Brand Finance data reveals Paris 2024 Games boosted the value of the Olympics brand by 37%
The Olympics brand is more valuable than other major sports organisations including the Premier League and NBA – only the NFL brand is more valuable at $24 billion
Olympics’ brand value growth driven by record broadcast deals and robust sponsorship revenue
The Olympics’ brand value increased by 37% from 2021 to 2024, from USD8.3 billion to USD11.4 billion, according to a new report from Brand Finance, the world’s leading brand valuation consultancy. Following the abbreviated and delayed Tokyo Olympics 2020, this rise in brand value is attributed to growing broadcast deals, more stable sponsorship revenue, and post-pandemic optimism.
According to Brand Finance research, broadcasting rights emerged as the largest driver of brand value, for instance, the reported USD1.5 billion deal the IOC secured with Warner Bros Discovery for broadcasting rights to the games from 2018 – 2024, now renewed through 2032 and expanded to include the European Broadcasting Union. Brand Finance data also revealed sponsorship revenue was the second major contributor to the Olympic brand, valued at USD4.9 billion, followed by ticketing revenues at USD200 million. Ticketing revenues’ relatively smaller contribution to the Olympics’ overall brand value is attributable to the Olympic belief that the Games’ ticketing strategy should be accessible, rather than profitable, to promote global participation.
Other highlights include:
According to Brand Finance data, the Olympics play in the same league as other major sports brands, valued higher than the English Premier League (USD.9.9 billion) and the NBA (USD8.9 billion)
Although considered a global brand, the Olympics originate in Greece. The Olympics’ brand value is nearly 5 and a half times more valuable than the top 10 most valuable brands from Greece combined.
Brand Finance data reveals that since 2017, the revenue from sponsorship not only increased in size but also enhanced the Olympics’ financial performance even during non-Olympic years.
“The Olympics brand is incredibly impactful. Unlike other major sports leagues that operate for several months out of the year, the Olympics take place for just over two weeks every four years – or every two if you include the Winter Olympics – yet has the power to maintain a brand value that competes with year-round leagues. With the success of Paris 2024 setting a strong precedent, the upcoming Los Angeles 2028 games are well-positioned to break even more records. Brand Finance data suggests a continued upward trajectory for the strength and value of the Olympics brand.”- Hugo Hensley, Head of Sports Services, Brand Finance