1

Introduction
The Olympic Marketing Fact File is produced by the Marketing Department of the International Olympic Committee
(IOC) as a master reference of the marketing policies and programmes of the IOC, the Olympic Movement, and the
Olympic Games.The Fact File provides information for the media, academic institutions, and the Olympic Family.

The Olympic Marketing Fact File is updated and published annually.This edition provides an overview of past marketing
programmes, details on current marketing programmes for the Sydney 2000 Olympic Games, and a look to the future
— including the Salt Lake City 2002 Olympic Winter Games, the Athens 2004 Olympic Games, and beyond.

For further information on the Olympic Movement and Olympic marketing, please visit the IOC Olympic institutional
web site, www.olympic.org, and the official web site of the Sydney 2000 Olympic Games, www.olympics.com.

Important Notice:
This edition of the Olympic Marketing Fact File contains the most accurate and most complete information available as of 31 July
2000. The IOC has endeavoured to provide a consistent and accurate set of data throughout this document. Statistics and financial
data presented here may differ from data in other Olympic documentation due to exchange rate fluctuations, contract valuations,
and other factors.

introduction
Sydney 2000 Fact Sheet

TEN FACTS THAT YOU MIGHT NOT KNOW ABOUT SYDNEY 2000

• Broadcasting – Sydney 2000 will be the largest broadcast ever. The Sydney Olympic Broadcast Organisation will
provide 3,400 hours of sports coverage (204,000 minutes). It would take a broadcaster more than 144 days to air
every moment of this coverage, without allowing any time for commercial breaks, interviews, or background
programming.

• Broadcasting – Of the 3.9 billion people on the planet who have access to television, it is estimated that 3.7 billion
will watch the Sydney 2000 Olympic Games broadcast, amassing a total of more than 40 billion viewer hours and
making this the largest broadcast ever for any event.

• Broadcasting – Forty-four years ago, footage of the 1956 Melbourne Olympic Games often was not aired in
countries outside Australia until after the film had made a three- to five-day journey overseas. This could be
understood to be an earlier meaning of phrase delayed coverage.

• Finance – The IOC will provide Sydney 2000 with approximately US$1.1 billion.This figure represents more than
60% of SOCOG’s budget and approximately US$300 million more than IOC was able to provide to Atlanta 1996.

• Finance – Sydney has already made a substantial surplus from the Olympic Games with a A$179 million (US$125
million) payment to the Australian Olympic Committee in support and post-Games legacy funds, and a A$525 million
(US$367.5 million) repayment to the New South Wales government for facility construction.

• Athletes – Sydney 2000 will be the first Olympic Games in history to provide the 15,000 athletes and team officials
with free travel to the Games as well as free accommodations in the Olympic Village throughout the Games, at an
estimated cost of more than US$45 million.

• Technology – The Sydney 2000 Olympic Games will be the first digitally documented Olympic Games in history:
Approximately 1,000 compact discs will comprise the digital “Official Results Book,” which will be distributed to the
accredited media, the IOC, the NOCs, and IFs.

• Technology – The Sydney 2000 Olympic Games will feature the world’s largest photo lab, a facility of 21,000 square
feet that will process more than 200,000 rolls of film in support of the more than 1,000 photojournalists who will
cover the Olympic Games.

• Internet – During the Sydney 2000 Olympic Games, the official Games web site, www.olympics.com, is expected
to register the greatest number of hits of any site over a two-week period. The IOC, together with other members
of the Olympic Family, jointly filed a civil suit in a U.S. federal court on 20 June 2000 to shut down more than 1,800
unauthorised web sites that misuse official Olympic trademarks.

• Commercialisation – The Olympic Games are now the only major sports event in the world that allow no form
of stadium advertising, no form of advertising or commercial non-sports brands marks on athlete bibs, and no
product placement on the field of play. Global free-to-air broadcast is protected, and broadcasters may not place
any form of commercial messages over the coverage of Olympic sport and ceremonial action.

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table of contents
CHAPTER ONE
Executive Summary 1.1
Olympic Marketing Revenue Summary: 1997 – 2000 1.2
Sydney 2000 Olympic Games: Marketing Overview 1.3
Olympic Broadcast Overview 1.6
Olympic Sponsorship Overview 1.8
Other Olympic Marketing Programmes 1.9

CHAPTER TWO
Olympic Marketing Overview 2.1
Fundamental Objectives of Olympic Marketing 2.2
Structure of the IOC Marketing Effort 2.3
Three Tiers of Olympic Marketing 2.7
Overview: Olympic Marketing Programmes 2.9
Overview: Olympic Marketing Revenue Distribution 2.10

CHAPTER THREE
Sydney 2000 Olympic Games Marketing Programmes 3.1
Olympic Games Marketing Programmes Overview 3.2
SOCOG Marketing: Vital Statistics 3.3
Sydney 2000 Olympic Games: Marketing Overview 3.4
Sydney 2000 Olympic Games: Sponsorship 3.7
Sydney 2000 Olympic Games: Licensing 3.10
Economic Impact of Sydney 2000 3.14

CHAPTER FOUR
Future Olympic Games Marketing Programmes 4.1
Salt Lake City 2002 Olympic Winter Games: Marketing 4.2
Athens 2004 Olympic Games: Marketing 4.8
Turin 2006 Olympic Winter Games: Marketing 4.9

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CHAPTER FIVE
Olympic Broadcast 5.1
Olympic Television Broadcast Overview 5.2
Olympic Broadcast Policy 5.3
Broadcasting & the Growth of the Olympic Movement 5.5
Broadcast Contributions to the Olympic Movement 5.6
Sydney 2000: Olympic Television Summary 5.7
Sydney 2000: Olympic Broadcast Revenue 5.15
Sydney 2000: Broadcast Revenue Distribution 5.16
Salt Lake 2002: Olympic Television Summary 5.17
Salt Lake 2002: Olympic Broadcast Revenue 5.18
Future Olympic Broadcast Revenue 5.19
Future Broadcast Revenue Distribution 5.20
Olympic Broadcast History 5.21
Olympic Television: Melbourne 1956 5.22
Olympic Television: Atlanta 1996 5.23
Broadcast Rights Fees History 5.24
Olympic Broadcast Research – 1998 & 1999 5.28
Perspectives: On Olympic Television 5.30

CHAPTER SIX
Olympic Sponsorship 6.1
Olympic Sponsorship Overview 6.2
Three Tiers of Olympic Sponsorship 6.3
The Olympic Partners: TOP Overview 6.4
History of the TOP Programme 6.5
Contributions of TOP Partners 6.6
TOP Revenue Distribution 6.7
The Rights & Benefits of TOP Partnership 6.8
Partner Profiles: TOP IV (1997 – 2000) 6.10
Future TOP Sponsorship Programmes 6.22
Olympic Sponsorship Research 6.23
Perspectives: On Olympic Sponsorship 6.27

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CHAPTER SEVEN
Other Marketing Programmes 7.1
Olympic Supplier Programmes 7.2
IOC Suppliers 7.3
Olympic Licensing Overview 7.5
IOC Licensing at Sydney 2000 7.6
Olympic Philatelic Programmes 7.7
Olympic Stamps & Sydney 2000 7.9
Olympic Numismatic Programmes 7.10
The Sydney 2000 Olympic Coin Programme 7.11

CHAPTER EIGHT
Olympic Marketing History 8.1
Ancient Olympic Games: Financing & Commercialism 8.2
Overview: Marketing & the Modern Olympic Games 8.3
A Century of Modern Olympic Marketing 8.4
Marketing & the Growth of the Olympic Games 8.9

CHAPTER NINE
The Olympic Image 9.1
Olympic Image Project Overview 9.2
The Olympic Image 9.3
Olympic Image Research 9.4
Olympic Promotional Announcement Programme 9.12
Reactions to "Celebrate Humanity" 9.13
Television scripts of "Celebrate Humanity" 9.14
Radio scripts of "Celebrate Humanity" 9.16
General Research: Olympic Marketing 9.19

CHAPTER TEN
Olympic Movement & Commercialism 10.1
The Olympic Movement & Commercialism 10.2
The Olympic Games & Ambush Marketing 10.3
Commercialism: From Atlanta to Sydney 10.4

table of contents
 Initiatives for the Control of Commericialism &
Ambush Marketing for Sydney 2000 10.5
Research: Commercialism & the Olympic Games 10.7
Research: Ambush Marketing & the Olympic Games 10.9
Perspectives: On Commercialism & the Olympic Games 10.11
Perspectives: On Ambush Marketing 10.12

CHAPTER ELEVEN
Olympic Movement & the Internet 11.1
Olympic Internet Overview 11.2
Sydney 2000 Web Site: www.olympics.com 11.3
IOC Institutional Web Site: www.olympic.org 11.4
IOC Internet Strategy: 2000 & Beyond 11.5

CHAPTER TWELVE
Contacts 12.1
IOC 12.2
Sydney 2000 12.3
Salt Lake City 2002 12.4
Athens 2004 12.5
Torino 2006 12.6
Meridian Management 12.7
Hill & Knowlton and TBWA/Chiat Day 12.8
OTAB & OPAB 12.9
TOP IV Partners 12.10
Principal Television Rights Holders — Sydney 2000 12.13

APPENDIX ONE A.1

Olympic Terms & Definitions
Olympic Acronyms

APPENDIX TWO A.7

Olympic Charter Fundamental Principles

APPENDIX THREE A.9

Sources of Additional IOC Marketing Information

APPENDIX FOUR A.11

Olympic Games History Charts

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chapter one

Executive Summary

OLYMPIC MARKETING REVENUE: SUMMARY 1997 – 2000

SYDNEY 2000 OLYMPIC GAMES: MARKETING OVERVIEW

BROADCAST OVERVIEW

SPONSORSHIP OVERVIEW

OTHER PROGRAMMES

chapter one 1.1

 Olympic Marketing Revenue: Summary 1997 – 2000
Olympic marketing programmes represent the most successful marketing effort in sport today.The programmes of
the 1997 – 2000 quadrennium, which includes the Nagano 1998 Olympic Winter Games and the Sydney 2000 Olympic
Games, will generate more than US$3,600 million (US$3.6 billion) and offer the Olympic Family greater support than
any programmes in Olympic history.

Olympic marketing, the combined efforts of the International Olympic Committee (IOC) and the Organising
Committees for the Olympic Games (OCOGs), includes revenue from Olympic television broadcast rights, sponsorship,
licensing, and ticket sales.

SUMMARY: OLYMPIC MARKETING REVENUE SOURCES & DISTRIBUTION

Total generated by IOC & OCOGs from 1997 – 2000 (Nagano and Sydney)
More than US$3,600 million (US$3.6 billion)

Total generated by IOC & SOCOG, related to Sydney 2000

More than US$2,600 million (US$2.6 billion)

Revenue generated by IOC, related to Sydney 2000 (to be distributed

throughout the Olympic Family, to SOCOG, the NOCs, the IFs, and the IOC)
Approximately US$1,900 million (US$1.9 billion)
72% of the total revenue for the Sydney 2000 Olympic Games

IOC Revenue Distributed to the Olympic Family

Approximately 93%

IOC Revenue Retained by IOC

Approximately 7%

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Sydney 2000 Olympic Games: Marketing Overview
The Sydney Olympic marketing programme, the combined global and local Australian efforts, is the most successful
programme to date.

SYDNEY 2000 REVENUE FACTS & FIGURES

Overall Revenue Generation

• Sydney 2000 will represent the most successful Olympic marketing programme to date, generating more than
US$2,600 million (US$2.6 billion) for the Olympic Movement.
• US$1,800 million (US$1.8 billion) will be allocated to SOCOG and the AOC for the organisation and staging of the
Olympic Games.
• US$800 million will be allocated to the 200 NOCs, the 28 summer IFs, and the IOC.

IOC Revenue Generation & Distribution

• The IOC is responsible for generating approximately US$1,900 million of the Sydney 2000 revenue total, and the
IOC will provide US$1,100 million (US$1.1 billion) to SOCOG.
• This IOC contribution to SOCOG represents approximately 60% of SOCOG’s total budget.
• This IOC contribution to SOCOG is US$300 million more than the IOC contributed to Atlanta.

Sydney 2000 Marketing Surplus

In many respects, the Sydney 2000 Olympic Games have already made a surplus:
• US$125 million (A$179 million) has been provided in support and legacy funds to the Australian Olympic
Committee.
• US$367.5 million (A$525 million) has been repaid to the New South Wales government for venue support and
construction.

chapter one 1.3

 OLYMPIC MARKETING REVENUE GENERATION
The Olympic Movement will generate US$2.6 billion from the marketing rights related to the Sydney 2000 Olympic
Games.The chart below illustrates the amount of revenue generated for the Olympic Family from each marketing source
and identifies those programmes that are led by the IOC and those that are led by SOCOG.

Tickets US$356m
Broadcast
Local Sponsorship rights US$1,331m
US$315m+
14%
Licensing & 12% IOC led US$1,900m
Other US$66m 51% 72%
3% 21%
SOCOG led US$700m
28%
TOP IV
US$550m

Please note:
1) The TOP programme operates on a quadrennial basis, involving the collective marketing rights for an Olympic Winter Games and an Olympic
Games. The figure presented here for TOP IV (US$550 million) reflects the total revenue generated from the TOP IV programme, which includes
sponsorship rights for Nagano 1998 and Sydney 2000.
2) Figures in the chart above represent revenue generated as of 1 June 2000.

OLYMPIC MARKETING REVENUE DISTRIBUTION

The Olympic Movement will generate US$2.6 billion from the marketing rights related to the Sydney 2000 Olympic
Games. The chart below identifies the amount of Olympic marketing revenue to be contributed to SOCOG and the
amount of revenue to be distributed throughout the rest of the Olympic Family.

Rest of Olympic Movement

SOCOG / AOC
US$800m
US$1,800m

30%

70%

OTHER CONTRIBUTIONS TO THE OLYMPIC GAMES & OLYMPIC TEAMS

• The Sydney Olympic Games will provide travel grants (estimated at US$25 million) and free accommodation in the
Olympic Villages (estimated at more than US$20 million) for all athletes and officials.
• Broadcast and press facilities and support at the Olympic Games will be provided at a cost of more than US$300
million.
• National Olympic Committees (NOCs), excluding Japan,Australia, and the United States, receive more than US$200
million in grants and support from the IOC between 1997 and 2000, through the TOP Programme and Olympic
Solidarity.This is a 44% increase from the previous quadrennium.
• TOP IV revenue share for the NOCs of developing nations has doubled in this quadrennium from a minimum
US$20,000 to a minimum US$40,000.

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SOCOG MARKETING: OLYMPIC GAMES MARKETING PROGRAMMES
Each OCOG develops and activates Olympic Games marketing programmes within the host country. For the Sydney
2000 Olympic Games, SOCOG has created one of the strongest marketing programmes in Olympic history, consisting
of sponsorship, licensing, ticketing, and other programmes that directly support the staging of the Olympic Games.

GAMES MARKETING REVENUE SOURCES & DISTRIBUTION

SOCOG Revenue Generation from Sponsorship,Tickets, & Licensing

More than US$700 million

SOCOG Sponsorship Revenue

More than US$315 million
150% of original sponsorship target of US$207 million

Games Revenue Retained by SOCOG

95% of SOCOG revenue total

IOC Share of Games Revenue

5% of SOCOG revenue total
• Received as licensing fee for Olympic marketing rights and overall marketing
programmes support

Comparison: Per Capita Figures for Olympic Games Marketing Programmes

Sydney 2000 Atlanta 1996

Combined IOC and OCOG
Sponsorship Revenue US$25 per Australian US$1.60 per American
OCOG Product Licensing Revenue US$2.50 per Australian US$0.32 per American

chapter one 1.5

 Olympic Broadcast Overview
Television has contributed to the growth of the Olympic Movement more than any other factor. The global
broadcast allows an ever-increasing audience to experience the Olympic Games, the most-watched sporting event in the
world. The IOC broadcast policy ensures maximum presentation of the Games to the widest possible audience free of
charge, and the long-term broadcast rights strategy developed by the IOC ensures continued growth for decades to
come. Olympic broadcast revenue today accounts for just less than 45% of Olympic marketing revenue.

OLYMPIC BROADCAST REVENUE

Total Olympic Broadcast Revenue: Olympic Games Comparison

Atlanta 1996 Sydney 2000

US$895 million US$1,331.6 million

Broadcast Revenue Contribution to the OCOG: Olympic Games Comparison

Atlanta 1996 Sydney 2000

US$568 million US$798 million

The Sydney 2000 broadcast revenue contribution of US$798 million to SOCOG is:
• Approximately 60% of the total Olympic broadcast revenue
• Approximately 43.77% of SOCOG’s total budget
• US$140 million more than the projected contribution at the time of the Sydney bid
• US$230 million more than the contribution to the Atlanta Organising Committee

COMPARISON: OLYMPIC BROADCAST FIGURES

The Sydney 2000 Olympic Games will be broadcast in more countries than any Olympic Games in history.The Olympic
Host Broadcaster feed will also provide more hours of Olympic competition coverage than ever before.

Olympic Broadcasting Facts: Olympic Games Comparison

Atlanta 1996 Sydney 2000

Countries Broadcasting 214 220
Hours in Host Broadcaster Feed 3,000 3,400

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BROADCAST AUDIENCE, REACH, & TOTAL VIEWER HOURS
The Sydney 2000 Olympic Games broadcast will be the largest broadcast with the greatest reach of any event in history.
Olympic coverage will be broadcast to practically the entire world, reaching 3.7 billion people of the 3.9 billion people
in the world who have access to television. This is a significant increase from 3 billion for Atlanta 1996 coverage.

Total Viewer Hours are expected to eclipse 40 billion viewer hours as a result of increased coverage, reach, and interest
in the Olympic Games.

Atlanta 1996 Sydney 2000

Potential Unduplicated Audience 3 billion 3.7 billion
Total Viewer Hours approximately 36 billion more than 40 billion

BROADCASTERS EXPAND COVERAGE FOR SYDNEY 2000

Approximately 70% of Olympic broadcasters have indicated that they intend to expand and enhance coverage of the
Sydney 2000 Olympic Games from the Atlanta 1996 coverage.

The duration of broadcast coverage will break all records, with nearly half of the broadcasters increasing coverage. The
following table shows a comparison of broadcast hours from the 1996 and 2000 Olympic Games, illustrating those
countries that plan to significantly increase the number of broadcast hours.

Number of Hours Broadcast:

Country Sydney Coverage Atlanta Coverage Increase
Australia 1,207 308 899 hrs. / 292%
Canada 1,039 244 795 hrs. / 326%
South Africa 930 174 756 hrs. / 434%
China 740 204 536 hrs. / 263%
Greece 452 161 291 hrs. / 181%
United States 442 169 273 hrs. / 162%
Japan 558 333 225 hrs. / 68%
Argentina 435 298 137 hrs. / 46%

Olympic Broadcasters also plan the following coverage enhancements:

• Approximately 45% of broadcasters will increase Olympic Games coverage.
• Approximately one third of broadcasters will produce special studio programmes.
• Approximately one quarter of broadcasters will increase prime-time Olympic Games coverage.
• Several countries will broadcast live coverage of the Olympic Games for the first time in the countries’ respective
histories.

chapter one 1.7

 Olympic Sponsorship Overview
Olympic sponsorship is a partnership between the Olympic Movement and a corporate entity that is intended to
generate support for the Olympic Movement and the Olympic Games. Olympic sponsorship operates on three levels:

The TOP Programme: The worldwide Olympic sponsorship programme managed by the IOC.

Olympic Games sponsorship: The sponsorship programme established within the Olympic Games host country to
directly support the staging of the Games, managed by the OCOG under the direction of the IOC.

National sponsorship: A sponsorship programme established within a country to directly support an NOC and its
Olympic team, managed by the NOC.

Sponsorship contributes more than 30% of Olympic marketing revenue. The TOP programme managed by the IOC is
the only sponsorship with the exclusive worldwide marketing rights to both Winter and Summer Games, providing
support for the OCOGs, all 200 NOCs and their Olympic teams, and the IOC.

TOP IV SPONSORSHIP REVENUE FIGURES (1997 – 2000)

Total TOP Programme Revenue

More than US$550 million*
* This figure includes cash and value-in-kind (VIK) support.

TOP Programme Revenue Distribution Formula

Approximately 32.5% to the Olympic Games Organising Committee (SOCOG) and the
host country NOC (AOC)
Approximately 17.5% to the Olympic Winter Games Organising Committee (NAOC)
and the host country NOC (JOC)
Approximately 20% to the United States Olympic Committees (USOC)
Approximately 20% to the remaining 197 National Olympic Committees (NOCs)
Approximately 10% to the IOC

Please note: The OCOGs’ combined share is actually higher than 50%, due to certain technology agreements
that provide substantial additional VIK contributions each OCOG for overall Olympic Games operations.

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Other Olympic Marketing Programmes
OLYMPIC LICENSING
The Olympic Family activates other marketing programmes such as supplierships and licensing programmes to support
the Olympic Movement and the Olympic Games.

The IOC and the OCOG maintain relationships with corporate suppliers who provide products and services for
operations and for the staging of the Olympic Games.

Licensing programmes market officially licensed products from the OCOGs, the NOCs, and the IOC. These products
carry the emblems and mascots of the Olympic Games or Olympic teams and are designed to commemorate the
Olympic Games and Olympic teams. Olympic coins and stamps continue a long-standing tradition in Olympic marketing,
providing the Olympic Movement with a valuable source of revenue.

THE OLYMPIC IMAGE

The IOC has commissioned several research projects to identify and define the Olympic Image, based on worldwide
public perception and opinion.This research, conducted in 1998 and 1999, gathered data from a total of 12 countries.

The results of the research show that the Olympic Movement and the Olympic Games possess an enduring and valuable
image, which was captured under the following basic themes:
• Hope: The Olympic Games offer hope for a better world, using sport competition for all without discrimination as
an example and a lesson.
• Dreams and Inspiration: The Olympic Games provide inspiration to achieve personal dreams through the lessons
of the athletes’ striving, sacrifice, and determination.
• Friendship and Fair Play: The Olympic Games provide tangible examples of how humanity can overcome political,
economic, religious, and racial prejudices through the values inherent in sport.
• Joy in the Effort: The Olympic Games celebrate the universal joy in doing one’s best, regardless of the outcome.

55 percent of the public surveyed in 1999 stated that their opinion of the Olympic Games is higher today than it has
ever been.

The core values of the Olympic Image have provided the foundation for a promotional campaign of Olympic-themed
announcements that have been produced for television, radio, print media, and the Internet.

chapter one 1.9

 “Every act of support for the Olympic Movement promotes peace,
friendship and solidarity throughout the world.”
— Juan Antonio Samaranch, IOC President

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1.10 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
chapter two

Olympic Marketing Overview

FUNDAMENTAL OBJECTIVES OF OLYMPIC MARKETING

STRUCTURE OF THE IOC MARKETING EFFORT

THREE TIERS OF OLYMPIC MARKETING

OVERVIEW: OLYMPIC MARKETING PROGRAMMES

OVERVIEW: OLYMPIC MARKETING REVENUE DISTRIBUTION

chapter two 2.1

 Fundamental Objectives of Olympic Marketing
The International Olympic Committee (IOC) co-ordinates the marketing of the Olympic Games 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 (OCOG),
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
National Olympic Committees (NOCs) and their continental associations, the International Sports Federations
(IFs), and other recognised international sports organisations — and to provide financial support to emerging
nations.
• To ensure that the Olympic Games can be experienced via free over-the-air television by all viewers throughout the
world.
• To curtail uncontrolled 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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Structure of the IOC Marketing Effort
The IOC, as the holder of the rights to the Olympic Games and the Olympic marks, is responsible for the overall
direction and management of Olympic marketing programmes.

THE IOC EXECUTIVE BOARD

The IOC Executive Board oversees the marketing policy established by the IOC Session.

President
Juan Antonio Samaranch Spain

Vice Presidents
Richard W. Pound, Q.C. Canada • Olympic finalist, swimming, Rome 1960
• Chair, IOC Marketing Commission;Television Rights
Negotiations Commission; Internet Working Group;
World Anti-Doping Agency

Anita Defrantz United States • Olympic bronze medallist, rowing, Montreal 1976
• Chair,Women & Sport Working Group

Keba Mbaye Senegal • Chair, International Court of Arbitration for Sport;

IOC Juridical Commission

R. Kevan Gosper Australia • Olympic silver medallist, athletics, Melbourne 1956;

Semi-finalist, athletics, Rome 1960
• Chair, IOC Press Commission

Members
Dr.Thomas Bach Germany Olympic gold medallist, fencing, Montreal 1976

Chiharu Igaya Japan Olympic silver medallist, skiing, Cortina 1956

Un Yong Kim Korea • Vice President, OCOG, Seoul 1988

• Chair, IOC Television Commission

Marc Hodler Switzerland • President, International Ski Federation, retired (1999)

• Chair, IOC Finance Commission

Dr. Jacques Rogge Belgium • Olympic competitor, yachting, Mexico 1968,

Munich 1972, Montreal 1976
• Chair, IOC Co-ordination Commission, Sydney 2000,
Athens 2004

Zhenliang He People’s Republic of China • Deputy chef de mission, Lake Placid 1980, Seoul 1988,
Barcelona 1992
• Chair, IOC Cultural Commission

chapter two 2.3

 IOC MARKETING COMMISSION
The IOC Marketing Commission recommends Olympic marketing policy to the IOC Executive Board.
In 1983, the IOC established the New Sources of Financing Commission to ensure the financial stability of the
Olympic Movement. In December 1997, the New Sources of Financing Commission proposed that its mandate and
name be changed, recognising the successful accomplishment of its original goals and the need to refocus for the future.
Today the IOC Marketing Commission’s goal is to ensure that the Olympic Movement’s marketing endeavours
remain current with the modern marketplace while maintaining the Fundamental Principles of Olympism.

Chairman
Richard W. Pound, Q.C.* Canada IOC First Vice President

Members
Dr.Thomas Bach * Germany Olympic gold medallist, fencing, Montreal 1976
Richard Carrion * Puerto Rico Executive Committee, Puerto Rico Olympic Committee
Rene Fasel * Switzerland President of Ice Hockey Federation (IIHF)
Niels Holst-Sorensen * Denmark Olympic gold & silver medallist, athletics, London 1948
Lambis W. Nikolaou * Greece President, Greece NOC
Mario Pescante * Italy Secretary General, European Olympic Committees
(EOC)
Craig Reedie * Great Britain President, Great Britain NOC
Hein Verbruggen * Netherlands President, International Cycling Union (UCI)
James Easton * United States President, International Archery Federation (FITA)
Francois Carrard Switzerland IOC Director General
Michael R. Payne Great Britain IOC Marketing Director
Nawal El Moutawakel* Morocco Secretary of State to the Minister of Social Affiairs,
responsible for Youth and Sport
IF Representative
Olegario Vazquez Rana * Mexico President, International Shooting Union

NOC Representative
Patrick J. Hickey * Ireland President, Ireland NOC

Athlete Representative
S.A.S. le Prince Hereditaire
Albert de Monaco * Monaco IOC Athletes Commission

Individual Members
Stewart Binns Great Britain Senior Vice President,TWI / Director, OTAB
Laurent Scharapan France M.D., Meridian / Marketing Manager, Albertville OCOG
Chris Welton United States M.D., Meridian / Marketing Director, Atlanta OCOG
John Moore Australia Former GM, marketing, Sydney OCOG

Secretariat
IOC Marketing Department

* indicates IOC Members

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IOC MARKETING DEPARTMENT
The IOC Marketing Department implements the recommendations of the IOC Marketing Commission approved by the
IOC Executive Board.
The IOC Marketing Department, founded in January 1989, is the functional arm of the Olympic marketing effort and
has been directed since its formation by IOC Marketing Director Michael R. Payne.
The Marketing Department works directly with Olympic sponsors, Olympic broadcasters, NOCs, and OCOGs to:
• Develop new Olympic marketing programmes, including future New Media strategies.
• Support the negotiations for the broadcast rights of the Olympic Games and develop contracts that are compatible
with the IOC broadcasting objective of making free televised coverage of the Olympic Games accessible to as many
people around the world as possible.
• Oversee and direct OCOGs in the development of their marketing programmes in accordance with the overall IOC
plans.
• Educate NOCs about how to develop marketing programmes in their local markets.
• Oversee and implement Olympic Image enhancement programmes, including the “Look of the Games” programme,
emblem development, and market research.

The Marketing Department works with a small international in-house staff:

Michael R. Payne (Great Britain) Rose-Marie Malnati (Switzerland)

IOC Marketing Director Executive Assistant to the Marketing Director
Tel: 41 21 621 6334 Tel: 41 21 621 6334
Email: rose_marie.malnati@olympic.org

David Aikman (Canada) Elizabeth McMahon (United States)

Group Marketing Manager, Business Development Group Marketing Manager, Marketing Services
Tel: 41 21 621 6289 Tel: 41 21 62 6415
Email: david.aikman@olympic.org Email: liz.mcmahon@olympic.org

Martin Benson (Canada) Kirsty Bohn (Great Britain/Switzerland)

Project Officer, Business Affairs Marketing Assistant
Tel: 41 21 621 6342 Tel: 41 21 621 6322
Email: martin.benson@olympic.org Email: kirsty.bohn@olympic.org

Anne Kelly (United States/France) Michele Garrity (United States)

Group Marketing Manager, Client Services Secretary/Administrative Assistant
Tel: 41 21 621 6320 Tel: 41 21 621 6288
Email: anne.kelly@olympic.org Email: michele.garrity@olympic.org

chapter two 2.5

 MARKETING SUPPORT
The IOC Marketing Department is supported by several specialist agencies and consultants.

Meridian Management S.A. (Lausanne, Atlanta, Sydney, Salt Lake City, Athens)
Established in 1996 by the IOC as its dedicated marketing client-service arm, Meridian Management co-ordinates
the management of the TOP programme and Olympic Games marketing operations and acts as the NOC marketing
liaison.
Laurent Scharapan, Managing Director Chris Welton, Managing Director
Tel: + 41 21 621 6000 Fax: + 41 21 621 6001 Tel: (U.S.) +1 404 816 7979 Fax: +1 404 816 7020

Hill & Knowlton

Public relations and communications support and development of the Partner Recognition Programme.
Mike Kontos
Tel: + 41 21 621 6414 Mobile: + 41 79 250 9987 Fax: + 41 21 621 6356

TBWA/Chiat Day
Development and production of the “Celebrate Humanity” Olympic promotional announcement programme and
development of the Partner Recognition Programme.
Maggie Silverman, Global Account Director
Tel: (U.S.) + 1 310 305 5000 Fax: + 1 310 305 6809

Olympic Television Archive Bureau (OTAB)/Trans World Int. (TWI)

Established in 1995 by the IOC, OTAB co-ordinates the management of the historical moving image archive of the
Olympic Movement and special Olympic broadcast programming. OTAB is managed by TWI, the world’s largest
independent sports television producer.
Stewart Binns, Bureau Director
Tel: (U.K.) +44 181 233 5353 Fax: +44 181 233 5354

Olympic Photo Archive Bureau (OPAB)/Allsport

Established in 1996 by the IOC, OPAB manages the historical photo archive of the Olympic Movement and develops
special Olympic photographic projects (including marketing service support at each Olympic Games). OPAB is
managed by Allsport, the world’s largest sports photographic library.
James Nichols, Director of Marketing
Tel: (U.K.) + 44 181 685 1010 Fax: + 44 181 686 5240

Sports Marketing Surveys (SMS)

Global IOC broadcasting research and data analysis and event research projects.
Christopher Rimmer
Tel: (U.K.) + 44 1932 350 600

marketing f a c t f i l e
2.6 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
Three Tiers of Olympic Marketing
I. MARKETING PROGRAMMES OF THE IOC
Olympic marketing programmes directly managed by the IOC include:
• Olympic Games broadcast
• TOP (The Olympic Partners), the worldwide Olympic sponsorship programme
• IOC licensing programmes
• IOC supplierships

Revenue Distribution: The IOC distributes revenue from these marketing programmes throughout the Olympic
Movement according to the formula established for each programme.

This chapter contains overall IOC marketing information, with total revenue generation and distribution figures. For further
information on the each of the programmes managed by the IOC, please see the chapters of this document dedicated to specific
IOC marketing programmes.

II. MARKETING PROGRAMMES OF THE ORGANISING COMMITTEES (OCOGS)

Under the direction of the IOC, the OCOG manages Olympic Games marketing programmes that are targeted to the
Olympic Games host country. Olympic Games marketing programmes managed by the OCOG include:
• Olympic Games sponsorship programmes that operate within the host country
• Olympic Games ticketing programmes
• Olympic Games licensing programmes
• Olympic Games supplierships

The IOC contributes to these programmes by: (a) granting the Olympic intellectual property rights to the OCOG as a
foundation for the Olympic Games marketing programmes, (b) managing the marketing programme jointly with the
OCOG, (c) providing overall marketing support, and (d) providing the template from previous Olympic Games marketing
initiatives.

Revenue Distribution:
• The OCOG retains 95% of the revenue from these programmes to stage the Olympic Games.
• The IOC receives 5% of the revenue from these programmes as a licensing fee and distributes this revenue
throughout the Olympic Family.

This chapter contains information on IOC marketing revenue and distribution. For further information on the Olympic Games
marketing programmes managed by the OCOGs, please see the Chapters Three & Four of this document.

chapter two 2.7

 III. MARKETING PROGRAMMES OF THE NATIONAL OLYMPIC COMMITTEES (NOCS)
The NOCs manage national Olympic marketing programmes that are targeted within their home countries. Olympic
marketing programmes managed by the NOCs include:
• National Olympic sponsorship programmes that operate within the home country of the NOC
• National Olympic licensing programmes
• National Olympic supplierships

The IOC contributes to these programmes by: (a) granting the Olympic intellectual property rights to the NOC as a
foundation for the national marketing programme, and (b) providing overall marketing support.

Revenue Distribution: Each NOC retains 100% of its revenue from national marketing programmes to support its
Olympic team and sport development programmes within its country.

This document contains information on IOC marketing programmes and OCOG marketing programmes. Information on the
marketing programmes of the NOCs is available from each NOC.

marketing f a c t f i l e
2.8 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
Overview: Olympic Marketing Programmes
OLYMPIC MARKETING PROGRAMMES
The IOC manages or oversees various marketing programmes to provide support to the Olympic Movement and the
Olympic Games. These include: television broadcast, corporate sponsorship programmes, Olympic Games ticketing
programmes, and Olympic licensing programmes (including Olympic numismatic & philatelic programmes). This section
provides information on the total revenue generation figures from these programmes.

1997 – 2000 Olympic Revenue

Olympic marketing will generate in excess of US$3,600 million (or US$3.6 billion) for the 1997 – 2000 quadrennium.

Nagano 1998 Marketing Revenue: US$1,000 million (US$1 billion)

Sydney 2000 Marketing Revenue: * US$2,600 million (US$2.6 billion)
Total Olympic Marketing Revenue: US$3,600 million (US$3.6 billion)

* A discussion of marketing revenue sources specifically for the Sydney 2000 Olympic Games appears in Chapter Three of this
document: “Sydney 2000 Olympic Games Marketing Programmes”.

