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introduction The Olympic Marketing Fact File is a reference document on the marketing policies and programmes of the International Olympic Committee (IOC), the Olympic Movement, and the Olympic Games. The Olympic Marketing Fact File is updated and published annually. This edition provides an overview of marketing support for the Olympic Movement, data on the success of past Olympic marketing programmes, and information about the marketing programmes that support the 2004 Olympic Games in Athens. The financial figures contained in this document are provided for general information purposes. The financial data presented here are not intended to represent formal accounting reports of the IOC, the Organising Committees for the Olympic Games (OCOGs), or other organisations within the Olympic Movement. The IOC has endeavoured to present in this document a clear, simplified and transparent overview of Olympic revenue generation and distribution. Revenue comparisons between Olympic marketing programmes must be carefully considered, however, because marketing programmes evolve over the course of each Olympic quadrennium and each marketing programme is subject to different contractual terms and distribution principles. The financial reports and statements of OCOGs may differ from this document due to different accounting principles and policies, such as value-in-kind, that have been adopted. The value-in-kind (i.e., the provision of products, services and support) figures cited in this document have generally been accounted for based on contractual values, where available. The financial figures presented here do not include any public moneys provided to the OCOGs, the National Olympic Committees (NOCs), the International Federations of Olympic sports (IFs), or other governing bodies. Meridian Management SA develops and publishes the Olympic Marketing Fact File for the IOC. This edition contains the most accurate and most complete information available as of 1 July 2004. 2 0 0 4 F A C T F I L E 1

T a b l e o f C o n t e n t s Table of Contents CHAPTER 1 ATHENS 2004 Olympic Marketing ATHENS 2004 Overview........................................5 Olympic Broadcasting: ATHENS 2004..............................6 The TOP Programme: ATHENS 2004...............................9 ATHENS 2004 Olympic Marketing Programmes.......................10 ATHENS 2004 Vital Statistics....................................13 CHAPTER 2 Olympic Marketing Overview Fundamental Objectives of Olympic Marketing........................15 Olympic Marketing Revenue Generation.............................16 Olympic Marketing Revenue Distribution.............................16 Olympic Marketing Contributions to the OCOGs.......................17 Olympic Marketing Contributions to the NOCs........................18 Olympic Marketing Contributions to the IFs..........................19 CHAPTER 3 Olympic Partnership Olympic Sponsorship Overview..................................21 Worldwide Olympic Partnership...................................22 TOP Contributions to the Olympic Movement.........................23 TOP Programme Support for the Olympic Games......................23 TOP Programme Support for NOCs................................24 TOP V Partnership............................................25 Domestic Olympic Games Sponsorship............................37 IOC Suppliership.............................................38 Olympic Sponsorship History....................................39 CHAPTER 4 Olympic Broadcasting Olympic Broadcast Overview.....................................41 Olympic Broadcast Partnership...................................42 Olympic Broadcast: Worldwide Coverage...........................43 Olympic Broadcast: Global Viewership..............................44 Olympic Broadcast Programming.................................45 Olympic Broadcast Revenue Generation.............................46 Broadcast Revenue: Contributions to the Olympic Movement.............47 Olympic Broadcast Contributions to the OCOGs......................49 Olympic Broadcast Contributions to the NOCs.......................50 Olympic Broadcast Contributions to the IFs..........................50 Olympic Broadcasting History...................................51 Broadcast Rights Fees History: Olympic Games.......................53 Broadcast Rights Fees History: Olympic Winter Games.................56 2 2 0 0 4 F A C T F I L E

T a b l e o f C o n t e n t s CHAPTER 5 Olympic Games Ticketing Olympic Games Ticketing Overview...............................59 Olympic Games Ticket Sales.....................................60 CHAPTER 6 Olympic Licensing Olympic Licensing Overview.....................................61 Olympic Games Licensing Programmes.............................62 Olympic Numismatic Programmes................................62 Olympic Philatelic Programmes...................................63 Olympic Licensing History......................................63 Appendix Fundamental Principles of Olympism..............................65 The Olympic Movement and Commercialism.........................66 The IOC Executive Board.......................................67 IOC Marketing Commission......................................68 2006 Torino Vital Statistics......................................69 2008 Beijing Vital Statistics.....................................70 Contacts International Olympic Committee.................................71 Meridian Management SA.......................................71 ATHENS 2004...............................................72 Torino 2006................................................72 Beijing 2008................................................72 Olympic Television Archive Bureau................................73 Olympic Photographic Archive Bureau..............................73 TOP V Partners...............................................74 2 0 0 4 F A C T F I L E 3

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1 A t h e n s 2 0 0 4 O L Y M P I C M A R K E T I N G CHAPTER 1 Athens 2004 Olympic Marketing This chapter provides information regarding the 2004 Olympic Games in Athens and the marketing programmes that support ATHENS 2004. ATHENS 2004 Overview The 2004 Olympic Games in Athens will mark the first time that the Olympic Games have been staged in Greece since the revival of the ancient tradition with the first modern Olympic Games. At the 1896 Olympic Games in Athens, 241 athletes from 14 countries competed in 43 events in nine sports. ATHENS 2004 will host the greatest number of national Olympic teams in history, as athletes from 202 countries compete in 28 sports. ATHENS 2004 Olympic Games: Fact & Figures (projected) Duration 13 29 August 2004 Sports 28 Competition venues 35 Medal ceremonies 301 Olympic training facilities throughout Greece 72 Athletes 10,500 Team officials 5,500 National Olympic Committees 202 Volunteers 45,000 Broadcast personnel including AOB 16,000 Photographic and written press 5,500 TV viewers (projected) 4 billion Ticketed spectators (projected) 5.3 million 2 0 0 4 F A C T F I L E 5

