Sportcal(Sports Marketing Intelligence firm) revealed that the latest Olympics set to break the $8-billion barrier
for commercial revenues for the first time, in the four-year cycle that also included the 2010 winter Olympics in Vancouver, thanks in part to a massive, 52-per-cent increase in the value of the games' media rights compared with the previous four-year cycle.
The media rights for 2010 and 2012 have together brought in $3.91 billion, compared with $2.57 billion for the previous cycle. The increase means that media rights are now worth over four times the $957 million brought in by the IOC's top-tier TOP sponsorship programme for the 2010 and 2012 cycle.
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This article is excerpted from a longer study, including tables of top broadcast deals by value, commercial rights values and increases for five Olympic Games quadrennial periods and sources of funding for the non-organising committee budget for the 2012 games, in a special Olympics-themed issue of Sportcal Magazine published today.
The issue is available free of charge online at: http://www.sportcal.com/magazine/issue26/