Marketing Report London 2012 - International Olympic Committee

112 Chapter Five / TICKETING
“We have three clear principles for our ticketing strategy –
tickets need to be affordable and accessible to as many people
as possible, tickets are an important revenue stream for us to
fund the Games and our ticketing plans have the clear aim of
filling our venues to the rafters.”
Seb Coe, Chairman, London 2012 Organising Committee
From the deafening roar in the packed Velodrome, to the wall of sound that greeted athletes during
every sold out session in the Olympic Stadium, the London 2012 Olympic Games were defined by the
incredible atmosphere that fans created in each and every venue.
The success of the London 2012 ticketing programme, which was the largest and most complex
ticketing operation ever undertaken in the UK, saw 97% of all Games tickets sold, raising £659 million
for LOCOG’s operating budget. In total, approximately 8.2 million tickets were sold for the Olympic
Games – out of a possible 8.5 million.
For the first time in the history of the Games, 33 consecutive morning and evening athletics sessions
were sold out, while the 1.9 million football tickets that were sold made the London 2012 competition
the biggest football tournament ever held in the UK, eclipsing the 1966 World Cup and the 1996
European Championships.
Ticket Prices
To make the Games as accessible as possible, London 2012 tickets were available at a wide range of
prices, starting at just £20.
In total, LOCOG made £20 tickets available for every sport, with 2.5 million tickets at £20 or less,
while two thirds of all tickets were available at £50 or less and 90% of tickets were on sale at £100
or less.