1 A t h e n s 2 0 0 4 O L Y M P I C M A R K E T I N G Olympic Broadcasting: ATHENS 2004 Olympic broadcasting has contributed more to the growth of the Olympic Movement worldwide than any other factor throughout history. Olympic broadcasting also has been the greatest source of revenue for the Olympic Movement and for the financing of the Olympic Games. Olympic broadcast partnership worldwide is managed by the International Olympic Committee (IOC). Today the IOC distributes 49% of broadcast revenue to the Organising Committee of the Olympic Games (OCOG). The remaining 51% of broadcast revenue for each Olympic Games is distributed throughout the Olympic Movement to the International Federations of Olympic sports (IFs), the National Olympic Committees (NOCs) through Olympic Solidarity, and the IOC. The 2004 Olympic Games broadcast has generated US$1,476.9 million in rights fees revenue for the Olympic Movement. The IOC will contribute US$723.6 million in broadcast partnership revenue to The Organising Committee for the Olympic Games ATHENS 2004 (ATHOC) to support the staging of the Olympic Games. The Olympic broadcast partners are those entities that have signed contracts with the IOC and ATHOC and have been granted the rights to broadcast the 2004 Olympic Games within their respective territories. ATHENS 2004 Olympic Broadcast Revenue Facts Total Broadcast Revenue Generated Broadcast Contribution to ATHOC US$1,476,911,634 US$723,686,700 6 2 0 0 4 F A C T F I L E

1 A t h e n s 2 0 0 4 O L Y M P I C M A R K E T I N G ATHENS 2004 Olympic Broadcast Partners and Rights Fees Country / Territory Broadcaster Rights Fee Americas United States National Broadcasting Company (NBC) US$793.0 million Canada Canadian Broadcasting Corporation (CBC) US$37.0 million Latin America Organización de la Televisión Iberoamericana (OTI) US$17.0 million Puerto Rico Telemundo of Puerto Rico (WKAQ) US$1.25 million Caribbean Caribbean Broadcasting Union (CBU) US$350,000 Asia Asia-Pacific Asia-Pacific Broadcasting Union (ABU) US$14.5 million Japan The Athens Olympic Japan Consortium (AOJC) US$155.0 million Arab States Arab States Broadcasting Union (ASBU) US$5.5 million Chinese Taipei Chinese Taipei Athens Pool (CTAP) US$3.65 million Korea Athens Olympic Korea Pool (AOKP) US$15.5 million Europe Europe European Broadcasting Union (EBU) US$394.0 million Oceania Australia Seven Network (Seven) US$50.5 million New Zealand TV New Zealand (TVNZ) US$3.5 million Africa Africa Union of Radio & Television Nations of Africa (URTNA) / South African Broadcasting Corporation (SABC) US$9.25 million Supersport International (SSI) US$3.0 million Total ATHENS 2004 Olympic Broadcast Revenue US$1,476,911,634 2 0 0 4 F A C T F I L E 7

1 A t h e n s 2 0 0 4 O L Y M P I C M A R K E T I N G Olympic Broadcast Operations The 2004 Olympic Games in Athens will be broadcast in an estimated 220 countries and territories around the world. The host broadcaster for ATHENS 2004, Athens Olympic Broadcasting (AOB), will produce a feed of more than 3,500 hours of live Olympic coverage during the Games. AOB is responsible for producing and distributing unbiased radio and television coverage of the Olympic Games. The coverage is provided as a service to broadcast partners that have been granted the rights to broadcast the Games in their respective territories. The international signal produced by AOB is transmitted from the venues to the International Broadcast Centre (IBC), and from the IBC to the world. With this signal, each the radio and television rights holding broadcast partner can tailor the picture and sound to fit its requirements. The IBC for the 2004 Olympic Games will be housed in a new facility designed to accommodate the needs of television and radio broadcasters. The IBC will cover an area of 100,000m 2 the second largest building in Greece, smaller only than Eleftherios Venizelos International Airport. ATHENS 2004 Broadcast Operations: Facts (estimated) Countries/territories televising 220 Hours of live Olympic coverage 4,000 Games-time AOB staff 3,700 Accredited broadcaster personnel 12,000 Cameras 1,000 Videotape machines 450 Broadcast trailers 350 Outside broadcast vans 55 Commentator positions 1,795 Observer seats 2,580 8 2 0 0 4 F A C T F I L E

1 A t h e n s 2 0 0 4 O L Y M P I C M A R K E T I N G The TOP Programme: ATHENS 2004 The TOP Partners are the worldwide Olympic sponsors that contribute financial and value-in-kind support to the OCOGs for the Olympic Games and Olympic Winter Games, to the 202 NOCs, and to the IOC. TOP Partner contributions are crucial to the staging of the Olympic Games and to the training and development of Olympic teams throughout the world. The TOP programme is managed by the IOC through its marketing representative, Meridian Management SA. The fifth generation of the TOP programme, known as TOP V, supports the Olympic Movement throughout the 2001 2004 Olympic quadrennium. It has been estimated that TOP V will generate more than US$600 million in financial and value-in-kind support for the Olympic Movement. More than 50% of TOP revenue and support is allocated to the OCOGs for the Olympic Games and Olympic Winter Games of each Olympic quadrennium. (The OCOG for the Olympic Games receives approximately 30% of TOP revenue; the OCOG for the Olympic Winter Games receives approximately 20%.) The TOP V Partners have worked for the past several years to provide vital financial support, products, services, technology and personnel to ATHOC in support of the 2004 Olympic Games. The following charts provide facts about the TOP programme, the TOP Partners, and their contributions to the Olympic Movement during the 2001 2004 Olympic quadrennium. TOP V Partners (2001 2004) Coca-Cola Atos Origin John Hancock Kodak McDonald s Panasonic Samsung Sports Illustrated Swatch Visa International Xerox Exclusive Product/Service Category Non-alcoholic Beverages Information Technology Life Insurance / Annuities Film / Photographics and Imaging Retail Food Services Audio / TV / Video Equipment Wireless Communications Equipment Periodicals / Newspapers / Magazines Timing and Scoring Consumer Payment Systems Document Publishing and Supplies Profiles of the TOP Partners may be found in Chapter 3 of this document. TOP V Partnership Contributions TOP V Revenue Total (2001 2004) US$603 million 2 0 0 4 F A C T F I L E 9

