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London olympics 2012
Case Study Presentation By

Ramkiran Nanduri
   Introduction
   Olympic Organizing Committee
   Economics of the games
   Past Olympic Games
   2012 Games Plan
   Ticketing
   Conclusion
   What does Olympic mean and how it born?

.It comes from the city-state Olympia that was in
ancient Rome. The Olympics were a celebration of
stopping wars to come together for the Olympics and
celebration of the god Zeus.
 .When and where Olympic started and Played First?
The Modern Olympic Games first held in 1896 in
Athens, Greece. Total Participants were:241,Total
sports were 9 and games held between (6 - 15 April
1896) 10days.
   Can any one tell how many times Olympic
    organised till date:

 26th time except 1916,1940 and 1944 because of world
War.
   Country         Gold Silver Bronze
   USA             11   7      2
   Greece          10   17     19 (Highest medal
    winner)
   Germany         6    5     2
   France          5    4     2
   Great Britain   2    3     2
   Hungary         2    1     3
   Austria         2    1     2
   Australia       2    0     0
   Denmark         1    2     3
   Switzerland     1    2     0
   Mixed Team      1    1     1
1)Four rounds of voting done by the Members
 of IOC held in Singapore ,117 IOC Session on
 6july 2005.
2)Total 9 cities finally submitted Application.
3)Cities were
 Paris(France)Leipzig(Germany),New
 York(USA),Istanbul(Turkey),Havana(Cuba),Mos
 cow(Russian Federation),London (Great
 Britain),Spain and last Brazil.
Rounds     1     2    3    4
London     22    27   39   54
Paris 21 25      33   50
Madrid     20    32   31   -
New York 19      16   -    -
Moscow 15
Result: London   won by 4 votes.
   It will cover:
   The 80000-seat Olympic stadium for opening
    and closing ceremonies and athletics.
   The 17500-seat Aquatics center –for
    diving,swimming,and water polo.
   The 12000-seat London Velopark –for indoor
    track cycling and outdoor BMX Cycling.
   12000- Seat basket ball arena.
   The 17000-bed Olympic Village.
   IOC (International Olympic Committee) is a non-profit
    organization based in Lausanne , Switzerland

   Governed by 115 voting members And staffed by 150 full
    time employees

    Provided contractual guidelines, managed copyrights,
    trademarks and other assets

   IOC is Also responsible for negotiating and managing
    broadcasting rights and international sponsorships while
    OCOG(Organizing Committee For The Olympic Games) is
    responsible for ticketing, domestic sponsorships and
    domestic licensing
Source               Organization   Amount(in millions)
                     Responsible
Broadcast Rights     IOC            $1332

International        IOC            $405
Sponsorships Of
Games
                     Sydney OCOG    $551
Ticketing To Games
                     Sydney OCOG    $492
Domestic
Sponsorships Of
Games                Sydney OCOG    $52

Licensing Rights



Total                               $2832
   50% to 65% of the broadcasting rights and international
    sponsorships went to OCOG



   OCOG is also associated with expenses of planning the games,
    housing the athletes and running the events.



   OCOG employed several hundred individuals over the four to seven
    years leading up and including the games
Source                            Approx. Amount(In Millions)
                                            ($)
Sydney Organizing Committee Of    2137
The Olympic Games

National Olympic Committee        321

International Federations         200

International Olympic Committee   173




Total                             $2832
   Revenues Generated for                          Broadcast Rights


    2000 Sydney Games. $     $1,400

    2,832 Millions           $1,200                 International
                                                    Sponsorship of
                             $1,000                 Games

                              $800
                                                    Ticketing to
                              $600                  Games

                              $400
                              $200                  Domestic
                                                    Sponsorship of
                                $0                  Games
                                      Amount ( in
                                       Millions)
                                                    Licensing Rights
   Allocation of Revenues                          Sydney
                                                    Organizing
    from the Games. $        $2,500                 Committee


    2,832 Millions           $2,000
                                                    National Olympic
                                                    Committees
                             $1,500

                             $1,000
                                                    International
                              $500                  Federation



