Olympic Marketing Structure Before focusing on the Beijing 2008 Olympic Games marketing programme, this section provides a brief overview of the Olympic marketing structure. The Olympic marketing programme has become the driving force behind the promotion, financial security and stability of the Olympic Movement. The Olympic Movement receives most of its funding through the sale of broadcast rights to the Olympic Games. It also benefits from The Olympic Partnership ( TOP) worldwide sponsorship programme, comprising many of the world's most well known multinational companies. Objectives The Olympic Movement revenue generation programme is designed to meet the following objectives:  To ensure the independent financial stability of the Olympic Movement  To create and maintain long- term marketing partnerships  To ensure equitable revenue distribution throughout the entire Olympic Movement  To ensure that the Olympic Games can be experienced by the maximum number of people throughout the world, principally via broadcast to TV and digital media platforms  To protect the equity that is inherent in the Olympic image and ideal Revenue Generation The Olympic Movement generates revenue through six major programmes. The IOC manages broadcast partnerships, the TOP worldwide sponsorship programme and the IOC official supplier and licensing programme. The Organising Committees for the Olympic Games ( OCOGs) manage domestic sponsorship, ticket sales and licensing programmes within the host country, under the direction of the IOC. 20IOC Marketing Report – Beijing 2008 Chapter TwoOlympic Marketing Overview