London Olympic Games 2012 - Short Notes

Organizational Structure:

Olympic Games 2012:

- Located in poor East London (long term plan for time after games)

- Athletes from 205 countries, 26 sports, 300 events in 17 days

- 7.9 million tickets (average of 500000, peak around 800000 spectators)

IOC (NPO):

- governing body of the Olympic Games based in Lausanne (Switzerland)

- chose the Olympic host cities

- provide contractual guidelines

- manage broadcasting rights, international sponsorship, international licensing

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OCOG (host city, 4-7 years):

- Ticketing, domestic sponsorships, domestic licensing

- Plan for, organize and manage 17 days of games

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Olympic Delivery Authority (quasi-governmental organization):

- Provide infrastructure (stadia and aren as, Olympic Village, national and international transportation systems), "first public transport Olympics"

Problems regarding ticketing:

- Running 26 world championships in a fortnight

- Different demand  different pricing ?

- Ticket distribution

Question 1

Reduce unsold tickets, empty seats and frustrated sports fans (problems in the past concerning ticketing) Ticketing = 20% of revenue, but = 80% of public relations headaches

London Organizing Committee of the Olympic Games (LOCOG)

Commercial Director of the LOCOG: "Missing revenue or attendance target is unacceptable"

Main objectives:

Maximize Revenues

Maximize attendance

BUT ALSO: Fill seats with knowledgeable fans  create energy and atmosphere

Accessibility of tickets to average Londoners / "Everybody's Games"  majority of tickets priced that public can afford them / fair distribution

International Olympic Committee

High attendance as indicator for successful games / High attendance  better atmosphere  better image  better broadcasting deals ?

BUT ALSO: Chose the host / "Everybody ‘s games" slogan should