This presentation explores de sources of income of the Olympic Family and deepen in the model of Commecialisation of the Olympic Games and the ways in which the resources are shared.

1. Sponsorship and TV Rights of the Olympic Games
Prof. Dr. Emilio Fernández Peña
emilio.fernandez@uab.es
Website:ceo.uab.cat
Olympic Studies Centre, CEO-UAB. Universitat Autónoma de Barcelona
http://ceo.uab.cat

2. Main income sources and commercialisation programs of the Olympics
• TOP
Sponsorship Programs (Since 1985) (Global)
IOC
• National Sponsorship Programs HOST CITIES
(USOC and
OCOG) (Local)
•TV Rights Selling (Global)
•Ticketing (Local, OCOG)
•Merchandising (Local, OCOG)

3. Olympic Games Media Environment System
Construction of reality
International Federation
IOC
NOC’s
Radio
Broadcasters
Newspaper
Social Media
Global
Spectacle
TV News
4,700 million people
Top sponsors
Audiences
NBC 214 million people

4. Importance of Communication and marketing
Nearly 90% of the total income comes
from Communication
•
IOC
HOST CITIES
• A bit more than 51% comes from the
selling of TV Rights
• 51% of the global TV Rights comes from
the American Television NBC

5. TV Rights selling philosophy
•
Exclusivity: only one operator, one country
• Generally, Television and Internet, to the
same operator
IOC
HOST CITIES
•The operator with the best economic offer
and able to reach the great majority of the
audience of the country

6. Juan Antonio Samaranch Period: (1980-2001)
• Public
Service Model in Europe and Private in North
America
IOC
HOST CITIES
• Control of the Negociations by the IOC and selling
meanwhile auction
• Long term agreements for guaranteing finantial
stability
•Negociations before the organizing city were known

7. TÍTULO
Revenue distribution: television broadcast rights
IOC
HOST CITIES
1948-1968
1%-4%
99%-96%
1972-1980
10%
90%
1984-1992
33%
66%
1996-2004
40%
60%
2006-2014
51%
49%
Source: Own elaboration based on data from Preuss (2000, 107-112), IOC
(2008A, 2008B and 2000) and Payne (2006: 48).

8. Jacques Rogge (2001-2013)
• Continues the
changes
Samaranch’s Model with some slighly
IOC
HOST CITIES
• Direct negociation with Big European Broadcasters
•Germany
•UK
•France
•Italy
•Spain
• Selling the rights for 40 little countries to Sport Five
• Only the last years he come back to the long term
agreements
•The least with NBC for the 4 Next Games

9. TÍTULO
Revenue from television broadcast rights in the USA and
Europe
Total $
USA $
USA % Europe $ Europe %
(millions) (mill/channel) Total (millions)
Total
Barcelona 1992
631.1
401/NBC
63.5%
94.5
14.9%
Atlanta 1996
898.3
456/NBC
50.7%
247.5
27.55%
Sidney 2000
1,331.6
705/NBC
53%
350
26.2%
Athens 2004
1,494
793/NBC
53%
394
26.3%
Beijing 2008
1,737
894/NBC
51.4%
443
25.5%
London and
Vancouver 2012
____
2,200/NBC
____
746
_____
Source: Own elaboration based on data from the IOC (2008A, 2012B and 2000) and The New York
Times.

10. Revenue Sharing
• 10% IOC
•49 % of TV Rights for the OCOG
IOC
HOST CITIES
•12 % of the TV rights for the USOC (20% of the Sponsorship)
• The Rest:
•Internation Olympic Sport Federations
•National Olympic Commitees
•Olympic Solidarity

11. Why the Olympics are attractive as an investment for the Sponsors
You have the chance to associate your brand to
the olympic rings
•
IOC
HOST CITIES
•The Olympics only offer a possitive image which is
delivered to your company
•Self - improvement
•Effort
•Friendship

12. What do you offer to the Olympic Games as a TOP Sponsor Company
•
Money
IOC
HOST CITIES
•Services or contributions in kind

13. TÍTULO
Total IOC revenue per 4-year period from television and
sponsorship
Television
TOP Sponsors
19931996
47%
19972000
48%
20012004
53.2%
20052008
50%
15.8%
15.3%
10.6%
16%
Domestic Sponsors
19%
17.3%
20.3%
24%
Total Sponsors
34.8
32.6%
30.9%
40%
Source: Own elaboration based on data from the IOC (2008A and 2010B) (*estimate).

14. TÍTULO
TOP Sponsors Programme
Games
Partners
Number of
participating
NOCs
Revenue
(million)
1985-1988
Calgary/Seoul
9
159
US$96
1989-1992
Albertville/Barcelona
12
169
US$172
1993-1996
Lillehammer/Atlanta
10
197
US$279
1997-2000
Nagano/Sydney
11
199
US$579
2001-2004
Salt Lake/Athens
11
202
US$663
2005-2008
Torino/Beijing
12
205
US$866
2009-2012
Vancouver/London
11
205
US$950
Source: Own elaboration based on data from the IOC.

15. Revenues Sharing
• Sport are a guarantee for great audiences
• Olympic Sport is a complete spectacle: almost all the sports
IOC
HOST CITIES
are
• The most famous athletes are in the Olympics
• Olympic sport guarantees emotion
• Olympic Sport is rich since the symbolic point of view
•The Olympic rings
•The Olympic flame

16. http://ceo.uab.cat