OLYMPIC MARKETING REVENUE SOURCES: 1997 – 2000

The following charts provide the revenue figures and percentages from various Olympic marketing programmes
from 1997 – 2000, including the Nagano 1998 Olympic Winter Games and the Sydney 2000 Olympic Games combined:

Total Broadcast Revenue: US$1,844 million

Total TOP IV Sponsorship Revenue: US$550 million
Total Ticket Revenue: US$455 million
Total Local Sponsorship Revenue : US$630 million
Licensing Revenue: US$62 million
Other Revenue: US$33 million
Total: Approximately US$3,600 million (US$3.6 billion)

Licensing 1.7%
Ticketing Other 0.9%

TOP
Broadcast Rights
12.6%
Fees
16.1%
51.2%
17.5%

Local Sponsorship

chapter two 2.9

 Overview: Olympic Marketing Revenue Distribution
The following is a summary of IOC the total overall revenue distribution figures from Olympic marketing programmes,
including: television broadcast, corporate sponsorship programmes, Olympic Games ticketing programmes, and Olympic
licensing programmes (including Olympic numismatic & philatelic programmes).

The IOC distributes approximately 93% of Olympic marketing revenue to:

The Organising Committees for the Olympic Games (OCOGs)

Funds from Olympic marketing programmes contribute to the administration, operation, and organisation necessary for
the staging of the Olympic Games. The Sydney Organising Committee (SOCOG) is expected to receive US$1,900
million — this is US$300 million more than the IOC was able to provide for the Atlanta Organising Committee (ACOG).
More information on Olympic marketing contributions to the Olympic Games is available in the following pages in this
section.

The 200 National Olympic Committees (NOCs)

Funds from Olympic marketing programmes help defray administrative costs, including the cost of sending Olympic
teams to the Games. Through Olympic Solidarity and the TOP programme, the IOC will provide various grants and
financial support to each national Olympic team that attends the Games. For this quadrennium (1997 – 2000), NOCs
will receive a total contribution estimated to exceed US$200 million (excluding payments to the USOC and the two
host country NOCs: JOC and AOC).
Further information on Olympic marketing contributions to the NOCs and the athletes follows in this section.

The 28 Olympic Summer Sports Federations (IFs)

Funds from Olympic marketing programmes assist in the continuing promotion of their respective sports. For Sydney
2000, this contribution will amount to a total of US$161 million.
Further information on Olympic marketing contributions to the IFs follows in this section.

The 7 Olympic Winter Sports Federations (IFs)

Funds from Olympic marketing programmes assist in the continuing promotion of their respective sports. For Nagano
1998, this contribution amounted to a total of US$50.3 million.

Further information on Olympic marketing contributions to the IFs follows in this section.

Various other sports organisations

Funds from Olympic marketing programmes contribute to the programmes of various organisations, including
recognised international sports organisations, the International Paralympic Committee, the Paralympic Organising
Committee, and the World Anti-Doping Agency (WADA).

The IOC retains approximately 7% of Olympic marketing revenue for the managerial, administrative,
and operational costs of governing the Olympic Movement.

marketing f a c t f i l e
2.10 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
REVENUE & CONTRIBUTIONS TO THE OLYMPIC MOVEMENT
Olympic marketing programmes have generated approximately US$15 billion since 1980.

More than US$3,600 million (US$3.6 billion) will be generated during the current quadrennium (1997 – 2000).
• The IOC will distribute approximately 93% of this total to the OCOGs, the International Sports Federations,
and the 200 NOCs.
• The IOC will retain approximately 7% of this total.

More than US$2,600 million (US$2.6 billion) of the total for this quadrennium is directly related to the Sydney 2000
Olympic Games.

OLYMPIC MARKETING REVENUE DISTRIBUTION: 1997 – 2000

IOC
NOCs / IFs / OCOGs

7%
93%

chapter two 2.11

 CONTRIBUTIONS TO THE OLYMPIC GAMES
The Sydney Olympic Games Organising Committee (SOCOG) will receive US$1,900 million (US$1.9 billion) from the
Olympic marketing programmes managed by the IOC and SOCOG combined.

SOCOG will receive approximately US$1,100 million (US$1.1 billion) from the marketing programmes managed by the
IOC. This figure represents approximately 60% of SOCOG’s total budget. The remaining 40% of SOCOG’s budget is
generated largely through SOCOG’s use of IOC intellectual property rights.

Olympic marketing programmes have also provided the following for the Sydney 2000 Olympic Games:
• The Sydney 2000 Olympic Games will be the first Games of the Olympiad to provide athletes with travel grants. The
value of these grants is estimated at more than US$25 million.
• The Sydney 2000 Olympic Games will be the first Games of the Olympiad to provide free accommodations for all
athletes and officials in the Olympic Village. The value of these accommodations is estimated at more than US$20
million.
• Broadcast and press facilities and support at the Sydney 2000 Olympic Games will be provided at a cost of more
than US$300 million.

OCOG Share of Olympic Marketing Revenue: Olympic Games Comparison

Games of the Olympiad OCOG Revenue Total Revenue from IOC
ACOG (Atlanta 1996) US$1,600 million US$800 million
SOCOG (Sydney 2000) US$1,800 million US$1,100 million

Olympic Marketing Revenue to SOCOG Sydney Bid Projection

Revenue Source in US$ millions in US$ millions

Broadcast Rights 798 488

Local Sponsorship 315 207
Tickets 356 139
TOP 221 90
Licensing & Other 66 51
Total 1,756 975

A complete discussion of Olympic marketing contributions to the Sydney 2000 Olympic Games appears in Chapter Three of
this document: “Sydney 2000 Olympic Games Marketing”.

marketing f a c t f i l e
2.12 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
CONTRIBUTIONS TO OLYMPIC ATHLETES & NOCS
The IOC will provide $400 million to NOCs (including approximately $200 million to the USOC) in direct athlete
support for the current quadrennium. In addition, the athletes’ village at Sydney 2000 is free, and all athletes’ travel to
the Sydney 2000 Olympic Games will be paid for by the marketing programmes of the IOC and the OCOG, resulting
in a further US$45 million in indirect support.

NOCs will receive more than US$200 million in grants and support from the IOC through the TOP programme and
Olympic Solidarity for 1997 – 2000. This represents a 44% increase in support from the previous Olympic quadrennium.
*

NOCs of developing nations will receive a minimum of US$40,000 from TOP IV programme revenue and Olympic
Solidarity. This represents a 100% increase in support from the previous Olympic quadrennium.

* Separate reporting is conducted with regard to contributions to the NOCs in the host countries for the quadrennium, Japan and
Australia, as well as to the Unites States Olympic Committee. For this reason, the contribution to these NOCs is excluded from
these figures.

NOC Revenue from the IOC: Quadrennium Comparison

Olympic Olympic Solidarity TOP Total

Quadrennium Broadcast Revenue Revenue* Contribution
1989 – 1992 (Albertville/Barcelona) US$51.6 million US$35 million US$86.6 million
1993 – 1996 (Lillehammer/Atlanta) US$80.9 million US$57 million US$137.9 million
1997 – 2000 (Nagano/Sydney) US$121.9 million US$80 million US$201.9 million

* excluding USOC and Host country NOCs

N.B. 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.

chapter two 2.13

 CONTRIBUTIONS TO THE INTERNATIONAL SPORTS FEDERATIONS
The 35 International Sports Federations (28 Summer, 7 Winter) receive financial support for the development of their
respective sports worldwide. During this quadrennium, Winter Sports Federations shared $50.3 million from Nagano
1998, and Summer Sports Federations will share US$161 million from Sydney 2000.

International Summer Sports Federation Revenue from IOC: Olympic Games Comparisons

Olympic Games Financial support

1992 (Barcelona) US$37.6 million
1996 (Atlanta) US$86.6 million
2000 (Sydney) US$161 million

International Winter Sports Federation Revenue from IOC: Olympic Games Comparisons

Olympic Winter Games Financial support

1992 (Albertville) US$17 million
1994 (Lillehammer) US$20.3 million
1998 (Nagano) US$50.3 million

marketing f a c t f i l e
2.14 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
Atlanta & Sydney: A Comparison of Marketing Contributions to IFs

(In US$ 000) Atlanta 1996 Sydney 2000

International Summer Sport Federations TV Revenue Marketing Total TV Revenue Marketing Total
Allocations Remuneration Allocations Remuneration

Int’l Archery Federation (FITA) 2.177 0.500 2.677 3.168 1.000 4.168
Int’l Amateur Athletic Federation (IAAF) 2.177 6.500 8.677 3.168 14.500 17.668
Int’l Badminton Federation (IBF) 2.177 0.500 2.677 3.168 1.000 4.168
Int’l Baseball Association (IBAF) 2.177 0.500 2.677 3.168 1.000 4.168
Int’l Basketball Federation (FIBA) 2.177 2.500 4.677 3.168 5.000 8.168
Int’l Amateur Boxing Association (AIBA) 2.177 0.500 2.677 3.168 1.000 4.168
Int’l Canoe Federation (FIC) 2.177 0.500 2.677 3.168 1.000 4.168
Int’l Cycling Union (UCI) 2.177 1.000 3.177 3.168 5.000 8.168
Int’l Equestrian Federation (FEI) 2.177 1.000 3.177 3.168 2.000 5.168
Fédération Int’le d'Escrime (FIE) 2.177 0.500 2.677 3.168 1.000 4.168
Fédération Int’le de Football Association (FIFA) 2.177 2.500 4.677 3.168 5.000 8.168
Int’l Gymnastics Federation (FIG) 2.177 2.500 4.677 3.168 5.000 8.168
Int’l Handball Federation (IHF) 2.177 1.000 3.177 3.168 2.000 5.168
Int’l Hockey Federation (FIH) 2.177 1.000 3.177 3.168 2.000 5.168
Int’l Judo Federation (IJF) 2.177 0.500 2.677 3.168 1.000 4.168
Union Int’le de Pentathlon Moderne (UIPM) 2.177 0.500 2.677 3.168 1.000 4.168
Int’l Rowing Federation (FISA) 2.177 1.000 3.177 3.168 2.000 5.168
Int’l Sailing Federation (ISAF) 2.177 0.500 2.677 3.168 1.000 4.168
Int’l Shooting Sport Federation (ISSF) 2.177 0.500 2.677 3.168 1.000 4.168
Int’l Softball Federation (ISF) 2.177 0.500 2.677 3.168 1.000 4.168
Int’le de Natation Amateur (FINA) 2.177 2.500 4.677 3.168 5.000 8.168
Int’l Table Tennis Federation (ITTF) 2.177 0.500 2.677 3.168 1.000 4.168
World Taekwondo Federation (WTF) — — — 3.168 0.500 3.668
Int’l Tennis Federation (ITF) 2.177 1.000 3.177 3.168 5.000 8.168
Int’l Triathlon Union (ITU) — — — 3.168 0.500 3.668
Int’l Volleyball Federation (FIVB) 2.177 2.500 4.677 3.168 5.000 8.168
Int’l Weightlifting Federation (IWF) 2.177 0.500 2.677 3.168 1.000 4.168
Int’l Federation of Associated Wrestling Styles (FILA) 2.177 0.500 2.677 3.168 1.000 4.168
TOTAL 56.602 32.000 88.602 88.704 72.500 161.204
Increase over previous Games 51% 100% 136% 57% 127% 82%

The 7 Olympic Winter Sports Federations (IFs)

Funds from Olympic marketing programmes also assist the winter sport IFs:

International Biathlon Union (IBU) World Curling Federation (WCF)

International Ice Hockey Federation (IIHF) International Luge Federation (FIL.)
International Skating Union (ISU) International Ski Federation (FIS)
International Bobsleigh and Tobogganing Federation (FIBT)

chapter two 2.15

 marketing f a c t f i l e
2.16 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
chapter three

Sydney 2000 Olympic Games Marketing Programmes

OLYMPIC GAMES MARKETING PROGRAMMES OVERVIEW

SOCOG MARKETING: VITAL STATISTICS

SYDNEY 2000 OLYMPIC GAMES: MARKETING OVERVIEW

SYDNEY 2000 OLYMPIC GAMES: SPONSORSHIP

SYDNEY 2000 OLYMPIC GAMES: LICENSING

ECONOMIC IMPACT OF SYDNEY 2000

chapter three 3.1

 Olympic Games Marketing Programmes Overview
Olympic Games marketing programmes, also referred to as OCOG marketing programmes, are managed by the
OCOG under the direction of the IOC.The IOC provides the OCOG with (a) the intellectual property rights necessary
to develop the programme, (b) overall marketing support, and (c) the template from previous Olympic Games marketing
programmes.The OCOG operates and administers the programmes within the host country.

Olympic Games marketing programmes generally include:

• Olympic Games sponsorship programmes that operates within the host country
• Olympic Games supplierships
• Olympic Games licensing programmes
• Olympic Games ticketing programmes

Olympic Games Marketing Programme Revenue Distribution Formula

95% of revenue to the OCOG, to fund the staging of the Olympic Games
5% of revenue to the IOC as a licensing fee for general trademark usage and overall marketing programme support.

marketing f a c t f i l e
3.2 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
SOCOG Marketing: Vital Statistics
Host City Selection
Sydney was named the host city of the Games of the XXVII Olympiad at the 101st IOC Session, 23 September 1993, in
Monte Carlo.

Sydney 2000 Olympic Games Management

Operations and marketing activity are managed by the Sydney Organising Committee for the Olympic Games.

Sydney Organising Committee for the Olympic Games (SOCOG)

235 Jones Street
Ultimo
2001 NSW
Australia
Tel: + 61 2 9297 2000 Fax: + 61 2 9297 2255
www.olympics.com

Contact information for SOCOG personnel appears in the “Contacts” chapter of this document.

SOCOG Mission Statement

At the dawn of the new millennium the mission of SOCOG is to deliver to the athletes of the world and to the Olympic
Movement, on behalf of all Australians, the most harmonious, athlete-oriented, technically excellent and culturally
enhancing Olympic Games of the modern era.

Marketing Plan
Ratified at the 104th IOC Session in Budapest (1995).
A joint marketing agreement has been signed between the Australian Olympic Committee (AOC) and SOCOG.

Marketing Programme Launched: 10 November 1995

chapter three 3.3

 Sydney 2000 Olympic Games: Marketing Overview
The Olympic marketing programmes for the Sydney 2000 Olympic Games have generated more revenue from
broadcast rights, sponsorship, licensing, and ticket sales than any previous Olympic Games.

GENERATION & DISTRIBUTION OF SYDNEY OLYMPIC GAMES REVENUE

Defining the sources and flows of financing for the world’s largest event, the Olympic Games, is complex. Both the
Organizing Committee of the Games (OCOG) and the rest of the Olympic Movement — the IOC, the 28 Summer
International Sports Federations (IFs), and the 199 National Olympic Committees (NOCs) and teams — contribute to
the generation of revenue and thus share its distribution.This revenue funds not only the operations of the OCOG but
also the quadrennial operations of the rest of the Olympic Movement.

Revenue Generation
From current projections, the Olympic Movement — in this case, the IOC and SOCOG — will generate roughly
US$2,600 million (or US$2.6 billion) dollars during the period 1997 – 2000 related the Sydney Olympic Games.

This will come mostly from the sale of collective broadcasting rights, sponsorships, tickets, and licenses. The IOC is
responsible for generating more than 70% of the overall revenue.

Revenue Generation, 1997-2000

Tickets US$356m
Broadcast
Local Sponsorship rights US$1,331m
US$315m+
14%
Licensing & 12% IOC led US$1,900m
Other US$66m 51% 72%
3% 21%
SOCOG led US$700m
28%
TOP IV
US$550m

Please note:

1) The TOP programme operates on a quadrennial basis, involving the collective marketing rights for an Olympic Winter Games
and an Olympic Games. The figure presented here for TOP IV (US$550 million) reflects the total revenue generated from the TOP
IV programme, which includes sponsorship rights for Nagano 1998 and Sydney 2000.

2) Figures in the chart above represent revenue generated as of 1 June 2000.

marketing f a c t f i l e
3.4 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
Revenue Distribution
Together, SOCOG and the AOC will receive nearly 70% of the overall revenue generated by the Olympic Movement, or
nearly US$1,800 million (US$1.8 billion).

Broadcast Rights
• More than US$1,331.6 million.
– Approximately 60% of this revenue will be contributed to SOCOG.
– Approximately 40% of this revenue will be divided among the IOC, the Summer Olympic IFs, and the NOCs
(through Olympic Solidarity) for the next quadrennium.

TOP IV Global Sponsorships

• Approximately US$550 million of monies and value-in-kind (VIK).
– Standard revenue split is 50% to the summer and winter OCOGs, 40% to the NOCs, and 10% to the IOC.
– Considering the value of technology and other VIK services provided to the OCOGs, the Sydney and Nagano
Organizing Committees’ actual split of TOP IV revenue is closer to 60%.
(As the IFs do not participate in the global marketing programme, they do not share in the revenue it generates.)

SOCOG-IOC Local Australian Marketing

• More than US$700 million of SOCOG sponsorships, tickets sales, and licensing.
– 95% of this revenue will be contributed to SOCOG.
– 5% of this revenue will be distributed throughout the Olympic Family by the IOC.

Revenue Distribution, 1997-2000

Rest of Olympic Movement

SOCOG / AOC
US$800m
US$1,800m

30%

70%

chapter three 3.5

 SYDNEY OLYMPIC MARKETING PROGRAMME
The Sydney Olympic marketing programme, the combined global and local Australian efforts, is the most successful
programme to date.
• Through its global marketing, the IOC has contributed nearly US$1,100 million (or US$1.1 billion), close to 60% of
SOCOG’s revenue needs.This is US$300 million more than the IOC provided to the Centennial Games in Atlanta.
• Local Australian sponsorship programmes have generated 150% of their original target. SOCOG’s original local
sponsorship revenue target was US$207 million.Today, the programme has generated more than US$300 million.
• The success of the combined IOC and SOCOG sponsorship programmes is remarkable in terms of the size of the
Australian market. Per capita, the programme has generated more than US$25 per Australian, compared to the
US$1.60 per American raised by Atlanta. Alone, the local Australian sponsorship programme will generate close to
US$17 per Australian.
• By itself, the SOCOG consumer products programme (licensing) will generate in excess of US$2.50 per Australian,
as compared to the US$0.32 per American raised by Atlanta, and continues to exceed budget/target projections.

TOTAL REVENUE
Sufficient revenues have been generated to produce great Olympic Games.
• The funds have provided for the operation of spectacular Olympic Games venues.
• Recent SOCOG initiatives have increased the efficient use of revenues to ensure a fully-funded Olympic Games
operation.
• The current budget includes a significant contingency fund that has been set aside to cover any unforeseen
expenditure.

marketing f a c t f i l e
3.6 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
Sydney 2000 Olympic Games: Sponsorship
The SOCOG sponsorship programme is comprised of three levels of support.The level of support determines the
extent of the marketing rights granted to each partner.

Team Millennium Olympic Partners (TMOP)

This premium level of sponsorship includes 24 companies: the TOP sponsors, which have worldwide Olympic marketing
rights, and domestic Olympic Games sponsors, which have Olympic marketing rights within Australia only. TMOP forms
the most exclusive level of sponsorship available.

TOP Partners with global Olympic marketing rights:

Company Product Category

Coca-Cola Non-Alcoholic Beverages
IBM Information Technology
John Hancock Life Insurance/Annuities
Kodak Film/Photographics & Imaging
McDonald’s Retail Food Services
Panasonic Audio/TV/Video Equipment
Samsung Wireless Communications Equipment
Sports Illustrated/Time Periodicals/Newspapers/Magazines
UPS Express Mail/Package Delivery Service
Visa Consumer Payment Systems
Xerox Document Publishing & Supplies

Domestic partners with Olympic marketing rights in Australia:

Company Product Category

Telstra Telecommunication Services
Westpac Banking Corporation Banking Services
BHP Steel Products
Westfield Shopping Centres
AMP Insurance
Ansett Australia & the Official Airline
Airline Team
Energy Australia Energy Management
Swatch Timing & Time pieces
News Ltd. Media
Fairfax Media
Seven Network Broadcast
Holden Automobiles
Pacific Dunlop Cables, Bedding, Casual Uniforms,Vehicle Batteries, and Tires

chapter three 3.7

 Sydney 2000 Supporters
Adecco-Lyncroft Staffing Services
Arthur Andersen Financial,Taxation and Business Consulting
Bonds Casual Uniform Outfitting
Bonlac Foods Limited Dairy
Boral Limited Building Products
Carlton & United Breweries Beer
Dunlop and Goodyear Tyres Automotive Vehicle Tyres
Goodman Fielder Limited Breakfast Cereals, Nutritious Snacks, Bread, Pasta, Poultry, Oils, and Dressings
Nike Outfitting, Australian Team Competition Wear
Olex Cables Cables
Perth Mint Coin Collectibles
Radio 2UE & Affiliates Radio Network
Royal Australian Mint Coin Collectibles
Shell Fuel, Oils
Streets Ice Cream Ice Cream
TAFE NSW Training
Traveland (travel agency) Retail Travel Agent
Tyco Fire Protection Products and Electronic Security Systems

Sydney 2000 Providers

Avis Australia Rental Vehicles
Berkerly Challenge
Housekeeping Services Housekeeping Services
Buspak Bus Advertising
Cadbury Confectionery inc. chocolate, sugar sweets and jellies
Citysearch.com.au Official online city guide of www.olympics.com
Cleanevent Cleaning Management Services
Clipsal Electrical accessories and building automation
Crown Equipment Material Handling Equipment
Diamond Press Web Offset Printer
Frazer-Nash Golf Carts
Garrett Metal Detectors Metal Detectors
GE Medical Australia Radiology Equipment
Generale Location Temporary structure excluding relocatable building and temporary seating
George Weston Foods Biscuits, Cakes, Small goods
Great White Shark Enterprises Services
Halas Dental Limited Dental Services
Hamilton Laboratories Sunscreen
Harley-Davidson Motorcycles
Hyro.com IPIX Technology
Lifeminders.com Electronic newsletters to olympics.com
Southcorp Wines Lindemans Wine
Linfox Integrated Logistics Services
Looksmart Search Engine & Directory Provider of www.olympics
Mistral Small electrical appliances and heating
Pacific Waste Management Solid Waste Collection Services
Ramler Furniture Furniture
Rogen Australia Communication Skills Services
Saunders Design Retail Advice
Schenker Australia Official Provider of Freight Forwarding
Showpower Temporary High Voltage Air Conditioning
Sonic Healthcare Pathology Services
Speedo Australia Swimwear
Surveyor-General’s
Department of NSW Map and Geographic Information
Val Morgan Cinema Advertising Cinema Advertising
Visy Packaging and recycling Services

marketing f a c t f i l e
3.8 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
 Sydney 2000 Providers (continued)
Waste Services NSW Waste Management Services
Woolcott Research Research Services
Woolmark Wool

Sydney 2000 Sports Providers

A.S.F. Horner Basketball Surfaces
Acromat Gymnastic Equipment
adidas Korea Taekwondo Equipment
Anti Wave International Aquatic & Water Polo Equipment
Backstrand Wrestling Mats
Berlei Sports Bras & Sports Briefs
Charles Stuart University Equine Services
Dunlop Sport Tennis Balls
Eurotramp Trampoline Trampolines
Gerflor-Taraflex Indoor Floor Services
Joola Tischtennis Table Tennis Equipment
Kookaburra Sport Hockey Balls
Mavic SA Cycling Equipment
MIKASA Volleyball & Water Polo Balls
Mizuno Corporation Baseball / Softball / Judo Equipment
Molten Basketballs
Mondo Pacific Athletic Track
Schelde International Basketball backboards & Handball goals & nets
Senoh Corporation Volleyball Equipment
Technogym Strength & Cardiovascular Equipment
Top Ten Boxing Equipment
Tuza Floats Horse floats & Horse ambulances
UCS Spirit Track and Field Equipment
Yonex Badminton Equipment

SYDNEY 2000 SPONSORSHIP REVENUE

The Sydney 2000 Olympic Games sponsorship programme has been the most successful in Olympic history.To date, the
SOCOG-managed sponsorship programme has surpassed its original revenue target by more than 150%. The
sponsorship programme has also generated far more revenue per capita than the Atlanta 1996 Olympic Games
sponsorship programme managed by the Atlanta Organising Committee for the Olympic Games (ACOG).

Original Sponsorship Revenue Target:

US$207 million
Sydney 2000 Olympic Games Sponsorship Revenue to Date:
US$315 million
• 150% percent of original sponsorship revenue target
• 43% of SOCOG-generated revenue total
• 12% of total revenue generated by the Olympic Movement in relation to the Sydney 2000 Olympic Games

Per Capita Comparison of Olympic Games Sponsorship Revenue

Sydney 2000 Atlanta 1996
Combined IOC and OCOG
Sponsorship Revenue Per Capita US$25 per Australian US$1.60 per American

chapter three 3.9

 Sydney 2000 Olympic Games: Licensing
SOCOG licensees produce a full range of apparel, collectibles, and other merchandise related to the Sydney 2000
Olympic Games. Because of this programme’s initial success in local markets, the IOC and SOCOG extended the
programme to international markets, making official Sydney 2000 Olympic Games products available in more than 100
countries.

The Sydney 2000 Olympic Games licensing programme will give manufacturers and retailers access to a retail market
with an estimated turnover of more than US$1,000 million.

The Official Mascots of the Sydney 2000 Olympic Games

• Syd, a platypus
• Millie, an echidna
• Olly, a kookaburra

Made in Australia
SOCOG endeavours to support Australian companies and Australian-made products.

SYDNEY 2000 LICENSING REVENUE

The Sydney 2000 Olympic Games licensing programme continues to exceed target revenue projections, and has
generated far more revenue per capita than the Atlanta 1996 Olympic Games licensing programme managed by the
Atlanta Organising Committee for the Olympic Games (ACOG).

Estimated Revenue from Licensing Royalties

US$50 – $60 million

Per Capita Comparison of Olympic Games Licensing Revenue

Sydney 2000 Licensing: Approximately US$2.50 per Australian
Atlanta 1996 Licensing: Approximately US$0.32 per American

marketing f a c t f i l e
3.10 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
THE OLYMPIC STORE
The Olympic Store is a unique feature of the SOCOG programme. Several Olympic Stores, which sell the Sydney 2000
merchandise range, have opened in major cities and airports throughout Australia. The Olympic Store offers authentic
momentos, rare collectibles, unusual gifts and fashion articles.
The Olympic Store Direct is the official catalogue of the Sydney 2000 Olympic Games. Each edition contains official,
exclusive, and limited-edition merchandise.The Olympic Store On-Line makes the entire range of Sydney 2000 Olympic
Games merchandise available on the Internet.

The Olympic Store Direct: Tel: (Aus) + 1300 30 2000

The Olympic Store On-Line: www.olympics.com

The Olympic Store Locations:

Centrepoint LG01 - Lower Ground Floor

100 Market Street
CENTREPOINT SYDNEY NSW 2000

Parramatta Shop 2010A Westfield Parramatta

159-175 Church Street
PARRAMATTA NSW 2150

Sydney International Airport Terminal C

Departures Level
Sydney International Airport
MASCOT NSW 2020

Arrivals B
Sydney International Airport
MASCOT NSW 2020

Brisbane International Airport Airside Departures

Level Three
Brisbane International Airport
BRISBANE QLD

Darling Harbour Shop 351

Level 2
Harbourside Shopping Centre
DARLING HARBOUR

chapter three 3.11

 SYDNEY 2000 LICENSEES
Sydney 2000 Olympic Games merchandise has been available in retail channels since 1997. SOCOG has more than 100
licensees covering 3,000 products, sold across 2,000 retail outlets throughout Australia. SOCOG has approved all retail
outlets stocking Games merchandise based on guidelines to ensure that the quality of the brand is upheld in the market.
Marketing rights for the Sydney 2000 Olympic Games cease in December 2000, following which Sydney 2000
merchandise will no longer be produced.

Official Sydney 2000 Licensees Merchandise Category

Acme Merchandising T-shirts, caps, sweaters and bandannas

Akubra Hats Felt Akubra, straw hats
Ann Middleton High-end jewelry
Ashdene Manufacturing Cork backed coasters & placemats
Auto Fashions Australia Car accessories
Benson House Pins
Bizwear Casual & business shirts
Bonds Australia Infantswear, underwear,T-shirts, polo shirts
Bonlac Foods Bodalla Olympic Mascot Cheese Shapes
CA Australia Australian Made Plush
Cadbury Schweppes Pty Ltd Confectionery
Canning Vale Weaving Mills Towelling & bath robes
Canterbury International Rugby jumpers
Cash's-Aminco Pins
Clifton Umbrellas Umbrellas
Coogi Australia Australian made knitwear
Corban & Blair Designer stationary
Crystal Craft Ceramic mugs, drinking glassware
Cutting Edge Corporation Bomber jackets
Davenport Industries Ties, underwear, socks
Decor Corporation Plasticware, lunch boxes, drink bottles, lunch coolers, sports bottle
Dorling Kindersley Publishing Publications
Driza-Bone Jackets & knitwear
Dunlop Sport Golf products, tennis products
Gainsborough Bed sheeting
George Industries Souvenir number plates
Gillette Australia Pens & writing instruments
Global Trading Services Footwear
Globalworks Music publishing
Gold Corporation Coin & medallion jewelry
Hale Australia Placemats & coasters
Hoglund Art Glass Glassware

marketing f a c t f i l e
3.12 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
Continued from previous page.

Official Sydney 2000 Licensees Merchandise Category

Hunter Leisure 3D figurines, photo albums, photo frames, gift boxes, inflatable Mascots
Hurrica Trading Drinking glassware
Illustrated Sports Clothing T-shirts, caps, sweaters, denim shirts
The Ink Group Cards, calendars, posters & diaries
Jockey Australia Socks
Jurlique Australia Scented personal care, oil burners, essential oils
Keith Gamble Handkerchiefs
Ken Duncan Australia Wide Pictorial publications & limited edition prints
Klikkers Leatherware Jackets
Lamphil Resin pins
Line 7 Australia Nautical & resort wear
Linen House Kitchen accessories
Lush Creations Clay & ceramics
MacDonald Imports Children's melamine dinnerware products
Malvern Star Bikes
Mattel Inc. Plush, Barbie, Matchbox, Fisher Price
Nike Australia Sports performance apparel
Opal Pacific Opal jewelry
Paragold Distributors Leather & non-leather goods
Penguin Australia Maps
Perfection Souvenirs Spoons, key rings, magnets
Ramler Furniture Recyclable cardboard products
Rosebank Products Bicycle helmets
The Rose Company The Olympic Rose
RM Williams Boots & apparel
Royal Selangor Pewter products
Seafolly Australia Lifestyle swimwear
Shelta Australia Umbrellas
Speedo Australia Swimwear & swim equipment
Swatch Group Watches
Sydney 2000 Olympic Coin Programme Coins
Talentworks Music publishing
Telstra Corporation Phone cards
Trofe Australia Pins
Uncle Tobys Company Sydney 2000 Mascot Fruit Rollups
Universal Music Music publishing
UR1 International Photo frames, photo albums
Waterford Wedgwood High end collectibles
Warner Music Australia Music publishing
Warner Vision Australia Olympic Video Programme
Zodiac Inflatable children's products

chapter three 3.13

 Economic Impact of Sydney 2000
The results of extensive economic analysis show that the Sydney 2000 Games are expected to have a long-term
positive effect on Australia during the 12-year Olympic Games period (1994 – 2006).

The New South Wales (NSW) government in November 1997 and a 1999 Arthur Andersen/Center for Regional
Economic Analysis agree that preparing for and hosting the Sydney 2000 Olympic Games would contribute:
• US$4,000 million – $5,000 million (or US$4 – $5 billion) to the Australian economy
• tens of thousands of full-time jobs to the Australian economy

The Australian Tourist Commission (ATC) also predicts that the Sydney 2000 Olympic Games will have a very positive
effect on the local economy:
• International visitors attending the Games: approximately 111,000
• Olympic-induced visitors: approximately 1.6 million (1997-2004)
• Economic benefit to Australia: A$6.1 billion (approximately US$4.27 billion)

“The media coverage will add depth and dimension to Australia’s image by looking at every aspect of our lifestyle and culture,
including travel, the arts, business, entertainment and cuisine. The unrivaled exposure we receive on television, radio, print and on
the Internet will change forever the way the rest of the world sees us.
The ATC is working closely with the International Olympic Committee, Sydney Organising Committee for the Olympic Games,
Sydney Olympic Broadcasting Organisation, Sydney Paralympic Organising Committee, Olympic Coordination Authority, Tourism
New South Wales, Sydney Convention and Visitors Bureau and the other State and Territory tourism bodies to ensure the whole of
Australia reaps the benefits of this Olympic decade of opportunity.”
— John Morse, Managing Director, Australian Tourist Commission

The Sydney 2000 Olympic Games will make the following significant contributions to sport development in Australia:
• Australia’s sports programmes have been provided US$120 million for the future.
• US$50 million in funds and VIK has been committed by SOCOG to the Australian Olympic Committee for the use
of the Olympic marketing rights during the four-year period leading up to the Olympic Games.
• As a result of the early success of the Sydney marketing programme, the NSW government bought-out any future
potential profit from the Olympic Games, creating another US$70 million fund for sport in Australia. This is being
provided to the Australian Olympic Committee by the redistribution of broadcast revenue.The Australian Olympic
Committee has agreed to return US$7 million to assist SOCOG’s cost-cutting efforts.
• SOCOG funds have been used to construct lasting sports facilities, such as the A$218.7 million (approximately
US$153 million) that SOCOG has paid to the Olympic Co-ordination Association (OCA) for the construction of
the Sydney International Aquatic and Athletic Centres.

marketing f a c t f i l e
3.14 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
chapter four

Future Olympic Games Marketing Programmes

SALT LAKE CITY 2002 OLYMPIC WINTER GAMES: MARKETING

ATHENS 2004 OLYMPIC GAMES: MARKETING

TURIN 2006 OLYMPIC WINTER GAMES: MARKETING

chapter four 4.1

 Salt Lake City 2002 Olympic Winter Games: Marketing

OVERVIEW

Host City Selection

Salt Lake City was named the host city of the Olympic Winter Games of 2002 at the 104th IOC Session, 16th June
1995, in Budapest, Hungary.

Salt Lake City 2002 Olympic Winter Games Management

Operations are managed by the Salt Lake Organising Committee for the 2002 Olympic Winter Games (SLOC).
Marketing activity is managed by Olympic Properties of the United States (OPUS). OPUS is a joint marketing venture
between SLOC and the United States Olympic Committee (USOC).

Salt Lake Organising Committee for the 2002 Olympic Winter Games (SLOC)
299 South Main Street
Suite 1300
Salt Lake City, Utah 84111
USA
Tel: + 1 801 212 2002 Fax: + 1 801 364 7644
www.slc.2002.org

Contact information for SLOC and OPUS personnel appears in the “Contacts” chapter of this document.

SLOC Mission Statement

SLOC has adopted five primary goals for the 2002 Olympic Winter Games. They are to carefully plan and execute
excellent, fiscally responsible Games; to create positive experiences and memories for all participants in the Games; to
leave a legacy of facilities and opportunities for the athletes of the United States and the world, and for the children of
Utah; to introduce the spirit and optimism of Utah and the American West to the world; and to share a passion for the
land chosen to stage the Games.

Marketing Plan
Ratified, 1 September 1997.

Marketing Programme Launched: December 1997

marketing f a c t f i l e
4.2 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
SALT LAKE CITY 2002 OLYMPIC WINTER GAMES: MARKETING PROGRAMMES
The Salt Lake City Olympic Winter Games marketing programmes managed by SLOC include:
• Olympic Games sponsorship programme activated in the host country
• Olympic Games ticket sales programme
• Olympic Games licensing programme

SLOC, the primary beneficiary of these marketing programmes, uses revenue for operations necessary to the staging of
the Olympic Games.