                                $0
                                      Amount ( in
                                       Millions)    International
                                                    Olympic
                                                    Committee
   Using its allocations of the olympic revenues, the host
    city OCOG had to plan for, organize & manage the 17
    days of the game, all with in the contractual obligations
    set forth by IOC.
   Staging the opening ceremony, closing ceremony &
    sporting events.
   Arranging for required stadia, arenas, training
    facilities & equipment.
   Housing & feeding the athletes & officials.
   Anticipating & solving potential transportation
    problems
   Meeting the needs of the media.
   Providing security to ensure a safe & peaceful
    olympics.
Infrastructure costs   $ 2 billion for Sydney.
ranged for SYDNEY,      $ 15 billion for Athens
ATHENS & BEIJING        $ 40 billion For Beijing.
LONDON
  OLYMPICS

2012 GAME PLAN
   London Olympics is an “Everybody Game”
   Stakeholders are 60 million British.
   Free Open Air Festivals before games.
   Large Screen TVs around UK.
   Preliminary Football Rounds at Glasgow,
    Cardiff, Manchester, Brimingham and
    Newcastle.
   Availability of tickets to all at a accessible
    price.
 Initial Budget in 2004 : £2 billion
 Revised Budget in 2007 : £3 billion


    ◦ £560 m two new venues (including £250 m for the
      Olympic Stadium).
    ◦ £650 million for the Olympic village.
    ◦ £1.5 billion to run the Games.
    ◦ £200 million on security.

Current Estimates in 2011 : £9 billion
Projected revenue : £ 3.75 billion

   £1.5 billion from a special Olympic National Lottery.
   £625 million from a council tax surcharge of £20
    per year for London households.
   £560 million from IOC television and marketing
    deals.
   £450 million from sponsorship and official
    suppliers.
   £300 million from ticket sales.
   £250 million from the London Development Agency.
   £60 million from licensing.
Expenditure in $ Mil


       2000




                          Olympic Park
                   6000   Transportation
                          Misc

4000
Funding %

      5


 20
                      National taxes
                      London Taxes
                      National Lottery
                      Misc
                60
15
Revenue million
                                      Olympic National
                                      Lottery
       £250   £60
£300                                  Council tax

                      £1,500.00       IOC Broadcasting
£450

  £560                                Sponsorship
               £625

                                      Ticket sales


                                      London Development
                                      Agency
Total Expenditure (Billion USD)
35

30

25

20

15

10                                                     Total
                                                       Expenditure
 5                                                     (Billion USD)

 0

     Athens   Beijing (Estimated) London (Projected)


     2004           2008                2012
350
                                   300   302   301

300


250
            204
      205         201
200

                                                                       2012 london
150                                                  125   112
                                                                 106   2008 Beijing
100
                                                                       2004 Athens
50                      26 28 28



 0

      Nations           Sport        Events          Athelets
                                                     (X 100)
BROADCAST REVENUE (MILLION USD)
2000
1800
1600
1400
1200
1000
800
600
400
                                                                               Broadcast
200
  0
                                                                               Revenue…
                                                   Sydney
                     Seoul




                                         Atlanta




                                                                     Beijing
                                                            Athens
                             Barcelona
       Los Angeles




       1984 1988 1992 1996 2000 2004 2008
INTERNATIONAL SPONSORS
700          REVENUES
                                                                 606
600


500                                                   464

                                           405
400


300


200
                                195                                    No of Sponsers
                    120

100       67

      9        12          10         11         11         12
 0
      Seoul




                                                 Athens
                                      Sydney
               Barcelona


                           Atlanta




                                                            Beijing

      1988     1992        1996       2000       2004       2008
12

10

 8

 6

 4                                                                           Tickets availabe for sale
                                                                             (in millions)
 2
                                                                             Tickets sold (in millions)
 0
                                                 Sydney
                           Barcelona
                   Seoul




                                       Atlanta




                                                          Athens


                                                                   Beijing
     Los angeles




                                                                             Ticket    Revenue (in
                                                                             100 millions)




     1984          1988    1992        1996      2000     2004     2008
   Total 33 Venues
   New Olympic Park – East London
   By Developing 500 acre existing industrial
    and waste land to include:-
    ◦   80,000 Seat Olympic Stadium
    ◦   17,500 Seat Aquatic Center
    ◦   12,000 Seat London Velopark
    ◦   12,000 Seat Basketball Arena
    ◦   15,000 Seat Olympic Field Hockey Center
    ◦   17,000 Bed Olympic Village
Sport:      Athletics & Paralympic
                           Athletics

               Location:   In the south of the
                           Olympic Park

               Permanent or temporary: Permanent

               Number of events: 208

               Status :    Construction completed
                           & Turf laid in Nov 11.
Cost : £760m
               Utility After Ganes : Venue for
                            sports, athletics, as well
                            as cultural & community
                            events.
Cost : £268m




Sport:      Diving, Swimming & Modern Pentathlon

Location:   South-east corner of the Olympic Park

Permanent or temporary: Permanent

Number of events: 192

Status :    Construction completed in July 2011.

