How are the Olympic marketing revenues distributed?

  • How are the Olympic marketing revenues distributed?

    The IOC is a non-profit organisation and gives more than 90% of the marketing revenue to the organisations belonging to the Olympic Movement, to support the organisation of the Olympic Games, the Youth Olympic Games and promote sport around the world. It supports them through the provision of products, services, technology, expertise and staff deployment or via the funding of facilities to support athletes, including sports facilities, athlete accommodation, food and health services.

    The IOC also aims to make success at the Games achievable by everyone, and so, every Olympic cycle, a substantial portion of the profits from the Games is allocated through the National Olympic Committees directly to helping athletes and coaches from countries with the greatest financial need, as part of the Olympic Solidarity programme.

    Beyond the Games, the IOC’s funds are also used to finance the network of athletes’ commissions across the globe which promotes the empowerment of athletes and enables their voices to be heard. For instance, substantial investment is made in the anti-doping ecosystem, with 50 per cent of the World Anti-Doping Agency’s funding coming directly from the IOC.

    The IOC retains only 10% of Olympic revenue for IOC activities to develop sport and cover the operational costs of governing the Olympic Movement. 

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