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SBD Global/July 24, 2012/Marketing and Sponsorship

The Olympics Brand Is The Second Most Valuable In The World

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  
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