Branding the World of Sports

London Olympics broadcast rights top $1 billion

Posted by ZA on August 22, 2008

What does it cost to broadcast the Olympics? The 2012 Olympics in London, England are the first Olympic Games in history to cost more than $1 billion dollars in U.S. broadcast fees.  NBC agreed to pay over $2 billion for the 2010 and 2012 Olympics, which includes certain global sponsorship rights.

Below is a look at the cost for Olympic broadcast rights across the history of the Olympic Games. The fees were originally just television but now include TV and online.  The amounts listed are for the U.S. broadcast rights provided by USA Today.

Year Olympics Location Network Broadcast Fee Paid
1896 Summer Olympics Athens, Greece
1900 Summer Olympics Paris, France
1904 Summer Olympics St. Louis, Missouri
1908 Summer Olympics London, England
1912 Summer Olympics Stockholm, Sweden
1916 Summer Olympics Berlin, Germany
1920 Summer Olympics Antwerp, Belgium
1924 Summer Olympics Paris, France
1924 Winter Olympics Chamonix, France
1928 Summer Olympics Amsterdam, Netherlands
1928 Winter Olympics St. Moritz, Switzerland
1932 Summer Olympics Los Angeles, California
1932 Winter Olympics Lake Placid, New York
1936 Summer Olympics Berlin, Germany
1936 Winter Olympics Garmisch-Partenkirchen, Germany
1940 Summer Olympics Cancelled due to WWII
1940 Winter Olympics Cancelled due to WWII
1944 Summer Olympics Cancelled due to WWII
1944 Winter Olympics Cancelled due to WWII
1948 Summer Olympics London, England
1948 Winter Olympics St. Moritz, Switzerland
1952 Summer Olympics Helsinki, Finland
1952 Winter Olympics Oslo, Norway
1956 Summer Olympics Melbourne, Australia
1956 Winter Olympics Cortina d’Ampezzo, Italy
1960 Summer Olympics Rome, Italy CBS $              394,000.00
1960 Winter Olympics Squaw Valley, California CBS $               50,000.00
1964 Summer Olympics Tokyo, Japan NBC $           1,500,000.00
1964 Winter Olympics Innsbruck, Austria ABC $              597,000.00
1968 Summer Olympics Mexico City, Mexico ABC $           4,500,000.00
1968 Winter Olympics Grenoble, France ABC $           2,500,000.00
1972 Summer Olympics Munich, Germany ABC $           7,500,000.00
1972 Winter Olympics Sapporo, Japan NBC $           6,400,000.00
1976 Summer Olympics Montreal, Canada ABC $         25,000,000.00
1976 Winter Olympics Innsbruck, Austria ABC $         10,000,000.00
1980 Summer Olympics Moscow, Russia NBC $         87,000,000.00
1980 Winter Olympics Lake Placid, New York ABC $         15,500,000.00
1984 Summer Olympics Los Angeles, California ABC $       225,000,000.00
1984 Winter Olympics Sarajevo, Yugoslavia ABC $         91,500,000.00
1988 Summer Olympics Seoul, South Korea NBC $       300,000,000.00
1988 Winter Olympics Calgary, Canada ABC $       309,000,000.00
1992 Summer Olympics Barcelona, Spain NBC $       401,000,000.00
1992 Winter Olympics Albertville, France CBS $       243,000,000.00
1996 Summer Olympics Atlanta, Georgia NBC $       456,000,000.00
1998 Winter Olympics Nagano, Japan CBS $       375,000,000.00
2000 Summer Olympics Sydney, Australia NBC $       705,000,000.00
2002 Winter Olympics Salt Lake City, Utah NBC $       545,000,000.00
2004 Summer Olympics Athens, Greece NBC $       793,000,000.00
2006 Winter Olympics Torino, Italy NBC $       613,000,000.00
2008 Summer Olympics Beijing, China NBC $       894,000,000.00
2010 Winter Olympics Vancouver, Canada NBC $       820,000,000.00
2012 Summer Olympics London, England NBC $     1,181,000,000.00

All amounts are in US Dollars.

Edit: The 1994 Winter Games in Lillehammer were mistakenly left off list above. CBS paid $300 million to broadcast the ’94 Games.

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9 Responses to “London Olympics broadcast rights top $1 billion”

  1. Is it me?

    I see Year / Type / Location where is the so called dollar scale….

    My focus is Vancouver 2010.

  2. ZA said

    John- The broadcast fees paid are in the 4th column. They are only the US broadcast rights fees that were paid, and only go back to 1960 Olympics in Rome. There is no info on broadcast rights fees paid prior to that Olympics.

  3. ZA said

    I think Vancouver 2010 will be a fantastic event, as it’s the 3rd Olympics being hosted by Canada. I was just talking about London 2012 because the Summer Games are a much bigger event for marketers, so the dollars are a lot bigger than the Winter Games.

  4. Thanks, different computer I can see the results.

    London 2012 will be big. Here in Chicago we’re looking forward to July 2009 an the potential announcement we’ll host 2016.

    Surveillance is our business, Bejing #1, London #2, Chicago #3 in place infrastructure for surveillance. If selected, Surveillance will explode in this city. Which will attract business from all parts of the world. A side benefit to the Olympics.

    Waiting to hear some results on Apple’s effort @ streamlining the games on iPhones in China. This was a separate deal from NBC. If that trend continues, we may have witnessed the birth of a new broadcast media. Nokia will make a play.

  5. Mark said

    There is a games missing — 1994 Lillehamer Norway

  6. Mike Tamillow said

    The Olympics have grown as a large business and the organization involved in managing the Olympics within the United States has grown in size. Its structure is designed like a big business and it continues to grow and grow without showing any greater support to athletes or increasing considerations to sport. The USOC is responsible for the structure of the Olympics being left like this and a huge percent of this broadcasting budget the USOC sees. However, the athletes hold a lot of power within the Olympics. Being so technically sound allows them to bring home so much success. Unless the athletes realize that without changing the system they are going to continue to live with very little and even watch whatever is designated for sport get destroyed, there is no hope for change.

    I am starting a movement to oppose this . Putting sports first has to be the goal.

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