Record-breaking isn’t just happening on the track at this year’s Paris Olympics.
Though the games are primarily funded by media rights income, commercial sponsorship revenue is on the rise. With brands increasingly eager to associate themselves with the Olympic movement — and favorable advertising conditions increasing the value of those sponsorship deals — the Olympic Games are becoming more reliant on sponsors’ cash to stage the quadrennial event.
According to research firm Ampere Analysis, the International Olympic Committee (IOC) is set to reach a sponsorship revenue target of $1.34 billion this year. That’s 60% higher than it was three years ago in Tokyo. And revenue flowing in from commercial sponsors is growing 10 times faster than that from media rights sales. The IOC did not respond to a request for comment at the time of publication.
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