International Olympic Committee Marketing Report Sochi 2014

International Olympic Committee

MARKETING REPORT
SOCHI 2014

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 CONTENTS I 003

CONTENTS
FOREWORDS 004
HOT. COOL. YOURS. 010
OLYMPIC MARKETING OVERVIEW 018
OLYMPIC BROADCASTING 024
OLYMPIC SPONSORSHIP 038
TICKETING AND THE SPECTATOR EXPERIENCE 094
LICENSING AND MERCHANDISE 100
THE OLYMPIC AND SOCHI 2014 BRANDS 108
PROTECTING THE OLYMPIC BRAND 120
ACKNOWLEDGEMENTS 128

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 004 I FOREWORD

THOMAS BACH, PRESIDENT,

INTERNATIONAL OLYMPIC COMMITTEE
e Sochi 2014 Olympic Winter Games saw athletes inspire the world over 17 magnificent days.

Our Russian hosts had promised excellent sports venues, outstanding Olympic Villages and
impeccable organisation, and we can say, without question, that they delivered.

ere are many people who contributed to the great success of the Sochi 2014 Olympic Winter
Games, including the Organising Committee, the International Winter Sports Federations, the
National Olympic Committees, the volunteers and the people of Sochi.

Our commercial partners, including the IOC’s broadcast partners and the Worldwide Olympic
Partners, also made essential contributions, whether through financial support or by providing
products, expertise and technology to stage the Games.

In Sochi, each of our marketing and broadcasting partners helped ensure that the world’s finest
athletes were able to give their best on this great stage; and it is safe to say that the Games
simply would not have been possible without their invaluable contributions.

e International Olympic Committee’s mission is to build a better world through sport, and that
is why we invest almost all of our revenues in the worldwide development of sport, including
distributing more than 90% of our income to support future host cities of the Olympic Games, the
athletes of the 204 National Olympic Committees and the International Sports Federations.

We are profoundly grateful to all our partners for their support, and in this report you will see how
important their efforts were in staging the Sochi 2014 Olympic Winter Games and sharing the
athletes’ performances with the world.

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 FOREWORD I 007

GERHARD HEIBERG, CHAIRMAN,

IOC MARKETING COMMISSION
ere are many reasons why the Sochi 2014 Olympic Winter Games will be remembered so fondly.
We were lucky to experience an array of extraordinary sporting performances, and the Organising
Committee successfully provided exceptional facilities for both spectators and athletes.

But the Sochi 2014 Olympic Winter Games also marked another significant chapter in the history
of the IOC’s marketing programmes.

From a broadcasting perspective, these Games broke new ground by offering more coverage on
more channels and platforms than ever before, with the amount of digital coverage of Sochi 2014
exceeding traditional television broadcasts for the first time in Olympic history.

Our Worldwide Olympic Partners also played an integral role in staging the Games by providing
crucial services and products to the Organising Committee, while also promoting the Games and
the Olympic values through innovative marketing activations – both in the host country of Russia
and throughout the rest of the world.

e Sochi 2014 Organising Committee’s own domestic marketing programme also proved to be a
great success.

Were it not for the efforts of our broadcasting and marketing partners, the world’s best winter
sports athletes would not have been able to excel as they did, and we would not have been able to
share in their performances. So we are profoundly grateful for our Partners’ contributions, which
allowed us to enjoy the many unforgettable moments that Sochi 2014 gave us.

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 008 I FOREWORD

DMITRY CHERNYSHENKO, PRESIDENT,

SOCHI 2014 ORGANISING COMMITTEE
e Sochi 2014 Olympic Winter Games showed the new face of Russia to the world. We
constructed – from scratch – state-of-the-art sports venues that set the perfect stage for the
performances of a lifetime. We connected those venues with modern, efficient and accessible
infrastructure; and we filled them with passionate fans cheering on new Olympic heroes no
matter what flag was flying. From start to finish, our magnificent volunteers welcomed the
world with open arms, open minds and open hearts.

e Sochi 2014 Organising Committee took on the biggest project in Olympic history, and we
delivered it on time and to standards that have raised the bar for future hosts: world-class
quality with a Russian flavour. at success would not have been possible without the relentless
commitment and creativity of our marketing partners. ey contributed not only the funding, the
services and the products that make a successful Games, but also the expertise, the people and
the passion that make for truly unforgettable Games.

It has been well publicised by now that Sochi 2014’s marketing programme generated the biggest
revenues in Winter Games history. But, remarkably, that record-breaking USD 1.3 billion is only half
the story.

With the help of Sochi 2014’s partners, we were able to achieve one of our most fundamental
objectives and ignite the flame of the Olympic spirit in the hearts of Russian people right across
our vast nation. Nine time zones, 143 million people speaking over 100 languages, a continent in
one country – and yet Sochi 2014 managed to unite the Russian people in all their magnificent
diversity. Our partners gave us the reach and the voice to touch hearts and minds nationwide.
For that, the Sochi 2014 Organising Committee and the Russian Federation owe them an
enormous debt of gratitude.

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 CHAPTER ONE
HOT. COOL. YOURS.