Salt Lake City 2002 Olympic Winter Games Total Budget: US$1,340 million (US$1.34 billion)

SLOC completed a budget review in June 1999, which resulted in a budget reduction of $113 million from $1,453 million
to $1,340 million for staging the 2002 Olympic and Paralympic Winter Games.The revised budget includes $1,100 million
for all functional areas, plus a contingency fund of $140 million, as well as the $59 million repayment to the city and state,
and $40 million for a legacy fund.

The Olympic Winter Games budget covers the period from organization inception through the conclusion and wrap-up
of the Olympic and Paralympic Winter Games.

SLOC forecasts $1,010 million in cash revenue and $314 million in value-in-kind revenue.

2002 Olympic Winter Games Revenue:

Revenue Source Revenue in US$ millions Percentage of Budget

Broadcast Rights Fees 445 33
TOP programme 138 10
Local sponsorship 550 (326 to date) 41
Ticket Sales 162 12
Licensed Merchandise 40 3
Liquidation & Other 44 3

Please note: Due to estimations and the rounding of figures, the percentages in the chart presented above amount to 102%.

chapter four 4.3

 SALT LAKE CITY 2002 OLYMPIC WINTER GAMES: SPONSORSHIP
The sponsorship programme for the Salt Lake City 2002 Winter Games is being developed by the Olympic Properties
of the United States (OPUS) — a joint marketing venture between SLOC and the USOC.

Now contributing to the Salt lake City 2002 Olympic Winter Games are:
• 17 local sponsors
• 21 suppliers

OPUS Sponsors
OPUS Sponsors, which include TOP Partners and domestic sponsors, have committed financial, technological, product and
service support integral to funding the 2002 Olympic Winter Games, 2002 Paralympic Winter Games and United States
Olympic Teams.

TOP Partners signed to date for 2000 – 2004 with global Olympic marketing rights:
Company Product Category
Coca-Cola Non-Alcoholic Beverages
John Hancock Life Insurance/Annuities
Kodak Film/Photographics & Imaging
McDonald’s Retail Food Services
Sema Group Information Technology
Sports Illustrated/Time Periodicals/Newspapers/Magazines
Visa Consumer Payment Systems
Xerox Document Publishing & Supplies

OPUS Partners with domestic marketing rights:

AT&T Long distance telecommunications services
Bank of America Banking
Budweiser Alcoholic and non-alcoholic malt beverages
General Motors Domestic automobiles and domestic trucks
Texaco Gasoline, motor oil, diesel fuel, coolants, and other related products and services for
motor vehicles, aircraft, watercraft and businesses
US WEST Local telecommunications services

OPUS Sponsors:
Blue Cross Blue Shield Health insurance products
Delta Passenger air transportation services and air cargo and freight services for packages
in excess of 50 pounds
Gateway Inc. Computer hardware
Lucent Technologies Telecommunications equipment
Marker Ltd. Outfitter of the Winter Games and Olympic Torch Relay
Monster.com On-line career management Services
Nu Skin Enterprises Inc. Direct (non-retail) sales of skin care products, dietary supplements
Seiko Watches and clocks
Sensormatic Electronic Security
The Home Depot Retailer of home improvement products
York Air Conditioning and Heating Equipment

marketing f a c t f i l e
4.4 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
OPUS Suppliers
OPUS Suppliers are both national and Utah-based companies who are providing SLOC with specific goods and services
necessary for the staging of the Games.

Company Product Category

Achieve Global Volunteer and Staff Training Supplier
Cardinal Health/
Allegiance Healthcare Pharmaceutical and health-care products and distribution and supply chain
Certified Angus Beef Program Food Product
Compass Group Catering services
Diamond of California Food Product
Drake Beam Morin Outplacement and career transition services
Garrett Metal Detectors Metal Detectors
Harris Interactive Market research services
Herman Miller Office furniture systems
Kellogg Company Food Product
KSL Television and Radio Utah's television and radio stations for the 2002 Games
Marriott International Hotel lodging and timeshare services
Modern Display Exposition services
O.C.Tanner Company Victory and commemorative medals
PowerBar Food Product
Questar Corporation Natural gas supplier
Schenker, Inc. Customs and freight forwarding services
Sealy Inc. Mattress supplier
Sears, Roebuck and Co. Home appliances
Tickets.com Ticketing services
Utah Power Electrical utility services

chapter four 4.5

 SALT LAKE CITY 2002 OLYMPIC WINTER GAMES: TICKETING
The ticketing programme proposed by the Salt Lake City Organisning Committee for the 2002 Olympic Winter Games
(SLOC) received final approval by the Executive Board of the International Olympic Committee on 10 December, 1999.
Tickets for every session of every sport at the Salt Lake 2002 Olympic Winter Games will be available for sale to Utah
residents and the U.S. public.

Estimated Revenue from Salt Lake 2002 Ticketing:

US$162 million
12% of SLOC marketing revenue

Olympic Winter Games Ticket Comparison:

Salt Lake 2002 Nagano 1998

Number of Games tickets available for sale: Approximately 1.6 million 1.28 million
Ceremony Stadium Capacity: 57,500 seats 50,000
Number of tickets available to the local public: Approximately 900,000 610,000

Summary of Salt Lake 2002 Ticket Pricing Plan:

Salt Lake 2002 Olympic Winter Games ticket prices are determined by previous Olympic Games ticket prices, inflation,
sales taxes, operational fees, and market-based pricing (comparison with other major athletic events in the United
States).
• 78% of all tickets are priced at less than US$100
• 50% of all tickets are priced at less than US$60
• Average sport ticket price: US$82
• Sport ticket price range: US$20 – $425

marketing f a c t f i l e
4.6 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
SALT LAKE CITY 2002 OLYMPIC WINTER GAMES: LICENSING
SLOC licensees have the right to use Olympic-related designations on product(s) for retail sale. Only official licensees
are authorized to manufacture and sell products relating to the 2002 Olympic Winter Games.

• The SLOC licensing programme is expected to generate 3% of SLOC marketing revenue.

• The SLOC licensees represent $18 million in guaranteed royalties to date.

There are now 25 companies that participate as official licensees for for the Salt lake City 2002 Olympic Winter Games.

Official Mascots of the Salt Lake City 2002 Olympic Winter Games
• Powder, a hare
• Copper, a coyote
• Coal, a bear

ECONOMIC IMPACT OF THE OLYMPIC WINTER GAMES ON UTAH

The Utah Governor’s Office of Planning and Budgeting estimates that the 2002 Olympic Winter Games will contribute
significantly to the state economy.

Estimated Income to the Utah Economy: Approximately US$2,800 million (US$2.8 billion)
Estimated Job Years of Employment Created: 23,000 job years
Olympic-related Income for Workers: US$972 million
Income to Local Governments: US$116 million over the next four years

chapter four 4.7

 Athens 2004 Olympic Games: Marketing

OVERVIEW

Host City Selection

Athens was named the host city of the 2004 Olympic Games at the 106th IOC Session, 5th September, 1997, in
Lausanne, Switzerland.

Athens 2004 Olympic Games Management

Operations and marketing activity are managed by the Organising Committee for the Olympic Games “Athens 2004”
(ATHOC).

Organising Committee for the Olympic Games “Athens 2004” (ATHOC)

7 Kifissias Avenue
Athens 115 23
Greece
Tel: + 30 01 200 4000 Fax: + 30 01 200 4004
www.athens.olympic.org.gr

Contact information for ATHOC personnel appears in the “Contacts” chapter of this document.

ATHOC Mission Statement

Just as in ancient times, the people of Greece pledge to provide the stage for the ultimate celebration of friendship,
beauty, striving, and achievement.We promise to reaffirm the true meaning of sport:An acclamation of humanity and an
inspiration for the future: The Olympic Games – Athens 2004.

Marketing Plan
Ratified on 19 April, 2000 in Lausanne, Switzerland.

Marketing Programme Launched : 11 May, 2000

marketing f a c t f i l e
4.8 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
Torino 2006 Olympic Games: Marketing
OVERVIEW

Host City Selection

Turin was named the host city of the Olympic Winter Games of 2006 at the 109th IOC Session, 19th June 1999, in Seoul,
Korea.

Torino2004 Olympic Games Management

Operations and marketing activity is managed by the Torino Organising Committee for the 2006 Olympic Winter Games.

Torino Organising Committee (TOROC)

Via Nizza, 262 / 58
10126 Torino
Italy
Tel: + 39 011 63 10 511 Fax: + 39 011 63 10 500
www.torino2006.it

Contact information for TOROC personnel appears in the “Contacts” chapter of this document.

Formation of the Organising Committee

The Torino Organising Committee (TOROC) was officially formed on 5 February, 2000.

Formation of the Marketing Plan: Ratification is planned for the fourth quarter of 2001.

Marketing Programme Launch: Planned for the first quarter of 2002.

chapter four 4.9

 marketing f a c t f i l e
4.10 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
chapter five

Olympic Broadcast

OLYMPIC TELEVISION BROADCAST OVERVIEW

OLYMPIC BROADCAST POLICY

BROADCASTING & THE GROWTH OF THE OLYMPIC MOVEMENT

BROADCAST CONTRIBUTIONS TO THE OLYMPIC MOVEMENT

SYDNEY 2000: OLYMPIC TELEVISION SUMMARY

SYDNEY 2000: OLYMPIC BROADCAST REVENUE

SYDNEY 2000: BROADCAST REVENUE DISTRIBUTION

SALT LAKE 2002: OLYMPIC TELEVISION SUMMARY

SALT LAKE 2002: OLYMPIC BROADCAST REVENUE

FUTURE OLYMPIC BROADCAST REVENUE

FUTURE BROADCAST REVENUE DISTRIBUTION

OLYMPIC BROADCAST HISTORY

OLYMPIC TELEVISION: MELBOURNE 1956

OLYMPIC TELEVISION: ATLANTA 1996

BROADCAST RIGHTS FEES HISTORY

OLYMPIC BROADCAST RESEARCH – 1998 & 1999

PERSPECTIVES: ON OLYMPIC TELEVISION

chapter five 5.1

 Olympic Television Broadcast Overview
Television rights to the Olympic Games are allocated by the International Olympic Committee (IOC) in consultation
with the Organising Committee for the Olympic Games (OCOG).The IOC takes direct responsibility for negotiating all
television broadcast rights agreements to ensure that the long-term interests of the entire Olympic Movement are
protected.

Broadcast Revenue History: Overview

Historically, television broadcast rights fees have provided the majority of Olympic revenue.
• In 1980, the greatest percentage of Olympic revenue (95%) came from television broadcast. In 1980, more than 85%
of broadcast revenue came from the U.S. broadcaster.
• Today, although U.S. television rights are worth eight times more than in 1980, the U.S. broadcast right fees account
for less than 25% of the total broadcast revenue.
• Total television broadcast rights fees now account for less than 50% of the total Olympic marketing revenue.
• Broadcast rights fees remain the primary source of Olympic marketing revenue.

To date, global rights fees for future Olympic Games total more than US$1,331.6 million for Sydney 2000 and US$748
million for Salt Lake City 2002. This revenue will provide US$798 million for the Sydney Organising Committee and
US$445 to Salt Lake Organising Committee.

The Olympic Games Broadcast continues to provide the most successful sports programming in television history,
reaching a growing number of viewers in an increasing number of countries.

Broadcast Revenue Distribution: Overview

The IOC distributes broadcast revenue from the Olympic Games throughout the Olympic Family, including the OCOGs,
the National Olympic committees (NOCs), and the International Sports Federations (IFs):
60% of broadcast revenue will be distributed to the Sydney Organising Committee (SOCOG).
40% of broadcast revenue will be distributed to the rest of the Olympic Family:
• the 200 NOCs through Olympic Solidarity
• to the IFs
• to the IOC for general operations

marketing f a c t f i l e
5.2 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
Olympic Broadcast Policy
Television is the means by which most of the world experiences the Olympic Games. For this reason, the
fundamental IOC television policy as set forth in the Olympic Charter is to ensure maximum presentation of the
Olympic Games to the world:

To ensure…the widest possible audience for the Olympic Games, all necessary steps shall be determined by the IOC Executive
Board and implemented by the OCOG. [Olympic Charter, Rule 59]

Television rights to the Olympic Games, therefore, are sold only to broadcasters that can guarantee the broadest
coverage throughout their respective countries free of charge.The Olympic Games are one of the last remaining major
events in the world to maintain such a policy.

The IOC has often declined higher offers for Olympic Games broadcast rights because a broadcaster could reach only
a limited part of the population. For emerging nations that may not be able to support rights fees, the IOC also assists
in providing Olympic Games broadcasts by arranging barter deals with sale of advertising time to sponsors.

chapter five 5.3

 LONG-TERM OLYMPIC BROADCAST PARTNERSHIPS
The long-term Olympic broadcast strategy was launched in 1995 by IOC President Juan Antonio Samaranch and Richard
W. Pound, Chairman of the IOC Marketing and Televisions Rights Negotiation Commissions. The IOC has signed
broadcast agreements for Sydney 2000 through the 2008 Olympic Games worth more than US$6,112 million (US$6.112
billion) in television broadcast rights fees.

The Objectives of the Long-term Broadcast Marketing Strategy

There are several objectives of the long-term marketing strategy.
• To ensure the financial future of the Olympic Movement and the Olympic Games.
• To secure financing for the Olympic Movement and future host cities, while avoiding the fluctuations in the market.
• To ensure that broadcasters 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 broadcaster’s identity
as the Olympic broadcaster within its country or territory.
• To forge stronger links between sponsors, broadcasters, 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. This will: (a) ensure improved global coverage of the Olympic Games, (b) promote the ideals of
Olympism, and (c) 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.

TARGET PROGRAMMING & THE OLYMPIC BROADCAST FEED

The host broadcaster is an entity established by the OCOG to record all Olympic events, competitions, and ceremonies
and to feed the video signal of Olympic events to broadcasters for presentation within their respective countries or
territories.

From the full range of available material, each Olympic broadcaster selects the particular events that it will include in its
schedule of Olympic programming. In this way, each Olympic broadcaster 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 being aired in the Olympic programming of one broadcaster are not necessarily the events that are
being aired in the Olympic programming of another broadcaster.

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Broadcasting &the Growth of the Olympic Movement
Olympic broadcast partnerships have contributed significantly to the growth of the Olympic Movement. Increases
in Olympic broadcast revenue over the past two decades have provided the Olympic Movement and sport with an
unprecedented financial base and allowed the IOC to provide direct support for several organisations and programmes
that enhance the practice of sport throughout the world.The following charts track the substantial increases in Olympic
broadcast revenue throughout the past two decades.

Total Olympic Broadcast Revenue

2500
TOTAL TV
REVENUES

2000
$US MILLIONS

1500

1000

500

0
1994/ 1998/ 2002/ 2006/
1984 1988 1992
1996 2000 2004 2008

Olympic Games Broadcast Revenue

2000 TOTAL TV
REVENUES
$US MILLIONS

1500

1000

500

0
1980 1984 1988 1992 1996 2000 2004 2008

Olympic Winter Games Broadcast Revenue

1000
TOTAL TV
REVENUES
$US MILLIONS

800

600

400

200

0
1980 1984 1988 1992 1994 1998 2002 2006

chapter five 5.5

 Broadcast Contributions to the Olympic Movement
The continuing increase in Olympic Broadcast revenue has allowed the IOC to make substantial contributions to
the development of sport throughout the world. The IOC provides the following organisations and programmes with
direct support from Olympic broadcast revenue.

SOCOG & Future OCOGs

SOCOG will receive US$798 million in Olympic broadcast revenue.This is approximately 60% of the Olympic broadcast
revenue total of US$1,331.6 million, and a significant increase from the US$568 million that the Atlanta Organising
Committee (ACOG) received from the broadcast of the Centennial Olympic Games in Atlanta.

The IOC has already generated nearly US$1,500 million (US$1.5 billion) in broadcast revenue for the Athens 2004
Olympic Games and more than US$1,700 million (US$1.7 billion) for the 2008 Olympic Games.This revenue provides
a solid foundation for future OCOGs and the entire Olympic Movement.

Olympic Solidarity
Olympic Solidarity is responsible for administrating sport development aid programmes for NOCs, particularly those
that have the greatest need. Olympic Solidarity programmes are directly funded with a share of Olympic Games
broadcast revenue. Olympic Solidarity will receive US$121.9 million in Olympic broadcast revenue from this
quadrennium — more than US$88 million from Sydney 2000 alone — to be distributed to NOCs.This contribution is
significantly greater than the US$56 million in broadcast revenue provided from the Atlanta 1996 Olympic Games.

The World Anti-Doping Agency (WADA)

The IOC will contribute US$25 million of Olympic broadcast revenue from the Sydney 2000 Olympic Games to provide
start-up funding for the World Anti-Doping Agency (WADA).

The International Federations

The International Federations (IFs) receive Olympic broadcast revenue to fund the operations of the IFs at the Olympic
Games, such as providing judges and referees for Olympic sports competitions, and to support the promotion of their
respective sports throughout the world. The IFs will receive more than US$88 million in Olympic broadcast revenue
from Sydney 2000.This contribution is significantly greater than the US$56 million in broadcast revenue provided from
the Atlanta 1996 Olympic Games. A further $73 million marketing contribution brings the total Olympic marketing
contribution for summer IFs to US$161 million.*

* For details and comparisons of the Olympic broadcast revenue distribution to each of the 28 International Olympic Summer
Sports Federations from Sydney 2000 and Atlanta 1996, please see Chapter Two of this document: “Olympic Marketing
Overview,” page 2.15.

marketing f a c t f i l e
5.6 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
Sydney 2000: Olympic Television Summary
OLYMPIC BROADCAST: OVERVIEW
The Sydney 2000 Olympic Games will be broadcast in more countries and territories than any Olympic Games in
history.

The total hours of Olympic host broadcaster coverage (i.e., the duration of live coverage of Olympic sporting
action that the host broadcast organisation feeds to the Olympic broadcasters) is expected to increase more than
13% from Atlanta, from 3,000 hours to 3,400 hours.

Olympic Broadcast: Games Comparison

Barcelona 1992 Atlanta 1996 Sydney 2000
Number of countries televising 193 214 220 (estimated)
Host Broadcast coverage 2,700 hours 3,000 hours 3,400 hours (estimated)

Sydney 2000 Broadcast: Audience Reach,Viewer Hours, & Programming Duration

The Sydney 2000 Olympic Games will be the most televised and watched Olympic Games to date. This projection
is based on the IOC Pre-Games Television Report developed by Sports Marketing Surveys Ltd. (SMS) and a recent
Ipsos-Reid World Poll that showed very high interest in watching the Olympic Games in advance of broadcaster
promotion.
• Olympic coverage will be broadcast to practically the entire world, reaching 3.7 billion people of the 3.9 billion
people in the world who have access to television.
• Total Viewer Hours are expected to eclipse 40 billion viewer hours as a result of increased coverage, reach, and
interest in the Olympic Games.
• The duration of broadcast coverage will break all records, with nearly half of the broadcasters increasing
coverage.

The IOC's projection of high viewer interest was substantiated by data collected June/July 2000, as part of the Ipsos-
Reid World Poll, an omnibus survey of persons in living 39 countries conducted by Ipsos-Reid, a leading public
opinion research firm. The poll found that:
• 71% of those questioned around the world were very or somewhat interested in watching the Sydney 2000
Olympic Games on television.

chapter five 5.7

 SYDNEY 2000: POTENTIAL BROADCAST AUDIENCE
The latest research statistics from the United Nations and the World Advertising Industry state 3.9 billion of theworld’s
6 billion people now have access to television. Of this 3.9 billion people, it is estimated 3.7 billion will watch some part
of the Olympic Games. This represents an increase of 700 million people over the broadcast reach of the Atlanta
broadcast in 1996.

Global Population Potential Unduplicated Audience Broadcast Reach

6,000,000,000 3,900,000,000 3,700,000,000

TOTAL VIEWER HOURS: MEASUREMENT METHODOLOGY

As interest in the Olympic Games continues to rise, viewing totals also are expected to eclipse previous records. Total
Viewer Hours — a measure of how many hours of programming have actually captured the attention of the world’s
viewers over the course of the Olympic Games — are expected to surpass 40 billion.

To properly indicate the viewer interest, the IOC, together with Sports Marketing Surveys, has developed a new
measurement methodology, called Total Viewer Hours (TVH). TVH uses the duration of the programme multiplied by
the programme audience to provide the total viewer hours per programme (defined in hours). The sum of all the viewer
hours per programme create the total viewer hours. The TVH formula defines the event in terms of the total number
of hours watched by all viewers and, therefore, allows for comparison between events with different programme
duration.

The previous measure, cumulative audience (the sum total of all the audiences of all the programs broadcast) proved an
insufficient measure of Olympic viewer interest in that it indicated only the number of people who watched, without any
consideration of the length of the programme. It gave equal value to a viewer who watched a one-minute segment to
another who watched an hour-long programme.

Total Viewer Hours is calculated as:

Programme Duration (in minutes) = Programme Hours

60 minutes

Programme Hours x Programme Audience = Viewer Hours per Programme

Sum of all Viewer Hours for All Programmes = Total Viewer Hours

marketing f a c t f i l e
5.8 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
SYDNEY 2000: TOTAL VIEWER HOURS
The Olympic Television Research Centre (OTRC) predicts that the Total Viewer Hours for the 2000 Sydney Olympic
Games will exceed 40 billion.

The tables below show population figures with estimations of potential audience, penetration, and total viewer hours for
the Sydney 2000 Olympic Games broadcast, arranged by continent.

Please Note: The Olympic Television Research Centre (OTRC) sent a Pre-Games Questionnaire to all the Olympic broadcast rights
holders around the world. These data are based on the broadcaster questionnaire responses and on an extrapolation of audience
data from the 1996 Atlanta Olympic Games. Though the figures presented here appear to be precise, the IOC intends these figures
to be used only as estimates.

Sydney 2000 Total Viewer Hours:

Global population potential penetration estimated viewer hrs watched

audience (4+) hours 2000 per viewer
Africa 778,187,384 207,555,524 27% 1,411,357,796 6.80
Central &South America 515,362,052 357,407,691 69% 5,472,530,384 15.31
North America 303,645,955 282,105,233 93% 4,568,131,161 16.19
Asia 3,568,868,139 2,180,334,578 61% 22,444,822,044 10.29
Europe 783,449,295 652,528,723 83% 7,383,245,380 11.31
Oceania 29,959,819 22,215,782 74% 585,324,250 26.35
Totals 5,979,472,644 3,702,147,531 62% 41,865,411,014 11.31

Metered population potential penetration estimated viewer hrs watched

audience (4+) hours 2000 per viewer
Africa 43,426,386 24,193,807 56% 156,961,301 6.49
Central &South America 396,223,914 291,870,410 74% 5,215,346,271 17.87
North America 303,654,955 282,105,233 93% 4,568,131,161 16.19
Asia 2,917,342,291 2,000,211,344 69% 22,040,300,373 11.02
Europe 737,511,779 617,246,670 84% 6,963,631,355 11.28
Oceania 22,445,816 20,399,686 91% 582,930,916 28.58
Totals 4,420,596,141 3,236,027,150 73% 39,527,301,378 12.21

Unmetered population potential penetration estimated viewer hrs watched

audience (4+) hours 2000 per viewer
Africa 734,760,998 183,361,716 25% 1,254,396,495 6.84
Central &South America 119,138,138 65,537,281 55% 257,184,112 3.92
North America - - - - -
Asia 651,525,848 180,123,234 28% 404,521,671 2.25
Europe 45,937,516 35,282,053 77% 419,614,025 11.89
Oceania 7,514,003 1,816,096 24% 2,393,334 1.32
Totals 1,558,876,503 466,120,381 30% 2,338,109,637 5.02

Please Note:
1) These figures do not include multinational satellite channels.
2) For purposes of analysis, the countries broadcasting the Games have been divided into “metered” and “unmetered” markets.
Metered markets are those countries with audited audience information and make up 87% of the potential worldwide television
audience, while the remaining unmetered markets are less developed and do not have audited information.

chapter five 5.9

 TOTAL VIEWER HOURS: REGIONAL PROJECTIONS
The following chart illustrates the percentage of total viewer hours for the Sydney 2000 Olympic Games broadcast that
will be generated on each continent.

NORTH AMERICA
OCEANIA 1%
CENTRAL & SOUTH
AMERICA
8%
10%
ASIA
6%
AFRICA 58%
17%

EUROPE

• 54% of the Total Viewer Hours are to be generated in Asia. This is because over half the potential audience is located
in Asia and a large number of hours will be devoted to the Sydney 2000 Olympic Games coverage in populous Asian
countries such as China, India and Japan.
• Television penetration is significantly lower in the unmetered markets, as these countries are generally emergent
markets where there is less access to television.

The following chart presents the estimated number of total viewer hours for the Sydney 2000 Olympic Games broadcast
that will be generated, in both metered and unmetered markets, on each continent.

metered

unmetered
Viewer Hrs. in millions

8,000,000,000 22,000,000,000

7,000,000,000

6,000,000,000

5,000,000,000

4,000,000,000

3,000,000,000

2,000,000,000

1,000,000,000

Africa Central & North Asia Europe

South America
America

marketing f a c t f i l e
5.10 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
SYDNEY 2000: BROADCAST COVERAGE ENHANCEMENTS
Broadcasters Enhance Coverage Over Atlanta 1996 Broadcast
• Of all the broadcasters who responded to the IOC Pre-Games Broadcast Questionnaire, approximately two-thirds
indicated how they intended to enhance their coverage of the Sydney 2000 Olympic Games compared to the 1996
Atlanta Olympic Games:

50%

40%

30%

20%

10%

0
planning increased producing special increasing prime- introducing new/
coverage studio programmes time coverage innovative broadcast
techniques

• More than one third of all responding broadcasters are planning increased coverage.
• More than one third of all responding broadcasters will produce special studio programmes.
• More than a quarter of all responding broadcasters will be increasing their prime-time coverage.
• A quarter of all responding broadcasters will introduce innovative broadcast techniques specifically for the Sydney
2000 Olympic Games.

Other Planned Broadcast Enhancements for Sydney 2000:

• The increase in planned coverage includes the introduction of exclusive 24 hour channels for the Games in a number
of the major metered markets, such as the host country Australia, the U.S., and Spain.
• Nearly a third of the responding Oceanic and Asian channels referred to the fact they will increase their prime time
coverage due to the favourable time difference.
• Eleven of the responding unmetered channels will be broadcasting the Olympic Games live for the first time.
• Many Olympic broadcasters will expand the number of hours of Sydney 2000 Olympic Games coverage from the
Atlanta 1996 Olympic Games coverage.

chapter five 5.11

 SYDNEY 2000: NUMBER OF BROADCAST HOURS
Olympic broadcast coverage of the Sydney 2000 Olympic Games will significantly increase over all previous Olympic
Games coverage.

NUMBER OF HOURS BROADCAST:

Country Sydney Coverage Atlanta Coverage Increase
Australia 1,207 308 899 hrs. / 292%
Canada 1,039 244 795 hrs. / 326%
South Africa 930 174 756 hrs. / 434%
China 740 204 536 hrs. / 263%
Greece 452 161 291 hrs. / 181%
United States 442 169 273 hrs. / 162%
Japan 558 333 225 hrs. / 68%
Argentina 435 298 137 hrs. / 46%
South Korea 940 884 56 hrs. / 6%
Brazil 754 678 76 hrs. / 11%
United Kingdom 332 297 35 hrs. / 11%
Italy 340 282 58 hrs. / 21%
Russia 233 196 37 hrs. / 19%

“No event in the world offers the coverage or reach that the Games provide. This increase in coverage will also mean that there
will be a far greater exposure for all sports at the Games — and ensure that those sports that in the past were passed over, now
receive the exposure they deserve.”
— Richard W. Pound, IOC First Vice President

marketing f a c t f i l e
5.12 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
SYDNEY OLYMPIC BROADCASTING ORGANISATION (SOBO)
The Sydney Olympic Broadcasting Organisation (SOBO), which was formally established as a commission of SOCOG in
October 1996, will fulfill obligations as the host broadcast organisation: (a) to operate the International Broadcast Centre
(IBC), providing facilities and services to broadcast rights holders; (b) to produce and distribute television and radio
signals from each competition venue; and (c) to advise SOCOG on broadcasters’ requirements for venue design and
construction.

SOBO Facts and Figures

• SOBO will televise more than 3,400 hours of live Olympic Games competition.
• SOBO will provide coverage of 300 Olympic events.
• With rights holding broadcasters, SOBO will reach a peak audience of 4 billion viewers globally.
• SOBO will utilise more than 900 cameras and 400 videotape machines.
• SOBO will require 58 control rooms and outside broadcast units.
• SOBO will design, construct, and operate the 70,000 square-metre International Broadcast Centre (IBC) facility.
• SOBO will build approximately 1,600 commentary positions.
• SOBO will employ an estimated 3,500 personnel.
• SOBO will service more than 190 radio and television broadcast organisations.
• SOBO will work with more than 12,000 accredited rights holding broadcast personnel.

HOST COUNTRY BROADCASTER PLANS: CHANNEL SEVEN

Channel Seven, the official Olympic broadcast rights holder in Australia, plans to air 23 hours of free-to-air Olympic-
related programming each day for the 17 days of the Sydney 2000 Olympic Games. In addition, Channel Seven will be
providing two dedicated pay television channels for 24 hours each day.

Channel Seven Coverage Hours

• 391 hours of free-to-air Olympic programming
• 816 hours of cable television Olympic programming
• 1,207 hours total Olympic programming

Channel Seven’s total coverage amounts to more than 1,000 hours more coverage than NBC was able to provide in the
U.S. for Atlanta 1996.The primary reason for this growth is the additional programming on Channel Seven’s pay-television
properties. (For Sydney 2000, NBC will also significantly increase its Olympic Games coverage through the use of its
cable-television properties, MSNBC and CNBC, for a total of 437.5 hours.)

chapter five 5.13

 SYDNEY 2000 OFFICIAL BROADCAST PARTNERS
Official Broadcast Partners are those entities that have signed contracts with the IOC and SOCOG and have been
granted the official rights to broadcast the Sydney 2000 Olympic Games. Broadcast Partners are also referred to as
broadcast rights holders. Rights holders may be broadcast networks, broadcast pools, or broadcast unions.

Sydney 2000 Broadcast Networks, Unions, & Pools

A broadcast network is a single entity with a Rights Holding contract with the IOC and SOCOG and is granted the
Rights for a specific territory stipulated in the contract.
A broadcast pool is a Rights Holder that has signed the contract with the IOC and SOCOG and represents a
number of members from the same country.
A broadcast union is a rights holder that has signed the contract with the IOC and SOCOG and represents a
number of members from different countries. In most instances, each member represents one country.

Country Broadcaster
United States National Broadcasting Company, Inc. (NBC)
Canada Canadian Broadcasting Corporation (CBC)
Latin America Organizacion de la Television Iberoamericana (OTI)
Caribbean Caribbean Broadcasting Union (CBU )
Australia Seven Network (Seven)
Talk Australia (Commercial Radio) (2UE)
Australian Broadcasting Corporation (Non-Commercial Radio) (ABC )
New Zealand Television New Zealand (TVNZ)
Europe European Broadcasting Union (EBU)
Asia Asia-Pacific Broadcasting Union (ABU)
Japan Japan Consortium (JC)
Chinese Taipei Chinese Taipei Sydney Pool (CTSP)
Korea Korea Pool (KP)
Philippines People’s Television Network, Inc. (PTNI)
Middle east Arab States Broadcasting Union (ASBU)
Africa Union of radio & Television Nations of Africa (URTNA)

marketing f a c t f i l e
5.14 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
Sydney 2000: Olympic Broadcast Revenue
Olympic television broadcast rights fees continue to contribute record revenue, allowing the IOC to provide funding
for all members of the Olympic Family.

Total Broadcast Revenue: More than US$1,331.6 million (US$1.331 billion)

• More than US$400 million more than Atlanta
Originally Projected Contribution to SOCOG: US$660 million
Actual Contribution to SOCOG: US$798 million
• 60% of total broadcast revenue
• More than 33% of SOCOG’s total budget
• Nearly US$230 million more than Atlanta

Olympic Broadcast Revenue: Games Comparison

Barcelona 1992 Atlanta 1996 Sydney 2000
Rights Fees – US$ 636 million 895 million 1,331.6 million (US$1.331 billion)
Net to OCOG – US$ 440 million 568 million 798 million

SYDNEY 2000 BROADCAST RIGHTS REVENUE BY CONTINENT:

Continent Revenue (US$ million)

Americas 746.2
Asia 168.3
Europe 350.0
Oceania 56.6
Africa 10.5
Totals 1,331.6

chapter five 5.15

 SYDNEY 2000 BROADCAST RIGHTS REVENUE BY COUNTRY & BROADCASTER:

Country Network Fee (US$ million)

USA NBC 705.0
Canada CBC 28.0
Cent/So. America OTI 12.0
Puerto Rico Teleonce 1.0
Caribbean CBU 0.2
Asia ABU 12.0
Japan Japan Pool 135.0
Arab States ASBU 4.5
Chinese Taipei CTSP 3.0
Korea Korea Pool 13.8
Philippines PTNI 1.6
Europe EBU 350.0
Australia Channel 7 45.0
New Zealand TVNZ 10.0
Africa URTNA 10.5
Total 1,331.6

Sydney 2000: Broadcast Revenue Distribution

The IOC distributes Olympic broadcast revenue from the Sydney 2000 Olympic Games according to the formula
illustrated in the chart below.

Broadcast Revenue Distribution: Sydney 2000

OLYMPIC
MOVEMENT

OCOG

40%
60%

As the chart indicates, the IOC distributes the largest percentage of Olympic broadcast revenue to the OCOG to
support the staging and operations of the Olympic Games.

The IOC distributes the remaining revenue throughout the rest of the Olympic Movement.

marketing f a c t f i l e
5.16 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
Salt Lake 2002: Olympic Television Summary
The Salt Lake City 2002 Olympic Winter Games broadcast is expected to be the most successful in
Olympic Winter Games history. Broadcast revenue has already reached a record high, and the 2002 Olympic
Winter Games sport programme will be the largest in Olympic Winter Games history.

THE HOST BROADCASTER

In June 1996, SLOC awarded a contract to International Sports Broadcasting (ISB) to serve as the Olympic
Broadcasting Organisation (OBO), or the host broadcaster, for the Salt Lake City 2002 Olympic Winter Games.
As OBO for the Olympic Winter Games, the organisation will produce unbiased live television and radio
coverage of all athletic competitions and athletes, and to provide rights-holding broadcasters unilateral services
during the Olympic Winter Games of 2002.The IOC has approved the agreement.

The OBO’s team consists of technical, creative, and international broadcast experts. It has extensive experience
in working with Olympic Games, various international sports federations and broadcasters who participate in
worldwide programming.
• The OBO will televise more than 800 hours of live Olympic competition.
• Prior to the Games, the OBO will become one of the largest television organisations in the world.
• The OBO will employ more than 1,600 broadcast professionals who will work at the venues and the
International Broadcast Center (IBC).
• The OBO will cover all 76 Olympic events.
• The OBO will operate the necessary broadcast equipment, including more than 400 cameras, 140 videotape
machines, and 33 character generators.

