Olympic Marketing Case Study

The Olympic Marketing

Olympic partnership

Olympic broadcasting

Olympic Games ticketing

Olympic licensing

Olympic partnership

Olympic sponsorship is an agreement between the Olympic organization and a company. The company provides financial support and makes contributions of goods and services to the stability of the Olympic Movement and it is given the rights to Olympic marketing opportunities in return.

The Olympic Partners (Top) programme

The Olympic Partners (Top) programme is the highest level of Olympic sponsorship managed by International Olympic Committee (IOC). The Top programme was first created by the IOC in 1985. It operates on a four-year term with each Olympic quadrennium. It is now in its eighth generation of the TOP programme

In total, approximately 8.2 million tickets were sold for the Olympic Games – out of a possible 8.5 million.

Pay Your Age

For the first time at an Olympic games a concession programme was introduced across all sports. This saw young people (aged 16 and under) pay their age and people aged 60 and over pay just 16 pound for a ticket. A total of 639,777 concession tickets were sold for the games.

Ticketshare

340,000 tickets distributed to good causes

The London 2012 ticketshare scheme saw a total of 340,000 Olympic and Paralympic tickets donated to schools and other good causes.

Athlete’s Friends and Family Programme

This ticketing programme offered every athlete competing at the games the chance to buy up to two tickets for friend and family for each session in which they were competing.

This was the first time an organizing committee had centralized the process to include every athlete in every session in every sport, complementing what the athletes were able to access through their

The long-term marketing strategies continue to assist in the promotion of Olympism throughout the world. They aim to ensure the Olympic Games can be experienced by the maximum number of people and promote the Olympic ideals and image. What’s more, the programmes are also responsible for controlling and limiting the commercialization of the Olympics. Thus, the Olympics Games can move towards a sustainable development.

London 2012: The First ‘Social Media’ Olympic Games

The London 2012 Games was not the first to be held with social media and networks present. Recently both Beijing 2008 and Vancouver 2010 had forums and blogs during the Games. But since then there has been a continuing rise of mobile usage and social networks.

THE LONDON 2012 OLYMPIC GAMES OPENING CEREMONY ON 27 JULY FEATURED IN 19% OF ALL UK SOCIAL MEDIA CONVERSATIONS THAT DAY

TWITTER SAW WELL OVER 150 MILLION TWEETS ABOUT THE OLYMPICS DURING THE 16 DAYS OF THE OLYMPICS GAMES

THE NUMBER OF TWEETS PER MINUTE MENTIONING USAIN BOLT REACHED 80,000 DURING HIS RETENTION OF THE 200M GOLD

THE NUMBER OF POSTS AND COMMENTS ON FACEBOOK RELATING TO THE OLYMPICS OVER THE COURSE OF THE