In Athens from 65438 to 0896, the organizing committee of the first Olympic Games faced serious economic difficulties, and the Greek philanthropist Avirov provided a large sum of money to build the stadium for free. In order to sell film to photographers, Kodak Company printed its advertisement in the Olympic achievement book after paying a limited sponsorship fee.
1900 in Paris, 1904 in St. Louis and 1908 in London, three consecutive Olympic Games have been integrated with the World Expo to promote international trade, and the expenses of the Olympic Games will be paid by the World Expo.
In Stockholm in 19 12, about 10 companies obtained the marketing right to take photos and sell souvenirs at the Olympic Games, and one of them was allowed to weigh the audience with a scale for profit. Lottery tickets are also sold in the Olympic Games. 4 1% of the income comes from selling tickets and ordering books. The total expenditure of this Olympic Games is $680,000, and there is no deficit. The history of the Olympic lottery began and continues to this day.
65438-0920 In Antwerp, the organizing committee tried to cooperate with the International Flower Show, but it ended in failure. The sale of photography and shooting rights also failed, and the government issued a set of three Olympic stamps. Although the Olympic subscription book is full of various advertisements, and the audience has to search carefully for information about the Olympic Games in the advertisements, there is still a deficit in this Olympic Games.
1924 during the Paris Olympic games, commercial billboards appeared in competition venues, and many enterprises expressed interest in them, but this marketing form was permanently banned by the international Olympic Committee. In fact, half of the funds for this Olympic Games are provided by government departments.
1928 during the Amsterdam Olympic games, the income from donations, tickets and the sale of marketing rights of Olympic goods accounted for 60% of the expenditure. Due to the large number of sponsors, the organizing Committee decided to register the Olympic logo and related logos and obtain copyright. The franchise marketing right extends to the catering industry, and dining is allowed on the sports ground. The Coca-Cola Company donated thousands of cases of Coca-Cola drinks to the American delegation participating in this Olympic Games. It was at this Olympic Games that Coca-Cola Company began its cooperation with the International Olympic Committee for more than 70 years.
1932 during the lake placid Olympic games, the organizing Committee allowed businesses to use this winter Olympics to advertise in exchange for the services of commercial companies. There are many advertisements for the Olympic Games in the shopping windows on the west coast of the United States, and advertisers in many countries also carry out their winter advertising activities with the theme of this Winter Olympics: 193 1 ~ 1932. In the same year, the stadium of the Los Angeles Olympic Games was expanded by private enterprises. Athletes' houses in the Olympic Village were demolished after the Olympic Games and sold to construction companies.
1952 Helsinki Olympic Games, when the then Olympic Organizing Committee first tried international marketing plan. Later, it attracted 1 1 national enterprises to provide extensive in-kind sponsorship from food to flowers.
1956 during the Melbourne Olympic games, the sale of various management rights only accounted for 4% of the total revenue.
During the 1960 Rome Olympic Games, the number of sponsors and suppliers expanded to 46 domestic and international companies providing various major equipment, services and loans, as well as some suppliers in Rome, who handled many small commodities, such as perfume, chocolate, toothpaste, soap and maps of Olympic venues. More importantly, the Rome Olympic Games marked the beginning of the connection between TV broadcasting and the Olympic Games. The Olympic Games was broadcast live in Europe 18 countries for the first time, and CBS bought the TV rights of the Olympic Games in the United States for $400,000.
1964 during the Tokyo Olympic games, the organizing Committee set up its own marketing agency, the Olympic publicity foundation, in February 1960, and conducted 23 commercial activities, increasing the number of marketing companies to 250. * * * raised $6.5438+0.69 million, of which "Olympia" brand cigarettes earned more than $6.5438+0 million for the Organizing Committee (sponsorship of cigarette enterprises was later banned by the International Olympic Committee).
However, since the 1968 Mexico City Olympic Games, four Olympic Games (Mexico, Munich, Montreal, Moscow, the first letter of English spelling is M) have suffered death, loss of money and boycott. 1972, the 20th Munich Olympic Games was held in the Federal Republic of Germany, but the debt was not paid off for more than ten years. 1976, Canada hosted the 2 1 Montreal Olympic Games, which cost $3.5 billion and lost $ 1 billion. A series of "financial black holes" make the development of modern Olympic Games difficult.
At the 1978 annual meeting of the International Olympic Committee held in Athens, Los Angeles won the right to host the 23rd Olympic Games without rivals. At that time, public opinion was in an uproar, and the support rate of Los Angeles citizens was only 34%. In addition, the city government of Los Angeles, the government of California and the federal government of the United States have made it clear that they will not provide any financial support. Many people in Los Angeles want to give up the right to host the games.
From 65438 to 0980, Samaranch became the new president of the International Olympic Committee. He decisively pointed out that "commercialization is the most powerful factor to adapt sports to modern society." The great potential of the Olympic Games began to be fully released, and the Olympic marketing stage was colorful. 1984 the los Angeles Olympic games has become a landmark year in the history of Olympic marketing. Uber Ross, an American businessman, put Samaranch's idea into practice incisively and vividly after being authorized by the Olympic marketing company. He proposed a method to limit the number of Olympic sponsors, and only 1 company was selected for each industry, and the minimum sponsorship amount was $4 million. In the end, Coca-Cola beat Pepsi with $654.38+02.6 million, and GM became a sponsor of the automobile industry, and Fuji won the exclusive sponsorship right of the film industry. Since then, the Olympic stage has not only become a stage for the world's top athletes to compete on the same stage, but also a stage for the world's top enterprises to compete on the same stage. In order to strive for limited Olympic resources and surpass competitors, many well-known enterprises began to struggle hard in the battlefield of Olympic marketing.
From 65438 to 0985, inspired by the experience of Los Angeles Olympic Games, the top-level plan of "Olympic Global Partner" put forward by the International Olympic Committee pushed the enthusiasm of enterprises to participate in Olympic marketing to an unprecedented climax. It is the only enterprise that uses the five-ring symbol of the International Olympic Committee as a commercial purpose and provides a product sponsored by the International Olympic Committee in return. The basic characteristics of this plan are periodicity and integrity, which makes the Olympic marketing develop systematically and comprehensively with four years or even longer as the cycle and the whole international Olympic family as the unit. From the implementation of the 1985/Daiding Plan to the 6th Generation Summit Plan in 2008, top enterprises all over the world paid 2.39 billion dollars to the International Olympic Committee in order to obtain the right to cooperate, and at the same time, they also got huge brand value returns and profits from Olympic resource marketing.