How much are the Olympic Games worth? The question remains very theoretical, the multi-sport event is not for sale, and certainly does not intend to be one day. Nevertheless, the Olympic brand has a value. Good news for fans of economic data: it has just been published.
Brand Finance, a British brand valuation consultancy that analyses the performance of 5.000 of the world's best-known brands, looked at the Olympics. Its study concluded that the Olympic brand is doing well. Even better than well.
Not exactly a scoop, especially after the popular and media success of the Paris 2024 Games. But Brand Finance data suggests that the rings have never been in such shape. They are even crushing the competition in the sports world.
According to the British consultancy, the brand value of the Olympic Games increased by more than a third (37%) between 2021 and 2024, between Tokyo 2020 and Paris 2024. It went from $8,3 billion to $11,4 billion. The effects of the health crisis, with the 2020 edition postponed by a year and held without spectators, are therefore definitely a thing of the past. The Games have recovered. They have even emerged stronger.
The miracle? Brand Finance explains it by three elements: the increase in broadcast contracts, more stable partnership revenues, and post-pandemic optimism.
At the top of the list, therefore, are television rights. The study by the British company estimates that they are today " the main driver of Olympic brand value". She illustrates this with the example of the agreement concluded by the IOC with Warner Bros. Discovery for the broadcasting rights of the Games between 2018 and 2024, now renewed until 2032 and extended to the EBU. Amount: 1,5 billion dollars.
In second place are global partnership contracts. The TOP. Brand Finance program estimates their value at $4,9 billion.
At a good distance, ticketing revenues show weaker results: $200 million. Could do better, estimates Brand Finance, but its analysis reminds us that the strategy in this sector favors the accessibility of events, with often affordable seats, rather than profitability.
The IOC can show off: the Olympics are worth more than the English Premier League ($9,9 billion) and the NBA ($8,9 billion). It is second only to another professional sports giant, the NFL, which is the only one on the planet with an estimated value of $24 billion.
More anecdotal: Brand Finance points out that the Olympic Games, invented in France but originating in Greece, today display a value almost 5 and a half times higher than that of the combined 10 most renowned Greek brands.
« The Olympic Games brand has an incredible impact, explains Hugo Hensley, head of the sports department at Brand Finance. Unlike other major sports leagues that operate for several months each year, the Olympics take place for just over two weeks every four years – or every two years including the Winter Games – but they have the power to maintain brand equity that rivals leagues that operate and operate year-round. The success of Paris 2024 has set a strong precedent. Los Angeles 2028 appears well positioned to break even more records. Our data suggests a continued upward trajectory for Olympic brand strength and equity. ».
The best is yet to come, then. Looking forward to the rest.
