

Olympic marketing programmes have contributed significantly

to the growth of the Olympic Movement, the Olympic Games and
sport worldwide.

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 stadiums, 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.
• Each partner participating in the Worldwide TOP Programme
has 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 products that may conflict with or
be considered inappropriate to the mission of the IOC or to the
spirit of Olympism.

Appendix
 Contents Appendix Olympic Marketing Fact File 2024 Edition 35

The Ioc Executive Board

The Executive Board, founded in 1921, consists of the IOC President,

four Vice-Presidents and 10 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 Revenues
& Commercial Partnerships Commission at the IOC Session.
For more information:
www.olympics.com/ioc/organisation

Ioc Revenues & Commercial Partnerships

Commission

Chair Jiří Kejval

The IOC Revenues & Commercial Partnerships Commission was
established as the IOC New Sources of Financing Commission
in 1983 to ensure the financial stability of the Olympic Movement.

IOC Revenues & Commercial Partnerships 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 Revenues & Commercial Partnerships Commission: Mandate

• To review and study possible sources of financing and
revenue for the 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.

For further information:

www.olympics.com/ioc/marketing-commission

Ioc Television & Marketing Services Sa

Anne-Sophie Voumard
Managing Director, IOC Television & Marketing Services

IOC Television and Marketing Services is a wholly owned

company of the IOC and is is responsible for a broad portfolio
of commercial programmes, including media rights and global
sponsorship programmes.

For further information:

www.olympics.com/ioc/media-rights-holders
www.olympics.com/ioc/partners
 Contents Appendix Olympic Marketing Fact File 2024 Edition 36

Pyeongchang 2018: Basic Facts Milano Cortina 2026: Basic Facts

The PyeongChang 2018 Organising Committee was responsible The Milano Cortina 2026 Organising Committee is responsible
for the staging of the 2018 Olympic Winter Games and for the for the staging of the 2026 Olympic Winter Games and for the
management of the domestic marketing programmes that management of the domestic marketing programmes that support
supported the 2018 Olympic Winter Games. the 2026 Olympic Winter Games.

PyeongChang 2018 Milano Cortina 2026

Host city election: Host city election:
6 July 2011 24 June 2019
123rd IOC Session, Durban, South Africa 134th IOC Session, Lausanne, Switzerland
PyeongChang 2018 Website: Milano Cortina 2026 Website:
www.olympics.com/ioc/news/pyeongchang-2018 www.milanocortina2026.org

Tokyo 2020: Basic Facts Los Angeles 2028: Basic Facts

The Tokyo 2020 Organising Committee was responsible for the The Los Angeles 2028 Organising Committee is responsible for
staging of the 2020 Olympic Games and for the management the staging of the 2028 Olympic Games and for the management
of the domestic marketing programmes that supported the 2020 of the domestic marketing programmes that support the 2028
Olympic Games. Olympic Games.

Tokyo 2020 Los Angeles 2028

Host city election: Host city election:
7 September 2013 13 September 2017
125th IOC Session, Buenos Aires, Argentina 131st IOC Session, Lima, Peru
Tokyo 2020 Website: Los Angeles 2028 Website:
www.olympics.com/ioc/tokyo-2020 www.la28.org

Beijing 2022: Basic Facts Brisbane 2032: Basic Facts

The Beijing 2022 Organising Committee was responsible for The Brisbane 2032 Organising Committee is responsible for the
the staging of the 2022 Olympic Winter Games and for the staging of the 2032 Olympic Games and for the management
management of the domestic marketing programmes that of the domestic marketing programmes that support the 2032
supported the 2022 Olympic Winter Games. Olympic Games.

Beijing 2022 Brisbane 2032

Host city election: Host city election:
31 July 2015 21 July 2021
128th IOC Session, Kuala Lumpur, Malaysia 138th IOC Session, Tokyo, Japan
Beijing 2022 Website: Brisbane 2032 Website:
www.olympics.com/ioc/beijing-2022 www.olympics.com/en/olympic-games/brisbane-2032

Paris 2024: Basic Facts Contact Details

The Paris 2024 Organising Committee is responsible for the INTERNATIONAL OLYMPIC COMMITTEE
staging of the 2024 Olympic Games and for the management
of the domestic marketing programmes that support the 2024 www.olympics.com/ioc
Olympic Games.

Paris 2024 IOC Television & Marketing Services SA

Host city election:
13 September 2017 Château de Vidy
131st IOC Session, Lima, Peru CH-1007 Lausanne, Switzerland
Paris 2024 Website: Tel: +41 21 621 6111
www.paris2024.org Fax: +41 21 621 6216

Media enquiries: pressoffice@olympic.org

General information requests: studies.centre@olympic.org
Image (video/photo) requests: images@olympic.org
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