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OLYMPIC MARKETING FACT FILE 2020 EDITION Updated January 2020 2 OLYMPIC MARKETING FACT FILE 2020 EDITION

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OLYMPIC MARKETING FACT FILE 2020 EDITION Updated January 2020 2 OLYMPIC MARKETING FACT FILE 2020 EDITION INTRODUCTION The Olympic Marketing Fact File is a reference accounting reports of the IOC, the Organising document on the marketing policies and Committees for the Olympic Games (OCOGs) programmes of the International Olympic or other organisations within the Olympic Committee (IOC), the Olympic Movement Movement. For the formal accounting reports and the Olympic Games. of the IOC, please visit www.olympic.org/ documents/ioc-annual-report In this document, the IOC has endeavoured to present a clear, simplified overview of Olympic The financial reports and statements of Movement revenue generation and distribution. OCOGs may differ from this document due Nevertheless, revenue comparisons between to different accounting principles and policies, Olympic marketing programmes must be such as those related to goods and services, carefully considered because marketing that have been adopted. The goods and programmes evolve over the course of each services (i.e. the provision of products, Olympiad, and each marketing programme is services and support) figures cited in this subject to different contractual terms and document have generally been accounted for distribution principles. based on contractual values, where available. Please note that commercial agreements The financial figures presented here do not reached with the IOC may be paid in different include any public moneys, including currencies depending on the nature of the donations, provided to the OCOGs, the agreement and the location of the parties. National Olympic Committees (NOCs), the For the purposes of the Marketing Fact File, International Federations of Olympic sports in order to provide comparisons across (IFs), or other governing bodies. agreements/locations, exchange rates have been converted where possible to a single This edition of the Olympic Marketing Fact currency, United States Dollars, based on the File contains the most complete information exchange rate at the time of the agreement. available as of 1 January 2020. Further information on the marketing programmes N.B. The financial figures contained of each Olympic Games are available in in this document are provided for general the IOC’s Marketing Reports (available on information purposes, are estimates www.olympic.org/documents/ioc- and are not intended to represent formal marketing-and-broadcasting). 3 OLYMPIC MARKETING FACT FILE 2020 EDITION TABLE OF CONTENTS CHAPTER 1: CHAPTER 4: OLYMPIC MARKETING OVERVIEW OLYMPIC GAMES TICKETING Fundamental Objectives of Olympic Marketing 5 Olympic Games Ticketing Overview 32 Olympic Marketing Revenue Generation 8 Olympic Games Ticket Sales 33 Olympic Marketing Revenue Distribution 8 IOC Contribution to Support the Olympic Games 9 Olympic Marketing Contributions to the NOCs 10 Olympic Marketing Contributions to the IFs 11 CHAPTER 5: OLYMPIC LICENSING The IOC Global Licensing Strategy 35 CHAPTER 2: Olympic Games Licensing Programmes 36 OLYMPIC PARTNERSHIP Olympic Numismatic Programmes 37 Olympic Philatelic Programmes 37 Olympic Sponsorship Overview 13 Olympic Licensing, Numismatic Worldwide Olympic Partnership 15 and Philatelic History 38 TOP IX Partnership 16 Olympic Games Domestic Sponsorship 19 Olympic Sponsorship History 20 APPENDIX The Olympic Movement CHAPTER 3: and Commercial Partnerships 40 OLYMPIC BROADCASTING IOC Executive Board 41 IOC Marketing Commission 41 Olympic Broadcast Overview 23 IOC Television & Marketing Services SA 42 Olympic Broadcast Partnerships 23 Rio 2016: Basic Facts 42 Olympic Broadcast: Worldwide Coverage 24 PyeongChang 2018: Basic Facts 42 Olympic Broadcast: Global Viewership 25 Tokyo 2020: Basic Facts 42 Olympic Broadcast: Glossary of Terms 25 Beijing 2022: Basic Facts 43 Olympic Broadcast Programming 26 Paris 2024: Basic Facts 43 Olympic Broadcast Revenue Generation 27 Los Angeles 2028: Basic Facts 43 Olympic Broadcasting History 28 Contacts 43 4 OLYMPIC MARKETING FACT FILE 2020 EDITION CHAPTER 1 5 OLYMPIC MARKETING FACT FILE 2020 EDITION CHAPTER 1: OLYMPIC MARKETING OVERVIEW This chapter provides an overview of the fundamental principles of Olympic marketing, as well as facts and figures regarding the generation of Olympic marketing revenue and the distribution of revenue throughout the Olympic Movement. FUNDAMENTAL OBJECTIVES OF OLYMPIC MARKETING The IOC coordinates Olympic • To ensure that the Olympic Games marketing programmes with the can be experienced by the maximum following objectives: number of people throughout the world principally via broadcast coverage. • To generate revenue to be distributed throughout the entire Olympic