the sydney 2000 olympic and paralympic games - Australian Sports ...

PART FOUR : NSW GOVERNMENT AGENCIES GAMES SUPPORT SERVICES
4.7 Sydney Organising Committee for the Olympic Games
The Sydney Organising Committee for the Olympic Games (SOCOG) was established as a NSW
Government statutory corporation in November 1993.
SOCOG’s primary responsibility was for the planning, organising, managing and staging the Sydney 2000
Olympic Games and its mission was “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”.
In fulfilling its responsibilities of organising and staging the Games, SOCOG incurred total expenditure of
$2,892.7 million and raised revenue totaling $2,832.9 million. The $59.8 million excess of expenditure over
revenue was funded by the NSW Government in accordance with its underwriting obligations. This
occurred via draw down from the $140 million contingency funds provided by the NSW Government to
SOCOG in June 2000. The $80.2 million unused contingency balance was returned to the NSW
Government upon dissolution of SOCOG in October 2001.
SOCOG’s revenue of $2,832.9 million was generated mainly from marketing of TV Rights, Sponsorship,
Consumer Products and Tickets. Program operating expenditure totaled $2,424.6 million resulting in an
operating surplus of $408.3 million. In addition SOCOG incurred expenditure totaling $468.1 million
through legacy contributions provided to the Australian Olympic Foundation to help finance future
generations of athletes, to SPOC and to the NSW Government as contributions to new venue construction
and rentals including the Sydney Aquatic and Athletic Centres, and Athletes and Media Villages.
A summary of SOCOG’s major Marketing and Operations responsibilities and deliverables is
provided below.
Marketing
The Olympic Movement, throughout its history, has depended on partnership with the business community
to stage the Olympic Games and to support the Olympic athletes. The Sydney 2000 marketing effort
stands as the most successful Olympic marketing ever.
Sponsorship
Gross sponsorship revenue generated was $711.4 million of which $351.0 million was in cash and $360.4
million in sponsor provided goods and services (value in kind). After royalty payments to the IOC, net
sponsorship revenue totaled $686.1 million.
The IOC worldwide ‘The Olympic Program’ (TOP) achieved $232 million in gross revenue for the Sydney
Games from eleven participating partners. The local sponsorship program, which generated $479 million in
gross revenue, was the most financially successful domestic program in Olympic history. The local
sponsorship revenue was over double the Bid target and represented more revenue than the Atlanta
domestic program in a national marketplace that is nearly 15 times smaller.
Broadcast Rights
SOCOG achieved record revenue of $1,132.8 million from Broadcast Rights.
The Sydney Games now stand as the most watched sporting event ever. More than 3.7 billion people
tuned in to watch, representing a twenty percent increase over the Atlanta Games. Sydney 2000 was
broadcast in 220 countries and generated more than 36 billion television viewing hours.