Brand Finance: "Olympics" brand valued at $11.4bn in 2024, +37% compared to 2021

"The Olympics' brand value increased by 37% from 2021 (following the Tokyo 2020 Olympics) to 2024, from $8.3bn (€7bn) to $11.4bn (€10.3bn), announced Brand Finance, a strategy and brand valuation consultancy, on 04/09/2024.

This rise in brand value can be attributed to "growing broadcast deals, more stable sponsorship revenue, and post-pandemic optimism," explained the British consultancy.

"According to Brand Finance research:
• Broadcasting rights emerged as the largest driver of brand value, for instance, the reported $1.5bn deal the IOC secured with Warner Bros. Discovery for broadcasting rights to the games from 2018-2024, now renewed through 2032 and expanded to include the European Broadcasting Union (EBU).
• Sponsorship revenue was the second major contributor to the Olympic brand, valued at $4.9bn (€4.4bn), followed by ticketing revenues at $200m (€181m). Since 2017, the revenue from sponsorship not only increased in size but also enhanced the Olympics' financial performance even during non-Olympic years."

"The Olympics brand is more valuable than other major sports…