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 012 I HOT. COOL. YOURS.

HOT. COOL. YOURS.

From the awe-inspiring aerial exploits of snowboard slopestyle and the adrenaline-fuelled racing
of ski cross, to the tactical intricacies of curling and the elegant grace of figure skating, the Sochi
2014 Olympic Winter Games provided sports fans around the world with countless highlights
throughout their 17 days in the global spotlight.

As soon as the Games first came to life during a spectacular Opening Ceremony, which took fans
and viewers on a breath-taking – and often surreal – journey through Russia’s rich history and
diverse cultural heritage, Sochi 2014 never failed to deliver the drama and passion that separates
the Olympic Games from all other sporting events.

“THERE IS NO HIGHER COMPLIMENT THAN TO SAY,

ON BEHALF OF ALL PARTICIPANTS AND ON
BEHALF OF ALL OF MY FELLOW OLYMPIC
ATHLETES: THESE WERE THE ATHLETES’ GAMES.”
THOMAS BACH, IOC PRESIDENT
Athletes from a record 88 National Olympic Committees graced Sochi’s glistening array of venues;
thrilling enthusiastic crowds and billions of viewers around the world with their performances.

Memorable highlights included Germany’s Carina Vogt soaring down the RusSki Gorki hill to
“THESE WERE become the first-ever Olympic champion in women’s ski jumping; Norway’s Ole Einar Bjørndalen
THE BEST winning the 12th and 13th Olympic medals of his career to become the most decorated Winter
OLYMPICS!” Olympian in history; and Alpine skiers Tina Maze, of Slovenia, and Dominique Gisin, of Switzerland,
sharing a momentous gold in the women’s downhill.
Noriaki Kasai
(@nori66nori),
e Dutch speed skaters also proved their dominance in the Adler Arena, winning eight out of the
Japanese ski jumping 12 events contested; Darya Domracheva, of Belarus, eclipsed her rivals to win three biathlon gold
large hill silver medals; and Canada claimed a unique double by winning the men’s and women’s competitions in
medallist, on Twitter both curling and ice hockey.

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 014 I HOT. COOL. YOURS. HOT. COOL. YOURS. I 015

“NOT SURE
DID YOU KNOW ABOUT MUCH,
Italian Armin Zšggeler (left) has now
BUT DARN SURE
won six medals in the same individual
THE WEATHER,
event at six consecutive Games, after
THE PEOPLE, THE
claiming luge bronze in Sochi.
ORGANISATION
AND THE
SCENERY ARE
ÒABOUT 10 YEARS AGO, I WOULDNÕT AMAZING.”
HAVE IMAGINED THAT THE OLYMPIC WINTER Billy Demong (left),
GAMES WOULD TAKE PLACE HERE IN MY USA Nordic combined
HOMETOWN OF SOCHI. IT WAS A TOWN athlete, on Twitter
WITH ONLY ONE ROAD LEADING TO
THE MOUNTAINS WHERE TWO CARS WOULD
HAVE TROUBLE PASSING EACH OTHER, DID YOU KNOW
BUT NOW IT RESEMBLES A BEAUTIFUL Slovenia’s Tina Maze and Switzerland’s
EUROPEAN CITY AND IÕM VERY HAPPY.Ó Dominique Gisin (below) both clocked
ALEXEY VOEVODA, RUSSIAN TWO-MAN 1m 41.57s in the women’s downhill
BOBSLEIGH GOLD MEDALLIST (BELOW) to finish in an extraordinary dead heat –
the first ever seen at the Winter Games.
ÒWE DID IT.
WE CONQUERED
THE OLYMPIC “ALL OF RUSSIA WAS SO
SUMMIT. AND HAPPY WHEN SOCHI WON
THESE GAMES THE GAMES AND IT’S GREAT
WILL BE WITH TO SEE SO MANY PEOPLE
US FOREVER Ð HERE; IT’S LIKE A FESTIVAL.
OLYMPICS. WE’RE REALLY ENJOYING IT
COOL. OURS.Ó AND I THINK ALL OF RUSSIA
WILL REMEMBER THESE
DMITRY GOOD TIMES.”
CHERNYSHENKO,
SOCHI 2014 OLGA POSOKHOVA, OLYMPIC
PRESIDENT FAN FROM RUSSIA (ABOVE)

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 HOT. COOL. YOURS. I 017

ere were also memorable successes for athletes who had competed at the inaugural Winter
Youth Olympic Games in Innsbruck in 2012, with Russia’s Adelina Sotnikova producing a magical
free skate to win women’s figure skating gold; Korean short-track speed skater Shim Suk-Hee
topping the podium in the women’s 3,000m relay; and Andreas Wellinger helping Germany claim
gold in the team ski jumping event. Sochi 2014 also marked the debut of 12 new Olympic events,
with the figure skating team competition, biathlon mixed relay, mixed luge team relay, ski halfpipe,
ski slopestyle, snowboard slopestyle, snowboard parallel slalom and women’s ski jumping all being
held for the first time at the Winter Games.

