Event Management

CIA- 1

Olympics

Aashish Mishra (1820602)

Mayank R. Chopra (1820666)

Vishek Agrawal (1820638)

Muskaan Rungta (1820648)

Suddept Gupta (1820631)

Shreya Yadav (1820651)

 Olympics

Why Olympics?

History: Olympics Games have a connection back to religious festival, it is held in honor of Greek
god fathers “Zeus”. The name Olympics originated from a place called “Olympia”- a rural sanctuary
site in the Western Peloponnesus. It is estimated according to both archaeological and literature
evidence that the ancient games were staged in Olympia, Greece, from 776 BC through 393 AD and
it took 1503 years for the Olympics to return. When it came back it was popularly known as modern
Olympics, which was held in Athens, Greece in 1896. The man behind the rebirth of Olympics was
a Frenchman named Baron Pierre de Coubertin. In the first modern Olympics 34 countries
participated.

Format: There are two different durations when Olympics is conducted: Winter and summer
Olympics consisting of 15 and 42 different sports respectively. Each sport has a different format
which ends up with quarter finals, semifinal and lastly the main event Finals. There are three classes
of medal: gold, awarded to the winner; silver, awarded to the 1st runner-up; and bronze, awarded to
the second runner-up.

Objective and aim of event :

The goal of the Olympic Movement is to
contribute to building a peaceful and better
world by educating youth through sport
practiced without discrimination of any
kind and in the Olympic spirit, which
requires mutual understanding with a spirit
of friendship, solidarity and fair play. The
basic objective is to unite whole world with the spirit of sports and side by side also provide a
platform for enthusiastic sport people who holds a responsibility of the pride of their country.

Who Olympics?
Olympics is one of the biggest sport event and thus it includes support of various people to carry out
this massive scale of sports event.

Stakeholders: The stake holders consist of International Olympic Committee and the other is the
government of the respective country where the event is held. Olympics is held at different places
after a gap of two year (Summer Olympics) and four year (winter Olympics), so the another part of
stakeholder mentioned above- Government keep changing as the location of event changes but
anyhow International Olympic Committee remains the same and is not influenced by location.

Sponsors: These are the permanent sponsor for Olympic Games. For Instance, GE is a part of
Olympic games since year 2005.

Organizers: The organisation of the Olympic Games is looked after by the International Olympic
Committee (IOC) to the National Olympic Committee (NOC) of the country of the host city as well
as to the host city itself. The NOC forms, for that purpose, an OCOG which, from the time it is
constituted, communicates directly with the IOC, from which it receives instructions.

Headquarters:
The International Olympic Committee is a
Non-government sports organization based
in Lausanne, Switzerland. Created by Pierre
de Coubertin and Demetrios Vikelas in 1894,
it is the authority responsible for organising
the modern Summer and Winter Olympic Games.
Participants:
For Summer Olympics 2018 206 countries participated. We can see how the Olympics has gone to
full fill its objective of binding nations through sport over the period of time. At the first Olympics
held in 1896 14 nations participated but today we can see a growth of 192 nations. Here are the names
of top 5 nations who consistently take parts in summer Olympics:

India United states of Germany

America

Japan Brazil United

Kingdom
Similarly for Winter Olympics there were 92 participants in 2018 and the above mentioned countries
were among the top performer.

When Olympics?
Summer Olympics (Reason for fixed month for Olympics)
• When Tokyo first hosted the Summer Olympics in 1964, they were held during the cooler,
drier month of October. The 1968 Mexico City games were also held in October. But most
Summer Olympics for the past three decades have been held in July or August, recognised as
an ideal time window for TV networks to cover the event.
• They pay billions of dollars for broadcasting rights during these months when the global sports
calendar is otherwise light, increasing the chances of capturing a bigger audience. But the
dates are also chosen because of the lull in the sports calendar, public Olympic records show
and TV sports marketing experts say.
 • In September or October, the Olympics would have to compete for viewers’ attention against
other events, such as the start of the NFL American football season, Major League Baseball
playoffs in the United States and the early months of the soccer season in Europe.

Winter Olympics (Reason for fixed month for Olympics)

• February is the coldest month in the Northern Hemisphere's winter. No Southern Hemisphere
city has ever tried to host the games. For the past 50 years, the International Olympic
Committee (IOC) has set the dates for the Games and has chosen February, likely because it's
a month with high snow accumulation coupled with consistently cold weather in the Northern
Hemisphere.
• In other words, there are good conditions for skiing and other snow- or ice-related sports.
Different resorts peak in different months, January, February, or March — and February is
safely in the middle.
• But now, according to the 2010 rule change, as long as a city puts its proposal in early, a
change in the celebration month wouldn't be a problem for either the summer or winter games.