Utility After Ganes : Venue for sports, athletics, as well
             as cultural & community events.
Sport:      Basketball ,Wheelchair Rugby
                          & Handball (Finals).

              Location:   In the north of the Olympic
                          Park

              Permanent or temporary: Temporary (re-
                        useable)

              Number of events: 7

Cost :£42 m   Status :    Construction completed in
                          Jun 11.

              Utility After Ganes : relocated elsewhere
                           in the UK
Cost : £44 m




Sport:      Handball, Goalball & Modern Pentathlon

Location:   west of the Olympic Park

Permanent or temporary: Permanent

Number of events: 6

Status :    Construction completed in July 2011.

Utility After Ganes : Sports, health and fitness club
             with changing facilities
Cost : £105 m




Sport:       Track Cycling & Paralympic Track Cycling

Location:    North of the Olympic Park

Permanent or temporary: Permanent

Number of events: 28

Status :    Construction completed in Feb 2011.

Utility After Games : The facility will be owned, funded and run by
              the Lee Valley Regional Park Authority.
Sport:       Hockey & Paralympic Football

Location:    Olympic Park

Permanent or temporary: Temporary

Number of events: 4

Status :    Construction completed in Oct 2011.

Utility After Games : The facility will be moved north to Eton Manor.
Sport:      Canoe & Slalom

Location:   30km north of the Olympic Park

Permanent or temporary: Permanent

Number of events: 4

Status :    Opened to Public since Spring 2011.

Utility After Ganes : It will be owned, funded and managed
             by Lee Valley Regional Park Authority.
Capacity:   17,000 Beds

              Location:   Olympic Park

              Permanent or temporary: Permanent

              Developer : Qatari Diar and British
                         developer Delancey to
                         manage East Village.

              Utility After Games : Will be called
Cost :£557m
                           East Village and become
                           home to 3,600 families
                           from 2013.
   Travel of 100% of ticketed
    spectators by Public
    Transport”
   Upgradation of East London
    connectivity.
   12 Car Subway shuttle
    “Olympic Javelin”
   Price of ticket to include
    public transportation.
   240,000 passengers/ hour
    into/out Olympic Park.
Ten public transport lines
feeding into Stratford.

Representing the capability
of a train arriving in the area
every 15 seconds.“

 Expenditure for expansion
£1.4bn.

395 trains services.

29 Hitachi six-car electric
multiple units capable of
140mph (225km/h)
London olympics 2012
   Ticketing revenue (650 m out of 3 billion
    (21%)) excl exp on infra by ODA
   Comparison to other sporting events
    ◦ Man Utd over the season earnings   $ 150 million
    ◦ NY yankees                         $ 120 milliion
   Previous experience from other Olympics
    ◦ 2004 Athens - small size of city, limited capacity
      of venues
    ◦ 2008 Beijing - artificially low prices
    ◦ 2000 Sydney - large city, sports loving country
How can the Head of Ticketing for the 2012
London Olympics reconcile the diverging needs?

 He is expectsed to sell $650 million worth of
tickets, yet the stadia need to be filled and any
decision has to be accepted as fair by the
public…


