Unlimited business opportunities for the Olympic Games?
In recent years, hosting the Olympic Games has been sought after by many cities and even countries. In recent years, the host city of the Olympic Games and its host country have not only won a "good reputation" through the Olympic Games, but also often have a large economic surplus. The huge business opportunities of the Olympic Games have made many countries, cities and enterprises "drool".
1984 the los Angeles Olympic games was the first privately held Olympic games, which changed the history of long-term losses of the Olympic games. The Olympic Games originally planned to cost $500 million, and only $360 million was obtained by selling TV broadcasting rights. Since then, the practice of broadcasting sports competitions for free by radio and television stations has been broken. Ueberroth, the organizer, raised nearly $654.38 billion by issuing 25 commemorative coins and 2000 sponsorship vouchers. According to the announcement of the Organizing Committee of the Los Angeles Olympic Games in June 5438+0984+February 19, the profit of that Olympic Games was 250 million dollars.
1988 The cost of the Seoul Olympic Games was US$ 4 billion, but the organizing committee made a profit of US$ 300 million (about US$ 400 million) through corporate sponsorship and sale of TV broadcasting rights, setting a record for the government to run the Olympic Games.
1992 The total investment of the Barcelona Olympic Games is 9.6 billion US dollars, far exceeding that of the Seoul Olympic Games and even inferior to the most expensive Moscow Olympic Games in Olympic history. However, most of these funds are used for municipal construction. The Olympic Games won $625 million by selling TV broadcasting rights, $5160 thousand sponsored by entrepreneurs, tickets, commemorative coins, stocks and other income, and finally earned $5 million.
1996 Atlanta Olympic Games earned100000 USD. The commercial Olympic Games cost more than US$ 6,543.807 billion, mainly from the sales of TV broadcasting rights, sponsors' sponsorship and souvenir sales. As a result, large-scale advertisements and merchandise propaganda spread all over the competition venues, and every inch of land in downtown Atlanta was clearly priced, and trademarks such as Coca-Cola, IBM and Nike could be seen everywhere.
In 2000, the revenue of Sydney Olympic Organizing Committee reached $65.438+75.6 million, which was 80% higher than the forecast when Sydney won the right to host the Olympic Games seven years ago. Sydney Olympic Organizing Committee initially expected to get 488 million US dollars from the sale of broadcasting rights, but the actual income actually reached 798 million US dollars, exceeding the 654.38+568 million US dollars of196 Atlanta Olympic Games. In addition, the income of international sponsored projects has also increased from 90 million US dollars to 226.5438 million US dollars. At the same time, Australian sponsors have also provided $365.438+0.5 billion, $65.438+0.8 billion more than expected.
In addition to direct income, hosting the Olympic Games can also promote the development of related industries, such as communications, transportation, tourism, catering and other industries, thus generating huge indirect economic benefits:
1In September, 1984, the American Economic Research Association investigated the impact of the Los Angeles Olympic Games on the economy of Southern California, and found that the Olympic Games promoted the economy of this region as high as $3.29 billion, far exceeding 1962 Seattle World Expo and 1982 Knoxville World Expo. The two expositions each lasted for half a year, and the total economic benefits were $654.38+0 billion and $654.38+0.5 billion respectively.
When Barcelona organized the 1992 Olympic Games, it was at the time when Spain began to recover from the nationwide economic crisis in the 1980s. Organizing for the Olympic Games has obviously accelerated the economic recovery;
1996 Atlanta Olympic Games for six years (199 1 ~ 1997) brought about economic benefits of about $5 1 100 million to the United States;
According to the statistics of Australian tourism department, the number of tourists in Australia increased by 1 1% in 2000, and in September of the same year, the number of tourists in Sydney increased by 15%. Of the 65,438+065,438+000 international tourists who come specifically for the Olympic Games, 88% will become repeat visitors, and in the four years after the Olympic Games, Australia will increase by 65%. As a result of hosting the Olympic Games, Australia's export income in 200 1 year increased by 56 million dollars.
It can be said that the business opportunities of hosting the Olympic Games have penetrated into all aspects of the economic and social life of the host country, and the income of hundreds of millions of dollars has made the government and enterprises flock to it. When Beijing won the right to host the 2008 Olympic Games, it really excited many domestic enterprises and planned to share a piece of the Olympic Games.
On August 4th, BOCOG signed a cooperation agreement with China International Airlines. Air China became the fifth official partner of BOCOG after China Mobile, Bank of China, China Netcom and Volkswagen.
However, for enterprises to actively sponsor the Olympic Games, people in the industry also have their own views. Chen Jian, secretary general of Beijing Olympic Economic Research Association, said in an interview with China Economic Times that sponsoring the Olympic Games is still risky for enterprises.
Chen Jian believes that both the top sponsorship plan of the International Olympic Committee and the sponsorship plan of BOCOG have relatively high thresholds. For enterprises, it is necessary to consider their own affordability and make reasonable sponsorship or investment related to the Olympic Games.
Beware of economic traps
Today, when it comes to bidding for the Olympic Games, all cities will be excited. But before the 1980s, the cities hosting the Olympic Games rarely got out of the cycle of losses. Among them, the most striking is the 1976 Montreal Olympic Games, in which a huge deficit of more than 10 billion dollars appeared. /kloc-The 0/5-day Olympic Games left Montreal in debt for 20 years, which is called the "Montreal trap".
Montreal applied for the Olympic Games several times from 1940, and finally won the right to host the 2 1 Olympic Games in 1970. In order to run this Olympic Games well, the organizing committee opened the Olympic Center, built a large stadium, swimming pool, cycling field, Olympic Village and other facilities, and adopted many high-tech achievements. However, due to the economic depression and poor management in Canada, the cost of these projects has increased again and again. The original planned $2.8 billion main stadium cost $5.8 billion, and the organization cost also increased from the original planned $600 million to the actual $730 million. This caused the Montreal Olympic Games to be heavily in debt, which not only affected Canada's economic development, but also dealt a heavy blow to the Olympic movement, seriously affected the bidding activities of the 1984 Olympic Games that year, and made countries that originally planned to bid withdraw.
Chen Jian told reporters that the difference between the initial budget of the Montreal Olympic Games and the actual investment is too great-almost 10 times, which makes the host city of the Olympic Games fall into an economic trap. This also sounded the alarm for the future Olympic host city. The host city must think clearly in advance, make rational use of Olympic resources and avoid blind investment.
Chen Jian believes that the investment in this Athens Olympic Games is relatively high, and it will definitely lose money in the short term. But with the success of the Olympic Games and its economic growth, it is hard to say whether it will be a loss or a profit in the long run.
The "Montreal trap" is really talked about, but the success or failure of the Olympic Games often does not depend on its profit or loss. For the purpose of profit, excessive commercialization has also added a disgraceful stroke to the Olympic Games. 1996 The painful lesson of the Atlanta Olympic Games has brought us another extreme example.
Excessive commercialization has seriously interfered with the normal operation of this Olympic Games and distorted and alienated the Olympic purpose.