The Olympic Games Effect by John A. Davis

Author:John A. Davis
Language: eng
Format: epub
Publisher: Wiley
Published: 2012-01-07T05:00:00+00:00

As the Olympics have grown, so, too, have the sponsorship revenues for TOP partners. Despite the continued escalation of TOP program fees, the exclusive nature of the TOP program and the associated range of benefits (the most obvious of which is an enormous global audience of billions of people for 17 consecutive days during the Games themselves) continue to make this program attractive to select global companies. Table 12.15 shows the revenues generated since the IOC introduced the TOP program, as well as the number of partners (corporate sponsors) and national Olympic committees (NOCs).

Table 12.15 The Olympic Partners Program23

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