1 A t h e n s 2 0 0 4 O L Y M P I C M A R K E T I N G ATHENS 2004 Olympic Marketing Programmes ATHOC is responsible for managing the domestic marketing programmes that support the 2004 Olympic Games. These programmes are activated within the host country of Greece and include sponsorship, ticketing and licensing. ATHENS 2004 Domestic Sponsorship The domestic Olympic Games sponsorship programme managed by ATHOC includes Grand National Sponsors, Supporters and Providers. The ATHENS 2004 domestic sponsorship programme reached its revenue target two years prior to the Opening Ceremony. The total revenue to date from the ATHENS 2004 domestic sponsorship programme is 50% higher than initial estimates. ATHENS 2004 Domestic Sponsorship Revenue Estimated sponsorship revenue total US$242 million ATHENS 2004 Grand National Partners OTE Cosmote Alpha Bank Heineken / Athenian Brewery Delta / Fage ERT (Hellenic Broadcasting Corporation) Hyundai Hellas Hellenic Post Olympic Airlines PPC S.A. (Public Power Corporation) ATHENS 2004 Official Supporters Ticketmaster Shell Hellas SA AASD (ABB, Alstom, Siemens, Diekat) Adidas Jet Set General Electric International Cleaning & Waste Services ATHENS 2004 Official Providers KOEP (Altec, Info-Quest, Intracom, PC Systems) Schenker A.G. Mondo Mizuno Technogym Product Category Telecommunications Bank and Bank Services Brewery Dairy Products Television and Radio Stations Automotive Post and Courier Services Airline Companies and Airline Tickets Electric Energy Product Category Ticketing Services Petroleum-based Products Electric Power Distribution Plants Sport Clothing for Uniforms Sports Travel, Hospitality Management Back-up Electric Energy with the Necessary Studies Waste Management Services Product Category Workstations, Computer Servers and Storage Freight Forwarding, Customs Clearance Sports Equipment Sports Equipment Gym Equipment 10 2 0 0 4 F A C T F I L E

1 A t h e n s 2 0 0 4 O L Y M P I C M A R K E T I N G ATHENS 2004 Ticketing A total of more than 5.3 million 2004 Olympic Games ceremony and competition tickets have been made available. ATHOC has developed a ticketing programme and pricing plan designed to ensure that all members of the public in all socio-economic groups will be able to experience the 2004 Olympic Games. ATHENS 2004 Ticketing Revenue Estimated ticketing revenue projection US$425 million ATHENS 2004 Ticketing Facts 5.3 million ATHENS 2004 tickets are available 68% of the tickets (3.6 million) are priced between 10 and 30 55% of the tickets (2.9 million) are priced at less that 20 38% of the tickets (2 million) are priced between 10 or 15 Sports ticket prices range from 10 to 300 Ceremony ticket prices range from 50 to 950 The average ATHENS 2004 ticket price is 34% less expensive than the average Sydney 2000 ticket price ATHENS 2004 tickets went on sale to the public with the first phase of sales from 12 May 12 June 2003. The total value of orders in the first phase of ticket sales amounted to 46,999,820. This sales result exceeded the original first-phase sales target of 20 million by 135%. The number of ATHENS 2004 tickets applied for amounted to 591,112. This figure nearly doubled the original first-phase target of 300,000. The second phase of ATHENS 2004 ticket sales was conducted between September 2003 and 16 April 2004. From 17 April 2004 to 31 May 2004, the ticketing seat assignment process was conducted to allocate specific seats for tickets purchased through 16 April. Ticket sales began again on 1 June 2004 and are continuing throughout the period of the Olympic Games. 2 0 0 4 F A C T F I L E 11

1 A t h e n s 2 0 0 4 O L Y M P I C M A R K E T I N G ATHENS 2004 Licensing The ATHENS 2004 licensing programme has been highly successful to date. ATHENS 2004 licensing achieved 120% of the forecasted wholesale and respective revenues in the first phase of the programme. The programme is expected to generate royalty revenue that exceeds original targets by more than 126%. ATHENS 2004 Licensing Revenue Estimated licensing revenue projection US$56 million ATHENS 2004 Licensing: By the Numbers Number of Greek licensees: 19 Number of International licensees: 4 Number of product categories: 37 Number of Olympic Stores: 7 Number of authorised points of sale within Greece: 7,500 Number of countries in international licensing programme: 13 Number of countries with commemorative coin distribution: 14 The international distribution of ATHENS 2004 commemorative coins is taking place in Germany, Canada, Belgium, Switzerland, Italy, Hong-Kong, China, Japan, Australia, Holland, Sweden, Finland, Norway. The ATHENS 2004 International Licensing Programme includes the sale of merchandise in Austria, Belgium, Cyprus, France, Germany, Holland, Hong Kong, Korea, Spain, Switzerland, Taiwan, the United Kingdom, and the United States of America. 12 2 0 0 4 F A C T F I L E