Movement • To protect and promote the equity that is – including the OCOGs, the National inherent in the Olympic image and ideals. Olympic Committees (NOCs) and their continental associations, the International • To control and limit the commercialisation Federations (IFs) and other recognised of the Olympic Games. international sports organisations – and to provide financial support for sport • To create and maintain long-term in emerging nations. marketing programmes. • To build on the successful activities • To enlist the support of Olympic developed by each Organising Committee marketing partners in the promotion for the Olympic Games (OCOG) and thereby of the Olympic ideals. eliminate the need to recreate the marketing structure with each Olympic Games. 6 OLYMPIC MARKETING FACT FILE 2020 EDITION Where Olympic marketing revenue comes from Managed Managed by the Organising Committees for the Olympic by the IOC Games (OCOGs), under the direction of the IOC In addition, the NOCs and IFs generate revenue through The Olympic Broadcast IOC official their own Domestic Ticketing Licensing Partner (TOP) partnerships supplier and sponsorship within the programme licensing commercial host country programme programmes IOC revenue sources (2013-2016) Where IOC revenues go • IOC activities 73% Broadcast rights to develop sport and 18% TOP programme operations marketing rights of the IOC • NOCs to help them support their athletes at national and local levels 5% Other revenue • IFs to run and promote their sports globally 4% Other • Individual athletes and coaches, via Olympic Solidarity funding rights • The Organising Committee of each Olympic Games • Other Olympic Movement and sport organisations to promote worldwide development of sport • IOC activities, projects and programmes aimed at supporting the staging of the Games and promoting the worldwide development of sport and the Olympic Movement IOC contributions to support the Olympic Solidarity Olympic Winter Games1 21 5 $552m $561m $775m $833m $887m World Continental programmes programmes $509m Available to all NOCs worldwide Olympic Solidarity budget for 2017- In addition to these 2020 (in USD), programmes, which aim to Salt Lake Turin Vancouver Sochi PyeongChang representing the support athletes, coaches, City 2002 2006 2010 2014 2018 NOCs’ share of Olympic administrators and promote the broadcasting Olympic values, was an rights assistance programme to help 1The IOC contribution supports the staging of the Summer and Winter editions of the the NOCs participate in the Games. This includes direct contributions to the OCOGs (through the share of the television broadcasting rights and TOP rights), considerable costs that previously had Olympic Winter Games been borne by the OCOG, such as the host broadcast operation, and various forms of PyeongChang 2018 Games support to the OCOG, including through its “Transfer of Knowledge” programmes. The OCOGs also raise additional revenue through domestic commercial activities facilitated by the authorised use of the Olympic marks together with the OCOGs’ symbols. 7 OLYMPIC MARKETING FACT FILE 2020 EDITION Where Olympic marketing revenue comes from 200+ $3.4m 90% The number of Every day the IOC The percentage countries/territories distributes the equivalent of of IOC revenues broadcasting USD 3.4m to help athletes that are distributed coverage of and sports organisations at to the wider PyeongChang 2018 all levels around the world sporting movement 14 7.6% $5.7bn The number of The percentage IOC’s total Worldwide Olympic increase in IOC revenues revenue for Partners in the current from 2009-2012 the 2013-2016 TOP programme to 2013-2016 Olympiad Olympic Solidarity at PyeongChang 2018 268 $11m 13 Athletes from All participating NOCs Teams 60 NOCs supported benefited from the supported 13 57 by Olympic IOC subsidies for by Olympic Scholarships NOCs’ participation Solidarity Medals (6 gold, 3 silver, Diplomas won by competed in in the Olympic Games Scholarships 4 bronze) won by Olympic Olympic Scholarship PyeongChang (totalling USD 11m) from 10 NOCs Scholarship recipients recipients 8 OLYMPIC MARKETING FACT FILE 2020 EDITION OLYMPIC MARKETING REVENUE GENERATION The Olympic Movement generates revenue through their own respective revenue through several programmes. commercial programmes. The IOC manages broadcast partnerships, the TOP worldwide sponsorship The following chart provides details of the programme and the IOC official supplier total revenue generated from broadcast and licensing programme. In addition, partnerships and the TOP programme during the NOCs, OCOGs and IFs generate the past six Olympiads. IOC Revenue from Broadcast and TOP Programme: The Past Six Olympiads* Source 1993-1996 1997-2000 2001-2004 2005-2008 2009-2012 2013-2016 (in USD millions) Broadcast 1,251 1,845 2,232 2,570 3,850 4,157 TOP Programme
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