SportBusiness.com

IOC HAILS ATHENS AS MARKETING SUCCESS

An International Olympic Committee (IOC) report has concluded that the Athens 2004 Games were a marketing success.

It shows that 3.58 million tickets were sold during the Games – more than at the Barcelona 1992 Games and Atlanta four years later, but short of the 6.7 million sold for Sydney 2000.

Ticket sales generated revenues of $260million (euros 202.5million) compared with initial forecasts of euros183million, reports GamesBids.com

Licence fees reached euros 86million, beating forecasts by 26 per cent.

Retail sales of Olympic products totalled euros530.2million, less than the 770-million-euro sales projected in a March 2002 report by Athens Olympic organisers.

The Games’ sponsoring programme yielded more than euros 300million euros against initial estimates of around euros 200million.

Sales of television broadcast rights generated euros 1.48billion.