The OBO’s Managing Director is Manolo Romero. He served on the IOC Coordination Commission for the
1998 Olympic Winter Games in Nagano, Japan. He currently works on the commissions for the 2000 Olympic
Games in Sydney, Australia, and the IOC Coordination Commission for the Olympic Winter Games of 2002.
Romero was Managing Director of Atlanta Olympic Broadcasting, the OBO of the Atlanta Committee for the
Olympic Games (ACOG). His credentials also include serving as OBO chief for three Olympic Games and two
World Cups. He has worked on seven Olympic Winter Games in areas related to television broadcasting.

chapter five 5.17

 Salt Lake 2002: Olympic Broadcast Revenue
For the Salt Lake City 2002 Olympic Winter Games, Olympic television broadcast rights negotiations have already
generated US$737.8 million, a record revenue for Olympic Winter Games.

SALT LAKE CITY 2002 BROADCAST RIGHTS REVENUE BY CONTINENT:

Continent Revenue (US$ million)

Americas 568.25
Asia 37.8
Europe 120.0
Oceania 11.75
Africa —
Totals 737.8

SALT LAKE CITY 2002 BROADCAST RIGHTS REVENUE BY COUNTRY &

BROADCASTER:

Country Network Revenue (US$ million)

USA NBC 545.0
Canada CBC 22.0
Cent/So. America OTI 1.25
Caribbean CBU —
Asia ABU —
Japan Japan Pool 37.0
Arab States ASBU —
Chinese Taipei CTSP —
Korea Korea Pool 0.75
Philippines PTNI 0.05
Europe EBU 120.0
Australia Channel 7 11.75
New Zealand TVNZ —
Africa URTNA —
Total 737.8

Please note: Figures presented above represent revenue from Olympic broadcast agreements that have been finalised to date.

marketing f a c t f i l e
5.18 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
Future Olympic Broadcast Revenue
The IOC has negotiated Olympic Broadcast agreements for future Olympic Games and Olympic Winter Games.To
date, the following revenue has been generated for future Games broadcasts up to 2008:

Future Olympic Games including Sydney 2000 $US 4,542.8 million

Future Olympic Winter Games including SLC 2002 $US 1,569.9 million
Total Future Broadcast Revenue $US 6,112.7 million

FUTURE OLYMPIC GAMES BROADCAST RIGHTS REVENUE BY COUNTRY &

BROADCASTER

Country Network Sydney 2000 Athens 2004 Olympic Games 2008

(US$ million) (US$ million) (US$ million)
USA NBC 705.0 793.0 894.0
Canada CBC 28.0 37.0 45.0
Cent/So. America OTI 12.0 17.0 27.0
Puerto Rico Teleonce 1.0 — —
Caribbean CBU 0.2 — —
Asia ABU 12.0 14.5 17.5
Japan Japan Pool 135.0 155.0 180.0
Arab States ASBU 4.5 5.5 8.5
Chinese Taipei CTSP 3.0 3.65 4.4
Korea Korea Pool 13.75 15.5 17.5
Philippines PTNI 1.6 1.8 2.0
Europe EBU 350.0 394.0 443
Australia Channel 7 45.0 50.5 63.8
New Zealand TVNZ 10.0 10.0 12.0
Africa URTNA 10.5 — —
Total 1331.6 1497.5 1714.7

FUTURE OLYMPIC WINTER GAMES BROADCAST RIGHTS REVENUE BY

COUNTRY & BROADCASTER

Country Network Salt Lake 2002 Torino 2006

(US$ million) (US$ million)
USA NBC 545.0 613.0
Canada CBC 22.0 28.0
Cent/So. America OTI 1.25 1.75
Caribbean CBU — —
Asia ABU — —
Japan Japan Pool 37.0 38.5
Arab States ASBU — —
Chinese Taipei CTSP — —
Korea Korea Pool 0.75 0.9
Philippines PTNI 0.05 0.05
Europe EBU 120.0 135
Australia Channel 7 11.75 14.8
New Zealand TVNZ — —
Africa URTNA — —
Total 737.8 832.0

Please note: Figures presented above represent revenue from Olympic broadcast agreements that have been finalised to date.

chapter five 5.19

 Future Broadcast Revenue Distribution
The IOC plans to change the distribution of Olympic broadcast rights revenue in the future to further finance the
Olympic Movement worldwide, rather than concentrating on the Olympic Games.After 2004, OCOGs will receive 49%
of revenue, instead of the 60% that previous OCOGs have received.* This shift in the distribution of broadcast revenue
is designed to serve the progress of sport in the Olympic Movement worldwide.

*Although there will be percentage reduction in the television rights revenue allotted to the OCOGs, the real value to the cities will
most likely increase with rising television broadcast rights fees.

BROADCAST REVENUE DISTRIBUTION: 2004 – ONWARD

OCOG
OLYMPIC
MOVEMENT

49%
51%

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5.20 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
Olympic Broadcast History

OLYMPIC GAMES BROADCAST HISTORY (SUMMER)

Number of Countries Broadcasting the Olympic Games

1936 Berlin 1
1948 London 1
1952 Helsinki 2
1956 Melbourne 1
1960 Rome 21
1964 Tokyo 40
1968 Mexico City n/a
1972 Munich 98
1976 Montreal 124
1980 Moscow 111
1984 Los Angeles 156
1988 Seoul 160
1992 Barcelona 193
1996 Atlanta 214
2000 Sydney 220 (estimated)

chapter five 5.21

 Olympic Television & Radio: Melbourne 1956
MELBOURNE 1956 BROADCAST

Broadcast Facility Space: 13,000 sq. ft.

Olympic Broadcasting Staff: 404 engineers, technicians, and non-technical staff
Overseas Broadcasting Organisations: 32
Total Hours of Radio Coverage: 735

TELEVISION
International Television Broadcasting:
Full-scale television would not be available in the Melbourne area until nearly two weeks before that city was due to
host the 1956 Olympic Games. Images of the Olympic Games would not be seen in other countries until three to five
days after a given event had taken place, after film had been air-mailed to its destination. Newsreel would be the most
common method by which people could see the Olympic Games.

During the Olympic Games, film material of the Olympic Games was sent every night to varying destinations, including
the United States, the United Kingdom, and Japan.

Local Television Broadcasting:

The first television stations in Melbourne and Sydney had only been operating for a few weeks at the time of the
Melbourne 1956 Olympic Games.

Local television companies were given the right to televise daily, which resulted in full local broadcast of the Olympic
Games within the compass of the two Melbourne stations. Each night during the Olympic Games, a 16mm film was sent
to Sydney to be aired by the Sydney stations.

RADIO
Radio broadcasting of the Melbourne 1956 Olympic Games required an extensive network of programme channels
linking the venues with the radio centre at the Main Stadium. From some venues, broadcasting channels connected
directly to the home service and commercial network studios.
• 241 channels comprised the programme network.
• 200 additional channels were held in reserve.
• 15 channels were reserved for overseas broadcast via radio-telephone.

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5.22 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
Olympic Television: Atlanta 1996

Number of Countries Televising: 214

Number of Hours in Host Broadcaster Feed: 3,000
Total Broadcast Revenue: US$895 million
Broadcast Revenue Contribution to Atlanta 1996: US$568 million

Host Country Broadcaster Programming: NBC

NBC, the official Olympic broadcast rights holder in the United States, aired 170 hours of free-to-air Olympic related
programming during the Centennial Olympic Games in Atlanta.

1996 OLYMPIC GAMES BROADCAST ANALYSIS

The Olympic Games continue to be the premier sporting event in the world. The following is a list of significant data
points from the 1996 Olympic Games Broadcast Analysis Report.

• An estimated 214 countries and territories televised the Centennial Olympic Games.
• More than 25,000 hours of Centennial Olympic Games coverage were broadcast worldwide.
• The gross cumulative television audience (for all transmissions in all countries) for the Centennial Olympic Games
was an estimated 19,600 million (19.6 billion) viewers.
(Note: As different sports properties use different methods to calculate cumulative audiences, direct comparisons are not
valid.)
• Nine out of 10 potential viewers worldwide tuned to watch at least a portion of the Centennial Olympic Games.
• Out of a potential global television audience of 3,500 million viewers, an unduplicated audience of more than 3,200
million watched the Centennial Olympic Games.
• The Olympic Games are broadcast in more countries and territories than any other sporting event, including the
1994 World Cup Football (188), the 1996 Super Bowl (187), 1996 Wimbledon (167) and the 1995 Formula One
Grand Prix Series (127).
• The Olympic Games rate as the number one global broadcast. On a national basis, the Olympic Games set new
broadcast ratings records.

chapter five 5.23

 Broadcast Rights Fees History

Global Broadcast Revenue

Olympic Games Million US$
1980 Moscow 101
1984 Los Angeles 287
1988 Seoul 403
1992 Barcelona 636
1996 Atlanta 898.2
2000 Sydney 1,331.6*
2004 Athens 1,497.5*
2008 TBD 1,714.7*
*Rights fees negotiated to date

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5.24 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
Asia: Broadcast Rights Fees History

ASIA BROADCAST RIGHTS FEES

Olympic Games Broadcaster Million US$
1992 Barcelona ABU 2.2
1996 Atlanta ABU 5.0
2000 Sydney ABU 12.0
2004 Athens ABU 14.5
2008 TBD ABU 17.5

JAPAN BROADCAST RIGHTS FEES

Olympic Games Broadcaster Million US$
1992 Barcelona Japan Pool 62.5
1996 Atlanta Japan Pool 99.5
2000 Sydney Japan Pool 135.0
2004 Athens Japan Pool 155.0
2008 TBD Japan Pool 180.0

ARAB STATES BROADCAST RIGHTS FEES

Olympic Games Broadcaster Million US$
1992 Barcelona ASBU .55
1996 Atlanta ASBU 3.75
2000 Sydney ASBU 4.5
2004 Athens ASBU 5.5
2008 TBD ASBU 8.5

KOREA BROADCAST RIGHTS FEES

Olympic Games Broadcaster Million US$
2000 Sydney Korea Pool 13.75
2004 Athens Korea Pool 15.5
2008 TBD Korea Pool 17.5

chapter five 5.25

 Americas: Broadcast Rights Fees History

UNITED STATES BROADCAST RIGHTS FEES

Olympic Games Broadcaster Million US$
1976 Montreal ABC 25.0
1980 Moscow NBC 85.0
1984 Los Angeles ABC 225.6
1988 Seoul NBC 300.0
1992 Barcelona NBC 401.0
1996 Atlanta NBC 456.0*
2000 Sydney NBC 705.0
2004 Athens NBC 793.0*
2008 TBD NBC 894.0*
*Plus profit-sharing

CANADA BROADCAST RIGHTS FEES

Olympic Games Broadcaster Million US$
1992 Barcelona CTV 16.5
1996 Atlanta CBC 20.75
2000 Sydney CBC 28.0
2004 Athens CBC 37.0
2008 TBD CBC 45.0

CENTRAL/SOUTH AMERICA BROADCAST RIGHTS FEES

Olympic Games Broadcaster Million US$
1992 Barcelona OTI 3.55
1996 Atlanta OTI 5.5
2000 Sydney OTI 12.0
2004 Athens OTI 17.0
2008 TBD OTI 27.0

CARIBBEAN BROADCAST RIGHTS FEES

Olympic Games Broadcaster Million US$
1996 Atlanta CBU 0.19
2000 Sydney CBU 0.2
2004 Athens CBU —
2008 TBD CBU —

PUERTO RICO BROADCAST RIGHTS FEES

Olympic Games Broadcaster Million US$
2000 Sydney Teleonce 1.0

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Europe: Broadcast Rights Fees History

EUROPE BROADCAST RIGHTS FEES

Olympic Games Broadcaster Million US$
1960 Rome EBU 0.7
1964 Tokyo EBU N/A
1968 Mexico EBU 1.0
1972 Munich EBU 2.0
1976 Montreal EBU 6.6
1980 Moscow EBU 7.1
1984 Los Angeles EBU 22.0
1988 Seoul EBU 30.2
1992 Barcelona EBU 94.5
1996 Atlanta EBU 247.5
2000 Sydney EBU 350.0*
2004 Athens EBU 394.0*
2008 TBD EBU 443.0*
*Plus profit-sharing

Oceania:Broadcast Rights Fees History

AUSTRALIA BROADCAST RIGHTS FEES

Olympic Games Broadcaster Million US$
1984 Los Angeles Channel 10 10.6
1988 Seoul Channel 10 7.4
1992 Barcelona TV Olympics 34.0
1996 Atlanta Channel 7 30.0
2000 Sydney Channel 7 45.0
2004 Athens Channel 7 50.5
2008 TBD Channel 7 63.8

NEW ZEALAND BROADCAST RIGHTS FEES

Olympic Games Broadcaster Million US$
1992 Barcelona TVNZ 5.9
1996 Atlanta TVNZ 5.0
2000 Sydney TVNZ 10.0
2004 Athens TVNZ 10.0
2008 TBD TVNZ 12.0

chapter five 5.27

 Olympic Broadcast Research — 1998 & 1999
In 1998 and 1999, the IOC commissioned research on the Olympic Image and several aspects of Olympic marketing
— including broadcast and television viewer interest. Research has shown that interest in viewing the Sydney 2000
Olympic Games has increased from 1998 to 1999.

The research results presented here focus on the six countries that were common to both the 1998 & 1999 studies.
Data that are identified in these charts as “total” refer to combined results from six nations — Brazil, China, France,
Russia, Senegal, and the United States. Also appearing in these charts are data from Australia, the host country of the
Sydney 2000 Olympic Games, which was included in the 1999 research only.

TV VIEWING INTEREST IN THE OLYMPIC GAMES

Interest in watching the Olympic Games on television has remained steady between 1998 and 1999.Where change has
occurred between the two phases of research, an increase in interest in viewing the Olympic Games has occurred.

% Respondents

TOTAL 1998 55 92
1999 57 95
Brazil 1998 71 96
1999 71 96
China 1998 64 96
1999 75 99
France 1998 46 90
1999 45 92
Russia 1998 53 93
1999 51 94
Senegal 1998 53 83
1999 55 96
USA 1998 43 94
1999 43 96

Australia 1999 49 96

Keen
Casual

Keen television viewing interest in the Olympic Games was expressed by more than half of the respondents (57% in
1999, and 55% in 1998). Keen television viewers are those respondents who stated that they tend to “plan their social
schedule around television coverage of the Olympics” or “watch the Olympics whenever they can.”

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5.28 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
The Olympic Games are unique among sporting events because they attract an equal audience of male and female
viewers.

Gender Profile of "Keen" TV Viewers 1999

Female
Male

TOTAL 45 55
Brazil 46 54
China 46 54
France 38 62
Russia 42 58
Senegal 44 56
USA 56 44
Australia 52 46

chapter five 5.29

 Perspectives: On Olympic Television
“Since the 1950s, no industry has been more crucial to the success of the Olympic Games and the Olympic Movement than
television broadcast. Television is the engine that drives the worldwide promotion of the Games. It is estimated that the Sydney
2000 Olympic Games will be televised in 220 countries and territories. With this truly global audience, the Olympic Games are
the most-watched event in the world.

Sport and the Olympic Games have also been good for television, by providing great programming and working as a catalyst for
technical advances. Broadcasters make this investment because the Olympic Games, as the world’s premiere event, drives television
audiences and in turn attracts advertisers. The IOC continues to develop a balanced marketing programme, and we are pleased
with the growth of Olympic sponsor support for the Games broadcast with increased advertising purchase — which in some
markets is as high as 70 percent of all available commercial inventory.”
— Juan Antonio Samaranch, IOC President

“Television has benefitted the Olympic Movement for half a century by providing the television audience with a means of
experiencing the Olympic Games. In turn, the Olympic Games have provided television with some of the greatest programming,
and some of the most exciting moments, of the twentieth century — and such programming has been a boon for television
advertising sales.

But the most important element of this relationship is the spirit of the Olympic Games, and the IOC has worked diligently in recent
years to understand exactly what the Games mean to people throughout the world.The Olympic spirit is a spirit of hope, a spirit
that embodies the dreams and aspirations of the highest achievements, a spirit of friendship and fair play, and a spirit that
celebrates the joy that is found in effort. Olympic broadcast partners share in this spirit — and when they communicate the
Olympic Image, that Image is reflected back on them.”
— Richard W. Pound, IOC First Vice President &
Chairman, IOC Marketing & Television Rights Negotiation Commissions

“Governing bodies across all sports face a dilemma between the responsibility to promote the sport and the opportunities to
generate revenue. [IOC Marketing Director Michael] Payne says: ‘Risking audiences for maximum revenue from pay-per-view, for
example, would only result in a short-term benefit.’

In short, if the audience cannot watch the sport they will soon lose interest.Which is why the IOC takes pains to balance its different
revenue streams. In the four years to last year’s summer Olympics, half of the US$3 billion generated came from TV, half from
associated marketing including sponsorship.Ten years ago, 95% of revenue came from TV.”
— Media International (Europe), July/August 1997

“Dear friends, we in the IOC have done well without TV for 60 years and will do so certainly for the next 60 years, too.”
— Avery Brundage, IOC President, Cortina 1956 Olympic Winter Games

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5.30 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
chapter six

Olympic Sponsorship

OLYMPIC SPONSORSHIP OVERVIEW

THREE TIERS OF OLYMPIC SPONSORSHIP

THE OLYMPIC PARTNERS: TOP OVERVIEW

HISTORY OF THE TOP PROGRAMME

CONTRIBUTIONS OF TOP PARTNERS

TOP REVENUE DISTRIBUTION

THE RIGHTS & BENEFITS OF TOP PARTNERSHIP

PARTNER PROFILES: TOP IV (1997 – 2000)

FUTURE TOP SPONSORSHIP PROGRAMMES

OLYMPIC SPONSORSHIP RESEARCH

PERSPECTIVES: ON OLYMPIC SPONSORSHIP

chapter six 6.1

 Olympic Sponsorship Overview
The Objectives of Olympic Sponsorship Programmes
Olympic sponsorship programmes are designed to meet the following marketing objectives established by the IOC:
• To contribute to the independent financial stability of the Olympic Movement.
• To create long-term programmes that ensure continuing and substantial support over many years.
• To provide equitable revenue distribution throughout the Olympic Family.
• To prohibit uncontrolled commercialisation of the Olympic Games.

The Contributions of Olympic Sponsorship Programmes

Olympic sponsorship programmes benefit the Olympic Movement in three basic ways:
• Sponsorship programmes provide valuable financial resources to the Olympic Family.
• Olympic sponsors provide vital technical support for the organisation and staging of the Olympic Games and the
general operations of the Olympic Movement. This support is provided in the form of products, services,
technology, expertise, and staff deployment.
• The advertising and promotional activities of Olympic sponsors help to (a) promote the Olympic ideals, (b) heighten
public awareness of the Olympic Games, and (c) increase support for Olympic athletes.

Corporate sponsorship now accounts for approximately 40% of the overall marketing revenue for the Olympic
Movement.

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6.2 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
Three Tiers of Olympic Sponsorship
I. WORLDWIDE SPONSORSHIP: TOP PROGRAMME
TOP (The Olympic Partners) is the worldwide sponsorship programme of the IOC. Currently,TOP is comprised of 11
major companies that operate in the global marketplace. TOP sponsorships grant worldwide Olympic marketing rights
and product exclusivity.

The TOP programme directly benefits the entire Olympic Movement:

• the Organising Committees for the Olympic Games (OCOGs)
• the National Olympic Committees (NOCs) and the Olympic teams throughout the world
• the IOC

II. OLYMPIC GAMES SPONSORSHIPS OR OCOG SPONSORSHIPS

Olympic Games sponsorships are managed by the OCOG under the direction of the IOC. These programmes are
targeted within the host country and are focused directly on supporting the staging of the Olympic Games. Olympic
Games sponsorships grant marketing rights within the host country or territory only. TOP Partners are sponsors of the
Olympic Games and the Olympic Winters Games that comprise an Olympic quadrennium.

Further information on the local Olympic Games sponsorship programme for Sydney 2000 can be found in Chapter Three of this
document: “Sydney 2000 Olympic Games Marketing Programmes”.

III. NATIONAL OR NOC SPONSORSHIPS

NOCs manage local sponsorship programmes that support their sport development activities and their Olympic teams.
Approximately 40 of the NOCs have developed national sponsorship programmes that consist of non-competing
categories to the TOP sponsors. These sponsorship programmes grant Olympic marketing rights within the NOC
country or territory only.

chapter six 6.3

 The Olympic Partners: TOP Overview
TOP OVERVIEW – THE IOC WORLDWIDE SPONSORSHIP PROGRAMME
The TOP programme is the worldwide sponsorship programme established and managed by the IOC. The programme
operates on a four-year term that aligns with the Olympic quadrennium. Eleven international corporations currently
participate in the fourth generation of the TOP programme, known as TOP IV. During the current Olympic quadrennium
(1997 – 2000),TOP IV Partners have provided direct support for the Nagano 1998 Olympic Winter Olympic Games and
the Sydney 2000 Olympic Games.

TOP Partners provide financial contributions and value-in-kind contributions (i.e., contributions in the form of products,
services, expertise, and personnel) to support the Olympic Movement.

The TOP programme directly benefits the following members of the Olympic Family:
• the Organising Committees for the Olympic Games (OCOGs)
• the National Olympic Committees (NOCs) and the Olympic teams throughout the world
• the IOC

TOP Partners receive exclusive worldwide Olympic marketing rights in return for their contributions to the Olympic
Movement. The programme operates on a principle of product-category exclusivity to ensure that each TOP Partner
will be free from competition in the execution of its Olympic marketing programmes. The sponsorship fees of TOP
Partners vary, depending on the product categories that the sponsorships encompass.

TOP IV Partners are:

• Worldwide Partners of the Olympic Games
• Partners of the International Olympic Committee
• Partners of the 1998 Nagano Olympic Winter Games
• Partners of the 2000 Sydney Olympic Games
• Partners of all National Olympic Committees
• Partners of all Olympic teams for the Nagano and Sydney Games

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6.4 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
History of the TOP Programme
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 of the Olympic Movement.

The TOP programme, now ending its fourth generation, has established itself as the foremost international sport
marketing programme.

THE EVOLUTION OF TOP

TOP I TOP II TOP III TOP IV

1988 Calgary 1992 Albertville 1994 Lillehammer 1998 Nagano
1988 Seoul 1992 Barcelona 1996 Atlanta 2000 Sydney

Number of Companies 9 12 10 11
Number of Countries 159 169 197 200
Total revenue generated
in US$ millions 95 175 350 550

chapter six 6.5

 Contributions of TOP Partners

FINANCIAL SUPPORT
The current generation of the TOP programme,TOP IV, will generate more than US$550 million in revenue to support
the entire Olympic Movement.

Organising Committees for the Olympic Games*

50% of the revenue from TOP IV is shared between:
• the Nagano Organising Committee for the 1998 Olympic Winter Games (NAOC)
• the Sydney Organising Committee for the 2000 Olympic Games (SOCOG)
• the NOCs in the two host countries of the current quadrennium
* The OCOGs’ combined revenue share is actually higher than 50%, due to certain technology agreements providing substantial
additional VIK contributions each OCOG for overall Olympic Games operations.

National Olympic Committees

40% of the revenue from TOP IV is shared by the participating NOCs:
• All 200 NOCs receive funding through the TOP programme.
• The programme guarantees a minimum of US$40,000 to the smallest NOC in support of athlete training and other
national Olympic programmes.
• When the TOP programme was launched, fewer than 10 NOCs had any form of marketing revenue.
• Major market NOCs receive a share of several US$million. *
* Revenue is distributed to each NOC, in part, according to the TOP Partners’ consideration of the value of the Olympic marketing
rights of each country.

International Olympic Committee

10% of the revenue from the TOP IV programme is retained by the IOC for management, administration, and operations.

Value-in-Kind
TOP Partners support the Olympic Movement with value-in-kind (VIK) contributions:
• VIK contributions are made in the form of products, services, expertise, and personnel.
• Without VIK it would be impossible for OCOGs to host the Olympic Games.
• VIK provides the OCOGs, the NOCs, and the IOC with products and services that are necessary for day-to-day
operations.
• Distribution of VIK is based on the needs of the individual Olympic party.
• OCOGs, which are responsible for the staging of the Olympic Games, have the greatest need for VIK and receive
the greatest percentage of VIK support.

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6.6 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
TOP Revenue Distribution
Revenue generated through the TOP sponsorship programme for each four-year Olympic quadrennium is
distributed according to the following formula:
• The OCOCs for the Olympic Games and Olympic Winter Games share 50% of TOP revenue.
• The NOCs throughout the world share 40% of TOP revenue.
• The IOC retains 10% of TOP revenue to finance the operations and administration of the Olympic Movement.

NOCs IOC
OCOGs

10%
20% 50%
20%

USOC

Please note: The OCOGs’ combined revenue share is actually higher than 50%, due to certain technology agreements providing
substantial additional VIK contributions each OCOG for overall Olympic Games operations.

chapter six 6.7

 The Rights & Benefits of TOP Partnership

WHY COMPANIES SPONSOR THE OLYMPIC MOVEMENT

Sponsorship can provide many benefits for the sponsor in the following areas:

• Brand equity: Sponsorship of the Olympic Movement can increase goodwill and esteem toward a sponsor as the
ideals and spirit of the Olympic Games are associated with the sponsor’s brand.
• Business objectives: Sponsorship of the Olympic Movement can enhance core business objectives such as
revenue goals, share goals, or brand awareness.
• Brand repositioning: Sponsorship of the Olympic Movement can assist a sponsor in repositioning itself.
• Internal rewards: Sponsorship of the Olympic Movement and the rights and benefits afforded to sponsors can be
used internally to improve morale or motivate employees.
• Showcasing: The Olympic Games, as the world’s largest sporting event, provide unmatched opportunities for
sponsors to showcase technology, products, or services.
• Defense: Part of a corporation’s decision to sponsor the Olympic Games is to benefit from the exclusivity of
Olympic partnerships by keeping its competitors out.
• Altruism: Part of a corporation’s decision to sponsor the Olympic Movement may be derived from a desire to be
a good corporate citizen.

TOP & OLYMPIC ASSOCIATION

A corporate investment in the Olympic Movement is a business decision.The TOP programme has benefited its Partners
in the following ways:
• The Olympic Games provide opportunities to showcase products, services, and technology.
• The Olympic Games and the Olympic Image provide a global corporate marketing platform.
• The positive perception of the Olympic Image serves to provide value and enhancement to the brands of TOP
Partners.
• The Olympic Movement’s imagery, including the internationally recognised five-ring symbol, provides companies with
a valuable and unique marketing tool.

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6.8 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
OLYMPIC MARKETING RIGHTS
TOP Partners receive exclusive marketing rights and opportunities within their designated product category. Partners
may exercise these rights on a worldwide basis, and they may develop marketing programmes with the various members
of the Olympic Family: the IOC, the NOCs, and the OCOGs. In addition to worldwide marketing opportunities,TOP
Partners receive:
• use of all Olympic imagery, as well as appropriate Olympic designations on products
• hospitality opportunities at the Olympic Games
• direct advertising and promotional opportunities, including preferential access to Olympic broadcast advertising
• on-site concessions/franchise and product sale/showcase opportunities
• protection from ambush marketing
• acknowledgement of support though a broad Olympic sponsorship recognition programme

“The overall strength of the Olympic programme is two-fold in my mind. First you have the world’s greatest and most ubiquitous
event. There is not a rational person on our planet that cannot identify with the Olympic Games and what it stands for. The
Olympic Games is the celebration of what life is truly supposed to be about — a celebration of humanity. There is not a company
in the world that does not want to identify its very character and products in that light. The second and much more pedestrian
reason is the protection provided by the IOC and the NOCs in terms of exclusivity for their sponsors. It is truly a well-managed
partnership.”
— Mark Dowley, President, Marketing Communications Group of Companies,
McCann Erickson WorldGroup

chapter six 6.9

 Partner Profiles: TOP IV (1997 – 2000)

TOP Partners are the worldwide sponsors of the Olympic Movement. In addition to providing direct revenue,
Partners provide products, services, technology, expertise, and personnel that are vital to the successful staging of the
Olympic Games.

The TOP IV programme, which provides support for the Nagano 1998 Olympic Winter Games and the Sydney 2000
Olympic Games, is the strongest generation of the TOP programme to date. (“IV” represents the fourth generation of
the TOP programme.)

The following pages profile the 11 global corporations that contribute financial support, products, services, technology,
and personnel to the Olympic Movement from 1997 to 2000 as TOP IV Partners.

Contact information for TOP IV partners appears in Chapter Twelve of this document.

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6.10 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
 Exclusive product or service category: Non-Alcoholic Beverages

www.cocacola.com

Supporting the Olympic Movement: In 1928 Coca-Cola was a sponsor of the Amsterdam Olympic Games. Coca-Cola has
sponsored every Olympic Games since. Coca-Cola became a charter member of the TOP programme in 1986.

Future TOP participation: TOP V and TOP VI (2001 – 2008)

The Coca-Cola Company maintains the longest continuous relationship with the Olympic Movement. In 1996, Coca-Cola and the

International Olympic Committee signed an unprecedented sponsorship agreement extending this partnership through 2008 and

continuing Coca-Cola support of athletes and teams in nearly 200 countries around the world.

Coca-Cola, POWERaDE, and other products of The Coca-Cola Company and The Minute Maid Company help to refresh

athletes, volunteers, officials, and spectators during the Olympic Games.The Coca-Cola Company’s sponsorship of the Olympic Games

is truly global — in 1996, the Coca-Cola system executed Olympic-themed programmes in more than 135 countries around the

world. Coca-Cola also works closely with National Olympic Committees around the world to assist athletes in training for the

Olympic Games.

Coca-Cola Olympic-themed programmes vary with each Olympic Games. Coca-Cola was associated with the Olympic Torch

Relay in Spain 1992 and Norway 1994, was the presenting sponsor of the Relay in both United States 1996 and in Japan 1998, and —

along with Chevrolet — will be a presenting sponsor again in 2002. Other recent Olympic-themed programmes and activities have

included: Coca-Cola Radio from 1980 to 2000; Coca-Cola Olympic City in 1996; the Coca-Cola Salute to Folk Art from 1996 to the

present; the Coca-Cola International Olympic Torchbearers Programme from 1992 to 1998.

Coca-Cola’s Sydney 2000 Contributions & Programmes:

• Coca-Cola Olympic Club Sydney & the POWERaDE Training Camp — These programmes, designed to promote the ideals of
the Olympic Games, offer 300 teenagers with the opportunity to experience the Olympic Games

• Coca-Cola Radio — Coca-Cola will provide fully-equipped broadcast booths with complete transmission capabilities to 52 top-
rated radio stations from 12 countries, to provide listeners back home with a “slice of life” experience of Sydney 2000.

• Coca-Cola Pin Trading Centre

“The Coca-Cola Company has long recognised the ability of the Games to transcend national boundaries, to bring people together and to
celebrate all that is good in humanity.”
— Doug Daft, Chairman & Chief Executive Officer,The Coca-Cola Company

“People in every corner of the globe care passionately about and believe in the Olympic Games and the ideals they represent. We feel it
is important to be part of such a powerful movement.The opportunity to associate our brands with the core values and the powerful and relevant
imagery associated with the Olympics in the nearly 200 countries in which we operate remains the focal point of our association with the
Games.”

“The Coca-Cola Company is pleased with the reforms enacted by the IOC last December.We believe there is a serious effort underway to
bring about real reform, and we commend the IOC for working to protect not only our business interests as a sponsor, but the interests of the
millions of people around the world who are passionate about the Games — which is the basis for Coca-Cola’s continuing commitment to the
Olympic Movement.”
— Scott McCune,Vice President, Coca-Cola Marketing & Director,Worldwide Sports

chapter six 6.11

 Exclusive product or service category: Information Technology

www.ibm.com

Supporting the Olympic Movement: IBM began its support for the Olympic Movement in 1960. The company joined the TOP

programme in 1993 as a member of TOP III.

IBM, the world’s largest information technology company, maintains an association with the Olympic Movement that spans four

decades. IBM’s involvement began by providing electronic data processing systems for the 1960 Olympic Winter Games in Squaw

Valley. In 1984, IBM became an official sponsor of the Los Angeles Olympic Games; and in 1993, IBM became a TOP Partner through

the year 2000.

During the Olympic Games, IBM’s most visible function is to gather information from the fields of play and to share it with

spectators, journalists, and fans around the world. Equally important is IBM’s role in designing and integrating the systems used to

organize and manage the Games. IBM has also designed and powered the official web site of the Centennial Olympic Games, the 1998

Olympic Winter Games, and the Sydney 2000 Olympic Games. (www.olympics.com)

As the Worldwide Information Technology Partner for Sydney 2000, IBM is providing the Sydney Organising Committee for the

Olympic Games with a technology solution to deliver real-time results from each event, as well as information — including athletes’

biographies and profiles, weather information, competition schedules and historical results — to athletes, officials, media, and fans

around the world.

IBM’s Sydney 2000 Contributions & Programmes:

• Three core information systems are integral to the IBM solution: (a) the Games Management Systems; (b) the Results System;
and (c) INFO, an intranet-based information resource for the 260,000 members of the media and the Olympic Family. In addition,

IBM is developing and managing the Official Sydney 2000 Olympic Games Web site, www.olympics.com.

• IBM FanMail Web site (www.ibm.com/fanmail) & Surf Shacks — FanMail allows fans worldwide to send messages of good luck
and congratulations to their favourite athletes at the Games. IBM Surf Shack is a themed facility in the Olympic Village where

athletes can read and respond to FanMail, design home pages, and surf the Internet. For Sydney 2000, IBM will create a public

Surf Shack in Darling Harbour. Fans sent more than 300,000 FanMail messages to athletes at the 1998 Nagano Olympic Winter

Games.

During the Sydney 2000 Olympic Games:

• More than 850 IBM technology specialists from around the world will work on the Olympic information technology systems.
• More than 200 IBM technology specialists and volunteers will be needed to run the technology at Stadium Australia alone.
• Approximately 7,000 IBM Personal Computers and ThinkPads will be connected to the Olympic Games IT network to provide
access to critical data within the venues and to communicate with the Central Results System.

• More than 2,000 INFO workstations and kiosks will be located throughout the Olympic venues.

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6.12 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
 Exclusive product or service category: Life Insurance/Annuities

www.jhancock.com

Supporting the Olympic Movement: In 1993 John Hancock became a sponsor of the Centennial Olympic Games and the United

States Olympic Committee. In 1994 John Hancock joined the TOP programme as a member of TOP III.

Future TOP participation: TOP V (2001 – 2004)

John Hancock Mutual Life Insurance Company offers a broad range of financial products and services worldwide. John Hancock’s

Olympic involvement focuses on athlete support and grass-roots community support. The company has developed a tradition of

powerful and moving Olympic advertising and promotional programmes that spread the Olympic messages of fair play, friendship, unity

and peace.

“We made no secret of the fact that in order for the IOC to regain our confidence as well as that of the public, it had to become a more

democratic, transparent and accountable institution. We believe that with its reform vote in December, the IOC has addressed these issues. Its

members listened to voices for change from inside and outside the organization.The IOC leadership deserves credit for this progress.”

— David F. D’Alessandro, John Hancock CEO-elect

“At John Hancock we believe that the Olympic Games are the one event that allows the world to see so much patriotism, tolerance, self sacrifice,

individual excellence, and plain old virtue crowded into two short weeks….The Olympic Games provide a unique international marketing platform.

John Hancock’s Olympic marketing programmes, which include matching internationally renowned athletes with hometown clinics, help to

strengthen existing client relationships and help give Hancock an edge in new client prospecting.”

— Steve Burgay,Vice President of Corporate Communications, John Hancock

chapter six 6.13

 Exclusive product or service category: Film/Photographics and Imaging

www.kodak.com

Supporting the Olympic Movement: In 1896 Kodak first supported the Olympic Movement at the modern Olympic Games in

Athens. Kodak became a charter member of the TOP programme in 1986.