   Maximize revenues
   Maximize attendance at all venues and dates
   Fill the seats with knowledge spectators
   Ensure tickets for the average Londoner
 Culture  and atmosphere of the city
 Location of city affects the reach
  ◦ Beijing, London
 Internet ticketing
 Global financial crisis
   Beijing experience
    ◦ Tickets sold to sponsors, IOC staff, media may go
      unused
    ◦ Spectators purchase tickets for day long events but
      attend only few hours
    ◦ People buy tickets as souvenirs with no intention to
      attend
    ◦ Availability to convenient transport
   Max revenues are generated by broadcast
    rights. $1.7 billion for the beijing games.
   Broadcast       rights      and      international
    sponsorships are controlled by IOC.
    The locog has control over the ticketing
    revenues, the domestic sponsorships, and the
    licensing (merchandising).
   Ticketing revenues fluctuate in a well-defined
    bandwidth, with price being highly variable,
   The inventory of available seats is mostly
                           fixed.
   Beijing   saw     a   lot   of    short      attention-span
    spectators, who would leave their seats after a couple
    of hours or a couple of events.
   Beijing authorities bussed in „artificial‟ spectators
    Other budgeted „other events‟, set to amount to
    365,000 seats? Maybe some creative events could
    boost that number? Or maybe even extend the closing
    ceremony to two days?
   Although Beijing was far from ticket revenue
    maximization, it did manage to sell out the entire 6.8
    million stock of tickets, something no other Olympic
    game has done since the 1984 los Angeles.

   Ticket revenue is a complex equation with several tiers.
    ◦ At the top are corporate tickets, typically
      accompanied by special facilities and access.
    ◦ At the bottom are simple limited-event tickets.
    ◦ The opening and closing ceremonies are the
      blockbusters: held in the biggest venues, fetching the
      fattest prices, and certain to sell out.

   Historically, prices vary from just below $1000 to less
    than $5
    80% of olympics tickets are expected to be sold in
    the UK
    The remaining 20% of tickets are predicted to be
    sold internationally.
   Experience of previous games is that
    ◦ majority of attenders come from within 1 hour‟s travel
      time;
    ◦ Most will be day visitors, but some will stay over.
   Top countries will be the
    us, canada, australia, france, germany, netherlands
    , japan (the pattern mirrors normal london
    tourism.)
    Most spectators will see 1 - 3 events over 2 - 3
    days, giving ample opportunity for
    entertainment in between sports fixtures
    Some will stay for the evening
    Availability of late-night transport will have an
    impact
   The 100m men's final is on a Sunday evening,
     as is the closing ceremony;
   The opening ceremony is a Friday evening.
   Tickets need to be affordable and
    accessible to as many people as possible.
   The ticketing plans have the clear aim of
    filling venues to the rafters.
   All tickets for events in and around london
    to include a travel card.
   Head of ticketing – Paul Williamson
   Mechanics at these games
    ◦ 8 million tickets to 26 sports over 17 games
    ◦ The tickets were priced from $10 to $ 100
    ◦ 75% of these tickets will be on sale to the public from
      March 2011
    ◦ 66% of these tickets will be priced at £50 or under
    ◦ 90% of these tickets will be priced at £100 or under
    ◦ 31% (2.5 million tickets )will be priced at £20 or under
    ◦ Ticket allotment was to be regulated by a matching
      process of demand vs availability
    ◦ In case of oversubscription for a particular type lottery
      system was to be followed
   Out of the 8.8 million tickets available 25%
    tickets to be allotted to 205 national Olympic
    committees, federations and IOC affiliates –
    on request basis(by late 2010) and full
    payment
   By summer of 2011 both would be processed
    and informed of allotment
   Remaining tickets to be offered for direct sale
   Easy sells – opening and closing
    ceremony, track & field
    finals, swimming,gymnastics
    ◦ Demand exceed supply
    ◦ Will sell at any price
    ◦ Expected revenue 40 %
   Football
    ◦ Most popular sport on earth
    ◦ 2 million tickets, expected revenue 10%
    ◦ Constrained by absence of big stars due to age factor
   Hard sells – all other sports
    ◦ Supply exceeds demand
   Targets set
    ◦ Sell 85 % seats
 Willingness   to pay depends on
 ◦ Comparison with other sporting events
   in the area
 ◦ Global appeal of the sport
 ◦ Local appeal
 ◦ Stage of the event
 ◦ Particular athlete or team
London olympics 2012
London olympics 2012
London olympics 2012
London olympics 2012
   LONDON 2012 TICKETSHARE„ which will see
    many thousands of school children receiving
    tickets to the games.
   London 2012 „get set‟ programme.100,000
    tickets to be donated to schools in London
    and around the UK via the London 2012 get
    set education network
   'PAY YOUR AGE' scheme will operate for over
    200 Olympic games sessions. This will see
    anyone who is 16 and under at the start of the
    games pay their age – and anyone over the
    age of 60 pay £16. (1.3million tickets)
   The london 2012 'sign up' programme over
    1.7 million people have signed up and are
    receiving news and discount ticket offers
    for sporting events.
   London 2012 will have more tickets on sale
    for disabled people than any previous
    olympic games.
   Out of the 2.5 m cheap tickets 1 m are for football
    matches, a sport not associated with the Olympics by
    many.
   Londoners around the Olympic park have been living
    on a building site and have not got any concessions.
   "There has not been enough done for Londoners to
    enjoy a once-in-a-lifetime chance to watch the
    Olympic games.
   Neale Coleman, the mayor of London's Olympic
    advisor, defended locog's strategy he said: "locog have
    to strike a balance with accessibility and affordability
    while raising a large amount of revenue.
   "They have increased the number of tickets available
    and that has enabled a more affordable package to be
    made available.
London olympics 2012
   The budget for the London 2012 Olympic and
    paralympic games.
   Sport and Society : The summer olympics though
    the lens of social science.
   .
   .
   .
   .
   .
   .
   .
   .


