The Olympic Movement receives most of its funding from the Olympic Games
rights bought by broadcast networks. However, it also benefits from the Olympic
Partners (TOP) world-wide sponsorship programme comprising multinational
companies.
The IOC distributes 92% of the revenue generated by the marketing
of Olympic properties.
Introduction to Olympic Marketing
The Olympic marketing programme has become the driving force behind the
promotion, the financial security and stability of the Olympic Movement.
The challenge of financing the Olympic Games has been a recurring theme
throughout Olympic history. Since its founding in 1894, the Olympic Movement has
depended on partnership with the business community to stage the Olympic Games
and to support the Olympic athletes. Today, marketing partners are an intrinsic
part of the Olympic Family.
The Olympic Movement provides unparalleled returns on the investment for
sponsors. The Games provide a marketing platform that is based on ideals and
values. The Games provide unparalleled opportunities for a company’s sales,
showcasing, internal rewards, and community outreach programmes.
Support from the business community and other benefactors helps the athletes
and the teams promote the Games. In addition, many sponsors’ products, services
and expertise are essential to the staging of an Olympic Games. Olympic
marketing has developed significantly over the past two decades to ensure the
viability of the Olympic Games for many decades to come.