Future TOP participation: TOP V and TOP VI (2001 – 2008)

At the first modern Olympic Games in 1896, Kodak ran an advertisement in the Book of Official Results. In 1924, at the Paris

Games, Kodak supplied film to professional photographers for the first time. Most recently, the Kodak Image Center processed more

than 135,000 rolls of Kodak film at the Centennial Olympic Games in 1996 in Atlanta.

For more than a century, Kodak has made its sponsorship of and participation in the Olympic Games part of its corporate vision.

Kodak has played a major role in capturing and presenting the most memorable images in Olympic history. Over the past 25

Olympiads, virtually every second-shattering, world-resounding moment has been recorded on Kodak film.

Kodak has utilised the Olympic Games to feature new products, services and technologies, introducing influential professional

photographers, world leaders, and consumers to the global vision of Kodak. The KODAK PHOTO CD System, for example, debuted

at the 1992 Olympic Summer Games in Barcelona. Digital cameras from Kodak gained great exposure at the 1994 Olympic Winter

Games in Lillehammer and the Centennial Olympic Games in Atlanta.

Kodak’s tradition of maximizing its investment and marketing opportunities at the Olympic Games continues, as Kodak provides

the most advanced traditional photographic imaging and digital imaging products to the world’s image makers via the world showcase

of the Olympic Games.

Kodak’s Sydney 2000 Contributions & Programmes:

• Kodak will operate the world’s largest photo lab at Sydney 2000 to support the more than 1,000 photojournalists who will cover
the Olympic Games.

• Kodak will provide its digital technology to assist in the accreditation process and will provide more than 20,000 identification
badges to Olympic athletes, officials, volunteers, and staff.

• Kodak will provide health imaging equipment to x-ray and diagnose athletes injuries.

“We are committed to using our Olympic sponsorship to remind our customers what excellence means, and to remind our people that excellent
products and services are the key to worldwide customer satisfaction.”
— George Fisher, CEO, Eastman Kodak Company

“We believe our role with the Olympics over the last century plus has really furthered the goal of supporting the Olympic spirit, athletic
competition and international unity. In addition to providing products, services, technology, and personnel to help make the Games a reality,
Kodak’s products have also helped capture some of the most enduring images of the Games. Those images, in turn, have helped communicate
the spirit of the Olympics around the world.”
— Carl Gustin, Senior Vice President and Chief Marketing Officer, Eastman Kodak Company

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6.14 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
 Exclusive product or service category: Retail Food Services

www.mcdonalds.com

Supporting the Olympic Movement: In 1976 McDonald’s served as an official sponsor of the Olympic Games in Montreal. In

1997 McDonald’s joined the TOP programme as a member of TOP IV.

Future TOP participation: TOP V (2001 – 2004)

McDonald’s continues its commitment to the Olympic Movement as a worldwide partner of the Sydney 2000 Olympic Games.

The company officially provides food service for athletes and their families, coaches, officials, and spectators.

In June 2000, the McDonald’s Corporation renewed its commitment to the Olympic Movement, signing an agreement to continue

its TOP partnership through 2004.

McDonald’s has 25,000 restaurants in 119 countries, and serves 43 million people worldwide each day.

McDonald’s Sydney 2000 Contributions & Programmes:

• McDonald’s will operate seven restaurants in Sydney Olympic Park: one at the International Broadcast Centre, one at the Main
Press Centre, two at the Athletes Village, and three at other public venues in Sydney Olympic Park. To best serve the Olympic

athletes, the main McDonald’s restaurant in the Olympic Village will be open 24 hours a day from September 2 through the

Olympic Games. The main restaurant in Sydney Olympic Park will be the largest temporary freestanding store ever built in

Australia, featuring 30 registers. This restaurant will challenge McDonald’s single-day world sales record, expecting 23,000 burgers

to be sold each day. McDonald’s will employ 1,100 crew to staff its Olympic venue restaurants.

• McDonald’s Olympic Achievers:Through this initiative, McDonald’s has the exclusive opportunity to work with National Olympic
Committees around the world to select more than 400 outstanding young men and women to participate in the Sydney 2000

Olympic Youth Camp, held in conjunction with the Sydney 2000 Olympic Games. This initiative provides young people from

around the world with the opportunity to share in two weeks of cultural exchange and Olympic excitement in Sydney.

• McDonald’s will host outstanding crew members from 19 countries as part of a special global recognition programme
implemented in its restaurants worldwide.

"We’re extremely proud to support the Olympic Movement and the very important ideals and values represented by the world’s best athletes.
As a TOP sponsor, we are uniquely capable of bringing the fun and excitement of the world’s premiere sporting event to 43 million customers
every day."
— Jack Greenberg, Chairman & CEO, McDonald’s Corporation

chapter six 6.15

 Exclusive product or service category: Audio/TV/Video Equipment

www.panasonic.co.jp

Supporting the Olympic Movement: In 1987 Matsushita became a charter member of the TOP programme.

Under the Panasonic label, Matsushita Electrical Industrial Co., Ltd., supplies the Olympic Movement with state-of-the-art television,

audio, and video technology equipment for operation at the Olympic Games.

Matsushita has supported the Olympic Games since 1988, and the Sydney 2000 Olympic Games will be Matsushita’s fourth Summer

Games experience.

As the Official Host Broadcast Equipment Supplier, Panasonic provides a huge selection of digital cameras, video equipment, monitors,

and editing equipment for the International Broadcast Centre (IBC), all of which help broadcasters capture the highest quality pictures

and produce the best possible Olympic coverage. Astrovision, which is the company’s giant-screen video display unit, has been a part

of the Olympic Games since Atlanta 1996.

Panasonic’s Sydney 2000 Contributions & Programmes:

• Two 135 sq. m. Astrovision units have been installed in Stadium Australia, the main stadium at Sydney Olympic Park.
• Astrovision will be an important component at nine other competition venues and six urban domain sites throughout the city
of Sydney during the Olympic Games.

• Panasonic also supports the Sydney 2000 Olympic Games by providing RAMSA professional audio equipment and systems for
34 major competition venues. The new technology of DLP Projectors will bring additional screens to indoor Olympic venues.

• Panasonic also provides the television equipment necessary for the successful running of the host broadcaster (SOBO)
operations.

“As both a worldwide Olympic sponsor and the official broadcast equipment supplier since 1988, we are proud of our role in supporting the

Olympics and are pleased to have the Panasonic brand name associated with this premier international athletic event.”

— Yoishi Morishita, President, Matsushita Electrical Industrial Co., Ltd.

marketing f a c t f i l e
6.16 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
 Exclusive product or service category: Wireless Communications Equipment

www.samsung.com

Supporting the Olympic Movement: In 1997 Samsung joined the TOP programme as a member of TOP IV.

For the 1998 Nagano Winter Olympic Games Samsung supplied more than 13,000 units of wireless communications equipment and

also executed the Samsung “Share the Moment Call” programme, providing an opportunity for a total of 2,200 athletes, Olympic

Family members, and spectators to share the excitement of the Olympic Games with their families and friends.

Samsung Electronics, a Korea-based company, has operations in approximately 50 countries, with 54,000 employees worldwide.

The company consists of three main business units: Digital Media, Semiconductors, and Information & Communications Businesses.

For the Sydney 2000 Olympic Games, Samsung will provide officials, athletes, staff, volunteers and visitors with fast and reliable

communications.

Samsung’s Sydney 2000 Contributions & Programmes:

• Samsung will supply all the wireless communications needs, including approximately 25,000 units of wireless communications
equipment including mobile phones and technical experts, to operate the Olympic Games.

• “Olympic Rendezvous @ Samsung” will provide a hospitality area exclusively for athletes and their families to meet in private
at Sydney Olympic Park to share the experience of participating the Olympic Games.

• Samsung is the presenting sponsor of the “Samsung Athletes Family Host 2000,” a programme that provides free accommodations
to the families of Olympic athletes who would not otherwise be able to attend the Olympic Games.

• “Samsung Share the Moment Call” provides Olympic Games visitors and participants with opportunities to use Samsung’s mobile
phones to share the excitement and memorable moments of the Olympic Games with their families and friends.

• Samsung donated A$30,121 to the 2000 Australian Olympic team on behalf of more than 8,000 participants in the “Samsung
Olympic Fun Run,” a 5km event held on 11 September 1999.

“Samsung is proud to sponsor the Olympic Games because it involves values like altruism, high standards, international cooperation, world
peace…. Samsung’s involvement in the Olympic Movement not only provides an opportunity to show our commitment and devotion towards
sports and share it with people in all parts of the world, but also gives us a powerful global marketing platform to raise brand awareness and
showcase our products and technologies.
For the Sydney 2000 Olympic Games, Samsung will provide all the wireless communications equipment needed to operate the Sydney 2000
Olympic Games. These include approximately 25,000 units of wireless communications equipment including mobile phones, along with technical
experts and services. Providing officials, athletes, staff, volunteers and visitors with fast and reliable communications, Samsung will contribute
toward the success of the Games and their ultimate mission — fostering unity among the global community.
Although Samsung is a new Worldwide Olympic Partner, Samsung is heavily investing in its Olympic marketing programme. Key to the
investment in the Games is a global marketing programme that rolls out across 40 countries to promote wireless communications products.
Samsung believes that the Olympic Games provides excellent opportunity to increase global brand awareness and sales.”
— Il-Hyung Chang,Vice President/Head of Samsung Olympic Projects, Samsung Electronics Co., Ltd.

chapter six 6.17

 Exclusive product or service category: Periodicals/Newspapers/Magazines
¨

www.cnnsi.com

Supporting the Olympic Movement: In 1980 Sports Illustrated served as an official sponsor of the Olympic Winter Games in

Lake Placid. In 1987 Sports Illustrated/Time became a charter member of the TOP programme.

Future TOP participation: TOP V (2001 – 2004)

Sports Illustrated/Time Inc., along with Time International and Time Australia, is the official publishing sponsor of the Sydney 2000

Olympic Games.

Sports Illustrated’s Sydney 2000 Contributions & Programmes:

• Sports Illustrated/Time Inc. will produce the Official Souvenir Programme, will publish a special advertising section supported by
the sponsors themselves and will create an Olympic Viewer’s Guide.

• Sports Illustrated/Time Inc. will host a total of 1800 guests in three different cycles during the course of the Games. Guests will
enjoy VIP treatment aboard the Norwegian Star cruise ship (docked in Sydney's Darling Harbor) by virtue of purchasing

advertisements in Sports Illustrated’s Olympic Games-related published products.

marketing f a c t f i l e
6.18 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
 Exclusive product or service category: Express Mail/Package Delivery Service

www.ups.com

Supporting the Olympic Movement: In 1994 UPS joined the TOP programme as a member of TOP IV.

With delivery options and services to more than 200 countries and territories worldwide, UPS meets the distribution requirements

of the Olympic Movement and the world’s largest athletic event, the Olympic Games.

During the Sydney 2000 Olympic Games, UPS will provide shipping counters at key non-competition venues such as the Main Press

Center, the International Broadcast Center, the Olympic Village, and the IOC headquarters hotel. UPS Worldwide Express service will

be available to and from all competition venues and Olympic Family hotels.

UPS has developed a number of Olympic-themed programmes that are designed to capitalise on the universal appeal of the Olympic

Games as a means of reaching a global customer base and uniting a worldwide workforce. Delivering the Olympic Games to the

nearly 344,000 UPS employees around the world through a series of Olympic-related employee programmes is a major source of

pride for UPS.

UPS’s Sydney 2000 Contributions & Programmes:

• UPS was responsible for the shipping of the official invitations to each NOC for participation in the Sydney 2000 Olympic Games.
• UPS shipped the event tickets allocated to each NOC for the Sydney 2000 Olympic Games.
• Through the UPS Athlete Training Assistance Program (ATAP)qualified employees receive the time off and financial assistance they
need to pursue their Olympic dreams. So far, 31 employees have received support through ATAP, with two winning a place on

their respective teams for the Atlanta Games and one for the Nagano Games. Currently, 13 UPS employees are training for

Sydney 2000. New UPS express envelopes that hit the supply stream in February 2000 feature images and short biographies of

four UPS employee-athletes striving to make their Olympic teams in the unique UPS Athlete Training Assistance Programme.

• The UPS Olympic Sports Legacy programme, first launched in 1997, has provided more than a half million pieces of new sports
equipment to youth recreation organizations in 18 cities in seven countries. In 1999, this programme expanded to measure the

impact of equipment donations and to recognise children in these organizations with Olympic Sports Legacy awards. The 2000

– 2001 Olympic Sports Legacy programme continues to extend the company’s Olympic Games involvement to an additional 18

cities worldwide.

“Our Olympic partnership links the strength of the global UPS brand with recognition for the Olympic rings and the values, expectations and

commitment associated with both.”

— John Alden,Vice Chairman, UPS (Retired)

chapter six 6.19

 Exclusive product or service category: Consumer Payment Systems

www.visa.com

Supporting the Olympic Movement: In 1986 Visa became charter member of the TOP programme.

Future TOP participation: TOP V (2001 – 2004)

Visa International, a sponsor of seven Olympic Games and Olympic Winter Games over the course of 14 years, is the exclusive

payment card and the official payment system for the Olympic Games. Visa, a worldwide association of 21,000 Member financial

institutions, organises cultural and educational programmes, including the Visa Olympics of the Imagination, a global children’s art

contest which blends sport with culture and education to offer young artists an opportunity to attend the Olympic Games as guests

of Visa.

Visa Member financial institutions in every geographic region worldwide are actively involved in leveraging the Olympic Games

to benefit their cardholders and merchant partners. Visa’s Members also have made significant financial contributions to Olympic

hopefuls around the world. These donations, totaling tens of millions of dollars, help athletes receive better training opportunities

and facilities.

Visa’s worldwide partnership with the Olympic Movement has been extended through the Athens 2004 Olympic Games.

Visa’s Sydney 2000 Contributions & Programmes:

• Visa continues to conduct the Olympics of the Imagination art contest. This programme, established by Visa in 1994, will allow

36 contest winners — between the ages of 9 and 13, and from 25 countries — to attend the Sydney 2000 Olympic Games.

• Among a variety of financial services on site, visitors to the Olympic Games benefit from the company’s ubiquitous acceptance

and global ATM network with more than 500,000 ATMs in 120 countries.

• Visa contributes significantly to the host country market by developing business alliances with destination marketing partners.
Visa’s current partnerships with the Australian Tourist Commission, Sydney Convention and Visitors Bureau and Tourism New

South Wales have generated more than US$30 million in marketing value to the host Olympic country since 1996.

“The Olympic Games truly are a global event that transcend sport. No other sponsorship opportunity compares with them in offering a

combination of international exposure, broad-based audience, and a wide range of events with global appeal.”

— Malcolm Williamson, President and CEO,Visa International

“The renewal of Visa’s sponsorship of the Olympic Games for the next four years is a sound business decision that will continue to provide our

member financial institutions with a most effective tool to grow their business both locally and globally. This unique marketing and advertising

platform affords worldwide opportunities to create co-promotions and partnerships across a broad range of industries in support of our Members'

business needs. Our Olympic Games sponsorship allows us to: increase business opportunities for our Member financial institutions; increase

both sales and profits for our members as they integrate Olympic promotions into their marketing programmes; enhance Visa’s image and brand

preference associating the members with a global programme; and provide an exclusive opportunity to display the latest Visa product and service

enhancements offered by each member financial institution.”

— Michael T. Sherman,Vice President, Global Corporate Relations,Visa International

marketing f a c t f i l e
6.20 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
 Exclusive product or service category: Document Publishing and Supplies

www.xerox.com

Supporting the Olympic Movement: In 1964 Rank Xerox Austria served as the official copier sponsor of the Olympic Winter

Games in Innsbruck. In 1993 Xerox joined the TOP programme as a member of TOP III.

Future TOP participation: TOP V (2001 – 2004)

The Xerox Corporation provides state-of-the-art document copying, processing, facsimile, publishing, and laser printing
equipment for the Olympic Movement. This equipment and the company’s services facilitate a constant flow of accurate information
during the Olympic Games for the press, officials, athletes and spectators. Xerox has been an Olympic sponsor since 1964, when the
plain paper copier was used to print seven copies a minute during the Winter Games in Innsbruck, Austria. Since that time, Xerox
has supported the Olympic Movement on and off the playing fields.
Over the years, Xerox has become an integral force in driving the document processing results of the Olympic Games and has
tested new products in rigorous Olympic settings. At the Centennial Olympic Games, as a TOP III sponsor, Xerox provided more
than 3,000 machines, including color copiers, fax machines, electrostatic plotters, and laser printers capable of printing more than 100
copies per minute. Xerox DocuTech network production publishers produced results books within hours of each Olympic sports
competition.

Xerox’s Sydney 2000 Contributions & Programmes:

• The Sydney 2000 Olympic Games will be the first digitally documented Olympic Games in history: Approximately 1,000 CDs
will comprise the digital “Official Results Book” to be distributed to the accredited media, the IOC, the NOCs, and IFs
• Xerox will manage results reporting with a fleet of Document Centre machines and other high-speed equipment. With the help
of customized, integrated software, print jobs will be routed to hundreds of printers and printed out in record time.
• Xerox will print, collate, and bind more than 50,000 official Olympic results books..
• Operating from SOCOG headquarters, the Xerox d-Print Centre provides publishing and printing services to SOCOG. Xerox
acts as an in-house production and publishing centre for SOCOG, providing output on hundreds of different types of documents,
ranging from simple brochures to major manuals. At the time of the Olympic Games, the d-Print Centre will transform into a
Results Book Printing Centre, producing the official documented history of the Olympic Games.
• Xerox will provide: 170 million pages of documentation; more than 200 results printers; 800 digital copiers; 800 fax machines;
200 desktop printers; 150 engineers; and as many as 8 Docutechs.

“The ideals associated with the Olympics — world-class competitiveness and the tireless pursuit of excellence — are parallel to the ideals we
have established at Xerox. This is an investment in human achievement.”
— Paul Allaire, Chairman & CEO, Xerox Corporation

“For the past three years Xerox has worked in tandem with SOCOG to insure that the document processing needs for the Summer Games will
be flawless.And it is because of the excellent working relationship between us that Xerox believes we will far exceed our objectives in sponsoring
the Olympic Games.
Our Olympic partnership is vital to building the brand name of Xerox for several reasons. The partnership affords us the opportunity to
showcase our people and leading edge technology by supporting Olympic Games requirements that integrate our capabilities to produce
document solutions for our customers.We also know that the sponsorship helps to build our brand, enhance customer loyalty, improve employee
morale and generate incremental revenue and share.
There are also intrinsic reasons behind the partnership as well.We have always believed that sponsoring the Olympics is the right thing to
do.The values and dedication of the athletes to their sports can prove an inspiration to all of us.”
— Vince Schaeffer, Manager,Worldwide Olympic Operations, Xerox Corporation

chapter six 6.21

 Future TOP Sponsorship Programmes
TOP V
The fifth generation of the TOP sponsorship programme, known as TOP V, will provide support for the Olympic
Movement during the 2001 – 2004 Olympic quadrennium. TOP V is on course to benefit from an unprecedented
renewal rate. The IOC has agreed to terms with eight corporations for TOP V sponsorships. Seven of the eight
agreements are renewals of current sponsorships, and three of the agreements extend through TOP VI (2005 – 2008).
The following Partners have signed agreements to participate in TOP V:
The Coca-Cola Company
The Eastman Kodak Company
John Hancock
McDonald’s Corporation
Sports Illustrated/Time Inc.
Visa International
Xerox
Sema Group

Please note: The above list reflects those Partners that have signed TOP V agreements as of 30 July 2000. Additional TOP
partnership agreements are expected to be announced prior to the Sydney 2000 Olympic Games. Please contact that IOC
Marketing Department for an updated list of TOP V Partners.

TOP VI
The sixth generation of the TOP sponsorship programme, known as TOP VI, will provide support for the Olympic
Movement during the 2005 – 2008 Olympic quadrennium. The programme is currently exhibiting signs of success, more
than five years ahead of schedule. As of August 2000, the IOC has agreed to terms with three Partners for TOP VI
sponsorships.
The following Partners have signed agreements to participate in TOP VI:
The Coca-Cola Company
The Eastman Kodak Company
Sema Group

“The IOC is very pleased that ongoing commitments have been made so early and will do everything in its power to make the
association beneficial to sponsors and the Olympic Movement as a whole. Olympic sponsorship is unique in many ways and helps
athletes throughout the world to realise their dreams, from training in their countries to participating in the greatest sport event
of our time — the Olympic Games — the largest peaceful gathering of young people the world has ever seen.”
— Richard W. Pound, IOC First Vice President

marketing f a c t f i l e
6.22 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
Olympic Sponsorship Research

WORLDWIDE PERCEPTION OF OLYMPIC SPONSORSHIP

The IOC commissioned Sponsorship Research International to conduct the Olympic Image Research & Communications
Project in 1998 and 1999. The project was composed of two phases of qualitative and quantitative research. The second
phase, conducted in September 1999 in 6 countries with a total sample of 3,500 individuals, provides data on the
worldwide perception of Olympic sponsorship.

Key findings on this subject from 1999 Olympic marketing research include:
• 77 % of respondents state that commercial association with the Olympic Movement is welcomed if it helps to keep
the Olympic Games viable.
• 53 % of respondents stated that they feel more favourable towards a company if it is associated with the Olympic
Movement.
• Respondents believe that it is important that sponsors communicate their association with the Olympic Games. The
vast majority of the sample agreed that Olympic sponsors should link their advertising and promotions with
Olympic ideals to help ensure that the Olympic message is understood.

These results from the 1999 research are consistent with previous research data on public perception of Olympic
sponsorship.

% respondents agreeing: All countries (1999)

Disagree Agree

I feel more favourable towards

a company if it is associated -26 -11 23 53
with the Olympics

Olympic sponsors should link

their advertising & promotions -11 -4 52 82
with Olympic Ideals

I welcome commercial
associations with the Olympics
if it helps keep them going
-12 -5 42 77

slightly slightly
strongly strongly

chapter six 6.23

 OLYMPIC GAMES SPECTATOR RESEARCH – 1996
Research conducted in Atlanta during the Centennial Olympic Games demonstrates that Olympic Games spectators
support sponsorship as a critical source of funding for the Olympic Games and Olympic athletes. More than 500
spectators were interviewed at sporting venues and in Centennial Park over a five-day period.

Spectator Perception of Olympic Sponsorship Programmes

Olympic Games Spectators interviewed at the 1996 Olympic Games in Atlanta perceived that sponsorship programmes
are essential to the successful staging of the Olympic Games and to assisting Olympic teams in participating in the
Games.

92% Olympic Games spectators favoured the sponsorship of the Olympic Games.
87% Olympic Games spectators agreed that “sponsorship contributes greatly to a successful Olympic Games”.
83% Olympic Games spectators agreed that “without sponsorship the Games could not be held”.
83% Olympic Games spectators expressed the belief that “sponsorship helped to make it possible for my
national team to attend the Olympic Games”.

Spectator Perception of Official Olympic Sponsors

Official Olympic sponsors were perceived very favourably by the public attending the Olympic Games in 1996.

83% Olympic Games spectators agreed that “official Olympic sponsors are leaders in their industries”.
55% Olympic Games spectators expressed favour toward the official Olympic sponsors.
45% Olympic Games spectators stated that sponsorship of the Games would raise their opinion of the
sponsoring company.
33% Olympic Games spectators stated that Olympic association would positively effect purchase intent — that
they would be more likely to patronise an Olympic sponsor than another company.

marketing f a c t f i l e
6.24 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
Spectator Perception of Commercial Association & Contributions
Olympic Games spectators expressed some concern about the commercialisation of the Olympic Games, but generally
understood that the Olympic sponsors are committed to the Olympic Movement and the Olympic Games, and that the
level of contribution is high. Olympic spectators expressed the belief that sponsors contribute to the Olympic Games
in the following ways:

87% Spectators believe that Olympic sponsors finance better sporting facilities at the Olympic Games.
87% Spectators believe that Olympic sponsors provide necessary funding for the national Olympic teams at
the Olympic Games.
81% Spectators believe that Olympic sponsors help to promote the Olympic message through their
advertising.
80% Spectators believe that Olympic sponsors help to support sport development throughout the world.
76% Spectators believe that Olympic sponsors provide necessary funding for the Organising Committee to
stage the Olympic Games.
69% Spectators stated that their Olympic experience was enhanced by the various special activities that the
sponsors developed for the Olympic Games.

Spectator research of this kind will also be conducted during the Sydney 2000 Olympic Games. Results will be available in the
Marketing Matters newsletter and in the 2001 Olympic Marketing Fact File.

chapter six 6.25

 Olympic Sponsorship: Athlete Research
Athletes who participated in the 1996 Atlanta Olympic Games and the 1998 Nagano Olympic Winter Games were
invited to complete a questionnaire. Responses from the questionnaire indicate that Olympic athletes have a highly
favourable perception of Olympic sponsors and sponsorship programmes.

Athlete Perception of Olympic Sponsorship

The list below illustrates the percentage of athletes who agreed with the following statements.
Without sponsorship, the Olympic Games could not be held.
Atlanta 1996 87 %
Nagano 1998 87 %

Sponsorship contributes greatly to a successful Olympic Games.

Atlanta 1996 78 %
Nagano 1998 82 %

Olympic sponsors finance better sporting facilities at the Games.

Atlanta 1996 83 %
Nagano 1998 81 %

Olympic sponsors provide necessary funding for the national Olympic teams at the Games.
Atlanta 1996 79 %
Nagano 1998 78 %

Olympic sponsors provide necessary funding for the Organising Committee to stage the Olympic Games.
Atlanta 1996 70 %
Nagano 1998 61 %

Olympic sponsors help to support sport development throughout the world.

Atlanta 1996 65 %
Nagano 1998 70 %

Olympic sponsors help to provide athletes’ training needs.

Atlanta 1996 59 %
Nagano 1998 62 %

Additional questions, posed only in the Nagano athlete research, found that continuing favour for Olympic sponsors
among Olympic athletes.

• 88 % of the Nagano athletes who responded to the survey stated that they are favourable toward Olympic
sponsorship.
• 72 % of athletes stated that Olympic sponsors are “an important part of the Olympic Family”.
• 63 % of athletes stated that Olympic sponsors “help to promote the Olympic message through their advertising”.

marketing f a c t f i l e
6.26 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
Perspectives: On Olympic Sponsorship
“With the sheer size and complexity of today’s Olympic Games, it has reached the point where if there were no sponsors, there
would be no Games.”
— Michael Payne, IOC Marketing Director

“Every act of support for the Olympic Movement promotes peace, friendship and solidarity throughout the world.”
— Juan Antonio Samaranch, IOC President

“Never before has so much money been tied to the Games as in Atlanta….Was it worth the money?… Sponsors say yes.”
— USA Today Editorial (worldwide), 5 August 1996

“There is little doubt that the prudent development of marketing and sponsorship has saved the Games.… Without such corporate
support, it would be extremely difficult for a modern city to host the Games.”
— British Airways Business Life, February 1996

“Corporate sponsorship ensures that far more money finds its way into the sport than would otherwise be the case. Companies,
more than governments, have a powerful interest in making sure that sporting events are seen by as many people as possible.
They also have an interest in sport that is seen to be clean, fun and exciting. That is surely in the fans’ interest too.

Above all, the power of corporate hype linked with global television is a marvelous machine for promoting sports. Far more people
run or swim or kick a ball for sheer pleasure than ever before.”
— Lead Editorial, The Economist (UK), 20 July 1996

“The title,‘Official Sponsor of the Olympic Games’, gives a company a tremendous advertising and promotional edge.The IOC also
declares that it will use the funds obtained by TOP to spread and promote the Olympic Movement and to run the Olympic Games.
This gives a humanistic air to the products bearing the name of the Official Sponsor and Olympic logo emblems.
It is no exaggeration to say that the system of TOP — which successfully meets a company’s need to effectively differentiate
its promotion and advertising from other competitions and to seek a higher corporate image — is the biggest hit of the Olympic
Games.”
— Bungeishunju (Japan), August 1996

chapter six 6.27

 marketing f a c t f i l e
6.28 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
chapter seven

Other Marketing Programmes

OLYMPIC SUPPLIER PROGRAMMES

IOC SUPPLIERS

OLYMPIC LICENSING OVERVIEW

IOC LICENSING AT SYDNEY 2000

OLYMPIC PHILATELIC PROGRAMMES

OLYMPIC STAMPS & SYDNEY 2000

OLYMPIC NUMISMATIC PROGRAMMES

SYDNEY 2000 OLYMPIC COIN PROGRAMME

chapter seven 7.1

 Olympic Supplier Programmes
Olympic supplier programmes are designed to provide key areas of support and products required by the OCOGs,
the NOCs, and the IOC. This category of relationship offers fewer marketing rights and opportunities than the TOP
programme.

THREE TIERS OF OLYMPIC SUPPLIERSHIP

I. IOC Suppliership Programmes

The IOC enters into partnerships with companies through which the IOC is supplied with products and services that
are basic and essential to the running of IOC operations. In exchange for products and services, IOC suppliers receive
limited marketing rights.

Further information on IOC suppliership programmes is presented in this chapter.

II. OCOG Suppliership Programmes

The OCOG enters into partnerships with companies through which the OCOG is supplied with products and services
that are basic and essential to the running of OCOG operations. In exchange for products and services, OCOG suppliers
receive limited, Games-specific national marketing rights.

For further information on suppliership programmes for Sydney 2000, please see Chapter Three of this document: “Sydney 2000
Olympic Games Marketing Programmes”.

III. NOC Suppliership Programmes

The NOC enters into partnerships with companies through which the NOC is supplied with products and services that
are basic and essential to the running of NOC operations. In exchange for products and services, NOC suppliers receive
limited national marketing rights.

This document contains information on IOC and OCOG supplierships. This document does not contain information on the
suppliership programmes of the NOCs.

marketing f a c t f i l e
7.2 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
IOC Suppliers
DAIMLER-CHRYSLER
Transport, outside the Olympic Host Countries, worldwide
Daimler-Benz has been an IOC supplier since 1991 and is a sponsor of the Olympic Museum in Lausanne. Daimler-
Chrysler, the makers of Mercedes-Benz vehicles, supports the IOC by:
• providing transport for all IOC operations in Switzerland and for various meetings around the world
• providing the IOC organisation Olympic Solidarity with 50 minibuses over a five-year period (1996 – 2000) for a
special sports aid programme to NOCs in developing countries
• providing financial and logistical support for various IOC sport and environmental initiatives

LUFTHANSA
Air transport
Lufthansa, the official carrier of the IOC, supports the IOC by:
• providing air travel support for IOC operations, from the IOC secretariat in Lausanne to the various IOC working
commissions.
• carrying in-flight coverage of the Olympic Games and Olympic information in its in-flight publications and broadcasts.

BROTHER
Typewriters, labeling system
Brother, a maker of office equipment, has been involved with the Olympic Movement since 1984 and is a sponsor of the
Olympic Museum in Lausanne, Switzerland. Headquartered in Nagoya, Japan, Brother has supported the Olympic
Movement by:
• participating in the first generation of the TOP Programme (TOP I)
• participating as a supplier and licensee to the 1996 Centennial Olympic Games for typewriters and P-Touch

MIZUNO
Clothing
Mizuno, a clothing maker headquartered in Japan, supports the Olympic Movement by:
• providing the clothing and outfits for the IOC and administrative staff at the Olympic Games and other events
• participating as a Gold Sponsor for the 1998 Nagano Olympic Winter Games
• participating as a sponsor for the Sydney 2000 Olympic Games
• sponsoring the Olympic Museum in Lausanne

chapter seven 7.3

 PFIZER
IOC Olympic Prize on Sport Sciences
Pfizer, Inc., a global pharmaceutical and consumer products company headquartered in the United States, endows the
Olympic Prize on Sport Sciences. The prize honours scientific research related to human movement, physical exercise,
and sport. Recipients receive US$500,000, a diploma of excellence, and a special IOC medal.

Recipients of the prize to date have been: Jeremy Morris, MD, DSc, and Ralph Paffengarger, Jr., MD, PhD, (1996); and
Savio Lau-Yuen Woo, PhD, (1998).

During the Sydney 2000 Olympic Games, the IOC Medical Commission will award the Olympic Prize on Sport Sciences
to John O. Holloszy, M.D., Chief of the Division of Geriatrics and Gerontology and Director of the Section of Applied
Physiology at Washington University in St. Louis, Missouri (U.S.), for his contributions to the science of enhanced athletic
performance.

For more information on Pfizer and the Olympic Prize on Sport Sciences, please contact:

Wayne Dickerson Dr. Patrick Schamasch

Director, Olympic Affairs IOC Medical Director
Pfizer, Inc IOC
Tel: (U.S.) + 973 540 4445 Tel: (Switzerland) + 41 21 621 61 11

marketing f a c t f i l e
7.4 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
Olympic Licensing Overview
Olympic Licensing is an agreement that grants the use of Olympic marks, imagery, themes, or designations to a third
party company to add value to the third party company’s product.

The company, often referred to the licensee, pays for the right to use Olympic marks, imagery, themes, or designations
in their merchandise.The percentage royalty paid by the licensee to the Olympic party is usually between 10% and 15%
of the product sales revenue.

Olympic licensees may not use the Olympic marks, imagery, themes, or designations to create a direct relationship to
the Olympic Movement or the Olympic Games. The relationship exists only between the licensee’s product and the
Olympic party or the Olympic Games.

Olympic licensing programmes include Olympic stamp (philatelic) and coin (numismatic) programmes.

THREE TIERS OF OLYMPIC LICENSING

I. IOC or Worldwide Licensing Programmes

The IOC grants licensees the rights to use IOC or Olympic marks, imagery, themes, or designations to develop and
create various products, attractions, and educational material relating to sport and the Olympic Games for the public.
Information on IOC licensing programmes that will support the Sydney 2000 Olympic Games, Olympic stamp programmes, and
Olympic coin programmes is presented in this chapter.

II. Olympic Games or OCOG Licensing Programmes

An OCOG grants licensees the rights to use OCOG or Olympic Games marks, imagery, themes, or designations to
create souvenirs relating to the Olympic Games for sale to the public.
Information on the Sydney 2000 Olympic coin programme is presented in this chapter. For further information on other licensing
programmes for Sydney 2000, please see Chapter Three of this document: “Sydney 2000 Olympic Games Marketing
Programmes”.

III. NOC or National Licensing Programmes

An NOC grants licensees the rights to use NOC or national Olympic team marks, imagery, themes, or designations to
create souvenirs relating to the national Olympic team for sale to the public.

This document contains information on IOC and OCOG licensing programmes.This document does not contain information on the
licensing programmes of the NOCs.

chapter seven 7.5

 IOC Licensing at Sydney 2000
Physio Sport, an IOC licensing programme, will make a direct contribution to the athletes at the Sydney 2000
Olympic Games, providing services to the athletes and making a significant positive impact on the overall success of the
sporting competition.

PHYSIO SPORT
Licensee: Unilever
Product: Bodycare products for athletes in training
Licensed by: IOC
Endorsed by: IOC Medical Commission
Availability: For all athletes, trainers, and coaches at the Sydney 2000 Olympic Games

Physio Sport is the first-ever line of bodycare products developed exclusively to meet the needs of world-class athletes.
Unilever, a global consumer products company, has developed Physio Sport in conjunction with the IOC after conducting
more than three years of research on the specific physical impact of training programmes and competition on elite
athletes. For the development of Physio Sport, Unilever conducted a series of interviews with hundreds of elite athletes.
Physio Sport products are designed to replenish vital body resources and to reduce the risk of irritation and strain.