In total, a record 98 events took place amidst a carnival atmosphere in Sochi, as fans turned out
in their thousands to support their heroes. And it was the home crowd who had most reason to
cheer, with Russia winning 13 gold, 11 silver and nine bronze medals. Among the most memorable
moments were Victor Ahn’s three short-track speed skating gold medals, Albert Demchenko’s two
luge silver medals at his seventh Winter Games and teenager Yulia Lipnitskaya’s performance in
the team figure skating event.

But it was not only the Russian

DID YOU KNOW medallists who were greeted with
deafening roars from crowds, with
Some 98 events were held across 15 spectators in each venue helping to
disciplines in 7 sports during the Sochi create an unforgettable atmosphere
2014 Winter Games, with more than that truly made Sochi 2014 feel
2,800 athletes taking part. hot, cool, “ours” for all those lucky
enough to experience it.

“WHAT I WILL REMEMBER IS THE WARMTH OF

THE PEOPLE, THE EFFICIENCY, AND DISCOVERING
A COUNTRY I DIDN’T KNOW. I WILL LEAVE
WITH THE FONDEST OF MEMORIES.”
JEAN-CLAUDE KILLY, IOC MEMBER AND CHAIRMAN OF THE
IOC COORDINATION COMMISSION FOR SOCHI 2014

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 CHAPTER TWO
MARKETING OVERVIEW

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 020 I MARKETING OVERVIEW

THE SOCHI 2014 MARKETING REPORT

While fans around the world celebrated the inspirational performances of the athletes, Sochi
2014 also highlighted the continued strength of the Olympic marketing programmes. With digital
coverage coming of age, a record-breaking domestic sponsorship programme, hugely successful
ticketing and licensing initiatives and an array of innovative activations by the Worldwide Olympic
Partners, Sochi 2014 proved once again how important commercial partnerships are to the
overall success of the Games.

is Sochi 2014 IOC Marketing Report aims to provide a broad overview of these achievements by
looking in turn at the broadcasting, sponsorship, ticketing and licensing programmes, while
also highlighting how the Olympic brand played an integral role in the effective marketing
of the Games, and what measures were taken to protect it.

“SOCHI 2014 ONCE AGAIN DEMONSTRATED THE

APPEAL OF AN ASSOCIATION WITH THE OLYMPIC
BRAND FOR THE WORLD’S LEADING COMPANIES.”
GERHARD HEIBERG, IOC MARKETING COMMISSION CHAIRMAN

MAIN OBJECTIVES OF THE OLYMPIC MARKETING PROGRAMME

Ever since the first modern Games were staged in Athens in 1896, the Olympic Movement has
received contributions from commercial entities in order to support the staging of the Games.
Nowadays, the International Olympic Committee operates a multi-faceted Olympic marketing
programme built on the unique global marketing platform created by the Olympic brand and the
Olympic Games. Long-term marketing initiatives play a key role in the promotion of the Games
and the Olympic values, while also generating revenue in order to ensure the future financial
security and stability of the Olympic Movement as a whole. rough the sale of Olympic
broadcast rights, for instance, the IOC is able to guarantee that the Games can be experienced
by the maximum number of people around the world, while the eff orts of the IOC’s Olympic
marketing partners also ensure the global promotion of Olympism and support sports
development activities around the world.

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 MARKETING OVERVIEW I 023

REVENUE SOURCES
e IOC’s Olympic marketing programme generates revenue for the Olympic Movement through
several separate initiatives, including the sale of broadcast rights, e Olympic Partners (TOP)
worldwide sponsorship programme and the IOC’s official licensing programme.

e Games themselves are also supported by domestic sponsorship, ticketing and licensing
programmes, which are run by the OCOGs – under the direction of the IOC – within the host
country of the Games. National Olympic Committees (NOCs) also manage their own commercial
sponsorship programmes to fund their Olympic teams, granting Olympic marketing rights within
the NOC country or territory only, in categories that do not compete with the TOP sponsors.

REVENUE DISTRIBUTION
e IOC equitably distributes more than 90% of the revenue generated by the Olympic marketing
programmes to organisations within the Olympic Movement. ese include the Organising
Committees for the Olympic Games (OCOGs), the 204 NOCs and their continental associations, the
International Federations (IFs), and other recognised international sports organisations. NOCs use
these funds to support their Olympic teams and athletes, while OCOGs invest in the staging of the
Olympic Games and IFs help support the development of sport around the world.

e IOC retains less than 10% of the revenue it generates in order to cover the operational and
administrative costs of governing the Olympic Movement.

DID YOU KNOW

e IOC distributes revenue to support sport at all levels, including:
• direct funding to support the Organising Committee of each Olympic Games
• to National Olympic Committees to help them support their athletes at

national and local levels

• to International Federations to run and promote their sports globally

• via Olympic Solidarity funding to help individual athletes and coaches, and

to support sport around the world

To generate and manage these resources, and all of the IOC’s sport-related
programmes, the IOC retains less than 10% of revenue it generates.