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London olympics 2012

  • 2. Case Study Presentation By Ramkiran Nanduri
  • 3. Introduction  Olympic Organizing Committee  Economics of the games  Past Olympic Games  2012 Games Plan  Ticketing  Conclusion
  • 4. What does Olympic mean and how it born? .It comes from the city-state Olympia that was in ancient Rome. The Olympics were a celebration of stopping wars to come together for the Olympics and celebration of the god Zeus. .When and where Olympic started and Played First? The Modern Olympic Games first held in 1896 in Athens, Greece. Total Participants were:241,Total sports were 9 and games held between (6 - 15 April 1896) 10days.
  • 5. Can any one tell how many times Olympic organised till date:  26th time except 1916,1940 and 1944 because of world War.
  • 6. Country Gold Silver Bronze  USA 11 7 2  Greece 10 17 19 (Highest medal winner)  Germany 6 5 2  France 5 4 2  Great Britain 2 3 2  Hungary 2 1 3  Austria 2 1 2  Australia 2 0 0  Denmark 1 2 3  Switzerland 1 2 0  Mixed Team 1 1 1
  • 7. 1)Four rounds of voting done by the Members of IOC held in Singapore ,117 IOC Session on 6july 2005. 2)Total 9 cities finally submitted Application. 3)Cities were Paris(France)Leipzig(Germany),New York(USA),Istanbul(Turkey),Havana(Cuba),Mos cow(Russian Federation),London (Great Britain),Spain and last Brazil.
  • 8. Rounds 1 2 3 4 London 22 27 39 54 Paris 21 25 33 50 Madrid 20 32 31 - New York 19 16 - - Moscow 15 Result: London won by 4 votes.
  • 9. It will cover:  The 80000-seat Olympic stadium for opening and closing ceremonies and athletics.  The 17500-seat Aquatics center –for diving,swimming,and water polo.  The 12000-seat London Velopark –for indoor track cycling and outdoor BMX Cycling.  12000- Seat basket ball arena.  The 17000-bed Olympic Village.
  • 10. IOC (International Olympic Committee) is a non-profit organization based in Lausanne , Switzerland  Governed by 115 voting members And staffed by 150 full time employees  Provided contractual guidelines, managed copyrights, trademarks and other assets  IOC is Also responsible for negotiating and managing broadcasting rights and international sponsorships while OCOG(Organizing Committee For The Olympic Games) is responsible for ticketing, domestic sponsorships and domestic licensing
  • 11. Source Organization Amount(in millions) Responsible Broadcast Rights IOC $1332 International IOC $405 Sponsorships Of Games Sydney OCOG $551 Ticketing To Games Sydney OCOG $492 Domestic Sponsorships Of Games Sydney OCOG $52 Licensing Rights Total $2832
  • 12. 50% to 65% of the broadcasting rights and international sponsorships went to OCOG  OCOG is also associated with expenses of planning the games, housing the athletes and running the events.  OCOG employed several hundred individuals over the four to seven years leading up and including the games
  • 13. Source Approx. Amount(In Millions) ($) Sydney Organizing Committee Of 2137 The Olympic Games National Olympic Committee 321 International Federations 200 International Olympic Committee 173 Total $2832
  • 14. Revenues Generated for Broadcast Rights 2000 Sydney Games. $ $1,400 2,832 Millions $1,200 International Sponsorship of $1,000 Games $800 Ticketing to $600 Games $400 $200 Domestic Sponsorship of $0 Games Amount ( in Millions) Licensing Rights
  • 15. Allocation of Revenues Sydney Organizing from the Games. $ $2,500 Committee 2,832 Millions $2,000 National Olympic Committees $1,500 $1,000 International $500 Federation $0 Amount ( in Millions) International Olympic Committee
  • 16. Using its allocations of the olympic revenues, the host city OCOG had to plan for, organize & manage the 17 days of the game, all with in the contractual obligations set forth by IOC.
  • 17. Staging the opening ceremony, closing ceremony & sporting events.  Arranging for required stadia, arenas, training facilities & equipment.  Housing & feeding the athletes & officials.  Anticipating & solving potential transportation problems  Meeting the needs of the media.  Providing security to ensure a safe & peaceful olympics.