Physio Sport is supporting the Sydney 2000 Olympic Games with a service to athletes in the Olympic Village. A massage
centre will provide sports massages before and during the Olympic Games and Paralympic Games. This drop-in centre
will also provide athletes and coaches with the opportunity to meet with representatives from the IOC Medical
Commission Physiotherapy Working Group.

Physio Sport will help raise awareness of the IOC Medical Commission and its mission, and will support research and
funding projects to benefit the health of athletes. Royalties from the sale of Physio Sport products will be used to
support the medical programmes of NOCs. The IOC will also invest royalties in medical programmes, contributing
directly to continuing projects in biomechanical and medical research and to IOC scholarships for promising students in
the field of sports medicine.

marketing f a c t f i l e
7.6 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
Olympic Philatelic Programmes
OLYMPIC STAMPS
For more than a century, Olympic stamps have raised awareness of the Olympic Games throughout the world, have
heightened interest in the history and spirit of the Olympic Movement, and have generated revenue for the Olympic
Games and Olympic teams.

The partnership between the Olympic Games and philately, the collection and study of stamps, dates back to the first
modern Olympic Games in 1896:
• In 1895, Greek philatelist John Sacoraphos proposed that the Greek government issue a series of commemorative
stamps, the proceeds from which would finance the building of venues, including the rifle range in Kallathea, the
cycle track in New Phaliron, and jetties and boathouses.
• 50% of the estimated revenue (200,000 drachmas) was released before the issue date. The other 50% was
guaranteed with a seven percent bank loan.
• A series of 12 stamps was issued on the inaugural day of the first modern Games of the Olympiad, 25 March 1896.

Philately and postal services are a consistent revenue sources of the Olympic Games and the Olympic Movement.
• 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.
• The OCOG of the Amsterdam 1928 Olympic Games covered 1.5% of expenditures with income generated by its
philatelic programme.
• 4 albums of Olympic stamps were available for the centennial of the Olympic Movement in 1994.
• 3 albums of Olympic stamps were available for the Nagano 1998 Olympic Winter Games.
• 5 albums of Olympic stamps are available for the Sydney 2000 Olympic Games.
• Brochures are distributed by a series of agents throughout the world. By 2000, agents will cover the globe, making
Olympic stamps and brochures readily available.

More than 50 million Olympic stamp series have been issued by countries since the first Olympic Games:
• In 1928, Portugal issued stamps to finance its Olympic team’s participation in the Amsterdam Games, and the stamp
was obligatory inside the country for three days.
• In 1992, 137 countries issued 1,230,000 stamp series bearing the Olympic rings.
• In 1996, more than 150 countries issued a total of 15 million stamps.

chapter seven 7.7

 Olympic philately programmes have helped promote the Olympic Movement and its history to youth:
• The in-depth historical research into events connected directly or indirectly with the Games and the Olympic
Movement, which is part of Olympic philatelic work, gives a better insight into and understanding of the Movement.
This research helps to explain, among other things, why the Olympic Movement has survived despite of wars,
political interference, and boycotts.
• An emphasis has been placed on keeping the cost of items down (US$30 – US$40) to encourage younger people
to become involved in stamp collection.

marketing f a c t f i l e
7.8 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
Olympic Stamps & Sydney 2000
Since 1998, Australia Post, a supporter of OLYMPHILEX, has been busy developing various philatelic issues to
promote the Sydney 2000 Olympic Games.To date, Australia Post has issued three different philatelic series:

The Olympic Legends

This series of six 45-cent stamps feature the images of six Australian Olympic legends: Betty Cuthbert, Herb Elliot, Dawn
Fraser, Marjorie Jackson, Murray Rose, and Shirley Strickland. As part of its support for Australia Day, Australia Post
instituted in 1997 the Australian Legends Award. In 1998, the Postal Administration paid homage to six of the country's
Olympians.
Stamp first issued: 21 January 1998

The Olympic Torch Stamp

This Olympic A$1.20 stamp recalls the 1956 Olympic Torch stamp with a contemporary design. The art recalls that at
4:36 pm on the 22nd November 1956, 20 days after it had been ignited 20,470 kilometres away in Olympia, the cauldron
was lit in the Olympic Grandstand in Melbourne.
Stamp first issued: 22 March 1999

The Sydney Olympic Games Emblem

This 45-cent stamp features the Sydney 2000 Olympic Games emblem, which is symbolic of SOCOG’s promise to
dedicate the Sydney 2000 Olympic Games to the athletes of the world. The emblem also aims to convey the essence
of Sydney: a modern metropolis on the edge of an ancient land.
Stamp first issued: 14 September 1999

OLYMPHILEX 2000
OLYMPHILEX 2000, to be held in Sydney during the Olympic Games, is the seventh event of its kind. OLYMPHILEX,
created by IOC President Juan Antonio Samaranch, is an exhibition of Olympic stamps, coins, and memorabilia.

OLYMPHILEX 2000 will feature many postal administrations, including a Mega-stand by Australia Post, philatelic dealers
and displays of renowned Olympic/sport collections.

Further information on Olympic stamps and other Olympic collectibles may be found at www.collectors.olympic.org, which
may also be accessed through the IOC institutional web site, www.olympic.org.

chapter seven 7.9

 Olympic Numismatic Programmes

OLYMPIC COINS
Olympic coins date back to 425 BCE, when tetra drachmas were struck by the competition victors to commemorate
Olympic success. Olympic coins were first struck in modern times to commemorate the 1952 Helsinki Olympic Games.
Issued at face value, these legal-tender coins provided a means of raising funds without resorting to increased taxation.

A government that issues legal tender promises to redeem face-value amount of the coin to the bearer of the coin.The
seignorage — the difference between the face value and the production cost — remains as a profit to the issuing
government. For decades, governments that have issued Olympic coins have assigned some or all of this profit to the
cost of staging the Olympic Games.

OLYMPIC COINS: CONTRIBUTING TO THE OLYMPIC GAMES

The Olympic coin has been one of the most important sources of revenue for the Olympic Family for half a century:

• Since 1951 more than 350 million Olympic coins have been sold, raising more than US$1,100 million (or US$1.1
billion) for the issuing authorities and the Olympic Family.

• All revenue directed to the Olympic Family has been used to defray host city infrastructure costs and to prepare
athletes for the Games.

• An estimate of the revenue for the Olympic Family is US$650 million for the OCOGs, US$20 million for the NOCs,
and US$10 million for the IOC.

• In 1992 the IOC introduced an Olympic coin programme to celebrate the Centennial of the founding of the IOC
and the first Modern Olympic Games in Athens in 1896. This truly international coin programme, managed by the
IOC and using the combined resources of mints from five nations, came to a close in December 1996. Worldwide
sales of US$48 million from 90,000 gold and 500,000 silver coins made this the most successful Olympic coin
programme to date.

marketing f a c t f i l e
7.10 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
Sydney 2000 Olympic Coin Programme
SYDNEY 2000 OLYMPIC COIN PROGRAMME: OVERVIEW
The Sydney Games boasts one of the most exciting coin programmes ever developed, with designs celebrating sport,
Australia’s diverse cultural heritage, and its unique flora and fauna. The scope of the programme and the fascinating
design matrix for the comprehensive collection of 52 legal tender coins in gold, silver and bronze, make the Sydney 2000
Olympic Coin Programme the most exciting Olympic coin programme ever devised.

The official Sydney 2000 Olympic Coin Programme is a partnership between the Royal Australian Mint and The Perth
Mint and has been developed under the auspices of SOCOG. The programme consists of 8 gold, 16 silver and 28 bronze
coins which were released between October 1997 and March 2000. The coin designs are linked to the sporting, cultural
and environmental themes of the Sydney 2000 Olympic Games.

The full Sydney 2000 Olympic Coin Programme was unveiled to an audience of international distributors at the World
Money Fair International Coin Convention 2000 in Basel, Switzerland on 21 January 2000. The official launch of the
complete programme in Australia was held on 6 March 2000 at a function at Customs House, Circular Quay, in Sydney,
followed in the next month by a national roadshow which will visit Brisbane, Sydney, Melbourne, Adelaide and Perth
between 3-18 April.

SYDNEY 2000 OLYMPIC COIN PROGRAMME: MOST SUCCESSFUL IN HISTORY

The programme’s sales of more than 3 million coins before the Olympic Year had even begun was proof of the
international acceptance of the programme. In late June 2000, the Royal Australian Mint and the Perth Mint announced
that, since the programme was launched in October 1997:
• A total of 3.4 million bronze coins have been sold.
• 700,000 silver coins have been sold.
• 145,000 gold coins have been sold.

The coins are being sold in 50 countries, and the programme is on target to become the highest-selling non-circulating
Olympic coin programme in history.

chapter seven 7.11

 THE SYDNEY 2000 OLYMPIC COINS
The Sydney 2000 Olympic Coin Programme features a number of innovations designed to spark the enthusiasm of
international coin collectors:
• Colour is used for the first time on Olympic coins and Australian legal tender coins.
• All coins carry the date of the Olympic year 2000 — including those issued in 1997, 1998, and 1999.
• The precious-metal coins are the purest Olympic coins ever minted, with the gold at 99.99% pure and the silver at
99.9%.
• Worldwide mintage of the gold coins is strictly limited to 30,000 per design and the silver coins is limited to 100,000
per design.
• The coin designs are linked to the sporting, cultural, and environmental themes of the 2000 Games.

The aluminum-bronze coins represent the 28 International Sporting Federations that will participate in the Sydney
Olympic Games. This is the first time all the sports of an Olympic Games have been represented in a coin programme.

The gold coins represent aspects of the sporting ideal. The silver coins depict the wider role of the Olympic Games as
a symbol of peace and cultural harmony as well as the qualities of Australia’s environment. In each release of silver coins,
one design will reflect the four Olympic Arts Festivals.

The 24 precious-metal coins have been designed by Australia’s internationally acknowledged master of coin design and
goldsmith to the queen, Stuart Devlin, who designed Australia’s original decimal currency.

One gold coin and two silver coins will be issued at each of eight launches between October 1997 and May 2000.The
coins are being marketed in 50 countries, making it the most ambitious Olympic coin programme ever undertaken by a
host country.

Further information on the Olympic Coin Programme may be obtained through the web site of the Perth Mint,
www.perthmint.com.au, and the web site of the Royal Australian Mint, www.ramint.gov.au.

Further information on Olympic coins and other Olympic collectibles may also be found at www.collectors.olympic.org, which
may also be accessed through the IOC institutional web site, www.olympic.org.

marketing f a c t f i l e
7.12 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
chapter eight

Olympic Marketing History

ANCIENT OLYMPIC GAMES: FINANCING & COMMERCIALISM

OVERVIEW: MARKETING & THE MODERN OLYMPIC GAMES

A CENTURY OF MODERN OLYMPIC MARKETING

MARKETING & THE GROWTH OF THE OLYMPIC GAMES

chapter eight 8.1

 Ancient Olympic Games: Financing & Commercialism
Various forms of revenue generation and commercialism were present in the Ancient Olympic Games.

FINANCING THE ANCIENT OLYMPIC GAMES

The Ancient Olympic Games were financed from various private and public sources. The common practice among Greek
cities suggests that the Olympic judges, who were unpaid, were expected to bear some share of the costs of the Olympic
Games along with other members of the local nobility. Contributions to the Games were also received from the public
treasury. Olympic Ancient Games officials were primarily responsible for providing a substantial outlay for
groundskeepers, staff, equipment, maintenance, and incidentals for the various official ceremonies.

SPONSORSHIP & THE ANCIENT OLYMPIC GAMES

Sponsorship existed in several forms at the Ancient Olympic Games. Though many ancient Olympians were rulers,
nobility, or other wealthy individuals, it is commonly thought that less wealthy Olympians received support from pri-
vate benefactors.

Because the success of an Olympic victor increased the fame and reputation of his community in the Greek world, much
support was received from the community itself. It was common for a victor to receive various material rewards, such
as the right to dine at public expense, or the right to exclusive seating at the theatre and other public festivals. Such
privileges in effect elevated Olympic victors to the same social status as the most important office bearers, citizens, and
benefactors of the city. It is known that at least one city built a private gym for its Olympic wrestling champion.

In Athens, a law was passed to officially offer a prize of 500 drachmas to an Olympic victor. (To convey the value of such
a prize: 500 drachmas could be used to purchase 500 sheep; men whose land yielded 500 drachmas per annum were
members of the wealthiest economic class.)

OTHER ACTIVITY AT THE ANCIENT OLYMPIC GAMES

Commercial activity was often centred on the ancient Olympic festival. At its peak during the 4th century BCE, the
Olympic festival drew crowds not only from the Peloponnesian Peninsula, but also from colonies as far away as Libya and
Egypt. Poets and other writers recited spontaneously, spectators crowded around sculptors at work on statues, vendors
sold food from stalls, and traders from throughout the peninsula sold horses.

Rulers and kings frequently struck coins to celebrate their Olympic victories and to commemorate the Olympic Games
— an ancient precursor to the Olympic coin programme, a long-standing tradition in modern Olympism.

marketing f a c t f i l e
8.2 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
Overview: Marketing & the Modern Olympic Games
The challenge of financing the Olympic Games has been a recurring theme throughout Olympic history. Since its
founding in 1894, the IOC has been financed entirely through private funding, and marketing programmes have benefited
the Olympic Movement since the first modern Olympic Games in 1896.

Marketing programmes for the Olympic Movement have developed significantly in the past 20 years and have made the
commercial agenda more prominent and successful than ever before. The well-structured nature of modern Olympic
marketing has also ensured the viability of the Olympic Games for many decades to come.

• The IOC has established long-term television broadcast and sponsorship agreements that provide significant
support for the Olympic Movement and the Olympic Games.

• Today global corporations continue long-standing traditions of support for the Olympic Movement and the Olympic
Games.

• By overseeing Olympic Games marketing programmes, the IOC builds on its experience and the experience of the
OCOGs to ensure the profitability of future Olympic Games marketing programmes.

• The IOC continues to develop innovative methods of employing valuable Olympic intellectual property to support
the Olympic Movement and the Olympic Games.

chapter eight 8.3

 A Century of Modern Olympic Marketing

1896 Athens Olympic Games

A well-known benefactor, Mr. George Averoff, finances the major expense of refurbishing the Olympic stadium.
Companies — including Kodak, a current TOP Partner — provide revenue through advertising in the Official Book of
Olympic Results.

1912 Stockholm Olympic Games

Approximately ten Swedish companies purchase “Sole-rights,” primarily to take photographs and sell memorabilia of the
Olympic Games. One company purchases the rights to place weighing machines on the grounds for spectators.

1920 Antwerp Olympic Games

The official Olympic Games programme contains a great deal of commercial advertising.

1924 Paris Olympic Games

Advertising signage is present within view from the Olympic Games venue for the first and only time.

1928 Amsterdam Olympic Games

Concessionaires are granted the rights to operate restaurants within the stadium grounds.The Coca-Cola Company, a
current TOP Partner, begins its long-standing association with the Olympic Games. Advertising continues to be allowed
in the official Olympic Games programmes. The IOC stipulates that the stadium grounds and buildings may not be
disfigured with posters.

1932 Lake Placid Olympic Winter Games

Organising Committee publicity efforts concentrate on business organisations and retail stores that can provide free
merchandising and advertising tie-ins. Many major department stores on the east coast of the U.S. feature the Olympic
Games marks and imagery in window displays. Many national advertisers use the Olympic Games as the theme for their
1931 – 1932 winter advertising.

1932 Los Angeles Olympic Games

The Los Angeles Olympic Games business proposition is the first to include the idea of the Olympic Village. After the
Olympic Games, the Olympic Village bungalows are dismantled and sold as tourist accommodations and to construction
companies. The Olympic Games make a profit. “The California approach to the Games was typically exuberant and
money-orientated,” states the Official Report of the 1932 Olympic Games. Zack Farmer, Chairman of the OCOG,
described the 1932 Olympic Games afterwards: “The 1932 Games were the first ones that ever paid off…. We gave
them a wonderful Olympics and a profit to boot.”

marketing f a c t f i l e
8.4 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
1936 Berlin Olympic Games
The first Olympic Games to be televised: In and around Berlin only, with a total of 138 viewing hours and 162,000
viewers. Only one of three total cameras can be used live — and only when the sun is shining. An Olympic Torch Relay
is introduced.

1948 London Olympic Games

These are the first Olympic Games to establish the principle of the Olympic broadcast rights fee.The BBC agrees to pay
one thousand guineas (approximately US$3000), although the OCOG never cashes the cheque out of concern for
financial hardship to the BBC. More than 500,000 people watch the 64 hours of Olympic programming.The majority of
viewers reside within a 50-mile radius of London.

1952 Helsinki Olympic Games

These are the first Olympic Games to attempt an international marketing programme. The OCOG sales department
sells various rights to on-site business at the Olympic Games. Companies from 11 countries donate value-in-kind
products, ranging from food for the athletes to flowers for medal winners.

1952 Helsinki / 1956 Melbourne Olympic Games

Olympic Games organisers to conduct broadcast rights negotiations for the first time. Broadcast rights negotiations
break down, preventing transmission of the Olympic Games broadcast to such important markets as the U.S.

1956 Cortina Olympic Winter Games

The Olympic Winter Games are broadcast live for the first time. The last torch carrier stumbled and fell over the
television cable placed on the ice surface of the stadium.Although the torch was dropped, the flame was soon reignited.
“Dear Friends, we in IOC have done well without TV for 60 years and will do so certainly for the next 60 years too.”
– Avery Brundage, IOC President

1958
The issue of television rights is 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 Olympic Games

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, forever changing how the public watches the Olympic Games. An extensive sponsor/supplier
programme includes 46 companies that provide key technical support, as well as less key support such as perfume,
chocolate, toothpaste, soap, and maps of Olympic sites in Rome.

chapter eight 8.5

 1964 Tokyo Olympic Games
As many as 250 companies develop corporate marketing relationships with the Olympic Games. A new cigarette brand
called “Olympia” generates more than US$1 million in revenue for the OCOG. (The tobacco sponsorship category was
later banned.) Broadcasts are global, with satellite coverage used for the first time to relay pictures overseas.Technical
support from sponsor companies takes on a greater role in the staging of the Olympic Games. Seiko creates quartz-
timing technology, which provides the most accurate timing system to date.

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

1968 Mexico Olympic Games

The Olympic Games are telecast live in colour for the first time. Slow-motion footage is also available live.

1972 Sapporo Olympic Winter Games

Japanese television network NHK provides the television feed for broadcasters to choose the coverage they want.The
construction of all new sports facilities is cited as one of the distinguishing features of these Olympic Winter Games.

1972 Munich Olympic Games

For the first time, a private advertising agency acts as the Olympic licensing agent. Rights to use the official emblem are
sold, and several types of licensing and advertising agreements are available. The image of the first official Olympic Games
mascot, “Waldi,” is licensed to private firms for sale.

1976 Montreal Olympic Games

A total of 628 sponsors and suppliers participate. The sponsorship programme is divided into categories: Official
Sponsor, Official Supporter, and Official Promoter. The programme generates US$7 million for the OCOG.

1984 Sarajevo Olympic Winter Games

447 foreign and domestic sponsorship agreements are signed.

1984 Los Angeles Olympic Games

These Olympic Games mark the beginning of the most successful era of corporate sponsorship. For the first time, the
sponsorship programme is divided into three categories: 34 Official Sponsors, 64 Official Suppliers, and 65 Official
Licensees participate. Each category is granted designated rights and exclusivity. The marketing of the Olympic Games
is limited to the host country and U.S. companies. Television and radio rights for these Olympic Games were acquired
by 156 nations, and more than 2,500 million people view the Olympic Games.

marketing f a c t f i l e
8.6 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
1988 Calgary Olympic Winter Games / Seoul Olympic Games
Under the direction of the IOC, a worldwide sponsorship programme (The Olympic Partners, or TOP) is implemented,
with the Seoul Organising Committee, the Calgary Organising Committee, and a large number of NOCs co-ordinating
their efforts. The nine categories of business for TOP are limited to certain products and services that are marketable
worldwide. OCOGs launch marketing programmes independently. For the first time, the IOC requires the OCOG and
the host country NOC to operate a joint marketing programme. Olympic sponsorships operate under the principle
that with fewer corporations participating, each individual sponsorship would hold greater value.

1992 Albertville Olympic Winter Games / Barcelona Olympic Games

TOP continues with 12 worldwide sponsors and a more sophisticated package. A “multi-tier” television structure is
operated in several countries for the first time in Olympic broadcast history. The main national broadcaster sub-licenses
coverage of additional events to other cable and satellite broadcasters, considerably expanding the total sports coverage.
Surveys of the United States, Spain, and the United Kingdom show that an average of seven out of ten people tune in to
the Albertville Games, and more than nine out of ten tune in to the broadcast of the Barcelona Olympic Games.

1994 Lillehammer Olympic Winter Games

Broadcast and marketing programmes generate more than US$500 million, breaking almost every major marketing
record for an Olympic Winter Games. The licensing programme results in three times the forecast revenue and sets
new standards of organisation and quality for future OCOGs to emulate. More than 120 countries and territories view
television coverage of the 1994 Olympic Winter Games, compared to the 86 countries that broadcast the Albertville
Winter Games. For the first time, the Olympic Winter Games are officially broadcast on the African continent, via M-
Net (South and Central Africa) and ART (North Africa and the Middle East) satellites.

1996 Atlanta Centennial Olympic Games

The Centennial Olympic Games are funded entirely through private sources. Broadcast rights fees, sponsorship, and
ticket sales comprise the Games’ sole sources of revenue. To ensure that as large an audience as possible can watch the
Centennial Olympic Games, the IOC underwrites the cost of the transmissions to Africa. Out of a potential global
television audience of 3,500 million (3.5 billion) viewers, an unduplicated audience of more than 3,200 million (3.2 billion)
watch the Olympic Games in 1996, with a cumulative audience estimated at 19,600 million (19.6 billion). (This
unduplicated audience of 3,200 million is calculated at nine-tenths of available viewers in developed countries and two-
thirds of available viewers in developing countries.) The broadcast reaches a record 214 countries worldwide. Ticket
sales for Atlanta generate 26% of total revenue. With eleven million tickets available for sale, total ticket sales exceed
those of Los Angeles and Barcelona combined. The host city suffers from an overly commercial appearance, resulting
from the city of Atlanta’s lack of control of street vending and other unauthorised marketing activity.The IOC moves to
curtail commercialisation for the future. The Centennial Olympic Games in Atlanta are the first Olympic Games to host
an official web site.

chapter eight 8.7

 1998 Nagano Olympic Winter Games
Broadcast and marketing programmes continue to build upon the success of Lillehammer. The partnership between the
Olympic Movement and the technology sponsors sets the criteria for future Games. Television coverage of the 1998
Olympic Winter Games is provided to 180 countries and territories, compared to 120 countries that broadcast the
Lillehammer Winter Games. For the first time, the Olympic Winter Games are broadcast live in Australia. Nagano
produces a number of Olympic firsts including the licensing of Olympic Glory, a large-format (70 mm) film; video-on-
demand services that allow visitors to view footage from 500 hours of sporting action from the Nagano Games and the
Olympic archives; and 3-D high-definition television (HDTV). For the first time, an official Olympic Games web site
provides enthusiasts with a system for viewing results and information in real time. The Nagano web site receives 646
million hits during the Olympic Winter Games — an Internet record.

marketing f a c t f i l e
8.8 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
Marketing & the Growth of the Olympic Games
Since the Olympic Movement embraced controlled marketing programmes, both the Olympic Games and Olympic
Winter Games have enjoyed a period of accelerated growth, which has allowed more athletes from more countries to
compete in more Olympic events. Reciprocally, the growth of the Olympic Games and Olympic Winter Games has made
commercial associations essential to the continued viability of the Olympic Games.

Long-term marketing programmes, such as the TOP programme and Olympic television broadcast agreements, have
ensured the viability and continued growth of the Olympic Games and Olympic Winter Games for the future.

Charts that illustrate the growth and development of Olympic Games and Olympic Winter Games throughout the past century
may be found in the Appendix to this document.

chapter eight 8.9

 marketing f a c t f i l e
8.10 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
chapter nine

The Olympic Image

OLYMPIC IMAGE PROJECT OVERVIEW

THE OLYMPIC IMAGE

OLYMPIC IMAGE RESEARCH

OLYMPIC PROMOTIONAL ANNOUNCEMENT PROGRAMME

REACTIONS TO “CELEBRATE HUMANITY”

TELEVISION SCRIPTS OF “CELEBRATE HUMANITY”

RADIO SCRIPTS OF “CELEBRATE HUMANITY”

GENERAL RESEARCH: OLYMPIC MARKETING

chapter nine 9.1

 Olympic Image Project Overview

The Olympic Movement has established an enduring and valuable image. The Olympic symbol of five interlocking
rings and other Olympic icons are valuable intellectual property essential to the long-term viability of the Olympic
Movement.These symbols and the ideals that they embody are the cornerstones of all Olympic marketing programmes.

From 1998 to 2000, the IOC undertook the Olympic Image Research & Communications Project to clearly identify the
core attributes of the Olympic Image and to promote that image.

The project was composed of:

• qualitative research in 10 countries and quantitative research in 11 countries (with a total sample of 5,500
individuals)
• more than 250 one-on-one interviews with IOC members, representatives from NOCs and International
Federations, athletes, sponsors, broadcasters, and the print media
• a second wave of research conducted in six of the original 11 countries (with a total sample of 3,500 individuals) in
September 1999
• the development of a global promotional announcement programme to communicate the core values of Olympism

The 1998 research was conducted in eleven countries:

Brazil China
France Germany
Greece Indonesia
Mexico Russia
Senegal United States
Japan*
*Only quantitative research was conducted in Japan.

The 1999 research was conducted in seven countries:

Brazil China
France Russia
Senegal United States
Australia

marketing f a c t f i l e
9.2 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
The Goal of the Olympic Image Research
The IOC undertook Olympic Image research to better understand how consumers around the world react to and feel
about the image of the Olympic Movement.The specific goals were to better understand:
• the core motivation of the public’s enjoyment of the Olympic Games
• what specific references or set of attributes the public use to describe their perception of the image of the Olympic
Games

The findings of both the 1998 and the 1999 studies were overwhelmingly consistent across gender, age, and cultural
differences, and were specific as to the core values and attributes of the Olympic Image as defined by consumers
worldwide, in terms of:
• public perception of the Olympic Image
• public perception of commercial associations with the Olympic Image

The Olympic Image

The core values of the Olympic Games provide the foundation of the Olympic Image message. The Image is
comprised of four complementary messages:

• Hope: The Olympic Games offer hope for a better world, using sport competition for all without discrimination as
an example and a lesson.

• Dreams and Inspiration: The Olympic Games provide inspiration to achieve personal dreams through the lessons
of the athletes’ striving, sacrifice, and determination.

• Friendship and Fair Play: The Olympic Games provide tangible examples of how humanity can overcome political,
economic, religious, and racial prejudices through the values inherent in sport.

• Joy in the Effort: The Olympic Games celebrate the universal joy in doing one’s best, regardless of the outcome.

chapter nine 9.3

 Olympic Image Research

Presented in this section are the findings of the Olympic Image research conducted in 1998 and 1999. The data
presented here shows that the Olympic Movement and the Olympic Games possess a valuable and positive image and
are held in very high esteem by the public throughout the world.The results also indicate that this image is powerful and
enduring, as attitudes and opinions on the Olympic Movement and the Olympic Games are shown to be consistent over
several years.

Results from earlier studies, including surveys of Olympic Games spectators (1996) and Olympic athletes (1996 & 1998),
are also provided here to validate the Olympic Image research and to emphasise the consistent perception of the
Olympic Image among various constituencies at different times.

Worldwide Public Perception of the Olympic Image

The 1998 research produced a list of attributes that were perceived to be associated with the Olympic Games.
These 39 words and phrases were then tested quantitatively in both phases.

American Patriotic Friendship

Arrogant Peaceful Global
Being the best Powerful Honourable
Celebration Pure Modern
Commercialised Selfish Political
Determination Showy Respectful
Distant & aloof A chance to escape Self-centred
Dynamic Commercialised Striving
Equality Dignified Trustworthy
Heritage & tradition Eternal Unbiased
Inspirational Exclusive Unity
Integrity Exploitative Worldly
Multi-cultural Fair
Participation Festive

marketing f a c t f i l e
9.4 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
The chart below illustrates the attributes that respondents ranked (a) as most associated with and (b) most important
to the Olympic Movement and the Olympic Games.

8.6 Important

8.4 Friendship
Multi-cultural

Participation
8.2 Fair Competition
Global
Honourable Determination
Peaceful
8.0
Patriotic
Festive

7.8 Trustworthy

Integrity Celebration Striving

being the best
7.6 Unity Respectful
Dignified
Dynamic

7.4
Modem

7.2
Eternal Associate
Worldly

7.0 7.2 7.4 7.6 7.8 8.0 8.2 8.4

On a global basis, the words most commonly associated with and important to the Olympic Movement and the Olympic
Games are:

• Friendship
• Multicultural
• Global
• Participation
• Fair Competition
• Determination
• Peaceful
• Patriotic
• Honourable
• Festive

chapter nine 9.5

 WORLDWIDE PERCEPTION OF THE OLYMPIC GAMES
Public opinion of the Olympic Games has improved during the past two years and is now higher than ever.
• 55% of respondents in 1999 stated that their opinion of the Olympic Games is higher today than it has ever been.
• 52% of respondents in 1998 stated that their opinion of the Olympic Games is higher today than it has ever been.

% respondents agreeing: All Countries

"My opinion of the Olympics is higher today than its ever been"

Disagree Agree

-24 -7 26 52

-23 -7 25 55

Disagree slightly Agree slightly

Disagree strongly Agree strongly

The graph below illustrates and compares the responses from the 1998 and the 1999 research projects. In general, public
opinion of the Olympic Games has remained steady.

% respondents agreeing: All countries 1998

1999

The Olympics create a feeling of 85

harmony & peace 85
The Olympics represent the very 76
best of sport 84
The Olympic are special because 82
they only happen once in a while 82
The Olympic are about taking 73
part rather than winning 79
There's something for 75
everyone in the Olympics 76
Nothing brings the world 74
together like the Olympics 76

Few changes in public perception of the Olympic Games were recorded. Any variation between the 1998 and the 1999
research is positive, demonstrating that public opinion of the Olympic Games has improved in the past two years.

marketing f a c t f i l e
9.6 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
Respondents were asked to select which of the following phrases best described how they perceived the Olympic
Games. Respondents could only select one answer:

The Olympic Games is just a sporting event.

The Olympic Games is a multi-national sporting event.
The Olympic Games is a sporting event with ceremonial traditions.
The Olympic Games is an international entertainment festival.
The Olympic Games is an opportunity for global peace.

• The most commonly selected response in both phases of research was: “The Olympic Games is a multi-national
sporting event” — selected by 38% of respondents in 1999 and by 34% of respondents in 1998.

• The second most common response in both phases of the research was: “The Olympic Games are an opportunity
for global peace”. Nearly one-quarter (23%) of the total sample in both phases of research selected this response,
illustrating the steady esteem that the public has for the Olympic Games and the continuing notion that the Olympic
Games are more than just a sporting event.

% respondents: All Countries

The Olympic Games is a/an . . .

34
. . . multi-national sporting event
38

. . . opportunity for global peace

24
23

. . . sporting event with ceremonial 17

traditions 17

. . . international entertainment festival 15

15

. . . just a sporting event 9

7
1998
1999

chapter nine 9.7

 Respondents were asked the extent to which they agreed or disagreed with a set of statements about the Olympic
Games. The tested statements were derived from the focus groups conducted in the 1998 research. All of the tested
statements, which are presented below, had extremely positive responses.

The Olympic Games are generally perceived to be special because:

• the Olympic Games are perceived to create a feeling of harmony and peace
• the Olympic Games represent the very best of sport
• the Olympic Games happen infrequently

In addition, it is generally perceived that the Olympic Games:

• emphasise the importance of participation, not necessarily winning
• help to bring the world together
• offer something for everyone

This graph illustrates the responses from the 1999 research project:

% respondents agreeing: All countries 1999

Disagree Agree

The Olympics create a feeling of

harmony & peace -7 -2 52 85

The Olympics represent the very

best of sport -11 -3 51 84

The Olympic are special because

they only happen once in a while -12 -5 54 82

The Olympic are about taking

part rather than winning -17 -6 52 79

There's something for

everyone in the Olympics -15 -5 46 76

Nothing brings the world

together like the Olympics -16 -5 42 76

slightly slightly
strongly strongly

marketing f a c t f i l e
9.8 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
OLYMPIC IMAGE SPECTATOR RESEARCH – 1996
Research conducted in Atlanta during the Centennial Olympic Games demonstrates that the Olympic Games provide a
positive experience for spectators. More than 500 spectators were interviewed at sporting venues and in Centennial
Park over a five-day period.

Spectator Perception of the Olympic Games

Olympic Games spectators reported that their Olympic experience was very positive, and that the Olympic Games are
a very special event:
• 97% of the spectators interviewed agreed that “the atmosphere is really special compared to other sporting events”.
• 96% of spectators perceive the Olympic Games to be special primarily because “the whole world competes”.
• 95% agreed that “coming to the Olympic Games is a unique experience for the family”.
• 95% agreed that the Olympic Games are also special because “there’s something for everyone to enjoy”.
• 94% reported that they also perceive the Olympic Games to be special because the Games are steeped in “history
and tradition”.
• 92% agreed that the Olympic Games is “the experience of a lifetime”.

Research has shown that first-hand experience of the Olympic Games tends to heighten spectators’ interest in the
Olympic Movement:
• 88% of spectators said that, if travel and expense were not an issue, they would go to the next Olympic Games.
• 73% of spectators stated that they were now more interested in the Olympic Games than they had been before.

Spectator research has identified several key reasons for spectator interest in the Olympic Games:
• 96% of spectators agreed that they decided to attend the Olympic Games because the Games are “a very special
event”.
• 91% of spectators reported that they decided to attend because the Olympic Games are “the greatest sports event
in the world”.
• 85% of spectators referred to their love of sport in general as the primary reason for attending the Games.
• 53% of spectator’s reported that they attended the Olympic Games to see a particular team or athlete compete.

chapter nine 9.9

 Spectator Perception of Olympic Imagery
Spectators stated that the images most closely associated with the Olympic Games are the Olympic rings and torch:
• 91% of spectators strongly associated the symbol of the five interlocking rings with the Olympic Games, which is
consistent with 1996 nine-country research that showed the Olympic rings as the most correctly identified logo in
the world.
• 88% of spectators strongly associated the torch with the Olympic Games.

Olympic Games spectator research of this kind will also be conducted during the Sydney 2000 Olympic Games. Results will
be available in Marketing Matters and in the 2001 Olympic Marketing Fact File.

OLYMPIC IMAGE: ATHLETE RESEARCH

Athletes who participated in the 1996 Atlanta Olympic Games were contacted via their respective NOCs and invited
to complete a self-administered questionnaire.The Atlanta 1996 project included athletes from eight countries.

For the 70% of responding athletes, the Atlanta Centennial Olympic Games marked their first Olympic participation.

Athlete Perception of the Olympic Games — 1996

The image of the Olympic Games is highly prestigious and profound among athletes.The list below states the percentage
of Olympic athletes that agreed with the following statements.

Statement Percentage of Athletes Agreeing

• The Olympic Games provide something for every sporting fan. 86%
• There is no greater achievement than to win an Olympic medal. 88%
• Participation in the Olympic Games is the most important moment
of my sporting career so far. 77%

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9.10 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
Further data on Olympic athletes’ perception of the Olympic Games are charted in the graph below, which states the
percentage of Olympic athletes that agreed with the following statements.

