September, 2001
Olympic Marketing
Programmes
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Content provided
by:
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The International Olympic Committee
(IOC), as the holder of the rights to the Olympic Games and the Olympic marks,
is responsible for the overall direction and management of the Olympic marketing
programmes.
Objectives of the Olympic marketing
programmes include:
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To ensure the
independent financial stability of the Olympic Movement, and thereby to
assist in the worldwide promotion of Olympism.
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To create and
maintain long-term marketing programmes, and thereby to ensure the future
of the Olympic Movement and the Olympic Games.
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To build on the
successful activities developed by each Organising Committee for the Olympic
Games (OCOG), and thereby to eliminate the need to recreate the marketing
structure with each Olympic Games.
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To ensure equitable
revenue distribution throughout the entire Olympic Movement - including
the OCOGs, the National Olympic Committees (NOCs) and their continental
associations, the International Sports Federations (IFs), and other recognized
international sports organizations - and to provide financial support to
emerging nations.
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To ensure that
the Olympic Games can be experienced via free over-the-air television by
all viewers throughout the world.
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To curtail uncontrolled
commercialization of the Olympic Games.
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To protect the
equity that is inherent in the Olympic Image and ideal.
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To enlist the
support of Olympic marketing partners in the promotion of the Olympic ideals.
The Olympic marketing programmes
generally include: television broadcast, corporate sponsorship programmes,
Olympic Games ticketing programmes, and Olympic licensing programmes (including
Olympic numismatic & philatelic programmes).
Three tiers of Olympic marketing:
I. Marketing Programmes of
the IOC
Olympic marketing programmes directly
managed by the IOC include :
II. Marketing Programmes of
the Organizing Committees (OCOGs)
Under the direction of the IOC,
the OCOG manages Olympic Games marketing programmes that are targeted to the
Olympic Games host country. Olympic Games marketing programmes managed by
the OCOG include :
