Games’ Brand Second Only To Apple
The value of the Olympic brand has increased by 87% from the Beijing Games’, and now stands second only to technology corporation Apple – according to a new study.
Research by Brand Finance stated the Games’ brand value now stands at US$47.6 billion, up from $25.4 billion four years ago.
Apple is estimated as the world’s most valuable brand, with a $70.6 billion valuation.
The International Olympic Committee’s (IOC) total revenue is up 38% to $5.1 billion – with $4.6 billion of this figure available for investment back into sport worldwide, with running costs accounting for less than 10% of revenue.
According to the report, a 51% hike in broadcasting has brought in $3.9 billion, while sponsorship income is up 10.5%.
David Haigh, CEO of Brand Finance, said: ‘There is no doubt that the Olympics brand is a formidable revenue generator and has huge value. It has recently been criticised for heavy-handed brand control, however it should not be forgotten that, in the current four-year cycle, $4.6 billion has been generated for initiatives to develop sport worldwide. It is also expected to produce a net benefit to the UK economy of more than $25 billion.’
