Recently, the International Olympic Committee released the Beijing Winter Olympic Games Marketing Report (hereinafter referred to as the Report). According to data from independent research institutions, a record 2.01 billion people around the world watched the 2022 Beijing Winter Olympic Games through radio, television and digital platforms, an increase of 5% over the Pingchang Winter Olympic Games four years ago. In addition, the Beijing Winter Olympic Games also gave satisfactory answers in terms of sponsorship cooperation, franchise product management, etc.
The Report shows that the global audience watched 713 billion minutes of Olympic reports through the channels of the Olympic rights broadcasters, an increase of 18% over the Pingchang Winter Olympic Games. The total broadcast time of the authorized broadcasters on the digital platform reached a record 120670 hours. The number of independent users of the official Olympic website and mobile application platform during the Beijing Winter Olympics reached 68 million, more than twice that of the Pingchang Winter Olympics. The interaction volume of Olympic social media during the event also reached 3.2 billion.
IOC President Bach spoke highly of this: “The Beijing Winter Olympic Games is the highest level of digital participation in history.”
More audience attention will also bring more income to the IOC. The Report shows that the total revenue of the IOC from 2017 to 2021 will be 7.6 billion US dollars, of which the revenue from media broadcasting rights will account for 61% and the revenue from the Olympic Global Partner Program will account for 30%. These two constitute two important sources of IOC revenue.
In terms of the Olympic Global Partnership Program, from 2017 to 2021, the IOC’s revenue in this field will increase by 128.8% over the previous cycle. At present, 13 enterprises around the world have joined the Olympic Global Partnership Program, including Alibaba and Mengniu in China.
As a supplement to the Olympic Global Partnership Program, the Beijing Winter Olympics Organizing Committee also has a sponsorship program for the Beijing Winter Olympics. According to the Report, the sponsorship plan for the Beijing Winter Olympics has set up four levels, attracting more than 40 partners, who have made great contributions to the grand goal of “300 million people participating in ice and snow sports”.
In terms of franchising, the IOC particularly praised the licensed commodities related to the mascot “Bing Dwen Dwen”. The Report shows that the sales of “Bing Dwen Dwen” account for 69% of the sales of all licensed products of the Beijing Winter Olympics, from plush toys, handmade toys, keychains to badges. During the Beijing Winter Olympics, the sales volume of plush toys, the mascot of “Bing Dwen Dwen”, was 1.4 million. As of May this year, the sales of plush toys, the mascot of “Bing Dwen Dwen”, had reached 5.2 million.
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Excerpt from “China Sports News”
Post time: Oct-27-2022