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 CHAPTER THREE
BROADCASTING

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 026 I BROADCASTING

THE SOCHI 2014 BROADCAST

Sochi 2014 marked a turning point in the history of Olympic broadcasting, highlighting the changes
in the way that audiences consume major sporting events and underlining how broadcasters are
embracing new platforms and technologies to deliver more coverage to more people than ever before.

For the first time at any Olympic Games, the amount of digital coverage available exceeded that of
traditional television broadcasts, representing another step towards the digitalisation of modern
sporting events.
e broadcast of the Games broke other records too, with more hours of coverage
than any previous Winter Games and more channels around the world showing Games action than ever
before. In total, more than 100,000 hours of Sochi 2014 coverage was shown around the world – far
exceeding the 57,000 hours that were shown of the Vancouver 2010 Winter Games.

Of the total output, approximately 48,000 hours were shown on television, with 464 channels
showing coverage around the world, while 230 dedicated digital channels – including 155 websites and
75 apps – carried a total of 60,000 hours of digital broadcast coverage.
“RATINGS
ACROSS
Sochi 2014 also saw the highly successful launch of the Olympic Video Player (OVP) app, which was
THE WORLD
developed by Olympic Broadcasting Services (OBS) to provide live streaming and on-demand video,
CONSISTENTLY
including integrated statistics, of every Games event, allowing coverage from Sochi to be enjoyed in
SHOW THAT
territories that have never experienced the Winter Games before. Over the two weeks of the Games,
THIS IS BY FAR
users in a total of 95 countries and territories downloaded the OVP app, consuming over two million
THE MOST-
hours of video and audio.
VIEWED OLYMPIC
WINTER GAMES
EVER, AND THE
REACH OF THESE SOCHI 2014 BROADCASTING FACTS
S
WINTER GAMES Hours Total TV Total TV Global
IS UNPRECED- broadcast hours digital channels audience
ENTED.” globally hours reach*
YIANNIS
EXARCHOS, S
Sochi 2014 114,000 48,000 60,000 464 2.1bn
CEO, OLYMPIC Vancouver 2010
V 57,000 32,000 25,000 240 1.8bn
BROADCASTING *Estimated audience to have watched at least one minute of dedicated broadcast
SERVICES

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 BROADCASTING I 029

OLYMPIC BROADCASTING SERVICES (OBS)

“OVERALL, THE BROADCASTING FOR THE GAMES HAS BEEN A VERY

BIG SUCCESS. FIRST OF ALL, THE FUNDAMENTALS: COMPETITION HAS BEEN
AT A VERY HIGH LEVEL, I BELIEVE THE BROADCASTERS ARE
HAPPY WITH THE IMAGES THEY HAVE RECEIVED, BUT THE MOST
IMPORTANT THING IS THAT THE SPECTATORS ARE HAPPY.”NTINUES TO
YIANNIS EXARCHOS, CEO, OLYMPIC BROADCASTING SERVICES

e record-breaking coverage of Sochi 2014 was produced by Olympic Broadcasting Services,

which was created by the IOC in 2001 in order to serve as the Host Broadcaster organisation for
all Olympic Games, Olympic Winter Games and Youth Olympic Games.

OBS was responsible for producing and transmitting the international television signal, delivering
live, unbiased radio and television coverage of every sport from every Sochi 2014 venue to
Rights-Holding Broadcasters, for the enjoyment of billions of viewers around the world.

In total, OBS used more than 450 cameras to produce approximately 1,300 hours of live coverage,
with 31 High Speed Slow Motion cameras (up from 16 in Vancouver in 2010) and a number of
other special camera systems helping to capture unique and original angles of the Winter Games.

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 030 I BROADCASTING BROADCASTING I 031

GLOBAL BROADCAST HIGHLIGHTS REST OF EUROPE

With billions of viewers tuning in around the world to watch the action from Sochi, the global In Germany, ARD and ZDF’s shared coverage of over 220 hours reached a unique audience of 48
interest in the Winter Games was higher than ever before. Coverage of the Games themselves million people across the duration of the Winter Games. e highest average programme audience
– including the Opening and Closing Ceremonies – reached an estimated 2.1 billion viewers in from Sochi 2014 on German television was 9.2 million, as viewers tuned in to watch Felix Loch
220 countries and territories around the world, with many Rights-Holding Broadcasters enjoying claim his second successive gold medal in the men’s luge. A little later on the same day, an average
record-breaking audience figures and digital coverage attracting more users than during any audience of 8.7 million watched the men’s ski jumping, as Andreas Wellinger narrowly missed
previous Winter Games. out on a medal.

