The document outlines steps to maximize revenue from the 2012 London Olympics while balancing attendance. It recommends focusing on broadcast opportunities through an interactive Olympics website and social media to reach the 5 billion viewer goal. It also suggests promoting British athletes domestically to capitalize on hosting in a wealthy, sports-loving country. While global population exceeds London's, increasing local promotion and special ticket promotions can boost London unity and ticket sales. Overall, the Olympics should be considered "Everybody's Games" to drive broadcast viewership, which will outweigh any loss from prioritizing revenue over attendance.

1. London Olympics: Maximize Revenue or Maximize Attendance
By: Lucas Silberman
Annemarie,
The 2012 London Olympics are at a critical point in its development to be the best
Olympics to date. Outlined below are the critical steps we must take to maximize our revenue,
while understanding it comes at a cost to our attendance:
Main Points:
 Take advantage of broadcast opportunities
 Take advantage of Olympics in “the largest city of a wealthy, sports-loving country”
mentality
 Increase home country ticket allocation
 World’s collective knowledge understanding of “Everybody’s Games
Breakdown:
1. Broadcast opportunities:
Our opportunities to reach our expected 5 billion people viewership could be enhanced by
focusing on the following:
 Access to different arenas – create an interactive 2012 London Olympics website that
switches through various events and stadiums
 Social Media – utilizing the exposure of Facebook, Instagram, and Twitter to
continuously keep fans in the loop.
 Interactivity – our viewers will have the opportunity to win London Olympics gear by
following various steps explained on television, online, and social media.
2. London’s Impact:
Olympics Games Number of
Medals Won
from Previous
Olympics
Ticket Revenue
in Millions (With
% of Total
Tickets Sold)
Broadcast
Revenue
(millions)
1984 Los
Angeles
188 $156 (82.6%) $287
1988 Seoul 7 $36 (75%) $403
1992 Barcelona 75 $79 (76.9%) $636
1996 Atlanta 376 $425 (75.5%) $893
2000 Sydney 81 $551 (88.2%) $1,332
2004 Athens 23 $228 (71.7%) $1,494
2008 Beijing 172 $200 (100%) $1, 737
2012 London 104, but
unknown during
the time
Goal: $650 Projected: 2,357

2. Important Notes:
 The projection on broadcast revenue is based off the average increase rate from the
previous Olympics, which was an average of 35%.
 The three highest medal counts based on previous Olympics are three developed cities
(Beijing, Atlanta, and Sydney). Our opportunity, as the largest population, would be to
promote our amazing athletes domestically.
 In addition, Beijing and Sydney have the highest percentage of tickets sold based on the
seat availability.
 The countries with the highest ticket revenues have been within the last four Olympics,
so our goal is to not only continue this trend but exceed it.
3. Ticket Revenue Accountability:
Location Current Projection of Ticket
Revenue (%)
Total Population in 2012
(Millions)
London 30 8.674
Non-Londoners, from
England
25 53.5
Europe 20 743.1
World 25 7,080,072,417
While our global population clearly outreaches London and England’s population, we have a
unique opportunity to increase London’s unity for its host city.
 Local Banners and Ads – putting London’s most famous athletes around train stations,
buses, and popular local destinations represents aspiration for London to be successful.
 Special promotions – If we promote other sports not within the “Big 4,” we can give
incentives on ticket discounts on all events.
 StubHub and TicketMaster – Other ticket distribution websites will successfully allow
access for everyone around the world to the London Olympics.
The Olympics need to be widely considered as “Everybody’s Games.” If we promote people to
support the Olympics from a nationalistic standpoint, tickets will take care of themselves
because of the power of the market. The broadcast viewership will outgain the benefits of what
ticket revenue would bring. The London Olympics is it a great stance because we have
technological innovation sweeping the world, and our city is developed in a way to be
successful based on other hosts like Sydney, Beijing, and Atlanta. We understand to
opportunity at hand, now let’s go get it!