ObjectivesThe fundamental objectives of the Olympic marketing programme are:.To ensure the independent financial stability of the Olympic Movement, and thereby to assist in the worldwide promotion of Olympism.To create and maintain long-term marketing programmes, and thereby to ensure the future of the Olympic Movement and the Olympic Games.To build on the successful activities developed by each Organising Committee for the Olympic Games, and thereby to eliminate the need to recreate the marketing structure with each Olympic Games.To ensure equitable revenue distribution throughout the entire Olympic Movement - including the Organising Committees for the Olympic Games (OCOGs), the National Olympic Committees(NOCs) and their continental associations, the International Federations (IFs), and other recognisedinternational sports organisations - and to provide financial support for sport in emerging nations.To ensure that the Olympic Games can be experienced by the maximum number of peoplethroughout the world through broadcast partnerships.To protect the equity that is inherent in the Olympic image and ideal.To enlist the support of Olympic marketing partners in the promotion of the Olympic ideals.Chapter Two / OLYMPIC MARKETING OVERVIEW21

Revenue SourcesThe IOC generates revenue for the Olympic Movement through several major marketing programmes,including the sale of broadcast rights and the worldwide TOP sponsorship programme.The IOC also operates its own official supplier and licensing programme, while, under the direction ofthe IOC, the OCOGs manage the domestic sponsorship, licensing and ticketing programmes within the host country.NOCs also manage their own commercial sponsorship programmes within their territories, grantingOlympic marketing rights in categories that do not compete with the Worldwide Olympic Partners ofthe TOP Programme. These domestic sponsorship programmes provide support for the NOCs' sportsdevelopment activities and Olympic teams, in addition to the support provided by the TOP Programme.Revenue DistributionOver 90% of the revenue generated by the IOC's marketing programmes is distributed toorganisations throughout the Olympic Movement, including the 205 NOCs to help support theirOlympic teams and athletes. OCOGs and IFs also receive a portion of these funds to help support the staging of the Olympic Games and to promote the development of sport around the world.To help cover the operational and administrative costs of governing the Olympic Movement, the IOCretains less than 10% of the revenue generated by the Olympic marketing programmes. 22Chapter Two / OLYMPIC MARKETING OVERVIEW