Welcome to this special edition of Sportcal Magazine, which is being distributed ahead of the 2012 Olympic Games in London and appropriately focuses on the sporting showpiece of the year and the prospects for future games.
The magazine is also available online free of charge via the Sportcal website and is promoted to over 20,000 senior sports industry executives who each receive a personalised email directing them to the issue. It is also distributed directly to all IOC members, international sports federation senior executives, NOCs, national sports governing bodies and Sportcal subscribers.
In an extensive special feature, Sportcal analyses the commercial revenues generated by the Olympics, and concludes that the total for the four-year cycle ending with London 2012 will break the $8-billion barrier for the first time. In the second part of the feature, we compare this year’s games with soccer’s Fifa World Cup across a variety of indicators and consider whether London 2012 can lay claim to being the biggest sporting event ever.
Sponsors play a significant role in the financing of the Olympics and case studies show how four partners, at different levels of the sponsorship hierarchy, have been activating their deals in the runup to this summer’s games, with Coca-Cola putting the emphasis firmly on youth.
Looking ahead, the Media feature analyses the rights sales process for the next Olympic cycle, which comprises the 2014 winter Olympics in Sochi and the 2016 Olympics in Rio de Janeiro, with the IOC on track to comfortably exceed the $4 billion generated in the current two-games period.
There is also an examination of Madrid’s event hosting capabilities, with the Spanish capital claiming that winning the right to stage the 2020 Olympics would be a “catalyst for economic development” in the financially stricken country.
Meanwhile, wakeboard is one of the eight sports bidding to join the Olympic programme that year and the International Waterski and Wakeboard Federation tells Sportcal that it believes that the sport can mirror snowboarding’s success in the winter Olympics if it is successful in its campaign.
By contrast, athletics has been a part of the modern Olympics since the first edition in 1896 and, in the Sports Market Interview, Nick Davies, the deputy secretary general of the IAAF, highlights how the federation is going to use the coincidence of its centenary and the London games to stress the importance of the sport to the Olympics and drive and maintain interest in the sport at other times.
These features combine with our usual tables of hard-to-find data and News in Brief to provide a complete round-up of all the crucial activities in the international sports industry.