A recent study by Brand-Finance reported the Olympics brand is valued at $47.6B with an 87% increase since the 2008 Beijing Olympic Games when it was valued at $25.4B. It is the second most-valuable brand in the world, beaten only by Apple at $70.6B. Furthermore, the Olympics brand is worth more than all of its sponsors including Samsung, GE and Coca-Cola. The Olympics is the most valuable brand of Greek origin and worth 134 times more than the National Bank of Greece, which is worth just $354M. The IOC has running costs of less than 10% of revenue leaving $4.6B for distribution and investment in sport worldwide. To calculate the brand value, Brand Finance valued everything operating under the Olympics brand using the IOC's financial statements (Brand Finance).
| Global Rank |
Brand |
Brand Value (Millions) |
| 1 |
Apple |
$70,605 |
| n/a |
The Olympics |
$47,569 |
| 2 |
Google |
$47,463 |
| 3 |
Microsoft |
$45,812 |
| 4 |
IBM |
$39,135 |
| 5 |
Walmart |
$38,320 |
| 6 |
Samsung |
$38,197 |
| 7 |
GE |
$33,214 |
| 8 |
Coca-Cola |
$31,082 |
| 9 |
Vodafone |
$30,044 |
| 10 |
Amazon.com |
$28,665 |
| 18 |
McDonald's |
$22,230 |
| 94 |
Panasonic |
$9,233 |
| 136 |
Visa |
$7,087 |
| 292 |
Dow |
$3,061 |
| 364 |
Acer |
$2,982 |
| 453 |
P&G |
$1,421 |
Source of broadcasting rights revenues '09-12
| Continent |
Millions |
Percent |
| America |
$2,284 |
59.01% |
| Europe |
$942 |
24.33% |
| Africa |
$42 |
1.09% |
| Asia |
$476 |
12.28% |
| Oceania |
$127 |
3.28% |
| Total: |
$3,871 |
|
