Olympics more valuable than Google and only surpassed by Apple?

The Olympics will be the second most valuable brand in the world. Yes, a brand that exceeds in value the second only to Google and Apple, according to a study by Brand Finance, a consultant who evaluated the four-year cycle of games, summer and winter, at about 60.6 billion euros.

The amount totaled only revenue in terms of sponsorship / advertising and broadcasting rights, among which were registered in 2010, the Winter Games in Vancouver, Canada, with those estimated for the summer issue of the Games, which begin this Friday in London.

And to Brand Finance, a consultant expert in the assessment of market values, the Games as a global brand, worth more than giants like Google (60.5 billion), Coca-Cola (39.7 billion) and Samsung (48.7 billion).

The Sportcal, another consultant, estimates that the quadrennial games - compete to each cycle of four years, between 'versions' of winter and summer - record revenue of around 10.2 billion euros.

Both companies, however, did not assess, for example, the value of the World Cup and European football, and some disputes this model to evaluate the event in terms of brand.

First, it only takes into account the income regarding advertising and broadcasting rights. Simon Chadwick, sports finance expert, argued that these figures "show the willingness of the issuers and sponsors to pay for the right to be associated with the Games".

"Values ​​are not necessarily an effective indicator of the true global value [brand]", he continued, explaining that the data relating to publicity "just shows the importance that the Games are for sponsors, not to consumers".

Thus, critical to this assessment lies primarily with the disregard on the side of consumers, “perceptions about the brand", gird up the brand value to elements strictly economic.

Chadwik also noted the need to take into account the costs for the host nation, and that will often be overlooked, such as increased traffic and congestion and crime. In addition, the International Olympic Committee (IOC), which collects only a slice of cake 10% of total revenues, provides favorable conditions for brands that want to join the Games.

 

The entrepreneur says the example of McDonalds, which has no limits on their food supply during the competition, or General Motors, U.S. giant that, even before the Games began, "have had believed that the return on your investment “ that have been around 255 million euros.