1 A t h e n s 2 0 0 4 O L Y M P I C M A R K E T I N G ATHENS 2004 Vital Statistics ATHOC is responsible for the staging of the 2004 Olympic Games and for the management of the domestic marketing programmes that support the 2004 Olympic Games. Election 2004 Host City: 5 September 1997 106th Session of the IOC Lausanne, Switzerland IOC Ratification of Marketing Plan: 19 April 2000 Lausanne, Switzerland Launch of Marketing Programme: 11 May 2000 Athens, Greece ATHENS 2004 Management: The Organising Committee for the Olympic Games ATHENS 2004 ATHOC Postal Address: ATHENS 2004 7 Kifissias Avenue Athens 115 23 Greece Headquarters Telephone: + 30 01 200 4000 Headquarters Fax: + 30 01 200 4004 Official ATHENS 2004 Web Site: www.athens2004.com 2 0 0 4 F A C T F I L E 13

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2 O L Y M P I C M A R K E T I N G O v e r v i e w CHAPTER 2 Olympic Marketing Overview This chapter provides an overview of the fundamental principles of Olympic marketing and the history of overall marketing support for the Olympic Movement. Included in this chapter are facts and figures regarding the generation of Olympic marketing revenue and the distribution of revenue throughout the Olympic Family. Fundamental Objectives of Olympic Marketing The IOC coordinates the marketing of the Olympic Games with the following objectives: 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 OCOGs, the NOCs and their continental associations, the IFs, and other recognised international sports organisations and to provide financial support for sport in emerging nations. To ensure that the Olympic Games can be experienced via free over-the-air television by all viewers throughout the world. To control and limit the commercialisation of the Olympic Games. 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. 2 0 0 4 F A C T F I L E 15

2 O L Y M P I C M A R K E T I N G O v e r v i e w Olympic Marketing Revenue Generation The Olympic Movement generates revenue through five major programmes. The IOC manages broadcast partnerships and the TOP worldwide sponsorship programme. The OCOGs manage domestic sponsorship, ticketing and licensing programmes within the host country under the direction of the IOC. The Olympic Movement has generated a total of approximately US$10,664 million in revenue during the past three Olympic quadrenniums. The following chart provides details of the revenue generated from each major programme managed by the IOC and the OCOGs during each of the past three four-year Olympic quadrenniums. Olympic Marketing Revenue Generation: The Past Three Olympic Quadrenniums Source 1993 1996 1997 2000 2001 2004 Broadcast US$1,251,000,000 US$1,845,000,000 US$2,236,000,000 TOP Programme US$279,000,000 US$579,000,000 US$603,000,000 Domestic Sponsorship US$534,000,000 US$655,000,000 US$736,000,000 Ticketing US$451,000,000 US$625,000,000 US$608,000,000 Licensing US$115,000,000 US$66,000,000 US$81,000,000 Total US$2,630,000,000 US$3,770,000,000 US$4,264,000,000 Olympic Marketing Revenue Distribution The IOC distributes approximately 92% of Olympic marketing revenue to organisations throughout the Olympic Movement 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. Olympic Marketing Revenue Distribution Formula NOCs / IFs / OCOGs IOC 8% 92% 16 2 0 0 4 F A C T F I L E

2 O L Y M P I C M A R K E T I N G O v e r v i e w Olympic Marketing Contributions to the OCOGs The IOC provides TOP programme contributions and Olympic broadcast revenue to the OCOGs to support the staging of the Olympic Games and Olympic Winter Games. TOP Programme Revenue Distribution The summer and winter OCOGs of each Olympic quadrennium generally share approximately 50% of TOP programme revenue and value-in-kind contributions. Summer and Winter OCOG Olympic Movement 50% 50% Broadcast Revenue Distribution The IOC today contributes 49% of the Olympic broadcast revenue for each Games to the OCOG. (Prior to 2004, the IOC provided 60% of Olympic broadcast revenue to the OCOG.) OCOG Olympic Movement 49% 51% 2 0 0 4 F A C T F I L E 17

2 O L Y M P I C M A R K E T I N G O v e r v i e w Olympic Marketing Contributions to the NOCs The NOCs receive financial support for the training and development of Olympic teams, Olympic athletes and Olympic hopefuls. The IOC distributes TOP programme revenue to each of the 202 NOCs throughout the world. The IOC contributes Olympic broadcast revenue to Olympic Solidarity, an IOC organisation that provides financial support to NOCs with the greatest need. The continued success of the TOP programme and Olympic broadcast agreements has enabled the IOC to provide increased support for the NOCs with each Olympic quadrennium. The IOC will provide approximately US$318.5 million to NOCs for the current quadrennium (2001 2004). Olympic Marketing Revenue Contributions to NOCs Olympic Quadrennium Broadcast Revenue via TOP Programme Total Revenue Olympic Solidarity Revenue * to NOCs Albertville / Barcelona 1989 1992 US$51.6 million US$35 million US$86.6 million Lillehammer / Atlanta 1993 1996 US$80.9 million US$57 million US$137.9 million Nagano / Sydney 1997 2000 US$118.7 million US$93 million US$211.7 million Salt Lake / Athens 2001 2004 US$209.5 million US$109 million US$318.5 million * Separate reporting is conducted with regard to TOP revenue contributions to the NOCs of the United States (USOC) and to the host countries for each quadrennium. The figures presented above do not include the contributions to the USOC and the host country NOCs. Note on Olympic Marketing Support for the NOCs Substantial additional indirect financial support is provided to the NOCs through the provision of a free athletes village and travel grants to the Olympic Games. 18 2 0 0 4 F A C T F I L E