Where Olympics?
How the Olympic Locations are Chosen: Every two years, cities around the world make bids to the
International Olympic Commission (IOC) to host the Olympic Games. Originally most Olympics
games, especially the Winter Olympics, were selected on the strength of being a popular place for
winter sports like a ski resort. Today, cities are selected through a much more rigorous process.
Any city that wants to host the Olympic Games puts in its name to the IOC and is considered an
"Applicant City." For the next ten months, the IOC investigates the city on several points:
1) The city must prove that it is big enough to handle the Olympics. With the games come a huge
number of tourists, athletes, journalists, and politicians. They must show that they can host the games
in new stadiums and venues, they must house all the people in adequate hotels, and they have to
transport everyone from one place to the next with a reliable mass transit system. They also need to
show that they can handle the high level of security needed at the games.
2) The city needs to convince residents that the expenses of covering the Olympics (which may be
covered by raising taxes) are worth it in city improvement and new jobs.
3) The cities needs to maintain a highly positive media exposure to carry the games. Fourth, the
tangible effects of hosting the Olympic games may not prove beneficial if the bid committees do not
exercise proper judgment in developing the city to host the Olympics.
The costs for bidding for the games is incredibly high. Bid committees must pay an application fee
(The fee for hosting the 2012 Olympics was $150,000 U.S.), to the IOC. This high fee is meant to
discourage cities that are not committed to the efforts necessary to host the Olympics.

Last Olympics:
An overview of previous and future nations which held and will conduct Olympics in upcoming years.

The 2016 Summer Olympics officially known as the Games of the XXXI Olympiad (Portuguese:
and commonly known as Rio 2016, was an international multi-sport event that was held from 5 to 21
August 2016 in Rio de Janeiro, Brazil, with preliminary events in some sports beginning on 3 August.
These were the first Olympic Games ever to be held in South America and the fourth to be held in a
developing country, after the 1968 Summer Olympics in Mexico, the 1980 Summer Olympics in the
Soviet Union, and the 2008 Summer Olympics in China.
More than 11,000 athletes from 205 National Olympic Committees took part, including first time
entrants Kosovo, South Sudan, and the Refugee Olympic Team. With 306 sets of medals, the games
featured 28 Olympic sports, including rugby sevens and golf, which were added to the Olympic
program in 2009. These sporting events took place at 33 venues in the host city and at five separate
venues in the Brazilian cities of São Paulo, Belo Horizonte, Salvador, Brasília, and Manaus.
How Olympics?
Pricing Strategy:
• Three principles of the ticketing strategy:
• Tickets need to be affordable and accessible to as many people as possible.
• Tickets are an important revenue stream to fund the games and
• Fill the venues for all events
Olympics’ main source of revenues are broadcasting rights, sponsorships and advertising. A
differential pricing strategy is followed where the tickets are priced according to the sports a viewer
wants to attend and which seating section he opts for. The opening ceremony itself costs $400 but a
front row seat can go as high as $6000. So, there is this high and low-price points for opening as well
as closing ceremony. But they have a pricing policy where the tickets are affordable and accessible.
A Pay-Your-Age-Pricing plan has been devised where youngsters who are 16 years or under can pay
their age in pounds. People who are above 60 years of age are provided discounted price.
Schoolchildren are provided tickets as per the Ticket share scheme. Olympics do not follow bundling
of tickets or free tickets policy.

Modality of Event:
By studying the 2012 Games and the committee’s multiyear pricing process, we determined five
pricing principles that every business, whether it has a shared-value mission or not, could profitably
adopted: The 5 principles are:
• Focus on relationships, not on transactions
• Be proactive
• Put a premium on flexibility
• Promote transparency
• Manage the market’s standards for fairness
Some sponsors are spending additional marketing dollars to make the most of putting their names to
the games. Advertisers (including non-sponsors) spent $800 million on U.S. Olympic broadcaster
NBC during the 2014 Sochi Games and the channel expects the figure to increase by a low double-
digit percentage this year, according to Dan Lovinger, executive VP of advertising sales at NBC
Sports.
The TV contracts and 13 TOP sponsors ensured that it really is raining money. In the period of the
previous Olympiads from 2013 to 2016, the lords of the rings collected a total of 5.7 billion US
dollars. More that 70 percent, which is to say, around four billion dollars, was for the sale of the TV
contracts. About one billion US dollars came from the TOP marketing program. And the income
during the current Olympic period from 2017 to 2020 will surely increase further
 Reference

• Dillinger, Jessica. "Countries With the Most Summer Olympic Medals." WorldAtlas, Jan. 18,
2018, worldatlas.com/articles/countries-with-the-most-olympic-medals.html.

• Retrieved from https://www.bloomberg.com/news/articles/2017-09-28/olympic-

sponsorships-are-about-to-get-a-lot-more-expensive.

• Becker, L., & Becker, L. (2018, September 20). These are the Olympic funders for the
Games in Pyeongchang. Retrieved from https://www.ispo.com/en/markets/sponsors-
olympic-games-these-are-olympic-funders.