  • 18. Infrastructure costs $ 2 billion for Sydney. ranged for SYDNEY, $ 15 billion for Athens ATHENS & BEIJING $ 40 billion For Beijing.
  • 19. LONDON OLYMPICS 2012 GAME PLAN
  • 20. London Olympics is an “Everybody Game”  Stakeholders are 60 million British.  Free Open Air Festivals before games.  Large Screen TVs around UK.  Preliminary Football Rounds at Glasgow, Cardiff, Manchester, Brimingham and Newcastle.  Availability of tickets to all at a accessible price.
  • 21.  Initial Budget in 2004 : £2 billion  Revised Budget in 2007 : £3 billion ◦ £560 m two new venues (including £250 m for the Olympic Stadium). ◦ £650 million for the Olympic village. ◦ £1.5 billion to run the Games. ◦ £200 million on security. Current Estimates in 2011 : £9 billion
  • 22. Projected revenue : £ 3.75 billion  £1.5 billion from a special Olympic National Lottery.  £625 million from a council tax surcharge of £20 per year for London households.  £560 million from IOC television and marketing deals.  £450 million from sponsorship and official suppliers.  £300 million from ticket sales.  £250 million from the London Development Agency.  £60 million from licensing.
  • 23. Expenditure in $ Mil 2000 Olympic Park 6000 Transportation Misc 4000
  • 24. Funding % 5 20 National taxes London Taxes National Lottery Misc 60 15
  • 25. Revenue million Olympic National Lottery £250 £60 £300 Council tax £1,500.00 IOC Broadcasting £450 £560 Sponsorship £625 Ticket sales London Development Agency
  • 26. Total Expenditure (Billion USD) 35 30 25 20 15 10 Total Expenditure 5 (Billion USD) 0 Athens Beijing (Estimated) London (Projected) 2004 2008 2012
  • 27. 350 300 302 301 300 250 204 205 201 200 2012 london 150 125 112 106 2008 Beijing 100 2004 Athens 50 26 28 28 0 Nations Sport Events Athelets (X 100)
  • 28. BROADCAST REVENUE (MILLION USD) 2000 1800 1600 1400 1200 1000 800 600 400 Broadcast 200 0 Revenue… Sydney Seoul Atlanta Beijing Athens Barcelona Los Angeles 1984 1988 1992 1996 2000 2004 2008
  • 29. INTERNATIONAL SPONSORS 700 REVENUES 606 600 500 464 405 400 300 200 195 No of Sponsers 120 100 67 9 12 10 11 11 12 0 Seoul Athens Sydney Barcelona Atlanta Beijing 1988 1992 1996 2000 2004 2008
  • 30. 12 10 8 6 4 Tickets availabe for sale (in millions) 2 Tickets sold (in millions) 0 Sydney Barcelona Seoul Atlanta Athens Beijing Los angeles Ticket Revenue (in 100 millions) 1984 1988 1992 1996 2000 2004 2008
  • 31. Total 33 Venues  New Olympic Park – East London  By Developing 500 acre existing industrial and waste land to include:- ◦ 80,000 Seat Olympic Stadium ◦ 17,500 Seat Aquatic Center ◦ 12,000 Seat London Velopark ◦ 12,000 Seat Basketball Arena ◦ 15,000 Seat Olympic Field Hockey Center ◦ 17,000 Bed Olympic Village
  • 32. Sport: Athletics & Paralympic Athletics Location: In the south of the Olympic Park Permanent or temporary: Permanent Number of events: 208 Status : Construction completed & Turf laid in Nov 11. Cost : £760m Utility After Ganes : Venue for sports, athletics, as well as cultural & community events.
  • 33. Cost : £268m Sport: Diving, Swimming & Modern Pentathlon Location: South-east corner of the Olympic Park Permanent or temporary: Permanent Number of events: 192 Status : Construction completed in July 2011. Utility After Ganes : Venue for sports, athletics, as well as cultural & community events.
  • 34. Sport: Basketball ,Wheelchair Rugby & Handball (Finals). Location: In the north of the Olympic Park Permanent or temporary: Temporary (re- useable) Number of events: 7 Cost :£42 m Status : Construction completed in Jun 11. Utility After Ganes : relocated elsewhere in the UK
  • 35. Cost : £44 m Sport: Handball, Goalball & Modern Pentathlon Location: west of the Olympic Park Permanent or temporary: Permanent Number of events: 6 Status : Construction completed in July 2011. Utility After Ganes : Sports, health and fitness club with changing facilities
