Anyone game?

An event which commands the media focus and the attention of the entire planet for 2 weeks, reaching billions of people in over 200 countries; it’s safe to say the Olympics are one of the most effective international marketing platforms. The record 63 sponsors this year have got it made with their logos splashed over every event, athlete and venue. They also benefit from use of all Olympic imagery, as well as appropriate Olympic designations on products, hospitality opportunities at the Olympic Games, direct advertising and promotional opportunities, including preferential access to Olympic broadcast advertising, on-site concessions/franchise and product sale/showcase opportunities, ambush marketing protection, and acknowledgement of their support though a broad Olympic sponsorship recognition programme. But how much does it cost? I suppose it’s one of those questions we’re not sure we even dare ask, but while researching this, I discovered that of the Olympic Movement’s revenue, 53% is from broadcasting, 34% from corporate sponsorship and just 11% from ticketing (the remaining 2% from licensing).

Furthermore, nestled amongst all this interesting info, I found this gem; “Commercial partners also provide vital technical services and product support to the International Olympic Committee, Organising Committees and National Olympic Committees”, which of course is very noble and impressive; I just can’t quite see how MacDonalds fits in with that.