IMAGE OF THE OLYMPIC GAMES: ATHLETE STUDY

“The Olympic Games ...

... is the world’s A 13% 94%

top sporting event N 17% 89%

... is a source of A 22% 91%

national pride N 37% 87%

... provides a good role A 28% 93%

model for youngsters N 33% 86%

... stand for the highest A 24% 88%

level of achievement N 31% 83%

... is a symbol of inter- A 32% 87%

national co-operation N 33% 82%

... brings the world A 32% 88%

closer together N 31% 82%
0 20 40 60 80 100

Agree strongly A = Atlanta Athletes

Agree somewhat N = Nagano Athletes

Olympic athlete research of this kind will also be conducted during the Sydney 2000 Olympic Games. Results will be available
in Marketing Matters and in the 2001 Olympic Marketing Fact File.

chapter nine 9.11

 Olympic Promotional Announcement Programme

The Olympic Image Research & Communications Programme includes an overall strategic marketing
communications programme designed to communicate the attributes of the Olympic Image.

THE OLYMPIC 2000 PROMOTIONAL ANNOUNCEMENT PROGRAMME INVITES

THE WORLD TO CELEBRATE THE OLYMPIC IDEALS
The IOC has developed a global Olympic Promotional Announcement Programme under the theme “Celebrate
Humanity”. The promotional announcement campaign is designed to communicate the core values of the Olympic
Games.The creative tells stories of the athletes and the remarkable dedication, friendship, strength of character, and joy
that they demonstrate during the Olympic Games. The campaign rejoices in and invites the world to celebrate these
values.

The campaign is based on qualitative and quantitative research on the Olympic Image, conducted in 11 countries among
more than 5,500 people in 1998 and validated in September 1999.

The programme was launched in January 2000 and will run in more than 200 countries.

OLYMPIC PROMOTIONAL PROGRAMME FACTS

• The campaign includes: six television announcements, eight radio announcements, and complementary print
executions.
• No budget will be spent on media placement of the promotional campaign. The campaign will be run either as a
public service promotional announcement or as part of contractual agreements with Olympic marketing partners.
• This bartered media support for the airing of the promotional programme has an estimated value of US$150 million,
according to preliminary reports.
• The only budget invested in this programme was for research, creative development, and production. Most of the
production was donated or done at cost.
• The promotional announcements were created and produced by award-winning advertising agency TBWA/Chiat
Day.

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9.12 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
Reactions to “Celebrate Humanity”
“We are very pleased these promotional announcements are able to capture the essence of the Olympic values and communicate
the special nature of both the Olympic Games and the actions of the athletes.”
— Juan Antonio Samaranch, IOC President

“Through their honour and dignity in competition, Olympic athletes teach lessons to us all.We believe this promotional campaign
captures the core of the Olympic message as demonstrated by the performances of these athletes. Many individuals and entities
have donated their time, talents and skills to this campaign.We are extremely grateful for their generosity.”
— Richard W. Pound, IOC First Vice President and Chairman of the IOC Marketing Commission

“The Olympic advertising and marketing promotions both on TV and radio has been the most effective campaign I’ve seen or heard
in the many years I have been involved in the Olympic Movement.They dramatically portray the talent, courage, and endurance
of the young men and women who enter the arena in the pursuit of excellence.The campaign places the Olympics where they
belong — with the athletes.”
— Mr. Bud Greenspan, renowned Olympic filmmaker

“This is not about advertising in the traditional sense, it’s about reminding the world of the values and dreams the olympics
represent. The Olympics is the ultimate celebration of humanity; we want the whole world to be able to participate in that
celebration.”
— Lee Clow, Chairman and World-wide Creative Director, TBWA World-Wide

“Many of my favorite Olympic memories were not gold medal situations. They were inspiring moments of humanity that
transcended borders, obstacles and languages — and unified people around the world. I feel this campaign conveys that, and I am
proud to be a part of it.”
— Mr. Robin Williams, actor, voice for the English-language Olympic promotional announcements.

chapter nine 9.13

 Television Scripts of “Celebrate Humanity”
GIANT
To be a Giant.This has forever been our passion, this desire to be a Giant.
Not to stand on one’s shoulders or to have one for a friend, though these may be fortunate things.
But to be one.
Giants step over barriers that seem never ending.
They conquer mountains that appear insurmountable.
Giants rise above fear.
Triumph over pain.
Push themselves and inspire others.

To be a Giant.
To do Giant things.
To take Giant steps.
To move the world forward.

COURAGE
Strength is measured in pounds. Speed is measured in seconds. Courage? You can’t measure courage.

SILVER MEDAL
Someone once said: “You don’t win the silver, you lose the gold”.
Obviously, they never won the silver.

BRONZE MEDAL
Just a reminder, at the Olympic Games you don’t have to come in first to win.

OPPONENT
You are my adversary, but you are not my enemy.
For your resistance gives me strength.
Your will gives me courage.
Your spirit ennobles me.
And though I aim to defeat you, should I succeed, I will not
humiliate you.
Instead, I will honor you.
For without you, I am a lesser man.

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9.14 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
RHYMES (English only)
They gather together thousands and thousands and thousands still more.

For sixteen straight days the stadiums roar.

They line all the fields.

They polish the courts.
A rainbow of colors together for sport.

They sprint and they jostle.

They jump and they shout.
They sometimes get hostile.
But they work it all out.

They smile.They laugh.

They learn life’s lessons.
They respect one another regardless of weapons.

The big and the small together seem awkward.

But amazingly enough they push the world forward.

And when it’s all over, it’s as good as it gets.

A lifetime of memories with zero regrets.

Then they pack up the balls and roll up the mats.

Put on their best suits and finest of hats.

They all wave goodbye.

They hug and they kiss.

And you think that maybe, just

maybe, it could all be like this.

chapter nine 9.15

 Radio Scripts of “Celebrate Humanity”
LUZ LONG
Berlin, 1936. With two gold medals already in hand, Jesse Owens had fouled twice in the long-jump qualification
round. One more foul would disqualify him from the competition and end his hope for a third medal.
The German champion Luz Long approached Owens and graciously offered to place his towel a foot in front of the
foul line, providing the American with a take-off point. Owens easily qualified and went on to win his third gold medal.
After his victory, Long was the first to greet him, embracing Owens directly in front of Hitler’s box, much to the
Fuhrer’s displeasure. Following the games, Owens would speak often about his Berlin experience and say victory
would not have been possible without the help of a special friend named Luz Long.
The Olympics. A celebration of humanity.

LAST RUNNER
Out of the cold darkness he came.
John Stephen Akhwari of Tanzania entered at the far end of the stadium, pain hobbling every step, his leg bloody and
bandaged. The winner of the 1968 Olympic marathon had been declared over an hour earlier. Only a few spectators
remained. But the lone runner pressed on.
And in the nearly empty stadium, where moments before had been only an eerie silence, there began a slow clapping.
Then cheers, growing louder. As he crossed the finish line, the small crowd roared out its appreciation for the
determined Tanzanian.
Afterward, a reporter asked Akhwari why he had not retired from the race, since he had no chance of winning.
Akhwari seemed confused by the question. Finally, he answered: “My country did not send me to Mexico City to
start the race.They sent me to finish”.
The Olympics. A celebration of humanity.

EUGENIO MONTI
It was a cold, winter afternoon in Innsbruck.
At the Olympic two-man bobsled competition, the British team driven by Tony Nash had just completed its first run,
which had put them in second place.Then they made a most disheartening discovery.They had broken a bolt on the
rear axle of their sled.They would have to quit the competition. At the bottom of the hill, the great Italian bobsled
driver, Eugenio Monti, heard of their plight.Without hesitation, he removed the bolt from his rear axle and sent it to
the top of the hill.
The British team completed their run and won the gold medal. Monti’s Italian team took the bronze. And for his
selfless act, Monti was awarded the De Coubertin Medal for Sportsmanship.
Later, Monti deflected any praise, saying, “Tony Nash did not win because I gave him a bolt.Tony Nash won because
he was the best driver”.
The Olympics. A celebration of humanity.

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9.16 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
DEREK REDMOND
Though he had been plagued by injuries throughout his career, on the evening of August the third, 1992, at the
Olympic Games in Barcelona, Great Britain’s Derek Redmond had never felt stronger. He broke quickly in lane five,
quickly making up the stagger on the runners in lanes six through eight.
Then Redmond felt something pop in his right leg. He had torn his hamstring.As the other runners finished the race,
all eyes turned to him, helpless and motionless on the track.
Suddenly, a man appeared next to the injured runner, who, in spite of his injury, was determined to complete the
race.
Redmond’s father had been watching in disbelief from the grandstand. Now, he provided a much-needed shoulder as
his son hobbled in agony toward the finish line.
Together the father and son produced one of the most glorious finishes in Olympic history.
The Olympics. A celebration of humanity.

KAROLY TAKACS
In 1938, Karoly Takacs was one of the finest rapid-fire pistol shooters in the world.
Then a tragedy occurred that would change his life forever.While on military maneuvers, a grenade exploded in his
right hand, blowing it off. But Takacs left the hospital determined to learn to shoot with his left hand.
He practiced in solitude, sharing his secrete dream with no one. By 1948, he was good enough to make Hungary’s
Olympic team.
The day before the competition,Takacs was introduced to the gold medal favorite, Carlos Valiente of Argentina, who
asked the Hungarian why he had come to London.Takacs replied, “To learn”.
The following day, at the age of 38,Takacs won the gold medal, breaking Valiente’s world record.
Valiente won the silver.
On the victory platform,Valiente congratulated him, saying: “Captain Takacs, you have learned enough”.
The Olympics. A celebration of Humanity.

TRUCE
In 776 B.C., the Greek states of Elis and Pisa were at war.This was not unusual by any means.What was unusual was
this: In honor of the forthcoming Olympic games, both sides agreed to lay down their arms and allow participants
to pass through enemy territory unharmed.
This became a tradition, and in over 1,000 years of ancient Olympic competition, this sacred truce, known as the
ekcheiria, was never violated.
We invite the countries of the world to embrace this ancient tradition once more by suspending all hostilities during
the Olympic games.
If we can stop fighting for 16 days, maybe we can do it forever.
The Olympics. A celebration of humanity.

chapter nine 9.17

 BILL HAVENS
The year was 1924. And Bill Havens was the favorite to win gold medals in two canoeing events in the upcoming
Paris Olympic Games.
However, shortly before his American team was to leave, Havens learned that his wife was to give birth to their first
child at approximately the same time as the Games.
After much contemplation, Bill Havens decided he would give up his Olympic dream to be with his wife. Four days
after the games were over, on August 1, 1924, his son Frank was born. For 28 years, Bill Havens secretly wondered
whether he made the right decision. Then, in 1952, he received a telegram from Helsinki, the site of the Olympic
Games.
“Dear Dad, thanks for waiting around for me to get born in 1924. I’m coming home with the gold medal you should
have won.” Frank Havens had just won the gold medal in the 10,000-meter canoeing event.
The Olympics. A celebration of humanity.

CEREMONY
The opening and closing ceremonies of the Olympic Games have long been two of the most spectacular and
emotional events in the world. Here, athletes representing countries from around the globe march into packed
stadiums dressed in colorful costumes representing the culture of their individual nations. For both the opening and
closing ceremonies, countries used to enter the stadium by team in alphabetical order. But at the Melbourne
Olympic Games in 1956, a 17-year-old Chinese boy sent the Organizing Committee a suggestion. He said the
Olympics represent the world as one nation united, and therefore the closing ceremony should have all the athletes
enter the stadium in no particular order – with athletes from different countries blended together. From that point
forward, a new twist on an old tradition was added and has continued ever since.
The Olympics. A celebration of humanity.

marketing f a c t f i l e
9.18 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
General Research: Olympic Marketing
The IOC continually conducts worldwide research projects (1985 – present) to understand consumer attitudes and
opinions toward the Olympic Movement, the Olympic Games, and sport in general — as well as to understand the
commercial power of Olympic association. The following is an overview of the results from a nine-country survey
conducted in 1996, which surveyed: Australia, Brazil, China, Japan, Malaysia, South Africa, Spain, the United Kingdom, and
the United States.

The Olympic Games:The World’s Premier Sporting Event

Consumers throughout the world, as well as Olympic athletes and spectators, agree that the Olympic Games are the
world’s top sporting event. The chart below, developed from global Olympic marketing research conducted in 1996,
illustrates that the Olympic Games generate a higher level of interest than any other major sporting event.

LEVEL OF INTEREST IN MAJOR GLOBAL SPORTS EVENTS

Nine Country Average (5 pt. scale)

Olympic Games 3.8

World Cup Soccer 3.1
Athletics World Championships 3.0

Wimbledon 2.6
F1 Motor Racing 2.4
World Cup Cricket 30% 2.0

0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0

chapter nine 9.19

 THE POWER OF THE OLYMPIC SYMBOL

Research Background
A global research project was commissioned in 1995 to study public awareness of, and attitudes toward, the Olympic
rings symbol. This research, which was conducted in nine-countries on behalf of the IOC, included two phases: phase I
was conducted in the spring of 1995 in Australia, Germany, India, Japan, the United Kingdom, and the United States; phase
II was conducted during autumn in Brazil, Jamaica, and Nigeria.

Researchers displayed the Olympic rings and eight other symbols to respondents on an unaided basis. (That is, the
corporate and non-corporate logos used in the survey were not labeled or identified in any way.) The logos shown were:
Shell, McDonald’s, Mercedes, Christian Cross, Red Cross/Red Crescent, United Nations, World Cup USA ’94, World
Wildlife Fund, and the Olympic Games — in a random order. Respondents were asked to identify the logos and to either
agree or disagree with a series of statements about those logos.

Each of the survey’s 10,357 respondents (the total from the nine countries) were adults aged 16 and over.

Research Results
Although preliminary results from phase I were rather high for all symbols, the final, combined results illustrate that the
Olympic rings are the most recognised symbol in the world. Seventy-eight percent of the total sample correctly identified
the five rings. Corporate logos followed the rings in public recognition: Shell (72 percent), McDonald’s (66 percent), and
Mercedes (61 percent). The Red Cross logo was correctly identified by 46 percent of respondents; the United Nations
symbol was identified by 30 percent.

Olympic Rings: Percentage of Recognition

Percent Correct Response

UK Australia India Japan US Jamaica Brazil Nigeria Germany International

Avg. Total Sample
89 85 69 97 81 52 62 53 87 78

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9.20 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
COMPANY OR ORGANISATION

Associated with Logo % Correct Responses

Olympic Games 78%
Shell 72%
McDonald’s 66%
Mercedes 61%
Red Cross/Red Crescent 46%
Christian Cross 41%
World Cup USA ’94 33%
United Nations 30%
World Wild Fund for Nature 19%

Research respondents were polled for their perception of the power and meaning of the Olympic symbol.The chart
below illustrates the agreement ratings achieved by various statements.

% Agree
• I think the Olympic rings would be recognised all over the world 86%
• The Olympic rings symbol represents the world’s top sporting event 82%
• Whenever I see the Olympic rings, I think of the Olympic Games and 77%
all they stand for
• I associate the Olympic rings with success and high standards 74%
• The Olympic rings stand for a continuous tradition of excellence 74%
• The Olympic rings are a symbol of international co-operation 73%
• The Olympic rings symbol is a source of national pride 66%
• The Olympic rings symbolise a force for world peace 63%

chapter nine 9.21

 marketing f a c t f i l e
9.22 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
chapter ten

Olympic Movement & Commercialism

THE OLYMPIC MOVEMENT & COMMERCIALISM

THE OLYMPIC GAMES & AMBUSH MARKETING

COMMERCIALISM: FROM ATLANTA TO SYDNEY

INITIATIVES FOR THE CONTROL OF COMMERCIALISM

& AMBUSH MARKETING FOR SYDNEY 2000

RESEARCH: COMMERCIALISM & THE OLYMPIC GAMES

RESEARCH: AMBUSH MARKETING & THE OLYMPIC GAMES

PERSPECTIVES: ON COMMERCIALISM & THE OLYMPIC GAMES

PERSPECTIVES: ON AMBUSH MARKETING

chapter ten 10.1

 The Olympic Movement & Commercialism
Olympic marketing programmes have contributed significantly to the growth of the Olympic Movement, the
Olympic Games, and sport worldwide.This growth has reciprocally made marketing programmes essential to the future
viability of the Olympic Movement and the Olympic Games.

IOC POLICY ON COMMERCIALISM

The IOC, in accordance with the Olympic Charter, continues to ensure the priority of sport in a commercial
environment.The IOC maintains the following objectives:

• 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 IV worldwide sponsorship
programme has eleven Partner companies, each with global category exclusivity. OCOG programmes are also
designed to minimise the 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 any organisations that produce alcoholic spirits, tobacco products, or
other products that may be considered inappropriate to the mission of the IOC or to the spirit of Olympism.

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10.2 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
The Olympic Games & Ambush Marketing
AMBUSH MARKETING OVERVIEW
The term ambush marketing includes all intentional and unintentional attempts to create a false or unauthorised
commercial association with the Olympic Movement or the Olympic Games.

Ambush marketing includes:

• a non-partner company’s use of creative means to generate a false association with the Olympic Games
• a non-partner company’s infringement of the various laws that protect the use of Olympic imagery and indicia
• a non-partner company’s intentional or unintentional interference with the legitimate marketing activities of
Olympic partners

Ambush marketing poses a serious potential threat to the Olympic Movement, because:
• Ambush marketing could destroy the overall revenue base of the Olympic Movement.
• Ambush marketing undermines corporate confidence in Olympic partnership investments.

The IOC and the entire Olympic Family continue to approach the issue of ambush marketing in a disciplined, thoughtful,
and effective manner. Because of the Olympic Family’s approach to partner protection, there have been relatively few
incidents of ambush marketing at past Olympic Games and fewer effective ambush incidents.

Though ambush marketing has not been a significant problem in the past, the risk does exist. The IOC and the entire
Olympic Family remain resolute in the effort to provide a greater level of protection for the rights of Olympic marketing
partners and for the Image of the Olympic Movement.

chapter ten 10.3

 Commercialism: from Atlanta to Sydney
The Centennial Olympic Games and the host city of Atlanta suffered from an overcommercialised image.This image was
created (a) primarily by an independent, ad hoc marketing programme created by the city of Atlanta that permitted
excessive street vending throughout the host city, and (b) to a lesser extent, by the licensing programme managed by
ACOP.

In response to this overcommercialisation, the IOC initially worked to communicate the following:
• The commercial clutter in Atlanta was not caused by the marketing activities of the official Olympic partners.
• The official Olympic partners, unlike participants in ancillary marketing programmes, make vital contributions to the
staging of the Olympic Games.

The IOC has established long-term programmes and strategies to balance the commercial environment for future
Olympic Games.The objectives of these initiatives are to:
• curtail commercialism within the host city environment
• eliminate ambush marketing
• prevent ancillary marketing programmes through co-operation with local government offices
• co-ordinate city advertising, street vending, and other marketing activities within the host city
• publicly identify the official Olympic partners and their contributions to the Olympic Games

This chapter includes information on the efforts of the Olympic Family to balance the commercial environment at the Olympic
Games and the programmes that have been developed specifically for the purpose of protecting the Sydney 2000 Olympic Games
and the surrounding environs from unauthorised and uncontrolled commercial activity.

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Initiatives for the Control of Commercialism
& Ambush Marketing for Sydney 2000
Sydney 2000 is expected to set a new standard for major sports events in curtailing unauthorised commercial
activity and for protecting partner exclusivity. A number of important new measures have been introduced to address
some of the issues that caused concern in Atlanta during the Centennial Olympic Games.

The following is an outline of the initiatives by the IOC, SOCOG, the Australian Olympic Committee, the New South
Wales (NSW) government.

SPECIFIC LEGISLATION
Various NSW government Acts provide: (a) extensive protection of Olympic trademarks, (b) restrictions on street
vending, (c) restrictions on air-space advertising above the Olympic host city, and (d) restrictions on other unauthorised
presence marketing.
These Acts include:
• Olympic Insignia Protection Act 1987
• Sydney 2000 Games (Indicia and Images) Protection Act 1996
• Olympics Arrangement Act

CONTROL OF CITY & OUTDOOR MARKETING

Local authorities will tightly manage and control all forms of presence marketing, limiting key opportunities to Olympic
sponsors and preventing a recurrence of the uncontrolled commercial presence encountered in Atlanta — much of
which came from companies who were not Olympic sponsors.

AGREEMENT WITH SPORTS GOODS INDUSTRY

The Olympic Code of Conduct for the Sports Goods Industry, established by the IOC with the World Federation of the
Sporting Goods Industry (WFSGI) in 1997, will address all aspects of marketing activity by the sports goods industry.

TICKETING POLICY
New ticket marketing and hospitality guidelines have been designed to prevent any form of promotion or hospitality that
provides Olympic tickets to companies that are not Olympic sponsors. In the enforcement of these guidelines, several
NOC ticket agents have had their ticket orders cancelled due to guideline breaches, and various non-sponsors have had
to withdraw promotions from the market.

chapter ten 10.5

 SINGLE MARKETING PROGRAMME
A single marketing programme has been established that combines the rights of both the event and the Olympic Family,
through agreements between the IOC, SOCOG, and the host country’s NOC.This single marketing programme works
to prevent the possibility of conflict or infringement with regard to the product-category exclusivity of official Olympic
marketing partnerships. The Olympic Games is unique among major sports event properties in providing this level of
protection.

BROADCAST/INTERNET MONITORING
The IOC will conduct a global live broadcast monitoring programme to identify on-air ambush marketing attempts or
other rights violations, covering the Olympic Games broadcast across 200 countries. For the first time, a similar
programme will also cover the Internet.

CLEAN VENUES
All Olympic venues, in accordance with the Olympic Charter, will be delivered clean of any form of advertising. The
Olympic Games are the only major event in the world to be presented without any form of stadium advertising. In
accordance with the Olympic Charter, all athletes will also be checked prior to competition to ensure that they are
carrying no advertising or other commercial messages apart from the traditional manufacturer’s mark on sports clothing
and equipment.

marketing f a c t f i l e
10.6 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
Research: Commercialism & the Olympic Games
IMAGE RESEARCH – 1998 & 1999
Research has shown that consumers around world have positive attitudes toward the marketing of the Olympic Games
and commercial associations with the Olympic Movement.

Consumers believe that it is essential that Olympic marketing activities and commercial associations with the Olympic
Movement meet the following criteria:
• marketing activities must directly support athletes and competition
• commercial associations must serve to enhance the Olympic Image by promoting the spirit of Olympism

Agree Agree Total

strongly somewhat Agree
Only companies that actually sponsor the
Olympic Games should be allowed to use
an Olympic message in their advertising. 61 18 79

If I see a company that is not a sponsor

trying to pretend that it supports the Games,
my opinion of that company is lowered. 39 29 68

I think that it is wrong for companies to

deliberately avoid paying Olympic rights. 48 15 63

I think companies that avoid paying for the

right to use an Olympic message are clever. 7 14 21

chapter ten 10.7

 THE OLYMPIC GAMES & COMMERCIALISM: SPECTATOR RESEARCH – 1996
Research conducted in Atlanta during the Centennial Olympic Games shows that Olympic Games spectators support
sponsorship as a critical source of funding for the Olympic Games and Olympic athletes. More than 500 spectators were
interviewed at sporting venues and in Centennial Park over a five-day period.

Spectator Perception of Commercial Association & Contributions

Olympic Games spectators generally understood that commercial associations with the Olympic Games are necessary,
that the Olympic sponsors are committed to the Olympic Movement and the Olympic Games, and that the level of
contribution is high. Olympic spectators expressed the belief that sponsors contribute to the Olympic Games in the
following ways:

87% Spectators believe that Olympic sponsors finance better sporting facilities at the Olympic Games.
87% Spectators believe that Olympic sponsors provide necessary funding for the national Olympic teams at the
Olympic Games.
81% Spectators believe that Olympic sponsors help to promote the Olympic message through their advertising.
80% Spectators believe that Olympic sponsors help to support sport development throughout the world.
76% Spectators believe that Olympic sponsors provide necessary funding for the Organising Committee to
stage the Olympic Games.
69% Spectators stated that their Olympic experience was enhanced by the various special activities that the
sponsors developed for the Olympic Games.

THE OLYMPIC GAMES & COMMERCIALISM: ATHLETE RESEARCH – 1996

Athletes who participated in the Atlanta 1996 Olympic Games were contacted via their respective NOCs and invited
to complete a self-administered questionnaire.The Atlanta 1996 project included athletes from eight countries.

Athlete Perception of Commercial Association & Contributions

The list below illustrates the percentage of athletes that agreed with the following statements.

87% Without sponsorship, the Olympic Games could not be held.

79% Olympic sponsors provide necessary funding for the national Olympic teams at the Olympic Games.
65% Olympic sponsors help to support sport development throughout the world.
59% Olympic sponsors help to provide athletes’ training needs.

marketing f a c t f i l e
10.8 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
Research: Ambush Marketing & the Olympic Games
SPONSORSHIP & AMBUSH MARKETING: PUBLIC ATTITUDES – 1996
In the 1996 Olympic marketing nine-country survey of public attitudes toward the Olympic Movement, the Olympic
Games, and Olympic sponsorship, the public expressed favourable attitudes toward corporate sponsorship of the
Olympic Movement — and strong disapproval of those who attempt to undermine it.

• 82 % stated that they favoured the sponsorship of the Olympic Games.

• 80 % of respondents agreed that only those companies that actually sponsor the Olympic Games should be allowed
to use Olympic messages in their advertising.
• 72 % of respondents stated that the Olympic Games would not be viable without the support of Olympic sponsors.
• 68 % of respondents stated that their opinion of a company that practiced ambush marketing would be lowered.
• 68 % respondents stated that it is unethical to avoid paying for Olympic rights and to engage in ambush marketing
practices.
• The practice of ambush marketing is generally not perceived as clever (only 25% of respondents stated that ambush
marketing is clever).

% OF AGREEMENT

Aus. Brazil China Japan Malaysia S. Africa Spain UK USA Avg.

Only companies that sponsor

the Olympic Games should be
allowed to use an Olympic
message in their advertising. 91 81 86 49 78 84 81 86 87 80

If I see a company that is not

a sponsor trying to pretend
that it is supporting the
Games, my opinion of that
company is lowered. 83 64 88 59 66 65 40 65 79 68

I think it is wrong for

companies to deliberately
avoid paying for Olympic rights. 83 68 72 38 63 68 64 79 78 68

I think companies who avoid

paying for the right to use an
Olympic message are clever. 17 29 22 18 20 21 67 30 27 25

chapter ten 10.9

 AMBUSH MARKETING: SPECTATOR RESEARCH – 1996
Research conducted in Atlanta during the Centennial Olympic Games demonstrates that the Olympic Games provide a
positive experience for spectators. More than 500 spectators were interviewed at sporting venues and in Centennial
Park over a five-day period.

Olympic Games spectators are opposed to ambush marketing in general and hold an unfavourable opinion of companies
that engage in ambush marketing.
79% Spectators agree that “only the companies that actually sponsor the Olympic Games should be allowed to
use an Olympic message in their advertising”.
78% Spectators agree that “it is wrong for companies to deliberately avoid paying for Olympic rights”.
74% Spectators agree that their opinion of a company would be lowered if a company were involved in ambush
marketing activity around the Olympic Games.

Research of this kind will also be conducted during the Sydney 2000 Olympic Games. Results will be available in the Marketing
Matters newsletter and in the 2001 Olympic Marketing Fact File.

AMBUSH MARKETING: ATHLETE RESEARCH

Athletes who participated in the 1996 Atlanta Olympic Games and the 1998 Nagano Olympic Winter Games were
contacted via their respective NOC’s and invited to complete a self-administered questionnaire.The Atlanta 1996 project
included athletes from eight countries and the 1998 Nagano study included athletes from 34 countries.

Olympic athletes are opposed to ambush marketing in general and held an unfavourable opinion of companies that
engage in ambush marketing.

1996 Athlete Research Results

71% Olympic athletes agreed that “only those companies that actually sponsor the Olympic Games should be
allowed to use Olympic messages in their advertising”.
61% Olympic athletes agreed that it is “wrong for companies to use Olympic imagery in promotions if they have
not paid for the right to do so”.

1998 Athlete Research Results

68% Olympic athletes agreed that “only those companies that actually sponsor the Olympic Games should be
allowed to use Olympic messages in their advertising”.
64% Olympic athletes agreed that it is “wrong for companies to use Olympic imagery in promotions if they have not
paid for the right to do so”.

marketing f a c t f i l e
10.10 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
Perspectives: On Commercialism & the Olympic Games
“The commercialisation of sport is the democratisation of sport.”
— Andrew Young, Former U.S. Ambassador to the United Nations and Chairman, ACOG

“In recent years it has become a media commonplace to criticise the commercialisation of the Olympic Games. However, in truth,
since the beginning of the modern Olympics nearly a century ago, marketing, in one form or another, has played a vital financial
and supportive role to help develop the Games into a global event that we know today.”
— International Marketing Campaign (UK), Spring, 1995

“The commercialization of the Games has made them more democratic, and certainly more interesting. In other words, it has
made it possible for the Olympics to become what it is: A magnificent celebration of athleticism and humanity.”
— Editorial,Winnepeg Free Press (Canada), 4 August 1996

“The critical challenge facing the Olympic Movement is to preserve the values associated with the Games while at the same time
deriving revenue from business partners and returning value to the corporate sector.”
— Michael Payne, IOC Marketing Director, in Wall Street Journal (worldwide), 6 February 1998

“At the Atlanta Olympics, the stadiums were full of drama and the streets were full of junk.... But the IOC has not hidden its anger
at the commercial clutter, which it blames on city leaders who decided to license thousands of street vendors to hawk their wares....
Lessons have been learned.The IOC will never again accept a host city without a financial safety net guaranteed by the city and
state governments, and will do its best to stop Atlanta-style commercialism cluttering the streets of future Olympics.”
— Reuters (Worldwide), 5 August 1996

“If the host city of the 1998 Winter Olympics seems more Main Street America than marketing mecca, that’s at least partly
deliberate. Some Olympic sponsors were turned off by the hyper-commercialism on display when Atlanta hosted the Summer
Games two years ago. Marketing excesses won’t be a problem here.”
— USA Today (worldwide), 9 February 1998

chapter ten 10.11

 Perspectives: On Ambush Marketing

“The number of incidents of ambush marketing at the Olympic Games is actually very few.The Olympic Games is unique among
the major events in the level of protection offered to its partners. Companies will always try to ride on the goodwill and the powerful
images of the Olympic Games, because the marketing returns are significant. Our job is to make it as difficult as possible, to plug
the loopholes, and to ensure that the public understands who is really supporting the Games and the athletes. Anyone else is
cheating — and no one likes a cheater.”
— Michael R. Payne, IOC Marketing Director

“The 1998 Games may be remembered as the first in a decade when ambush ad wars didn’t take center stage on site.These
are the polite Games.”
— USA Today (worldwide), 16 February 1998

marketing f a c t f i l e
10.12 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
chapter eleven

Olympic Movement & the Internet

OLYMPIC INTERNET OVERVIEW

SYDNEY 2000 WEB SITE: WWW.OLYMPICS.COM

IOC INSTITUTIONAL WEB SITE: WWW.OLYMPIC.ORG

IOC INTERNET STRATEGY: 2000 & BEYOND

chapter eleven 11.1

 Olympic Internet Overview
The IOC has worked during the past several years to use new media to provide the public with information about
the Olympic Movement and the Olympic Games. Several official Olympic web sites are currently in operation, and the
IOC and other members of the Olympic Family continue to explore the Internet as a new medium for bringing the
Olympic Games to the public.

To protect the rights of Olympic marketing partners and broadcast rights holders, the IOC has also worked to establish:
(a) guidelines for the proper and authorised use of Olympic data, images, and other Olympic property on the Internet,
and (b) strategies to control the unauthorised dissemination of Olympic data, images, and other Olympic property by
non-rights-holding parties on the Internet.

The IOC considered key areas of its emerging Internet strategy during its April 19 Executive Board meeting.The Board
confirmed policies concerning Internet coverage of the Sydney 2000 Olympic Games and announced that it will host a
conference on sport and new media as it began to determine Olympic guidelines for the future.

The following pages contain information on various official Olympic web sites as well as information on the December 2000 IOC
World Conference on Sport and New Media.

“The Internet is moving extremely fast, and Sydney is shaping up to be a turning point in the young history of sports on the Internet.
We look forward to inviting the world to learn from our experience in Sydney and to work together to shape the future of sport
in the digital age.”
— Richard W. Pound, IOC First Vice President and Executive Chairman of the conference

marketing f a c t f i l e
11.2 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
Sydney 2000 Web Site: www.olympics.com
www.olympics.com is the only official site of the Sydney 2000 Games, developed and maintained by IBM and
SOCOG.The web site is set to break all previous Internet traffic records for a sports event site. It is expected the site
will garner 1,400 billion page views over the six-month period leading up to and during the Olympic Games.

The site will be a comprehensive, one-stop site for all Olympic fans around the world, providing the fastest source of
results on the web and other unique and compelling content, including:
• real-time official results in every event categorized by every athlete, sport, and participating NOC
• real-time desktop scoreboard applets for 11 sports
• complete editorial coverage of all 28 sports on the Olympic programme
• biographies, statistics, and rankings for all 10,300 athletes competing in the Olympic Games
• updated news from the Olympic Games organizers
• educational information, kits, and tools
• athlete chat groups and communities
• the widest range of official Sydney 2000 merchandise
• 3-D virtual reality tours of the Olympic venues

For further information on www.olympics.com, the official web site of the Sydney 2000 Olympic Games, please contact:

Jonathan Rust Craig Lowder

SOCOG IBM
Tel: (Aus) + 61 2 9297 2209 Tel: (U.S.) + 1 914 766 3275

chapter eleven 11.3

 IOC Institutional Web Site: www.olympic.org
The IOC continues to provide information and news about the Olympic Movement through its institutional site,
www.olympic.org.

Recently, the IOC has developed several new areas to its site, enhancing its content:
• www.horizon.olympic.org – Project Horizon follows the stories of five athletes pursuing their Olympic dream
through the Olympic Solidarity scholarship programme.
• www.collectors.olympic.org – The Collectors Site contains information concerning the IOC’s various Olympic
memorabilia initiatives.
• www.museum.olympic.org – The Olympic Museum site now features a virtual gallery of Olympic exhibitions
including hundreds of photos and videos from the Olympic archives.

RELATED SITES & ISSUES – VIDEO & DATA

In addition to www.olympic.org and www.olympics.com, the IOC recognizes the contribution of NBC, the U.S.
broadcast rights holder, in providing in-depth coverage of the Olympic Games through its broadcast site,
www.nbcolympics.com. This site, focused on the U.S. market, complements NBC’s Olympic broadcast and is being
produced through a joint venture between NBC and Quokka Sports.

Following the collective request from Olympic broadcast rights holders, the IOC Executive Board confirmed that no
moving images or audio coverage of the Sydney 2000 Olympic Games on the Internet will be authorized. The IOC
Executive Board also confirmed that, for Sydney, athletes will not be permitted to carry or allow third parties to place
any electronic device on their person for the purpose of gathering biometrics data for Internet or other use.