  • 36. Cost : £105 m Sport: Track Cycling & Paralympic Track Cycling Location: North of the Olympic Park Permanent or temporary: Permanent Number of events: 28 Status : Construction completed in Feb 2011. Utility After Games : The facility will be owned, funded and run by the Lee Valley Regional Park Authority.
  • 37. Sport: Hockey & Paralympic Football Location: Olympic Park Permanent or temporary: Temporary Number of events: 4 Status : Construction completed in Oct 2011. Utility After Games : The facility will be moved north to Eton Manor.
  • 38. Sport: Canoe & Slalom Location: 30km north of the Olympic Park Permanent or temporary: Permanent Number of events: 4 Status : Opened to Public since Spring 2011. Utility After Ganes : It will be owned, funded and managed by Lee Valley Regional Park Authority.
  • 39. Capacity: 17,000 Beds Location: Olympic Park Permanent or temporary: Permanent Developer : Qatari Diar and British developer Delancey to manage East Village. Utility After Games : Will be called Cost :£557m East Village and become home to 3,600 families from 2013.
  • 40. Travel of 100% of ticketed spectators by Public Transport”  Upgradation of East London connectivity.  12 Car Subway shuttle “Olympic Javelin”  Price of ticket to include public transportation.  240,000 passengers/ hour into/out Olympic Park.
  • 41. Ten public transport lines feeding into Stratford. Representing the capability of a train arriving in the area every 15 seconds.“  Expenditure for expansion £1.4bn. 395 trains services. 29 Hitachi six-car electric multiple units capable of 140mph (225km/h)
  • 43. Ticketing revenue (650 m out of 3 billion (21%)) excl exp on infra by ODA  Comparison to other sporting events ◦ Man Utd over the season earnings $ 150 million ◦ NY yankees $ 120 milliion
  • 44. Previous experience from other Olympics ◦ 2004 Athens - small size of city, limited capacity of venues ◦ 2008 Beijing - artificially low prices ◦ 2000 Sydney - large city, sports loving country
  • 45. How can the Head of Ticketing for the 2012 London Olympics reconcile the diverging needs? He is expectsed to sell $650 million worth of tickets, yet the stadia need to be filled and any decision has to be accepted as fair by the public…  Maximize revenues  Maximize attendance at all venues and dates  Fill the seats with knowledge spectators  Ensure tickets for the average Londoner
  • 46.  Culture and atmosphere of the city  Location of city affects the reach ◦ Beijing, London  Internet ticketing  Global financial crisis
  • 47. Beijing experience ◦ Tickets sold to sponsors, IOC staff, media may go unused ◦ Spectators purchase tickets for day long events but attend only few hours ◦ People buy tickets as souvenirs with no intention to attend ◦ Availability to convenient transport
  • 48. Max revenues are generated by broadcast rights. $1.7 billion for the beijing games.  Broadcast rights and international sponsorships are controlled by IOC.  The locog has control over the ticketing revenues, the domestic sponsorships, and the licensing (merchandising).  Ticketing revenues fluctuate in a well-defined bandwidth, with price being highly variable,  The inventory of available seats is mostly fixed.
  • 49. Beijing saw a lot of short attention-span spectators, who would leave their seats after a couple of hours or a couple of events.  Beijing authorities bussed in „artificial‟ spectators  Other budgeted „other events‟, set to amount to 365,000 seats? Maybe some creative events could boost that number? Or maybe even extend the closing ceremony to two days?  Although Beijing was far from ticket revenue maximization, it did manage to sell out the entire 6.8 million stock of tickets, something no other Olympic game has done since the 1984 los Angeles. 
  • 50. Ticket revenue is a complex equation with several tiers. ◦ At the top are corporate tickets, typically accompanied by special facilities and access. ◦ At the bottom are simple limited-event tickets. ◦ The opening and closing ceremonies are the blockbusters: held in the biggest venues, fetching the fattest prices, and certain to sell out.  Historically, prices vary from just below $1000 to less than $5