2 O L Y M P I C M A R K E T I N G O v e r v i e w Olympic Marketing Contributions to the International Federations The IOC provides financial support from Olympic marketing to the 28 IFs of Olympic summer sports and the 7 IFs of Olympic winter sports. These financial contributions from Olympic broadcast revenue are designed to support the IFs in the development of sport worldwide. The IOC distributes Olympic broadcast revenue to the Summer IFs and the Winter IFs after the Olympic Games and the Olympic Winter Games, respectively. The continued success of Olympic broadcast agreements has enabled the IOC to deliver substantially increased financial support to the IFs with each successive Games. The Olympic marketing contribution to the Summer IFs following the 2000 Olympic Games represented more than a fivefold increase over the contribution that followed the 1992 Olympic Games. The Olympic marketing contribution to the Winter IFs following the 2002 Olympic Winter Games likewise represented more than a fivefold increase over the contribution that followed the 1992 Olympic Winter Games. Olympic Marketing Revenue Contributions to IFs of Olympic Summer Sports Olympic Games Revenue to IFs 1992 Barcelona US$37.6 million 1996 Atlanta US$86.6 million 2000 Sydney US$190 million Olympic Marketing Revenue Contributions to IFs of Olympic Winter Sports Olympic Winter Games Revenue to IFs 1992 Albertville US$17 million 1994 Lillehammer US$20.3 million 1998 Nagano US$49.4 million 2002 Salt Lake US$85.8 million 2 0 0 4 F A C T F I L E 19

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3 o l y m p i c p a r t n e r s h i p CHAPTER 3 Olympic Partnership This chapter provides facts, figures and historical information regarding the TOP sponsorship programme managed by the IOC, the Olympic Games domestic sponsorship programmes managed by the OCOGs of past Olympic Games, as well as IOC supplierships. Information regarding TOP sponsorship support for Athens 2004 and the domestic sponsorship programme managed by ATHOC are presented in Chapter One of this document. Olympic Sponsorship Overview Olympic sponsorship is an agreement between an Olympic organisation and a corporation, whereby the corporation is granted the rights to specific Olympic intellectual property and Olympic marketing opportunities in exchange for financial support and value-in-kind contributions. Olympic sponsorship programmes operate on the principle of product-category exclusivity. Under the direction of the IOC, the Olympic Family works to preserve the value of Olympic properties and to protect the exclusive rights of Olympic sponsors. Olympic sponsorship programmes are designed to meet the following objectives established by the IOC: To contribute to the independent financial stability of the Olympic Movement. To generate continual and substantial support through sustained, long-term partnerships. To provide equitable revenue distribution throughout the Olympic Family. To ensure the financial and operational viability of the Olympic Games. To prohibit the uncontrolled commercialisation of the Olympic Games. Olympic sponsorship programmes benefit the Olympic Movement in the following ways: Sponsorship provides valuable financial resources to the Olympic Family. Sponsors provide support for the staging of the Olympic Games and the operations of the Olympic Movement in the form of products, services, technology, expertise and staff deployment. Sponsors provide direct support for the training and development of Olympic athletes and hopefuls around the world, as well as essential services for athletes participating in the Games. Sponsors provide essential products and services for broadcasters, journalists, photographers and other media. Sponsorship activation enhances the Olympic Games experience for spectators and provide the youth of the world with opportunities to experience the Olympic ideals at the global and local levels. Sponsorship support contributes to the success of the educational, environmental, cultural and youth-oriented initiatives of the Olympic Movement. Sponsors develop advertising and promotional activities that help to promote the Olympic ideals, heighten public awareness of the Olympic Games and increase support for the Olympic athletes. 2 0 0 4 F A C T F I L E 21

3 o l y m p i c p a r t n e r s h i p Worldwide Olympic Partnership TOP: The Olympic Partners The Olympic Partners (TOP) programme is the worldwide sponsorship programme managed by the IOC. The TOP programme operates on a four-year term that aligns with the Olympic quadrennium. The IOC created the TOP programme in 1985 to develop a more diversified revenue base for the Olympic Games and to establish long-term corporate partnerships that would ensure the future viability of the Olympic Movement. The TOP programme generates support for the the Organising Committees of the Olympic Games and Olympic Winter Games, all of the 202 NOCs around the world, and the IOC. The TOP programme provides each Worldwide Olympic Partner with exclusive global marketing rights and opportunities within a designated product category. The TOP Partners may exercise these rights worldwide and may activate marketing initiatives with the various members of the Olympic Family that participate in the TOP programme. TOP Programme Evolution Programme TOP I TOP II TOP III TOP IV TOP V Quadrennium 1985 1988 1989 1992 1993 1996 1997 2000 2001 2004 Olympic Games Calgary 1988 Albertville 1992 Lillehammer 1994 Nagano 1998 Salt Lake 2002 Seoul 1988 Barcelona 1992 Atlanta 1996 Sydney 2000 Athens 2004 Partners 9 12 10 11 11 Participating NOCs 159 169 197 199 202 Revenue US$95 million US$175 million US$279 million US$579 million US$603 million 22 2 0 0 4 F A C T F I L E

