The objectives of the Olympic marketing programmes are:
To generate revenue to be distributed throughout the entire Olympic Movement – including the OCOGs, the National Olympic Committees (NOCs) and their continental associations, the International Federations (IFs) and other recognised international sports organisations – and to provide financial support for sport in emerging nations.
To build on the successful activities developed by each Organising Committee for the Olympic Games (OCOG) and thereby eliminate the need to recreate the marketing structure with each Olympic Games.
To ensure that the Olympic Games can be experienced by the maximum number of people throughout the world principally via broadcast coverage.
To protect and promote the equity that is inherent in the Olympic image and ideals.
To control and limit the commercialisation of the Olympic Games.
To create and maintain long-term marketing programmes.
To enlist the support of Olympic marketing partners in the promotion of the Olympic ideals.