IOC Marketing: Media Guide Olympic Games Rio 2016 MEDIA GUIDE: IOC MARKETING / 03 Contents Olympic Marketing Overview 04 Olympic Broadcasting 06 Olympic Sponsorship 12 Ticketing and the Spectator Experience 42 Licensing 46 The Olympic and Rio 2016 Brands 52 Protecting the Olympic Brand 58 The financial figures contained in this document are provided for general information purposes, are estimates and are not intended to represent formal accounting reports of the IOC, the Organising Committees for the Olympic Games (OCOGs) or other organisations within the Olympic Movement. For further information, visit https://stillmed.olympic.org/media/Document%20 Library/OlympicOrg/Documents/IOC-Marketing-and-Broadcasting-General- Files/Olympic-Marketing-Fact-File-2016.pdf 04 / IOC MARKETING: MEDIA GUIDE Olympic Marketing Overview “Long-term partnerships are the backbone of our commercial programmes and they enable the financial security of the entire Olympic Movement” Tsunekazu Takeda, IOC Marketing Commission Chairman The International Olympic Committee is entirely privately funded and ever since the first modern Olympic Games in Athens in 1896, it has At a Glance relied upon contributions from commercial partners in order to stage the Games and support the Olympic Movement. • Commercial partnerships are crucial to the Today, the success of the IOC’s multi-faceted Olympic marketing continued success of programme – which includes global media and sponsorship the Olympic Games and agreements – continues to ensure the financial security of both the operations of every the Olympic Movement and the Olympic Games, with the revenue organisation within the that is generated being redistributed to support National Olympic Olympic Movement Committees (NOCs), International Federations (IFs), Organisng Committees for the Olympic Games (OCGOs), the Olympic • Revenue is generated Solidarity scholarship programme and other sports organisations through several major around the world. programmes, including the sale of global media Through the sale of global media rights, the Olympic marketing rights and sponsorship programme also ensures that the Olympic Games can be enjoyed by the maximum number of people possible throughout the world. • 90 per cent of Olympic marketing revenue is redistributed to the wider sporting movement Olympic Revenue Sources (2013-2016) Olympic Revenue Sources (2013-2016) The Olympic Movement generates revenue through a number of programmes: • The IOC manages the sale of media rights to the Olympic Games, The Olympic Partner (TOP) worldwide sponsorship programme and the IOC’s official supplier and licensing programme. • OCOGs manage domestic sponsorship, ticketing and licensing programmes within the host country, under the direction of the IOC. • NOCs generate revenue through their own complementary commercial programmes. Olympic Revenue Distribution Broadcast rights 74% TOP programme marketing rights 18% The IOC redistributes 90 per cent of its revenue to the wider Other rights 4% sporting movement, in order to support the staging of the Olympic Other revenue 4% Games and to promote the worldwide development of sport. This means that every day the IOC distributes the equivalent of Olympic Revenue USD 3.25 million to help athletes and sports organisations at all Distribution levels around the world, including direct funding to: • the Organising Committee of each Olympic Games; • NOCs to help them support their athletes at national and local levels; • IFs to run and promote their sports globally; • individual athletes and coaches, via Olympic Solidarity funding, to support sport around the world. To generate and manage these resources, and all of the IOC’s sport-related programmes, the IOC retains less than 10 per cent of the revenue it generates. Distributed to NOCs/IFs/OCOGs 90% IOC activities to develop sport Did You Know? and operations of the IOC 10% The IOC’s forecast total revenues of USD 5.6 billion from 2013-2016 have increased by 6.2 per cent compared with the 2009-2012 revenues. The main driver of this increase is TV broadcasting rights and the TOP programme marketing rights. Olympic Broadcasting “Our Olympic broadcast partners support us in conveying the magic of the Olympic Games and the values of the Olympic Movement to billions of people around the world.” Thomas Bach, IOC President The IOC is the owner of the global broadcast rights for the Olympic Games – including broadcasts on television, radio, mobile and internet platforms – and is responsible for negotiating Olympic broadcast rights agreements with media companies throughout the world, ensuring the Games are available to the highest number of people and have the widest global audience possible. Broadcast rights agreements are the single greatest source