3 o l y m p i c p a r t n e r s h i p TOP Contributions to the Olympic Movement The TOP Partners provide vital financial support and value-in-kind (VIK) contributions to the Olympic Movement. The IOC distributes TOP revenue and contributions according to the approximate formula illustrated in the chart below. IOC NOCs OCOGs 10% 40% 50% Notes on TOP Value-In-Kind Contributions 1. VIK contributions in the TOP programme occur in the form of products, services, technology, expertise and personnel deployment. These contributions are assigned a value in terms of U.S. dollars, and these values are included in the TOP revenue figures presented in this document. 2. VIK is necessary for the daily operations of Olympic Family organisations and for the staging the Olympic Games. The distribution of VIK is based on the needs of each Olympic Family organization. The OCOGs traditionally receive the greatest percentage of VIK support for their operational responsibilities in staging the Games. 3. The actual distribution of TOP resources may vary, as VIK contributions are delivered to fulfill the specific technical and operational needs of the OCOGs for the Olympic Games and Olympic Winter Games. TOP Programme Support for the Olympic Games The IOC provides approximately 50% of the TOP programme s quadrennial revenue and VIK contributions to the following organisations: (1) the OCOG for the Olympic Winter Games, (2) the OCOG for the Olympic Games, and (3) the NOCs of the Olympic Games and Olympic Winter Games host countries. The growth of the TOP programme has enabled the IOC to deliver increased levels of support to the OCOGs to support the staging of the Games. The increased contributions of the TOP Partners have been significant in providing independent financial stability to the Olympic Movement and ensuring the viability of the Olympic Games. Notes on TOP Support for the Olympic Games 1. The OCOGs combined revenue share ultimately may be higher than 50%, due to certain technology agreements that provide substantial additional VIK contributions to each OCOG for Games operations. 2. The host country NOCs are included in the OCOGs TOP revenue share because the Olympic Games joint marketing plan requires the OCOG and the host country NOC to coordinate all marketing initiatives within the host country. 2 0 0 4 F A C T F I L E 23

3 o l y m p i c p a r t n e r s h i p TOP Programme Support for NOCs The IOC provides approximately 40% of the TOP programme s quadrennial revenue to all participating NOCs. The growth of the TOP programme has enabled the IOC to provide equitable revenue distribution throughout the Olympic Family, delivering vital and ever-increasing support to the NOCs to support the training and development of Olympic athletes and teams. The increased contributions of the TOP Partners have been significant in ensuring the future of sport in many nations and territories that lacked any financial resources prior to the creation of the TOP programme. NOC Shares of TOP Revenue Olympic Quadrennium TOP I (1985 1988) TOP II (1989 1992) TOP III (1993 1996) TOP IV (1997 2000) TOP V (2001 2004) TOP Revenue Share to NOCs n/a US$35 million US$57 million US$93 million US$109 million Notes on TOP Support for the NOCs 1. The 202 active NOCs throughout the world receive funding through the TOP programme. The TOP programme guarantees a minimum of US$40,000 to NOCs in support of athlete training and other national Olympic programmes. When the TOP programme was launched, fewer than 10 NOCs had any form of marketing revenue. 2. The figures presented above do not include the share provided to the NOCs within the two Olympic host countries for each given quadrennium, as those shares are included in the OCOG revenue share. 3. Separate accounting is conducted for the TOP revenue share provided to the United States Olympic Committee (USOC). For this reason, the figures presented above do not include TOP share provided to the USOC. 24 2 0 0 4 F A C T F I L E

3 o l y m p i c p a r t n e r s h i p TOP V Partnership Eleven corporations currently participate in the fifth generation of the TOP programme, known as TOP V. During the 2001 2004 Olympic quadrennium, TOP V Partners provide support for the 2002 Olympic Winter Games in Salt Lake City and the 2004 Olympic Games in Athens. TOP V is projected to generate approximately US$600 million in revenue to support the Olympic Movement. TOP V Partners The TOP V Partners are: Worldwide Partners of the Olympic Games Partners of the International Olympic Committee Partners of the Salt Lake 2002 Olympic Winter Games Partners of the Athens 2004 Olympic Games Partners of all National Olympic Committees Partners of all Olympic teams competing in Salt Lake 2002 and Athens 2004 2 0 0 4 F A C T F I L E 25

3 o l y m p i c p a r t n e r s h i p Corporate Web Address Exclusive Category www.cocacola.com Non-alcoholic Beverages Olympic Partnership History Sponsored the 1928 Olympic Games in Amsterdam and every Olympic Games since Longest continuous partnership with the Olympic Movement TOP Partnership History Charter TOP Partner (TOP I) Member of the TOP programme since 1986 TOP Future Coca-Cola s TOP partnership agreement extends through 2008 The Coca-Cola Company has supported every Olympic Games since the 1928 Olympic Games in Amsterdam. The company became a Worldwide Olympic Partner by joining the TOP programme as a charter member in 1986. Founded in 1886, the Coca-Cola Company is the world's leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups, used to produce more than 300 beverage brands. Coca-Cola corporate headquarters are located in Atlanta (U.S.), with local operations in more than 200 countries. The Coca-Cola Company s contributions to and programmes for ATHENS 2004 include initiatives designed to bring the people of the world into contact with the Olympic experience. Coca-Cola is a Presenting Partner of the ATHENS 2004 Olympic Torch Relay, the first global torch relay in history, which will touch 27 nations on five continents. Coca- Cola has helped to select inspiring individuals from the local communities around the world to run with the torch. The company also has worked with local governments along the relay route to plan, develop and stage cultural events and end-of-day city celebrations. Coca-Cola Radio enables top-rated radio stations from around the world to broadcast live from the Olympic Games, providing listeners with a behind-the-scenes glimpse of the Games. Coca- Cola contributes beverages such as Coca-Cola, Minute Maid and PowerAde to refresh the athletes from 202 countries competing in the 2004 Olympic Games. 26 2 0 0 4 F A C T F I L E

3 o l y m p i c p a r t n e r s h i p Corporate Web Address www.atosorigin.com Exclusive Category Information Technology Olympic Partnership History Supported the 1992 Olympic Games in Barcelona as Sema TOP Partnership History Joined the TOP programme in 2001 (TOP V) as SchlumbergerSema TOP Future Atos Origin s TOP partnership agreement extends through 2008 Atos Origin first supported the Olympic Movement at the 1992 Olympic Games in Barcelona as Sema. As SchlumbergerSema, the company became a Worldwide Olympic Partner when it joined the TOP programme in 2001. The company s Olympic involvement includes leading the technology effort for the staging of the Olympic Games. Atos Origin, an international information technology services provider employing 50,000 personnel in 50 countries, completed the acquisition of Worldwide Olympic Partner Schlumberger in January 2004. Atos Origin s primary contribution to the ATHENS 2004 is to integrate the information technology systems that make the Games possible. Atos Origin leads the consortium of several technology partners for the Olympic Games, and provides overall IT strategy, project management, software, information security, and systems integration. The company brings two critical software applications to the Games: management systems applications that support operations, and information diffusion systems that will instantaneously push real-time event results to the media. Atos Origin has trained a staff of 350 IT professionals and 3,500 volunteers to run the systems at nearly 80 competition and non-competition venues during the Games. 2 0 0 4 F A C T F I L E 27

