OLYMPIC MARKETING
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OLYMPIC MARKETING
EDITORIAL
The Olympic Games are one of the most effective international marketing platforms in the world, reaching billions of people in over 200 countries and territories throughout the world.
The International Olympic Committee (IOC), and the organisations within the Olympic Movement, are entirely privately funded and generate revenue through several programmes. The IOC manages broadcast partnerships, the IOC’s global sponsorship programme, TOP, and the IOC official supplier and licensing programme. The Organising Committees for the Olympic Games (OCOGs) manage domestic sponsorship, ticketing and licensing programmes within the host country, under the direction of the IOC. In addition, National Olympic Committees (NOCs) generate revenue through their own domestic commercial programmes.
Whether you are interested in how Olympic Marketing has evolved since its beginnings or wish to analyse Marketing initiatives for a particular Games edition or under a particular prism, we have put together a list of the most relevant readings and resources for you on this page.
Don’t miss the bibliography on the history of the Olympic Movement Marketing. For the benefit of any research or analysis on Olympic Marketing through time, this document provides a qualitative bibliographical selection on the topic of the history of Olympic Marketing as it relates to the International Olympic Committee (IOC), the Olympic Games and Organising Committees for the Olympic Games (OCOGs), and to certain members of the Olympic Movement.
USEFUL LINKS
Marketing related information on olympic.org, including the revenue sources and distribution pages, the pages Sponsors - The Olympic Partner (TOP) programme, Broadcasters, other programmes (ticketing, licensing, philatelic and numismatic programmes, suppliers). These pages also contain: 100 years of Olympic marketing.
Latest news on Olympic.org
FAQs on Olympic marketing
Olympic Movement marketing history: bibliogaphy
TOP Marketing program: historic overview
Official Reports (Summer Games, Winter Games) produced by the respective Organising Committee of the Olympic Games
Olympic Charter, in force as from 17 July 2020. For the protection of Olympic properties, see Chapter 1, Rules 7-14 and its By-law. For the IOC's policy on broadcasting, see Chapter 5, Rule 48
Take digital journey through the history of Olympic broadcasting! - interactive documentary of the Olympic Museum Lausanne
The history of Olympic marketing, (IOC Media YouTube Channel, oct. 2019)