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).
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Source of broadcasting rights revenues '09-12