3 o l y m p i c p a r t n e r s h i p Corporate Web Address Exclusive Category www.jhancock.com Life Insurance/Annuities Olympic Partnership History First became a United States Olympic Committee (USOC) sponsor in 1993 Sponsored the 1996 Olympic Games TOP Partnership History Joined the TOP programme in 1994 (TOP III) TOP Future John Hancock s TOP partnership agreement extends through 2008 John Hancock Financial Services, Inc., began its support for the Olympic Movement in 1993 as a sponsor of the Centennial Olympic Games in Atlanta and the USOC. The following year, John Hancock became a Worldwide Olympic Partner when it joined the TOP programme. John Hancock s Olympic involvement focuses on athlete support and grass-roots community support. Founded in 1862, John Hancock offers a broad range of financial products and services worldwide. 28 2 0 0 4 F A C T F I L E

3 o l y m p i c p a r t n e r s h i p Corporate Web Address www.kodak.com Exclusive Category Film/Photographics and Imaging TOP Partnership History Charter TOP Partner (TOP I) Member of the TOP programme since 1986 TOP Future Kodak s TOP partnership agreement extends through 2008 Kodak s sponsorship of the Olympic Games is part of its corporate vision. As an Olympic sponsor, Kodak has played a major role in capturing and presenting the most memorable images in Olympic history. Over the past 27 Olympiads, virtually every moment has been recorded on Kodak film. Kodak supported the first modern Olympic Games in 1896, and became a Worldwide Olympic Partner when it joined the TOP programme as a charter member in 1986. With sales of US$12.8 billion in 2002, the company comprises several businesses: Photography, Health, Commercial Imaging, Components, and Display. Kodak s contributions to ATHENS 2004 will have a significant impact on many aspects of the Games. The Kodak Image Center at Athens 2004 will provide traditional and digital photographic products and services to enable thousands of journalists to transmit an estimated three million images from the Games. The Kodak Digital Picture Center in Athens will offer spectators the chance to share their memories of the Olympic experience by printing, processing, uploading and transmitting their personal digital photos. Kodak imaging technology will help to secure the 2004 Olympic Games by producing more than 350,000 accreditations for Olympic athletes, officials, employees and volunteers. Kodak will provide the ATHENS 2004 Olympic Polyclinic with digital and computed radiography equipment and services, including full digitization of one x-ray room, high-quality image-processing software and automated backup of patient images. As a legacy contribution, Kodak s digital diagnostic imaging equipment, networks and systems will remain with the local medical community in Athens to enhance the region s health-care resources. 2 0 0 4 F A C T F I L E 29

3 o l y m p i c p a r t n e r s h i p Corporate Web Address www.mcdonalds.com Exclusive Category Retail Food Services Olympic Partnership History Sponsored the 1976 Olympic Games in Montreal TOP Partnership History Joined the TOP programme in 1997 (TOP IV) TOP Future McDonald s TOP partnership agreement extends through 2012 McDonald s first supported the Olympic Movement as a sponsor of the 1976 Olympic Games in Montreal. The company became a Worldwide Olympic Partner when it joined the TOP programme in 1997. McDonald s is the world's leading food service retailer, with more than 30,000 restaurants in 119 countries serving 47 million customers each day and generating more than US$40 billion in annual system-wide sales. McDonald s contributions to the Olympic Movement include initiatives that promote healthy lifestyles and support the Olympic athletes. For ATHENS 2004, McDonald s will bring its Championship Crew of 300 employees from 33 countries to serve meals to the athletes in the Olympic Village, as well as to spectators and media at other on-site restaurants during the Games. The McDonald s staff is selected by national competitions from among the company s 1.5 million employees in more than 100 countries. As an Olympic legacy to Greece, McDonald s will establish a Ronald McDonald Playroom at Pendeli Pediatric Hospital in Athens. This facility, made possible by a grant from Ronald McDonald House Charities, will support sick children and their families. McDonald s also is the exclusive worldwide sponsor of the Olympic Day Run, an annual event established by the IOC to commemorate the founding of the Olympic Movement and to promote fitness through sports worldwide. Finally, Mcdonald s Goactive.com global website, developed in partnership with the IOC, is designed to inspire physical activity among consumers worldwide. 30 2 0 0 4 F A C T F I L E

3 o l y m p i c p a r t n e r s h i p Corporate Web Address www.panasonic.com Exclusive Category Audio/TV/Video Equipment TOP Partnership History Charter TOP Partner (TOP I) Member of the TOP programme since 1987 TOP Future Matsushita s TOP partnership agreement extends through 2008 Under the Panasonic label, Matsushita Electrical Industrial Co., Ltd., supplies the Olympic Movement with state-ofthe-art television, audio and video technology equipment for operation at the Olympic Games. Matsushita has supported the Olympic Movement as a Worldwide Olympic Partner since it joined the TOP programme as a charter member in 1987. Panasonic is a unit company of Matsushita Electrical Industrial Co., Ltd., one of the world s leading producers of electronic and electric products for consumer, business and industrial use. Panasonic will make significant contributions of audio and video technology equipment to ATHENS 2004. As the official equipment supplier to the ATHENS 2004 host broadcaster (AOB), Panasonic provides a vast selection of digital cameras, video equipment, monitors and editing equipment for the International Broadcast Centre (IBC), which help broadcasters capture the highest quality pictures and produce the best possible Olympic coverage. The company will also provide its Astrovision giant-screen video display units to Olympic venues to provide spectators with better views of the competition on the field of play. 2 0 0 4 F A C T F I L E 31

