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Economics of the Olympic Games

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Economic Impact of the Olympic Games
And the Opportunities for Multinational Corporations

Written by: Erick Saunders
For Class: BUSN 659 – Summer 2014
Professor Corson

August 3rd, 2012. You walk into the Aquatics Center at the London Olympics looking towards watching Michael Phelps win Olympic Gold. The first thing you notice is a large digital clock sponsored by OMEGA. It’s 2 o’clock, you missed lunch and you have a craving for fries. Looking at all of the food vendors, you notice that only one place has fries on the menu. That one place happens to be McDonalds. Thirsty? You can only find Coca-Cola products; however , the offering from Coca-Cola is bigger than you ever imagined. There’s product you don’t even recognize. Perhaps it’s not an item familiar to your own country? This is all very strange; however, there is a very good reason as to why these things are happening. All of these companies are part of The Olympic Partner (TOP) program. By being part of the program, they have exclusive marketing rights at The Games. This paper describes such opportunities for these multinational companies.
According to the International Olympic Committee, 10,568 athletes competed from 204 National Olympic Committees (NOCs). From a broadcasting standpoint, 172 of the 204 NOCs had on-site media coverage. Coverage potential was estimated to be 4.8 billion people. In America, NBC reached approximately 219 million spectators. YouTube exposed nearly 60 million viewers to the games in Asia and Africa, 60 percent of which was a live stream. Events that were not televised were accessible via the internet, adding yet another access point for viewers. Publicity from social media such as Facebook and Twitter further enhanced the outreach of Olympic coverage. It quickly becomes obvious, as a multinational corporation, that this may be one of the greatest

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