IOC Marketing Report – Beijing 200821 Olympic Marketing OverviewChapter Two Revenue Distribution The IOC distributes approximately 92% of Olympic marketing revenue to organisations throughout the Olympic Movement – including 205 National Olympic Committees ( NOCs), their Olympic teams, athletes and sports around the world – in order to support the staging of the Olympic Games and to promote the worldwide development of sport. The IOC retains approximately 8% of Olympic marketing revenue for the operational and administrative costs of governing the Olympic Movement. Broadcast Partnerships The IOC is the owner of the global broadcast rights for the Olympic Games – including broadcasts on television, radio, mobile and internet platforms – and is responsible for allocating Olympic broadcast rights to media companies throughout the world through the negotiation of rights agreements. The fundamental IOC broadcast policy, as set forth in the Olympic Charter, is to ensure the widest possible audience for the Olympic Games. Olympic broadcast partnerships have been the greatest source of revenue for the Olympic Movement for more than three decades, and television coverage has been the single largest factor in the growth of the Olympic Games worldwide, ever since the London Olympic Games became the first to be broadcast into homes in 1948. TOP Sponsorship Programme The Olympic Partnership ( TOP) programme is the worldwide sponsorship programme managed by the IOC. Created in 1985, TOP provides each Worldwide Olympic Partner with exclusive global marketing rights to the Olympic Games within a designated product or service category, generating revenue and support to benefit the Olympic Movement. Operating on a four- year term in line with the Olympic quadrennium, TOP VI ( covering the Turin 2006 and the Beijing 2008 Olympic Games) included 12 official Worldwide Partners, generating USD 866 million in financial support and goods and services for the Olympic Movement.

Chapter Three Broadcasting