Beijing's Olympic Games generated huge revenues. Yet, London 2012 promises more financial success due to the rise of top-tier sponsors and viewers worldwide. The International Olympic Committee (IOC) has registered some £1.9 billion in revenues, thanks to sponsorship deals and selling TV rights for the winter games in Turin and the summer games in the Chinese capital, The Guardian reported. According to the British paper, the 2012 Olympics are expected to generate £2.7 billion due to the expansion of sponsors and souring broadcasting revenues. "I believe the situation is very good," IOC president Jacques Rogge said as he addressed the organization's 120th session in August. "I have to warn you that this is purely virtual money. We will only get it if the Vancouver 2010 and the London 2012 Games are successful." The organizing committee of the Olympics has eight top sponsorship categories, including sportswear, airline, banking, telecoms, and oil and gas. Among the top-tier sponsors in Beijing were Visa, Samsung, McDonald's and Coca Cola. Other categories will be available in London 2012, with more firms interested to take part in the global event. Six sponsors have already struck deals with the organizing committee. British oil company BP, British Airways and Adidas lead the line. Each of the main sponsors pays an average of £50 million and is allowed to base their marketing campaigns on the event as soon as they sign up. So, how do the sponsors benefit from the Olympics? Global Attention
"The global attention has been fantastic," Michael Lynch, head of global sponsorship at Visa, was quoted as saying after China won the 16-day event. "Television ratings around the world at record levels, and the athletes made history. Various studies showed that Beijing's sponsors enjoyed more recognition by consumers worldwide, especially in China, before and during the games. Chinese held sponsors at the highest regard because they supported their nation in staging the games, with the firms, in return, benefiting largely from the excessive existence in one of the healthiest markets in the world. Despite the global attention celebrated by sponsors, concerns were raised over the notable decrease in teenagers interested in the Olympics, a threat which Rogge drew attention to. Some 211 million watched the Olympic Games on American network NBC, beating the 209 million who tuned to Atlanta 2004, according to a study released by Nielson Media Research. The study also found out that almost 86 per cent of all US television households were tuned to the games. In china, seven networks competed to air extensive coverage of the Olympics, with events such as the basketball game between the host nation and USA attracting 170 million viewers. However, the percentage of teenagers watching the games is going down, according to Advertising Age. In comparison with figures from Athens 2004 Olympic Games, the report says, viewership among teenagers has fallen by 4% in Beijing "despite the introduction of sports such as BMX and increased internet coverage." "The IOC must communicate better with young people whose tastes are changing," Rogge said.
