Marketing Report London 2012 - International Olympic Committee

Chapter Two / OLYMPIC MARKETING OVERVIEW 21
Objectives of the Olympic Marketing Programme
The Olympic Marketing Programme uses the unique marketing platform provided by the Olympic
Games and the Olympic brand to play an integral role in the promotion, financial security and stability
of the Olympic Movement, thereby assisting in the worldwide promotion of Olympism and providing
vital support to the athletes.
Through the creation of long-term marketing programmes – such as broadcast and sponsorship
agreements – the IOC is able to ensure the independent financial stability of the Olympic
Movement, and the future viability of the Olympic Games, by equitably distributing the
revenue generated to organisations within the Olympic Movement. These include the Organising
Committees for the Olympic Games (OCOGs), the National Olympic Committees (NOCs) and
their continental associations, the International Federations (IFs) and other recognised international
sports organisations.
Through the sale of global broadcast rights, the Olympic Marketing Programme also ensures that the
Olympic Games can be enjoyed by as many people as possible around the world, while the backing
of Olympic marketing partners helps support the staging of the Games and enables the widespread
promotion of the Olympic ideals.