RUSSIA German digital coverage – offered by ARD / ZDF – generated nearly 20 million video views, an
increase from the 14 million views produced by the same broadcasters during Vancouver 2010.
In the host country, broadcasters delivered more Winter Games coverage than ever before, with
over 11,700 hours shown across all platforms.
roughout the Games, over 119 million people In France, a total unique audience of 49 million tuned in to some coverage of Sochi 2014 on
across Russia (85% of the TV population) watched at least 15 minutes of programming, with France Télévisions; a rise of 5% compared to Vancouver 2010. e Closing Ceremony attracted an
45.8 million viewers tuning in for the Opening Ceremony, making it one of the top-rated Russian audience of 4.7 million viewers, representing a quarter of those watching television in the country
broadcasts of all time. at the time. is was also a significant increase on French audiences for the past two Winter
Games Closing Ceremonies, attracting more than 10 times the viewers of the Vancouver 2010
By the end of the Games, a total of 51 Sochi 2014-related programmes – excluding the Opening broadcast and nearly a 40% increase on Turin 2006.
and Closing Ceremonies – had attracted an audience of at least 10 million viewers, which was
more than the total number of sports programmes for the last six years combined.
e live In Italy, over 22 million people (39% of the TV population) watched at least one minute
coverage of Russian figure skater Adelina Sotnikova’s gold medal-winning performance in the of programming during Sochi 2014, with a peak audience of 2.3 million viewers watching
women’s free programme was the highest rated broadcast of the Games, attracting an average Carolina Kostner win bronze in the women’s figure skating, comfortably beating entertainment
audience of 21.5 million viewers. programming such as X Factor and Masterchef.

Sochi 2014 coverage was also made available via the internet and on mobile devices in the host Over 280 hours of coverage aired in the Netherlands, a rise of 29% from Vancouver 2010. A
country, generating a total of over 400 million page views and over 180 million video views unique audience of 14.4 million people tuned in for at least one minute of Sochi 2014 coverage in
(compared with 7.5 million video views during Vancouver 2010). the Netherlands (an increase of 6% compared with Vancouver 2010).

An average audience of 4.5 million viewers in the Netherlands (nearly 30% of the TV population)
DID YOU KNOW also watched as Dutch athlete Sven Kramer retained his gold medal and set a new Olympic record
ere were 310 free-to-air television in the men’s 5km speed skating final. is represented 87.8% of all TV viewers at the time and
channels showing Sochi 2014 was higher than any sports audience in the Netherlands during all of 2013, including the European
coverage around the world, compared Speed Skating Championships in Heerenveen in January 2013. e audience was also higher
with 128 for the Vancouver 2010 than any sports broadcast in the Netherlands since UEFA Euro 2012, achieving more viewers
Winter Games. than any coverage of London 2012.

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 032 I BROADCASTING BROADCASTING I 033

In Norway, coverage of Sochi 2014 totalled over 700 hours, an increase of 63% compared to In Poland, over 30 million people (86% of the TV
Vancouver 2010, while a total unique audience of 4.1 million people (88% of the TV population) population) watched at least one minute of Sochi
watched at least one minute of programming during the Winter Games. Coverage of the men’s 2014 programming. Coverage hours of Sochi 2014
cross-country skiing relay proved to be most popular, attracting an average audience of increased from the previous Winter Games, up 32%
1.6 million viewers, which equates to a third of the Norwegian population and makes it the from 412 hours in 2010 to 542 hours. e audience
most-watched sports broadcast in Norway since 2011. Norway’s TV2 also recorded a total of of 10.4 million viewers (over a quarter of the TV
90 million page views across its digital offering, an increase from the 21 million achieved by population) who saw ski jumper Kamil Stoch win
NRK during Vancouver 2010. Video viewing also increased, with Sochi clips watched a total his second gold medal of the Games proved to be
of 41 million times, compared with 4.9 million in 2010. the highest Polish TV audience of Sochi 2014. is
outperformed any coverage on Polish television from
In Austria, Sochi 2014 generated over 400 hours of dedicated programming – double the amount Turin 2006, Vancouver 2010 or London 2012 and
of TV output of Vancouver 2010. Across the duration of the Games, over 6.6 million people was the highest audience on Polish television for any
tuned into at least one minute of coverage (up 11% on Vancouver 2010). Coverage of the men’s sports broadcast in the past six months.
individual normal hill ski jumping event was the most-watched broadcast of the Games, with
Austrian three-time Winter Olympic champion omas Morgenstern helping to attract 1.5 million In Sweden, the combination of TV3 and Viasat Sport channels ensured a Winter Games output
viewers (nearly a fifth of the TV population). is was higher than the top ski jumping audience increase from 626 hours in 2010 to over 2,000 in 2014. Over the course of the 2014 Winter
from Turin in 2006 and higher than any audience from Vancouver in 2010. e men’s individual Games, a total audience of 7.1 million people (76% of the TV population) watched at least one
large hill event also drew in 1.2 million visitors, attracting almost half of all people watching minute of coverage. Sochi 2014 programming also delivered TV3’s highest TV audience of all
TV in Austria during early primetime. time when an average audience of 2.4 million viewers watched two hours of coverage of the
men’s cross-country skiing relay, with an average TV audience share of 81% for this broadcast.

