GD EDITORIAL

1. INTRODUCTION TO OLYMPIC
MARKETING STRUCTURE
As an event that commands the focus of the media and the attention of the entire world for two weeks every other year, the Olympic
Games are one of the most effective international marketing platforms in the world, reaching billions of people in over 200 countries.
Today, marketing partners are an intrinsic part of the Olympic Family and the Olympic marketing programme has become the
driving force behind the promotion, financial security and stability of the Olympic Movement.
OBJECTIVES
The Olympic Movement revenue generation programme is designed to meet the following objectives:
● To ensure the independent financial stability of the Olympic Movement
● To create and maintain long-term marketing programmes, and thereby to ensure the future of the Olympic Movement
● and the Olympic Games
● To ensure equitable revenue distribution throughout the entire Olympic Movement
● To ensure that the Olympic Games can be experienced by the maximum number of people throughout the world
● principally via broadcast to TV and digital media platforms
● To protect the equity that is inherent in the Olympic image and ideal
REVENUE GENERATION
The Olympic Movement generates revenue through six major programmes.
The IOC manages:
● Broadcast rights
● The TOP worldwide sponsorship programme
● The IOC official supplier and licensing programme
The OCOGs, under the direction of the IOC, manage:
● Domestic sponsorship
● Ticketing
● Licensing programmes within the host country
Olympic Revenue Sources (estimation)
IOC MARKETING MEDIA GUIDE / 3