For further information on the IOC and new media, please contact:
Franklin Servan-Schreiber
Director, IOC Communications & New Media
Tel: + 41 21 621 6409

For sponsorship and business inquiries, please contact:

David Aikman
Group Marketing Manager, Business Development
Tel: 41 21 621 6289
Email: david.aikman@olympic.org

marketing f a c t f i l e
11.4 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
IOC Internet Strategy: 2000 & Beyond

SPORT & NEW MEDIA:

IOC ANNOUNCES CONFERENCE TO BE HELD IN DECEMBER 2000
The IOC World Conference on Sport and New Media will be held on 4 – 5 December 2000, in Lausanne, Switzerland.
The conference will review the Sydney 2000 Olympic Games Internet experience and explore the future of the
relationship between the Internet and sport.

The primary goal of the conference is to bring together key sports leaders and key Internet leaders.The conference will
explore:
• the ways in which live sports coverage can impact the evolution of the Internet as a medium, just as live sports
coverage has impacted the evolution of television as a medium
• the convergence of television and new media and the resulting impact on traditional sports coverage, existing
television rights, and the sports fan’s experience
• the need for sports governing bodies to keep pace with evolving technology to ensure that the Internet is used
positively to enhance and promote their sports

The World Conference on Sport and New Media is being staged by the IOC in conjunction with Dow Jones and Sport
Business, a leading trade magazine.

For more information on the IOC World Conference on Sport and New Media, please contact:

Matt Broom
Marketing Manager
Sport Business
90 Long Acre
London,WC2E 9PR
Tel: + 44 (0)20 7721 7231
Fax: + 44 (0)20 7721 7162

chapter eleven 11.5

 marketing f a c t f i l e
11.6 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
chapter twelve

Contacts

chapter twelve 12.1

 IOC

INTERNATIONAL OLYMPIC COMMITTEE

International Olympic Committee
Château de Vidy
CH-1007 Lausanne
Switzerland
www.olympic.org

Juan Antonio Samaranch

IOC President
Tel: + 41 21 621 6111 Fax: + 41 21 621 6216

Richard W. Pound, Q.C.

IOC First Vice President & Chairman, IOC Marketing Commission
1155 Blvd René Levesque, ouest
Suite 3900, 39th floor
Montréal, Québec H3B 3V2
Canada
Tel: + 1 514 397 3037 Fax: + 1 514 397 3222

Francois Carrard
IOC Director General
Tel: + 41 21 621 6111 Fax: + 41 21 621 6216

Michael R. Payne
IOC Marketing Director
Tel: + 41 21 621 6111 Fax: + 41 21 621 6216

Franklin Servan-Schreiber
Director, IOC Communications & New Media
Tel: + 41 21 621 6111 Fax: + 41 21 621 6216

Elizabeth A. McMahon
IOC Group Marketing Manager, Marketing Services
Tel: + 41 21 621 6111 Fax: + 41 21 621 6216

marketing f a c t f i l e
12.2 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
Sydney 2000
SYDNEY ORGANISING COMMITTEE FOR THE OLYMPIC GAMES (SOCOG)
235 Jones Street
Ultimo
NSW 2007
Australia
www.olympics.com

Sandy Hollway
Chief Executive Officer
Tel: + 61 2 9297 2000 Fax: + 61 2 9297 2020

Michael Eyres
Deputy Chief Executive Officer
Tel: + 61 2 9297 2000 Fax: + 61 2 9297 2020

Michael Bushell
Consultant, General Manager – Marketing & Sales
Tel: + 61 2 9297 4612 Fax: + 61 2 9297 2062

Rod Read
Consultant, General Manager – Marketing & Sales
Tel: + 61 2 9297 4611 Fax: + 61 2 9297 2062

chapter twelve 12.3

 Salt Lake City 2002

SALT LAKE ORGANISING COMMITTEE (SLOC)

299 South Main Street, Suite 1300
Salt Lake City, UT 84145-0002
USA
www.slc.2002.org

Mitt Romney
President & Chief Executive Officer
Tel: + 1 801 212 2002 Fax: + 1 801 364 7644

Fraser Bullock
Executive Vice President, Chief Operating Officer & Chief Financial Officer
Tel: + 1 801 212 2002 Fax: + 1 801 364 7644

Mark Lewis
President & Chief Executive Officer, OPUS
Vice President, Marketing & Licensing, SLOC
Managing Director, Sales & Corporate Sponsorships, USOC
Tel: + 1 801 212 2002 Fax: + 1 801 364 7644

Frank Zang
Director of Communications and Media
Tel: + 1 801 212 2002 Fax: + 1 801 364 7644

marketing f a c t f i l e
12.4 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
Athens 2004
ATHENS ORGANISING COMMITTEE FOR THE 2004 OLYMPIC GAMES (ATHOC)
7 Kifissias Avenue
Athens 115 23
Greece
www.athens.olympic.org.gr

Gianna Angelopoulos-Daskalaki
President
Tel: + 30 1 200 4000 Fax: + 30 1 200 4004

Petros Sinadinos
Managing Director & Chief Executive Officer
Tel: + 30 1 200 4000 Fax: + 30 1 200 4004

Marton Simitsek
Executive Director
Tel: + 30 1 200 4000 Fax: + 30 1 200 4004

George Bolos
Director General for Marketing & Communication
Tel: + 30 1 200 4000 Fax: + 30 1 200 4004

Nikolaos Karahalios
Director of Communication
Tel: + 30 1 200 4000 Fax: + 30 1 200 4004

chapter twelve 12.5

 Torino 2006

TORINO ORGANISING COMMITTEE FOR THE 2006 OLYMPIC WINTER GAMES

(TOROC)
Via Nizza, 262 / 58
10126 Torino
Italy
e-mail: secretariat.organising@torino2006.it

Prof. Valentino Castellani

President
Tel: + 39 011 63 10 511 Fax: + 39 011 63 10 500

Paolo Rota
Director General
Tel: + 39 011 63 10 511 Fax: + 39 011 63 10 500

marketing f a c t f i l e
12.6 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
Meridian Management SA
MARKETING REPRESENTATIVE OF THE INTERNATIONAL OLYMPIC COMMITTEE

LAUSANNE, SWITZERLAND OFFICE

Laurent Scharapan
Managing Director
Route de Chavannes 33
Centre Administratif, Lausanne – Vidy
Batiment A
CH - 1007 Lausanne
Switzerland
Tel: + 41 21 621 6000 Fax: + 41 21 621 6001

ATLANTA, U.S. OFFICE

Chris Welton
Managing Director
Monarch Tower
3424 Peachtree Rd, NE
Suite 2050
Atlanta, GA 30326
USA
Tel: +1 404 816 7979 Fax: +1 404 816 7020

chapter twelve 12.7

 Hill & Knowlton
Mike Kontos
c/o IOC
Chateau de Vidy
1007 Lausanne
Switzerland
Tel: + 41 21 621 6414 Mobile: + 41 79 250 9987 Fax: + 41 21 621 6356

466 Lexington Avenue

New York, New York 10017
Tel: + 1 212 885 0455 Fax: + 1 212 885 0570
E-mail: mkontos@hillandknowlton.com

TBWA/Chiat Day

Maggie Silverman
Global Account Director
5353 Grosvenor Boulevard
Playa Del Ray, California 90066
USA
Tel: + 1 310 305 5000 Fax: + 1 310 305 6809
E-mail: maggie.silverman@tbwachiat.com

marketing f a c t f i l e
12.8 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
Olympic Television Archive Bureau
Julia Veng Sieck
Sales Manager
TWI
Axis Centre, 4th Floor
Hogarth Business Park
Burlington Lane, London W4 2TH,
UK
www.otab.com
Tel: +44.181.233.5353 Fax: +44.181.233.5354
E-mail: jsieck@imgworld.com

Olympic Photographic Archive Bureau

James Nichols
Director of Marketing
ALLSPORT UK Ltd.
3 Greenlea Park, Prince George’s Rd.
London SW19 2JD
UK
Tel: + 44 181 685 1010 Fax: + 44 181 686 5240

chapter twelve 12.9

 TOP IV Partners

COCA-COLA
The Coca-Cola Company
One Coca-Cola Plaza
Atlanta, GA 30301
USA
Scott McCune Scott Jacobsen
Vice President, Manager, Global Sports Communications
Marketing & Director,Worldwide Sports Tel: + 1 404 676 7059 Fax: + 1 404 676 7403
Tel: + 1 404 676 8176 Fax: + 1 404 676 7403

IBM
IBM Corporation
North Castle Drive
Mail Drop 107
Armonk, NY 10504
USA
Elizabeth Primrose-Smith Craig Lowder
Vice President of Worldwide Olympic Director, Communications Year 2000 Global Initiatives
& Sports Sponsorships Tel: + 1 914 766 3275 Fax: + 1 914 766 7825
Tel: + 1 914 765 4700 Fax: + 1 914 765 4640

JOHN HANCOCK
John Hancock Financial Services
John Hancock Place
PO Box 111
Boston, MA 02117
USA
Steve Burgay Becky Collet
Vice President, Corporate Communications Manager, Sports Marketing, Public Relations
Tel: + 1 617 572 6507 Fax: + 1 617 572 8707 Tel: + 1 617 572 6435 Fax: + 1 617 572 8707

marketing f a c t f i l e
12.10 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
KODAK
Eastman Kodak Company
4 Concourse Parkway, Suite 300
Atlanta, GA 30328
USA
Manuel Rivera Charlie Smith
Director, Corporate Partnerships Director, Corporate Media Relations
Tel: + 1 770 522 2816 Fax: + 1 770 522 2888 Tel: + 716 724 4513 Fax: + 1 770 522 2888

MCDONALD’S
McDonald’s Corporation
McDonald’s Plaza
Oak Brook, IL 60521
USA
Cathy Nemeth Bridget Coffing
Director, Director of Communications
Global Communications Tel: + 1 630 623 6263 Fax: + 1 630 623 3994
Tel: + 1 630 623 3753 Fax: + 1 630 623 3994

MATSUSHITA
International Advertising Dept.
34th Floor,Twin 21 National Tower
1-61 Shiromi 2-chome, Chuo-ku
Osaka 540
Japan
Ned Itani Yumi Kitamura
General Manager / Manager, Olympic Project Dentsu, Inc.
Tel: + 81 6 949 2029 Fax: + 81 6 949 2366 Tel: + 81 3 5551 5847 Fax: + 81 3 5551 2034

SAMSUNG
Samsung Olympic Team
26th Floor, Samsung Mail Building
250, 2-Ga,Taepyung-Ro, Chung-ku
Seoul 100-742
Korea
Il-Hyung Chang Jay Kim
Vice President, Head of Olympic Projects Public Relations Manager
Tel: + 82 2 727 7035 Tel: + 82 2 727 7863 Fax: + 82 2 727 7985

chapter twelve 12.11

 SPORTS ILLUSTRATED/TIME
Sports Illustrated
1271 Avenue of the Americas
New York, NY 10020
USA
Blaise Cashen Joe Assad
Olympic Director Director, Public Relations
Tel: + 1 212 522 2482 Fax: + 1 212 522 0610 Tel: + 1 212 522 6905

UPS
UPS
55 Glenlake Parkway, N.E.
Atlanta, GA 30328
USA
Rosemary Windsor Susan Rosenberg
Vice President & Public Relations Manager
Olympic Programme Manager Tel: + 1 404 828 6130 Fax: + 1 404 828 6593
Tel: + 1 404 828 8720 Fax: + 1 404 828 6306

VISA
Visa International
900 Metro Centre Blvd – M1-10F
Foster City, CA 94404
USA
Scot Smythe Mike Sherman
Vice President, International Event Marketing Vice President, Corporate Communications
Tel: + 1 650 432 2114 Fax: + 1 650 432 4629 Tel: + 1 650 432 3923 Fax: + 1 650 432 7431

XEROX
Xerox Corporation c/o Fuji - Xerox
101 Waterloo Road
Northride, NSW 2113
Australia
Vince Schaeffer Nancy Wiese
Manager, Xerox Olympic Office Director,Worldwide Marketing Communications
Tel: + 61 2 9856 5401 Fax: + 61 2 9856 5436 Tel: +1 203 968 3374 Fax: +1 203 968 4458

marketing f a c t f i l e
12.12 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
Principal Television Rights Holders — Sydney 2000

USA: NBC
National Broadcasting Company, Inc.
30 Rockefeller Plaza
New York, NY 10121
USA
Dick Ebersol Gary Zenkel
President, NBC Sports Senior Vice President, Olympic Marketing
Tel: +1 212 664 2468 Fax: +1 212 664 5835 & Business Development, NBC Sports
Tel. + 1 212 664 7200 Fax: + 1 212 664 5299
Peter Diamond
Senior Vice President, NBC Olympics
Tel: +1 212 664 4513 Fax: +1 212 664 5835

CANADA: CBC
Alan Clarke
Executive Director, Business Development CBC TV Sports
CBC
205 Wellington St.West
Toronto, ONT M5V 3G7
Canada
Tel: +1 416 205 7411 Fax: + 1 416 205 2230

LATIN/SOUTH AMERICA: OTI

Amaury Daumas
Secretary General
Organizacion de la Television Ibero-Americana
Tennyson 10
11560 Mexico, DF
Mexico
Tel: + 525 5281 2204 Fax: + 525 5280 7847

chapter twelve 12.13

 CARIBBEAN
Gary Allen
Caribbean Broadcasting Union
Waterford Main House,Waterford Plantation
Waterford
St. Michael, Barbados
Tel: + 1246 430 1000 Fax: + 1246 429 2171

PUERTO RICO: TELEONCE

Teleonce
c/o
Raycom National, Inc. d/b/a WLII/WSUR
Raycom Media, Inc.
201 Monroe Street, 20th Floor
Montgomery, AL 36104
USA
Rebecca S. Bryan
Vice President/General Counsel, Raycom
Tel: + 1 334 206 1435 Fax: + 1 334 223 5535

EUROPE: EBU
European Broadcasting Union
CP 67
Ancienne Route 17A
1218 Grand-Saconnex/GE
Switzerland
Jean-Bernard Munch
Secretary General
Tel: + 41 22 717 2005 Fax: + 41 22 717 2010
Henri Perez
Director of Operations
Tel: + 41 22 717 2801 Fax: + 41 22 717 2111

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AUSTRALIA: SEVEN NETWORK
Seven Network Limited
Level 13,
1 Pacific Highway
North Sydney, NSW 2060
Australia
Harold Anderson Maureen Plavsic
Director of Sports & Olympics Network Sales Director
Tel: + 61 2 996 77186 Fax: + 61 2 996 77900 Tel: + 61 2 996 77100 Fax: + 61 2 996 77900
Shane Wood
Executive Director
Tel: + 61 2 996 77901 Fax: + 61 2 996 77900

NEW ZEALAND: TVNZ

Shaun Brown
General Manager
TV New Zealand
GPO Box 3819
Auckland
New Zealand
Tel: + 649 377 0630 Fax: + 649 375 0730

ARAB STATES: ASBU

Abdelhafidh Harguem
Director
Arab States Broadcasting Union
P.O. Box 65, El Menzah IV
Rue el Mansourah 17
1014 Tunis
Tunisie
Tel: + 216 1 238 818 Fax: + 216 1 767 411

ASIA: ABU
Patrick Furlong
Asia-Pacific Broadcasting Union
Pejabat Pos Jalan Pantai Bahru
59700 Kuala Lampur
Malaysia
Tel: + 60 3 2282 1946 Fax: + 60 3 2282 5292

chapter twelve 12.15

 AFRICA: URTNA
Abdelhamid Bouksani
Secretary General
URTNA
B.P. 3237
Rue Carnot 101
Senegal
Tel: + 221 8 211 625 Fax: + 221 8 225 113

AFRICA: M-NET
Russel MacMillan
Chief Executive Officer
Supersport (M-Net)
Tel: + 2711 329 53 33 Fax: + 2711 329 53 71

JAPAN POOL
Takeshi Matsuo
Executive Director General of Broadcasting
Olympic Japan Consortium
Nippon Hoso Kyokai (NHK)
2-2-1 Jinnan, Shibuya-ku
Tokyo 105-01
Japan
Tel: + 81 3 3465 1111 Fax: + 81 3 3465 1747

PEOPLE’S TELEVISION NETWORK INC. (PTNI)

Reynaldo M. Rivera
Chairman of the Board
Broadcast Complex
Visayas Avenue
Diliman
Quezon City, 1100
Philippines
Tel: + 632 920 65 21 Fax: + 632 920 43 42

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CHINESE TAIPEI
Steve Pan
International Desk, News Department
China Television Company
120 Chung Yang Road
Nanking District, Taipei 11527
Taiwan
Tel: + 8862 2789 6278 Fax: + 8862 2788 9919

KOREA
Kim Dae Young
Project Manager, KBS Sports
Korean Broadcasting System
18, Yoido-dong,Youngdungpo – gu
Seoul 150 – 790
Republic of Korea
Tel: + 82 2 781 44 00 Fax: + 82 2 781 44 02

chapter twelve 12.17

 marketing f a c t f i l e
12.18 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
appendix one

Olympic Terms & Definitions

Olympic Acronyms

appendix one A.1

 Olympic Terms & Definitions
Allsport – The organisation designated by the IOC to maintain and manage the Olympic Photographic Archive Bureau
(OPAB).

Ambush marketing – All intentional and unintentional attempts to create a false or unauthorised commercial
association with the Olympic Movement or the Olympic Games, including: (a) a non-partner company’s use of creative
means to generate a false association with the Olympic Games, (b) a non-partner company’s infringement of the various
laws that protect the use of Olympic imagery and indicia, and (c) a non-partner company’s interference with the legitimate
marketing activities of Olympic partners.

Broadcaster – A broadcast company that owns the exclusive right to broadcast the Olympic Games within a given
country or territory.

Clean venue – A venue that complies with the standards established in the Host City Contract and the Olympic
Charter.The term refers to the mandate that all structures, facilities, and areas that are used for official Olympic purposes
be free of commercial advertising and other messages deemed inappropriate for the Olympic Games environment.

Counterfeit merchandise – Unauthorised goods that bear Olympic-related designs and that are manufactured,
distributed, or sold by entities that have no licensing agreement with the Olympic Family that grants the right to do so.

Exclusivity – The condition of partnership that ensures that each Olympic marketing partner and broadcaster will be
free from the presence of competitors within the Olympic marketing programmes, and which guarantees that each
partner will be the sole bearer of Olympic marketing rights or Olympic broadcast rights within a given product or service
category and within a given country or territory.

Graphic standards – The rules for usage of Olympic marks and imagery, including colour and design specifications and
guidelines for proper reproduction.

Host broadcaster – The organisation established by an OCOG to record and transmit the video signal of all Olympic Games
competition to the Olympic broadcasters for development of their presentation to their respective countries or territories.

Host country/city – The country or city in which the Olympic Games are to be staged.

Host NOC – The National Olympic Committee of the country in which the Olympic Games are staged.

International Sports Federations (IFs ) – The governing bodies of the sports contested at the Olympic Games.

International Olympic Committee (IOC) – The governing body of the Olympic Movement.

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Licensing – The marketing initiative by which Olympic organisations grant third parties (the licensee) the right to use
Olympic marks and imagery on merchandise (licensed merchandise) for promotional use.

Marketing agreement – The agreement or contract between an Olympic Family member and a commercial entity
that grants Olympic marketing rights to the commercial entity and outlines the terms and conditions for the granting of
such rights.

Marketing partner – A commercial entity that has obtained Olympic marketing rights through its relationship with
the Olympic Movement and its financial investment in the staging and operations of the Olympic Games, including all
official sponsors, suppliers, licensees, and broadcasters of an individual Olympic Games.

Marketing programmes – A plan or an activity that generates revenue or other support for the Olympic Movement,
for a particular organisation within the Olympic Family, or for the staging of the Olympic Games, usually through
relationships with private commercial entities or through the use of Olympic marks and imagery, or both.

Marketing rights – Licenses granted to a third party through a marketing agreement to promote an association with
the Olympic Movement or the Olympic Games, often through displaying or otherwise utilising Olympic marks and
imagery in promotions, in advertisements, or on products.

Marks & imagery – Any official trademark, design, logo, symbol, art product, term, phrase, or other distinguishing
feature that serves to represent an Olympic organisation or the Olympic Movement.

Meridian Management – The marketing representative of the IOC.

National Olympic Committee (NOC) – One of the national organisations throughout the world recognised by the
IOC as the custodians of Olympism within their respective countries.

Numismatic programme – A programme that designs, creates, and makes available to the public Olympic coins to
generate revenue for the Olympic Movement and awareness of the Olympic Games.

Organising Committee for the Olympic Games (OCOG) – The organisation that is established within a host
country or host city to organise and manage the operations necessary for the staging of the Olympic Games.

Olympic Charter – the codification of the Fundamental Principles, Rules, and Bye-laws adopted by the IOC, which
governs the organisation and operation of the Olympic Movement and stipulates the conditions for the celebration of
the Olympic Games.

Olympic Family – An encompassing term that refers to the Olympic athletes, the International Olympic Committee
(IOC), the Organising Committees for the Olympic Games (OCOGs), the National Olympic Committees (NOCs), and
the International Sports Federations (IFs).

appendix one A.3

 Olympic Movement – A worldwide movement of sport and culture, consisting of the Olympic Family, as well as all
who conduct their activities in accordance with the Olympic Charter and all who guide themselves in accordance with
the Olympic spirit of fair play, friendship, unity, and peace.

Olympic Photographic Archive Bureau (OPAB) – The entity established by the IOC and managed by Allsport that
houses the archive of still photographic images from the Olympic Games.

Olympic symbol – The emblem of five interlocking rings that represents the Olympic Movement and the Olympic
Games, which is the trademarked property of the IOC.

Olympic Television Archive Bureau (OTAB) – The entity established by the IOC and managed by TWI that houses
the archive of film images from the Olympic Games.

Olympic Television Research Centre (OTRC) – The agency established by the IOC within Sports Marketing
Surveys to monitor and analyse the global broadcast of the Olympic Games.

Olympic Venue – Any structure or area that is officially being used for identifiably Olympic purposes and activities.
Olympic venues may either be competition venues or non-competition venues.

Philatelic programme – A programme that designs, creates, and makes available to the public Olympic stamps to
generate revenue for the Olympic Movement and awareness of the Olympic Games.

Premium – Items of merchandise that bear composite logos, which Olympic partners or broadcasters give away or sell
at subsidised prices for advertising or promotional purposes.

Presence – The various opportunities for brand visibility that the OCOG provides to select Olympic marketing
partners at the Olympic Games.

Quadrennium – The four year period, beginning after the close of one Olympic Games, encompassing an Olympic
Winter Games and continuing through the close of the following Olympic Games (also referred to as an Olympiad).

Recognition – Any product that is designed to generate awareness of the identities of the official Olympic marketing
partners. Recognition may exist, for example, in the form of published expressions of appreciation, printed details of
partner support and contributions, or brand identification and presence in the host city.

TOP: The Olympic Partnership – the worldwide Olympic corporate sponsorship programme managed by the IOC.

Trans World International (TWI) – The organisation that manages the Olympic Television Archive Bureau (OTAB).

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Olympic Acronyms
Acronym Name Acronym Name

ACOG Atlanta Committee for the CWG Commonwealth Games

Olympic Games ENG Electronic News Gathering

AHA Australian Hotels Association ENR Electronic Non-Rights Holders

AIBA International Amateur Boxing Federation EOC European Olympic Committees

AIPS International Sports Press Association FIBA International Basketball Federation

AIS Australian Institute of Sport FIC International Canoe/Kayak Federation /

AIWF Association of International Winter International Timekeeping Federation

Sports Federations FIE Fédération Internationale d'Escrime

ANOC Association of National FIFA Fédération Internationale de Football

Olympic Committees Association

ANOCA Association of National Olympic FIG International Gymnastics Federation

Committees of Africa FIH International Hockey Federation

ANSI American National Standards Institute FILA International Federation of Associated

AOC Australian Olympic Committee Wrestling Styles

APC Australian Paralympic Committee FINA Fédération Internationale de Natation

APOC Atlanta Paralympic Organising Committee Amateur

ARISF Association of IOC Recognised FISA International Rowing Federation

International Sports Federations FISU International University Sports Federation

ASC Australian Sports Commission FITA International Archery Federation

ASDA Australian Sports Drug Agency FIVB International Volleyball Federation

ASDTL Australian Sports Drug Testing Laboratory FOP Field of Play

ASOIF Association of Summer Olympic GAISF General Association of International

International Federations Sports Federations

CAS Court of Arbitration for Sport IAAF International Amateur Athletic Federation

CATV Cable Television System IAKS International Association for Sports &

CCC Command, Control & Communications Leisure Facilities

CCIR International Radio Consultative IATA International Airline Travel Association

Committee IBA International Baseball Association

CCR Commentary Control Room IBC International Broadcast Centre /

CIS Commentator Information System International Boccia Commission

CMO Chief Medical Officer IBF International Badminton Federation

COOB Barcelona Olympic Organising IF International Federations

Committee IHF International Handball Federation

appendix one A.5

 Acronym Name Acronym Name
IJF International Judo Federation OPAB Olympic Photographic Archive Bureau
IOA International Olympic Academy ORIS Olympic Results Information Service
IOC International Olympic Committee ORTA Olympic Roads & Transport Authority
IOCEB IOC Executive Board OSCC Olympic Security Command Centre
IOCMC International Olympic Committee Medical OTAB Olympic Television Archive Bureau
Commission OTIS Olympic Transportation Information
IOPP International Olympic Committee System
Photographic Pool PA Public Address System
ISAF International Sailing Federation PAG Paralympic Games
ISF International Softball Federation PASO Pan American Sports Organisation
ISO International Standards Organisation QC Quality Control
ISSF International Shooting Sports Federation RF Radio Frequency
IT Information Technology RHB Rights Holding Broadcasters
ITF International Tennis Federation SOBO Sydney Olympic Broadcasting
ITTF International Table Tennis Federation Organisation
ITU International Triathlon Union SOCOG Sydney Organising Committee for the
IWF International Weightlifting Federation Olympic Games
MPC Main Press Centre SOI Special Olympics International
NBC National Broadcasting Company SPOC Sydney Paralympic Organising Committee
NCV Non-Competition Venue TCC Technology Command Centre
NOC National Olympic Committees TCP/IP Transmission Control Protocol / Internet
NOPP National Olympic Photographic Pool Protocol
NSF National & State Federations TD Technical Delegate
NSIC National Sport Information Centre TOC Technical Operation Centre
NSWDoH NSW Department of Health TOP The Olympic Partnership
NTSC US National Television Systems Tx Transmission
Committee UIPMB International Union of Modern Pentathlon
OB Outside Broadcast & Biathlon
OCA Olympic Coordination Authority / VHS Videotape Formats
Olympic Council of Asia WNPA World News Press Agency
OCOG Organising Committees for the WOA World Olympians Association
Olympic Games WTF World Taekwondo Federation
OLY Olympic Games WWW World Wide Web
ONA Olympic News Agency
ONOC Oceania National Olympic Committees
ONS Olympic News Service

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appendix two

Olympic Charter Fundamental Principles

appendix two A.7

 Olympic Charter Fundamental Principles
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
following are Fundamental Principles of the Olympic Movement, as stated in the Olympic Charter:

• 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, led by the IOC, stems from modern Olympism.

• Under the supreme authority of the IOC, the Olympic Movement encompasses organisations, athletes and other
persons who agree to be guided by the Olympic Charter.The criterion for belonging to the Olympic Movement is
recognition by the IOC.

• The goal of the Olympic Movement is to contribute to building a peaceful and better world by educating youth
through sport practised without discrimination of any kind and in the Olympic spirit, which requires mutual
understanding with a spirit of friendship, solidarity and fair-play.

• The activity of the Olympic Movement is permanent and universal. It reaches its peak with the bringing together of
the athletes of the world at the great sport festival, the Olympic Games. 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 practise of sport is a human right. Every individual must have the possibility of practising sport in accordance
with his or her needs.

• 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.

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appendix three

Sources of Additional IOC Marketing Information

appendix three A.9

 Sources of Additional IOC Marketing Information

OLYMPIC MARKETING MATTERS:

IOC Marketing Department newsletter. Back issues available from IOC Marketing Department.

Issue# Date Issue

1 Summer 1993 The Role of Sponsorship in the Olympic Movement
2 Fall 1993 Ambush Marketing
3 Winter 1994 1994 Lillehammer Olympic Winter Games
4 Spring 1994 Marketing Results, Lillehammer Olympic Winter Games
5 Summer 1994 IOC Centennial, 100 years of Olympic Marketing
6 Spring 1995 Olympic Sponsorship
7 Winter 1995 Technology and the Olympics
8 Spring 1996 Olympic Marketing:The Future/Facts and Figures
9 Summer 1996 Marketing at the Atlanta Centennial Olympic Games
10 Winter 1996/97 Centennial Olympic Games Marketing Analysis
11 Summer 1997 Marketing issues faced by Bid Cities/Latest Research Report
12 Winter 1998 1998 Nagano Olympic Winter Games
13 Summer 1998 Nagano Olympic Winter Games Marketing Programme Analysis
14 Winter 1999 IOC New Technology and Marketing Opportunities
15 Summer 1999 The IOC Crisis in Perspective
16 Spring 2000 TOP Programme on Target

MARKETING READING:

FORTUNE special section — (July 2000)

FORTUNE special section — “The Olympic Partnership: Why Corporate Support is Good Business” (February 1998)
Brochure: “Supporting the Dream: Financing the Olympic Movement” (1998)
Olympic Marketing Research Analysis Report: 1986 – 1996 (1997)
Olympic Games Broadcast Analysis Report — 1992, 1994, 1996, 1998
FORTUNE 500 special section — “Empowering the Olympic Movement” (April 1996)

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A.10 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e
appendix four

Olympic Games History Charts

THE GAMES OF THE OLYMPIAD

THE OLYMPIC WINTER GAMES

appendix four A.11

 A.12
The Games of the Olympiad
Year Site Games Dates NOCs Events Sports Athletes TV Rights

1896 Athens, Greece The Games of the 1st Olympiad 6 - 15 April 1896 14 43 245

1900 Paris, France The Games of the 2nd Olympiad 14 May - 28 October 1900 19 86 1078

1904 St. Louis, Missouri, U.S. The Games of the 3rd Olympiad 1 July - 23 November 1904 13 89 689

1908 London, England The Games of the 4th Olympiad 27 April - 31 October 1908 22 107 2035

1912 Stockholm, Sweden The Games of the 5th Olympiad 5 May - 22 July 1912 28 102 2437

1916 The Games of the 6th Olympiad Not held due to WWI

1920 Antwerp, Belgium The Games of the 7th Olympiad 23 April - 12 September 1920 29 152 2607

1924 Paris, France The Games of the 8th Olympiad 4 May - 27 July 1924 44 126 2972

1928 Amsterdam,The Netherlands The Games of the 9th Olympiad 17 May - 12 August 1928 46 109 14 2884

1932 Los Angeles, California, U.S. The Games of the 10th Olympiad 30 July - 14 August 1932 37 117 14 1333

I n t e r n a t i o n a l
1936 Berlin, Germany The Games of the 11th Olympiad 1 - 16 August 1936 49 129 19 3936

1940 The Games of the 12th Olympiad Not held due to WWII

1944 The Games of the 13th Olympiad Not held due to WWII

1948 London, England The Games of the 14th Olympiad 29 July - 14 August 1948 59 136 17 4092 $5,000

O l y m p i c
1952 Helsinki, Finland The Games of the 15th Olympiad 19 July - 3 August 1952 69 149 17 5429

1956 Melbourne, Australia The Games of the 16th Olympiad 22 November - 8 December 1956 67 145 16 3178

1956 Stockholm, Sweden The Games of the 16th Olympiad 10 - 17 June 1956 29 6 1 159
(Equestrian Events)

1960 Rome, Italy The Games of the 17th Olympiad 25 August - 11 September 1960 83 150 17 5313 $1 Million

C o m m i t t e e
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1964 Tokyo, Japan The Games of the 18th Olympiad 10 - 24 October 1964 93 163 19 5133 $900,000

1968 Mexico City, Mexico The Games of the 19th Olympiad 12 - 27 October 1968 112 172 4 5498 $50,000

1972 Munich, Germany The Games of the 20th Olympiad 26 August - 10 September 1972 121 195 21 7121 $17.8 million

1976 Montreal, Quebec, Canada The Games of the 21st Olympiad 17 July - 1 August 1976 92 198 21 6043 $32 million

1980 Moscow, U.S.S.R. The Games of the 22nd Olympiad 19 July - 3 August 1980 80 203 21 5283 $101 million

1984 Los Angeles, California, U.S. The Games of the 23rd Olympiad 28 July - 12 August 1984 140 221 21 6802 $207 million

1988 Seoul, Republic of Korea The Games of the 24th Olympiad 17 September - 5 October 1988 159 237 23 8473 $403 million

1992 Barcelona, Spain The Games of the 25th Olympiad 25 July - 9 August 1992 169 257 25 9368 $636 million

1996 Atlanta, Georgia, U.S. The Games of the 26th Olympiad 19 July - 4 August 1996 197 271 4 10332 $895 million
 The Olympic Winter Games
Year Site Games Dates NOCs Events Sports Athletes TV Rights

1916 The Games of the 6th Olympiad Not held due to WWI

1924 Chamonix, France The 1st Olympic Winter Games 25 January - 04 February 1924 16 16 258

1928 St. Moritz, Switzerland The 2nd Olympic Winter Games 11 - 19 February 1928 25 14 464

1932 Lake Placid, New York, U.S. The 3rd Olympic Winter Games 04 - 15 February 1932 17 14 4 252

1936 Garmisch-Partenkirchen, Germany The 4th Olympic Winter Games 06 - 16 February 1936 28 17 668

1940 The Games of the 12th Olympiad Not held due to WWII

1944 The Games of the 13th Olympiad Not held due to WWII

1948 St. Moritz, Switzerland The 5th Olympic Winter Games 30 January - 08 February 1948 28 22 5 669

1952 Oslo, Norway The 6th Olympic Winter Games 14 - 25 February 1952 30 22 4 694

1956 Cortina D'Ampezzo, Italy The 7th Olympic Winter Games 26 January - 05 February 1956 32 24 4 820

1960 Squaw Valley, California, U.S. The 8th Olympic Winter Games 18 - 28 February 1960 30 27 4 665 $50,000

1964 Innsbruck, Austria The 9th Olympic Winter Games 29 January - 09 February 1964 36 34 6 1091 $900,000

1968 Grenoble, France The 10th Olympic Winter Games 06 - 18 February 1968 37 35 6 1158

1972 Sapporo, Japan The 11th Olympic Winter Games 03 - 13 February 1972 35 35 6 1006 $8.5 million

1976 Innsbruck, Austria The 12th Olympic Winter Games 04 - 15 February 1976 37 37 6 1123 $11.6 million

appendix five
1980 Lake Placid, New York, U.S. The 13th Olympic Winter Games 13 - 24 February 1980 37 38 6 1072 $21 million

1984 Sarajevo,Yugoslavia The 14th Olympic Winter Games 08 - 19 February 1984 49 39 6 1274 $103 million

1988 Calgary, Alberta, Canada The 15th Olympic Winter Games 13 - 28 February 1988 57 46 6 1423 $325 million

1992 Albertville, France The 16th Olympic Winter Games 08 - 23 February 1992 64 57 6 1801 $292 million

1994 Lillehammer, Norway The 17th Olympic Winter Games 12 - 27 February 1994 67 61 6 1739 $353 million

1998 Nagano, Japan The 18th Olympic Winter Games 07 - 22 February 1998 72 68 7 2177 $313 million

A.13
 marketing f a c t f i l e
A.14 I n t e r n a t i o n a l O l y m p i c C o m m i t t e e