“TRULY, WITH OVER 200 COUNTRIES e previous record had stood since 2003, when Sweden faced Canada in the Ice Hockey World
Championship Final.
REACHED, THESE ARE THE FIRST
UNIVERSAL WINTER GAMES.”
In Sweden, Viasat offered digital coverage online and on mobile devices and accumulated a total of
112 million page views with over 17 million video views (an increase on Vancouver 2010, when SVT
registered 14.8 million video views).
YIANNIS EXARCHOS, CEO, OLYMPIC BROADCASTING SERVICES
In the UK, over 44 million people (76% of the TV population) watched at least one minute of
A total of 350 hours of dedicated Sochi 2014 programming aired in Finland; an increase from the programming during Sochi 2014, a rise of 10% compared to Vancouver 2010. Coverage of Lizzy
previous Winter Games in Vancouver of 13%. e rise in coverage helped attract an increased Yarnold’s skeleton gold medal attracted 4.7 million viewers, which was 42% higher than any other
audience across the duration of the Games; 4.9 million people tuned in for at least one minute of UK channel at the time and was also the highest audience for any Winter Games programming in
coverage, up 12% on Vancouver. Coverage of the men’s ice hockey bronze medal match between the UK since 2002, when the Great Britain women’s team won gold in curling.
Finland and the USA attracted 1.8 million viewers (over a third of the TV population) and proved
to be the most popular broadcast of the Games. Broadcaster YLE utilised OBS’s OVP app for Online and mobile coverage in the UK also increased in popularity from the previous Winter Games;
digital coverage and recorded massive digital consumption with over 37.5 million video views, the BBC generated over 170 million page views and 20 million video views, up from 62 million and
(including 30.8 million for live coverage) compared to 1.9 million video views during Vancouver 2010. 11 million respectively in 2010.

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 034 I BROADCASTING BROADCASTING I 035

NORTH AMERICA In Canada, over 33.4 million people (96% of the TV population) watched at least one minute
of Sochi 2014 programming, with the men’s ice hockey final between Canada and Sweden
Over 199 million people (68% of the TV population) attracting an average of 8.5 million viewers.
is was the highest performing broadcast from
across the USA watched at least one minute of Sochi and higher than any coverage of the 2013 Men’s Ice Hockey World Championships.
programming during Sochi 2014, with NBC’s primetime
coverage attracting an average audience of 21.4 million More Canadians viewed digital Sochi 2014 content via their desktops alone than all of the
viewers – up 6% from the last Winter Games in Europe Olympic content consumed across all digital platforms during Vancouver 2010. Over the course
– and ranking as the No.1 show for 18 consecutive of Sochi 2014, cbc.ca/olympics and olympiques.radio-canada.ca together received more than
nights based on household ratings. e thrilling 256 million page views, while the app garnered more than 380 million views for a combined total
women’s gold medal ice hockey game between the of more than 636 million views from 6-23 February.
United States and Canada averaged 4.9 million viewers
on NBC to rank as the most-watched ice hockey game An unprecedented 10.7 million Canadians also watched Olympic content via online streams on
in the US, excluding Stanley Cup Finals, since the men’s the CBC and/or SRC sites during Sochi 2014, consuming approximately 14 million hours of online
gold medal game from Vancouver 2010. video content.
is is almost twice as much as was consumed during Vancouver 2010.

NBC Sports Group’s digital platforms amassed nearly 62 million unique users (61.8 million) – a
record for a Winter Games, topping the Vancouver 2010 Winter Games by 29%. A Winter Games- ASIA AND OCEANIA
record 10.8 million hours of video were consumed on NBC Olympics’ digital platforms, more than
triple the hours of video streamed for Vancouver 2010. Approximately 80% of the video was In China, over 655 million people (51% of the TV population) watched at least one minute of
viewed via “TV Everywhere” authenticated live streams on NBCOlympics.com and the NBC Sports programming from Sochi. Short-track speed skating delivered the top three ratings of the
Live Extra app. NBC Olympics’ exclusive highlights comprised the remaining video viewed. Games, with the highest audience of 21 million people watching the men’s 1,000m as China’s
Dajing Wu narrowly missed out on a medal. For context, only one sports broadcast across the

ÒTHE OLYMPICS CONTINUE TO BE A

whole of 2013 achieved a higher audience figure in China (23 million for the Asian Champions
League Final).

MUST-SEE PROPERTY ON TELEVISION.Ó Digital coverage in China, made available by CNTV, generated a total of 800 million page views.
Sochi 2014 video content was watched 610 million times during the Games period (up from
MARK LAZARUS, NBC SPORTS GROUP CHAIRMAN 45 million in 2010) and 42 million hours of content was consumed (up from 12 million in 2010).

“TV Everywhere” played an important role during the Sochi 2014 Olympic Winter Games, In Japan, the highest performing broadcast was coverage of the men’s figure skating short
with verification rates being significantly higher than the London 2012 Olympic Games. e programme, which generated an audience of 8.8 million viewers across the country,
21 February verified live stream of the Olympic men’s ice hockey semi-final between the United despite being shown at midnight.
States and Canada, which Team Canada won 1-0, generated more than 2.1 million unique users –
believed to be the largest “TV Everywhere” verified streaming audience in US history and Coverage on digital platforms was also made available by the Japanese Consortium (JC). Total
ranking number one in unique users for any NBC Sports Digital stream, topping NBC’s page views across all outlets were over 70 million, with more than 15 million video views.
non-authenticated Super Bowl XLVI in February 2012.

