The paper reports that London’s Games are set to raise £750 million more for Olympic sport worldwide than Beijing. The International Olympic Committee (IOC) has already struck broadcast deals for London 2012 worth almost £2 billion. By expanding its nine-partner portfolio of top-tier sponsors, such as Coca-Cola, to about a dozen, it expects also to generate at least another £600 million from sponsors over the next four years. Total broadcast and sponsorship revenue for the IOC is therefore expected to top £2.7 billion.
The Winter Games in Turin and this summer’s Games in Beijing earned less than £1.9 billion in combined sponsorship and broadcast revenues for the IOC. The IOC’s marketing and broadcast executive, Timo Lumme, said that the committee is on course for a huge uplift when several major broadcast and commercial deals are renewed after the Beijing closing ceremony.
The IOC reinvests its incomes into sport, with 92 per cent of revenues from the Games going to international federations and NOCs.
