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With the recent completion of the incredibly successful Beijing Olympic Games, the start of Canada’s Games in Vancouver and Whistler — and the worldwide attention that comes with it — grows closer every day. Now with nine Worldwide Partners, six National Partners, 10 Official Supporters and 28 Official Suppliers, Vancouver 2010 has become a popular organization to associate with.

“We’ve had overwhelming support from Canadian companies since we were awarded the right to host the 2010 Winter Games,” said Dave Cobb, VANOC executive vice president, revenue, marketing and communications. “The momentum created by the Beijing Games and the unique marketing and hospitality opportunities enjoyed by sponsors has brought a strong interest from companies asking about remaining sponsorship opportunities. This is proof of the ripple effect that one Games can create for another.”

By the numbers
Revenue currently generated from domestic sponsorship for the 2010 Winter Games is at $735 million or 97 per cent of the Vancouver Organizing Committee for the 2010 Olympic and Paralympic Winter Games (VANOC’s) overall target of $760 million. National Partner and Official Supporter revenue targets have been achieved, but VANOC expects to sign another six to eight Official Suppliers. When combined with an estimated $200 million to be received from international worldwide sponsorship, VANOC’s total sponsorship commitment will be just under the $1 billion mark — an unprecedented sum in the history of Canadian sports marketing.

New horizons
“Our goal has always been to raise enough money from the private sector to ensure we have a financial surplus at the end of the Games,” Cobb continued. “As such, our team has worked hard to identify and implement other revenue generating programs.”

VANOC’s newer revenue programs — while they do not include marketing rights provided by the corporate sponsorship program — will supply important funding to stage the Games and support the athletes in return for certain rights and benefits. The programs were also developed in response to requests from parties wanting to support the Games, but without the need for marketing rights or the ability to participate as a sponsor. Four examples of these programs are as follows:

Friends of the Games is one of the newest additions to VANOC’s revenue programs, which will be primarily used to reduce the cost of VANOC’s goods and services during the procurement process. The donor-based program offers businesses an opportunity to provide required products and/or services to help stage the Games in exchange for a range of benefits, such as networking and hospitality opportunities, and access to purchase a small number of Olympic Family tickets.

The Vancouver 2010 Club is a patron’s program, similar to the donor program developed for the Salt Lake City 2002 Winter Games. This new program offers individuals and corporations an opportunity to make a direct contribution towards VANOC’s mission to deliver an extraordinary Olympic and Paralympic experience, with lasting legacies. Part of each financial contribution will be allocated to VANOC’s Charitable Ticketing Fund, which will provide tickets to various underprivileged groups in the Greater Vancouver area and Sea to Sky corridor. In return, Vancouver 2010 Club patrons will receive access to transportation, limited hospitality and a select number of tickets from the Olympic Family allocation.

VANOC has also demonstrated continued success with its Contributing Province/Territory Program and has raised a total of $13.2 million to date supporting operational costs and the Own the Podium (OTP) program.

Lastly, online auctions have been identified as an additional revenue stream for Vancouver 2010. As with past Games, VANOC will implement a substantial auction process to sell collectibles and memorabilia, such as limited edition sports items, leading up to the 2010 Winter Games and beyond.

“Opportunities to purchase these kinds of products will create a once-in-a-lifetime connection to the Games and will no doubt attract sports collectors and enthusiasts from around the world,” said Caley Denton, VANOC vice president, ticketing and consumer marketing.

(Source: VANOC)