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 036 I BROADCASTING BROADCASTING I 037

In the Republic of Korea, over 38 million people (82% of the TV population) watched at least In Mexico, more than 20 regional broadcasters carried
one minute of Sochi 2014 programming, with live coverage of the women’s 500-metre speed an accumulated 3,800 hours of coverage, compared
skating final attracting an audience of 10.9 million viewers as Sang Hwa Lee won gold. is was with the 44 national hours that were broadcast in 2010.
a higher audience than any achieved during Vancouver 2010, Turin 2006 or Salt Lake City 2002.
Over 10 million page views were also recorded across
In Australia, TEN’s live coverage of the women’s slopestyle final, featuring Torah Bright, Latin America on the digital platforms – including
produced the highest audience of the Games with 1.2 million viewers (over 5% of the TV websites and apps – offered by Claro Sports, ESPN
population). is audience is on a par with the top performing sports broadcast by TEN across and Fox Sports. In addition there were 2.6 million video
all of 2013 – the Formula One Australian GP (1.2 million viewers). TEN’s evening time audience views of Sochi 2014 across the region.
across the whole of Sochi 2014 was also up 11% compared to the same period in 2013. Across
Australia, TEN also offered Sochi 2014 coverage via digital platforms (online and via an app). In the Caribbean, SportsMax offered unprecedented
Sochi-related pages were accessed 6.6 million times across the period of the Games, with over coverage with over 316 hours broadcast, complemented
330,000 hours of video watched (more than twice the figure achieved for Vancouver 2010). by over 700 hours of digital coverage via the OVP app.

CENTRAL AND SOUTH AMERICA ÒTHE NUMBER OF PEOPLE WHO WATCH SOME COVERAGE CONTINUES TO
Across the region, total free-to-air coverage of the Winter Games increased from 232 hours for
INCREASE AND WE ARE GETTING INTO MORE AND MORE NON-TRADITIONAL
Vancouver 2010 to 1,200 hours for Sochi (excluding Mexico). is significant increase in Winter WINTER MARKETS, SO THE DEMAND FOR THE OLYMPIC WINTER GAMES
Games coverage contributed to an audience reach gain across the Americas (including North, CONTINUES TO GROW.Ó
Central and South America) from 350 million people for Vancouver 2010 to over 400 million
people for Sochi 2014.
TIMO LUMME, MANAGING DIRECTOR, IOC TELEVISION AND
MARKETING SERVICES
In Brazil, TV coverage significantly increased since Vancouver 2010; a total of over 500 hours
were aired across all platforms, up 91% from the 263 hours that were shown four years ago.
MIDDLE EAST AND AFRICA
is increase, coupled with free to air coverage on TV Globo, led to an audience increase, with
nearly 80 million people tuning in for at least one minute of Sochi 2014 coverage – up over Across the Middle East and North Africa, the Arab States Broadcasting Union (ASBU) offered a
100% on Vancouver 2010. total of 2,373 hours free-to-air Sochi 2014 coverage in 18 markets.
rough the OVP app, 700
hours were also made available on both online and mobile platforms in 17 markets.
DID YOU KNOW
Sports fans across the entire Sub-Saharan Africa region were also able to follow the story of the
e OVP enjoyed enjoyed particular Sochi 2014 Olympic Winter Games in unprecedented scale and depth, with 405 hours of free-to-air
success in Finland, with 8% of the 5.4m coverage across 30 countries.
ere was no free to air coverage in the region for Vancovuer 2010.
population downloading the app from
broadcaster YLE and around 15% of the SuperSport also carried 111 hours of coverage across 43 African countries – an increase of 30%
population accessing the web player. on Vancouver 2010 – while pan-regional network TV5 Monde Africa broadcast 70 hours from
Sochi, compared with just 13 hours from Vancouver.

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 CHAPTER FOUR
SPONSORSHIP

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 040 I SPONSORSHIP

“OUR WORLDWIDE OLYMPIC PARTNERS NOT ONLY PROVIDE ESSENTIAL

CONTRIBUTIONS FOR THE STAGING OF THE OLYMPIC GAMES, THEIR
FINANCIAL SUPPORT ALSO ENSURES THAT ALL NATIONS AND THEIR
ATHLETES ARE ABLE TO TRAIN FOR, TRAVEL TO, AND COMPETE IN, THE
WORLD’S GREATEST SPORTING EVENT.”
THOMAS BACH, IOC PRESIDENT

Commercial partnerships have played a crucial role in the staging of the Olympic Games ever since the
first modern edition was held in Athens in 1896.

Over the last 30 years, sponsorship agreements have provided an increasing proportion of funding for
the Olympic Movement, with official partners providing products, technology and expertise to the IOC,
Organising Committees of the Olympic Games (OCOGs) and the National Olympic Committees (NOCs),
while also helping to promote the Games around the world through their marketing campaigns and
sponsorship activations, helping the Olympic Movement reach the widest global audience possible.

rough their support, Olympic partners provide the foundation for the staging of the Games and
help more athletes from more countries participate on the world’s biggest sporting stage, while also
enjoying the unparalleled marketing platform presented by a relationship with the Olympic Games.

