Business of Winter Olympics - Beijing Winter Olympic Games Overview, Impact of COVID-19, Sponsorship and Media Landscape

Business of Winter Olympics - Beijing Winter Olympic Games Overview, Impact of COVID-19, Sponsorship and Media Landscape

Summary

This report considers the commercial structure of the Olympic Winter Games, held in Beijing. Covering a range of commercial factors, the report looks at the sponsorship portfolio of the event while also analysing its media portfolio, in comparison with the International Olympic Committee's main event, the Summer Olympics. The report will also look at the back drop of the event, which has been clouded by diplomatic boycotts, and human rights abuse accusations against the host nation.

When comparing the IOC's main winter event with its main summer event, there are notable differences between the commercial footprint of the two. In terms of unique sponsorship value, deal volume and broadcast partners. These commercial discrepancies are not unsurprising, given the difference in scale between the events, with fewer athletes, crowds, events and medals for broadcasters to deliver content around. The report also looks at the advertising activity of the IOC's TOP sponsors, who have in many cases opted to scale back their Olympic themed marketing following human rights accusations against China.

Highlights include a breakdown between payTV and free-to-air channels broadcasting the Winter Olympics and the value this represents to the IOC. Further highlights include direct comparisons between the Winter Olympics and the Summer Olympics regarding sponsorship and broadcast portfolios. Further highlights include a breakdown of the advertising activity of the IOCs TOP sponsors.

Scope

• The report looks at the commercial portfolio of the two events, looking at its unique sponsors and deal values.
• The report also considers the media portfolios of the events, analysing the deal locations for the Winter Olympics and the breakdown of pay TV vs free to air.
• The report also discusses the marketing response by the IOC's TOP sponsors, looking at which sponsors are activating their partnership across all social media channels and their company website

• Readers will gain an understanding of the commercial landscape of the IOC's two chief events, with a specific focus on the Winter Olympics. Readers will also gain access to deal data for major European broadcaster Eurosport, owned by Discovery, who have sub licensed various rights deals across Europe for Winter Olympics coverage.

Companies Mentioned

IOC
Coca Cola
Omega
Panasonic
Atos
Samsung
Mengniu
Discovery
NBC
Eurosport
BBC
ZDF
ARD