3 o l y m p i c p a r t n e r s h i p Corporate Web Address www.samsung.com Exclusive Category Wireless Communications Equipment TOP Partnership History Joined the TOP programme in 1997 (TOP IV) TOP Future Samsung s TOP partnership agreement extends through 2008 Samsung became a Worldwide Olympic Partner when it joined the TOP programme in 1997. The company s Olympic involvement includes helping Olympic athletes share the experience with family, friends, and loved ones around the world. Samsung Electronics, a Korea-based company, employs approximately 75,000 people in 47 countries. Samsung s contributions to and programmes for ATHENS 2004 include initiatives designed to help people share in the experience of the Olympic Games. Samsung is a Presenting Partner of the ATHENS 2004 Olympic Torch Relay, the first global torch relay in history, which will touch 27 nations on five continents. Samsung has helped to select inspiring individuals from local communities around the world to run with the torch and has worked with local governments along the relay route to plan, develop and stage the event. To support the staging of the 2004 Olympic Games, Samsung will provide more than 22,000 wireless communication devices to athletes, officials, media, staff and volunteers. Samsung s Wireless Olympic Works (WOW), communications system will enable ATHENS 2004 officials and staff to access critical data and to transmit results and special information about the Olympic Games. Finally, the Olympic Rendezvous @ Samsung pavilion will provide a place for Olympic athletes to gather with friends and family, as well as an interactive experience for Olympic visitors. 32 2 0 0 4 F A C T F I L E

3 o l y m p i c p a r t n e r s h i p Web Address www.sportsillustrated.cnn.com Exclusive Category Periodicals/Newspapers/Magazines Olympic Partnership History Sponsored the 1980 Olympic Winter Games in Lake Placid TOP Partnership History Charter TOP Partner (TOP I) Member of the TOP programme since 1987 TOP Future Partnership will conclude at the end of 2004 Sports Illustrated has supported the Olympic Movement since the 1980 Olympic Winter Games in Lake Placid. The company became a Worldwide Olympic Partner when it joined the TOP programme as a charter member in 1987. Throughout its Olympic partnership, Sports Illustrated has supported the Olympic Movement by creating and producing official Olympic Games publications. Sports Illustrated is a division of AOL/TimeWarner. For ATHENS 2004, Sports Illustrated is publishing in Sports Illustrated magazine an Inside the Olympics column, a special Olympic Games preview issue, as well as several Olympic coverage issues. Sports Illustrated is also publishing an Olympic Viewers Guide, as well as dedicated Olympic Games content on SI.com and in Sport Illustrated for Kids magazine. 2 0 0 4 F A C T F I L E 33

3 o l y m p i c p a r t n e r s h i p Web Address www.swatch.com Exclusive Category Timing, Scoring and Venue Results Services Olympic Partnership History Timing and Scoring sponsor of 1996 Atlanta and Sydney 2000 Long-time IOC worldwide Olympic licensee TOP Partnership History Joined the TOP programme in 2003 (TOP V) TOP Future Swatch s TOP partnership agreement extends through 2010 The Swatch Group, Ltd., a long-time worldwide Olympic licensee, first directly supported the Olympic Games by providing timing and scoring services to the Centennial Olympic Games in Atlanta and the 2000 Olympic Games in Sydney. The company became a Worldwide Olympic Partner when it joined the TOP programme in 2003, and the partnership now extends to on-venue results services. The Swatch Group Ltd., headquartered in Biel (Switzerland), is today the largest manufacturer and distributor of finished watches in the world. Swatch is the Worldwide Olympic Partner for timing, scoring and venue results services. The company s contribution to the 2004 Olympic Games includes providing timing and scoring information and photofinish technology to coaches and athletes during training sessions, as well as to judges, officials, spectators, broadcasters and other media during competition. More than than 400 Swatch engineers will work on-site at the 2004 Olympic Games. 34 2 0 0 4 F A C T F I L E

3 o l y m p i c p a r t n e r s h i p Corporate Web Address www.visa.com Exclusive Category Consumer Payment Systems TOP Partnership History Charter TOP Partner (TOP I) Member of the TOP programme since 1986 TOP Future Visa s TOP partnership agreement extends through 2012 Visa International has been a Worldwide Olympic Partner since the company joined the TOP programme as a charter member in 1986. Visa International is the exclusive payment card and the official payment system for the Olympic Games. The world's leading provider of payment solutions, Visa is jointly owned by its 21,000 member financial institutions around the globe. Visa member financial institutions in every geographic region worldwide are actively involved in leveraging the Olympic partnership to benefit their cardholders and merchant partners. Visa s contributions to ATHENS 2004 range from providing payment systems to the Organising Committee and providing financial resources to Olympic spectators and visitors, to supporting Olympians and promoting the Olympic ideals to children throughout the world. The Visa Olympians Reunion Center in Athens will provide past and present Olympians with a place to gather for hospitality during the Games. Visa Olympics of the Imagination is an international art contest that teaches children about the goals, ideals and history of the Olympic Games. More than a million children worldwide have participated in the contests over the years, and Visa will host 30 winners and guardians at ATHENS 2004. In addition to its direct support for the staging of the Games, Visa International also works with local tourism officials to promote the host country and host city as a destination. 2 0 0 4 F A C T F I L E 35