World Athletics Championships, 2022 - Post Event Analysis

World Athletics Championships, 2022 - Post Event Analysis

Summary

An analysis of the recent 2022 World Athletics Championships, which provides insight the event's broadcasters, sponsorship portfolio, prize money, attendance, ticketing and United States team profile.

Tickets started at $25 for adults and $10 for children at Hayward Field. Six sessions sold out in Oregon, with the third day achieving the highest number of ticketed people, with 21,065. In the United States, an average audience of 1.93 million viewers on NBC tuned in to watch the 10-day event, the largest average audience for the World Athletics Championship on NBC since 2007. NBC average viewership this year was more than double of the last event in 2019, which averaged 766,000 viewers. The event’s current sponsorship deals are worth an estimated $17.25 million, up from $15.66 million at the Qatar event in 2019. The deal with Asics to be the event’s apparel and footwear provider, is estimated to be worth $5 million a year by GlobalData and ranks as the most valuable sponsorship of the World Athletics Championships. The total prize pool increased by $698,000 from the 2019 event, with athletes taking home $70,000 per gold medal, $10,000 more than the Doha edition. Relay events saw teams take home $80,000 collectively for a gold medal, $40,000 for a silver medal and $20,000 for a bronze medal. The prize money would be split equally between athletes.

NBC broadcasts averaged 1.93 million viewers for this year's event, the highest World Athletics Championships audience on NBC since 2007, with peak audiences hitting 3.2 million on the final day of the event. Alongside this, a total of 146,033 ticketed people attended the event of the 10-day period, with six session selling out.

Regarding sponsorship, the 2022 World Athletics Championships had a total of 14 sponsors, The highest annual sponsorship deal for this year’s tournament went to Asics with an estimated deal value of $5 million annually.

Scope

• This report provides an overview of the event including a look at the event's sponsorship portfolio, broadcasters, prize money, attendance and ticketing, and a profile of the US Track and Field Team. An analysis of the 2022 World Athletics Championships sponsors is included and the estimated annual values for some of these deals. Information regarding some of the events broadcasting and attendance figures are also included.

• For those wanting an in-depth analysis of how the 2022 World Athletics Championships performed, in the sense of both business and popularity.