  • 51. 80% of olympics tickets are expected to be sold in the UK  The remaining 20% of tickets are predicted to be sold internationally.  Experience of previous games is that ◦ majority of attenders come from within 1 hour‟s travel time; ◦ Most will be day visitors, but some will stay over.  Top countries will be the us, canada, australia, france, germany, netherlands , japan (the pattern mirrors normal london tourism.)
  • 52. Most spectators will see 1 - 3 events over 2 - 3 days, giving ample opportunity for entertainment in between sports fixtures  Some will stay for the evening  Availability of late-night transport will have an impact  The 100m men's final is on a Sunday evening, as is the closing ceremony;  The opening ceremony is a Friday evening.
  • 53. Tickets need to be affordable and accessible to as many people as possible.  The ticketing plans have the clear aim of filling venues to the rafters.  All tickets for events in and around london to include a travel card.
  • 54. Head of ticketing – Paul Williamson  Mechanics at these games ◦ 8 million tickets to 26 sports over 17 games ◦ The tickets were priced from $10 to $ 100 ◦ 75% of these tickets will be on sale to the public from March 2011 ◦ 66% of these tickets will be priced at £50 or under ◦ 90% of these tickets will be priced at £100 or under ◦ 31% (2.5 million tickets )will be priced at £20 or under ◦ Ticket allotment was to be regulated by a matching process of demand vs availability ◦ In case of oversubscription for a particular type lottery system was to be followed
  • 55. Out of the 8.8 million tickets available 25% tickets to be allotted to 205 national Olympic committees, federations and IOC affiliates – on request basis(by late 2010) and full payment  By summer of 2011 both would be processed and informed of allotment  Remaining tickets to be offered for direct sale
  • 56. Easy sells – opening and closing ceremony, track & field finals, swimming,gymnastics ◦ Demand exceed supply ◦ Will sell at any price ◦ Expected revenue 40 %  Football ◦ Most popular sport on earth ◦ 2 million tickets, expected revenue 10% ◦ Constrained by absence of big stars due to age factor  Hard sells – all other sports ◦ Supply exceeds demand  Targets set ◦ Sell 85 % seats
  • 57.  Willingness to pay depends on ◦ Comparison with other sporting events in the area ◦ Global appeal of the sport ◦ Local appeal ◦ Stage of the event ◦ Particular athlete or team
  • 62. LONDON 2012 TICKETSHARE„ which will see many thousands of school children receiving tickets to the games.  London 2012 „get set‟ programme.100,000 tickets to be donated to schools in London and around the UK via the London 2012 get set education network  'PAY YOUR AGE' scheme will operate for over 200 Olympic games sessions. This will see anyone who is 16 and under at the start of the games pay their age – and anyone over the age of 60 pay £16. (1.3million tickets)
  • 63. The london 2012 'sign up' programme over 1.7 million people have signed up and are receiving news and discount ticket offers for sporting events.  London 2012 will have more tickets on sale for disabled people than any previous olympic games.
  • 64. Out of the 2.5 m cheap tickets 1 m are for football matches, a sport not associated with the Olympics by many.  Londoners around the Olympic park have been living on a building site and have not got any concessions.  "There has not been enough done for Londoners to enjoy a once-in-a-lifetime chance to watch the Olympic games.  Neale Coleman, the mayor of London's Olympic advisor, defended locog's strategy he said: "locog have to strike a balance with accessibility and affordability while raising a large amount of revenue.  "They have increased the number of tickets available and that has enabled a more affordable package to be made available.
  • 66. The budget for the London 2012 Olympic and paralympic games.  Sport and Society : The summer olympics though the lens of social science.  .  .  .  .  .  .  .  . 