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Olympic Marketing Overview“Long-term partnerships are the backbone of our commercial programmes and they enable the financial security of the entire Olympic Movement”Tsunekazu Takeda, IOC Marketing Commission ChairmanThe International Olympic Committee is entirely privately funded and ever since the first modern Olympic Games in Athens in 1896, it has relied upon contributions from commercial partners in order to stage the Games and support the Olympic Movement.Today, the success of the IOC’s multi-faceted Olympic marketing programme – which includes global media and sponsorship agreements – continues to ensure the financial security of both the Olympic Movement and the Olympic Games, with the revenue that is generated being redistributed to support National Olympic Committees (NOCs), International Federations (IFs), Organisng Committees for the Olympic Games (OCGOs), the Olympic Solidarity scholarship programme and other sports organisations around the world. Through the sale of global media rights, the Olympic marketing programme also ensures that the Olympic Games can be enjoyed by the maximum number of people possible throughout the world.At a Glance• Commercial partnerships are crucial to the continued success of the Olympic Games and the operations of every organisation within the Olympic Movement• Revenue is generated through several major programmes, including the sale of global media rights and sponsorship• 90 per cent of Olympic marketing revenue is redistributed to the wider sporting movement04 / IOC MARKETING: MEDIA GUIDE