of revenue for the Olympic Movement and have been essential in the growth of the global popularity of the Olympic Games and the worldwide promotion of the Olympic values. Broadcast of the Olympic Games Rio 2016 Broadcast coverage of the Olympic Games Rio 2016 will be produced by Olympic Broadcasting Services (OBS, www.obs.tv), which is responsible for providing the international television and radio signals from the Games to all Rights Holding Broadcasters (RHBs) around the world. The IOC established OBS in 2001 to serve as the permanent host broadcaster for the Olympic Games, ensuring that the high standards of Olympic broadcasting are consistently maintained from one edition of the Games to the next. For Rio 2016, OBS will use more than 1,000 cameras to produce over 7,000 hours of High Definition coverage, more than ever before, which will include live sport; the Opening and Closing Ceremonies; the Olympic News Channel; and other additional production material. The Olympic Games Rio 2016 will be a truly global event, as the RHBs will bring these images to a potential TV audience of more than five billion people in over 200 countries and territories around the world. MEDIA GUIDE: IOC MARKETING / 07 Rio 2016 Broadcast Highlights At a Glance OBS will feature a number of innovations as part of its broadcast plan for the Olympic Games Rio 2016, including: • Potential audience reach of more than 5bn is 8K Super High Vision – OBS will work with Japanese broadcast the largest ever for the partner NHK to provide broadcasters with live coverage of Olympic Games selected Olympic events in 8K Super High Vision (SHV), which is 16 times the resolution of High Definition. In total, OBS will • More coverage will provide approximately 130 hours of live 8K SHV coverage from be available than any the Opening and Closing Ceremonies, swimming, judo, athletics, previous Olympic basketball and football. Games, with a record number of hours on both Virtual Reality (VR) – For the first time in Olympic broadcasting TV and digital platforms history, viewers from around the world will be able to enjoy the excitement of the Games in High-Definition Virtual Reality (VR), • Rio 2016 is expected providing a truly unique viewing experience. Using a compatible to be the first Olympic headset, viewers will be virtually transported to the heart of the Summer Games to have Olympic action with VR coverage including the Opening and more coverage on digital Closing Ceremonies and one key event per day. Live 360-degree platforms than on TV Olympic content and highlights packages will be available through VR technologies and Video on Demand (VOD) and can also be viewed without a VR headset. Currently, 12 RHBs have subscribed to the service, with additional agreements still Did pending, which in the end could result in VR coverage being You available in up to 31 territories. Know? Olympic Video Player (OVP) – the OVP is an advanced Olympic multi-platform video player for desktop computers, tablets broadcast and smartphones, offering live streaming and on-demand video revenues for 2013-2016 of every competition session at Rio 2016. It is designed to are forecast to be USD enhance and complement the enjoyment of the Olympic viewing 4.1 billion – a 7.1 per cent experience, and will be provided to RHBs to enable them to meet increase compared with the increasing demand for digital coverage from their audiences. the period from 2009-2012 The OVP will be made available in 56 territories, with 15 separate platforms under development. For more information about “This summer in Rio de Janeiro, OBS will Olympic broadcasting, please visit the IOC’s official be producing an unprecedented number website (www.olympic.org/ of hours of content. But in addition to this broadcasters). offering, OBS will use the Rio Games as an accelerated laboratory for exploring some of the new technologies that will shape the future of sports broadcasting, such as Ultra-HD and Virtual Reality.” Yiannis Exarchos, OBS CEO Rio 2016 Broadcast: Key Stats Over 7,000 hours of coverage made available to RHBs – more than ever before More than 5bn potential viewers 200+ countries and territories will offer coverage Global Coverage Brazil Olympic fans in Brazil will have a huge range of options when deciding how to follow the Games, with Rio 2016 coverage being offered by Globo, Sport TV, Bandeirantes, Record, ESPN, and Fox Sports. Globo will air 1,000 hours of coverage across free-to-air TV, mobile and online platforms, while Sport TV will broadcast 7,543 hours across 16 channels. Free-to-air channel Bandeirantes will show 270 hours of live dedicated coverage, as well as 539 hours across its pay TV Bandsports channel and its website. Fox Sports will broadcast 1,200 hours across two pay-TV channels