As the world’s biggest sporting event, the Games allow partners to showcase their brand to billions
of people around the world in a relevant and dynamic way, providing a unique chance to highlight their
products, services and corporate initiatives.

Olympic partners are also able to align their brands with the Olympic rings – one of the most widely
recognised symbols in the world, which is associated with a set of ideals and values that resonate
strongly across the globe.

rough marketing programmes, showcasing, internal reward schemes and community outreach
initiatives, the Olympic Games also offer partners an unparalleled opportunity to develop innovative
ways to build their brands, increase sales, connect with the public, build customer relationships,
motivate their employees, enhance their corporate reputation and leave a lasting company legacy in
the communities where they do business.

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 SPONSORSHIP I 043

“THE TOP PARTNERS ARE BY OUR SIDE ALL YEAR ROUND AND NOT JUST
FOR THE PERIOD OF THE OLYMPIC GAMES. THEY PROVIDE ESSENTIAL
RESOURCES FOR THE ENTIRE OLYMPIC MOVEMENT, PROMOTING AND
SUPPORTING INITIATIVES THAT BRING THE OLYMPIC VALUES TO LIFE.”
THOMAS BACH, IOC PRESIDENT

THE OLYMPIC PARTNER (TOP) PROGRAMME

e Olympic Partner (TOP) Programme is the highest level of Olympic sponsorship, granting
exclusive worldwide marketing rights to both the Winter and Summer Games.

Created by the IOC in 1985, the programme attracts some of the best-known multinational
companies in the world, which provide the Olympic Movement with financial support and goods
and services to help stage the Games successfully.

Operating on a four-year term in line with each Olympic quadrennium, the TOP Programme is
now in its seventh generation (TOP VII) and features ten Worldwide Olympic Partners, with each
receiving exclusive global marketing rights within a designated product or service category.

SOCHI 2014 SPONSORSHIP PROGRAMME

e successful staging of the Sochi 2014 Olympic Winter Games would not have been possible
without the support of the ten Worldwide Olympic Partners, which provided a wide range of
products, services, technology and expertise, as well as financial resources.

e following section outlines these essential contributions that the Worldwide Olympic Partners
made to the Games, as well as the innovative marketing programmes that they developed to
promote their Olympic sponsorship, support the athletes and spread the Olympic values around
the world.

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 044 I SPONSORSHIP

COCA-COLA
ÒAS THE LONGEST-STANDING PARTNER OF THE OLYMPIC GAMES, THE
COCA-COLA COMPANY TAKES GREAT PRIDE IN, AND DEEPLY VALUES,
OUR 86-YEAR PARTNERSHIP WITH THE OLYMPIC MOVEMENT. WE FIRMLY
BELIEVE THAT INCREASED PHYSICAL ACTIVITY HELPS PEOPLE LIVE
HEALTHIER AND HAPPIER LIVES. THROUGH OUR SPONSORSHIP OF THE
OLYMPIC TORCH RELAY AND THE SOCHI 2014 OLYMPIC WINTER GAMES,
WE INSPIRED YOUNG RUSSIANS TO BE MORE ACTIVE.Ó
THIERRY BORRA, DIRECTOR, OLYMPIC GAMES MANAGEMENT, THE
COCA-COLA COMPANY

Coca-Cola is the longest continuous sponsor of the Olympic Games, an official partner since 1928. For
Sochi 2014, Coca-Cola leveraged its Olympic partnership to create a positive change in Russian lives
and accelerate business. Among several initiatives, Coca-Cola supported the Olympic Torch Relay and
launched an Active Healthy Living Showcase which debuted in the Olympic Park.

SOCHI 2014 OLYMPIC TORCH RELAY

e flame reached new highs and lows as part of its Sochi expedition, the longest Olympic Torch
Relay in Olympic Winter Games history. It travelled to the North Pole aboard a Russian nuclear-
powered icebreaker, sunk to the bottom of the world’s deepest lake, Lake Baikal, and climbed
Mount Elbrus, the highest mountain in Russia.

More than 2,000 of the 14,000 Torchbearers who carried the flame across Russia were selected
through a national campaign organised by Coca-Cola – which received more than 65,000 applications
and 14 million votes. An independent jury of renowned Russian athletes, actors and musicians
helped choose the final Torchbearers, including many youth who lead healthy, active lives.

Coca-Cola accompanied the Olympic Flame on all segments of the Sochi 2014 route. Brand
ambassadors greeted spectators from a Coca-Cola “Vlivaisya” truck and handed out limited-
edition Coca-Cola cans, bringing happiness and sharing excitement across the whole country.

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 SPONSORSHIP I 047

ACTIVE HEALTHY LIVING SHOWCASE

Coca-Cola leveraged the Sochi 2014 Olympic Winter Games to launch its Active Healthy Living
platform in Russia. e programme is designed to promote healthy active lifestyles and reinforce
Coca-Cola’s commitment to health and wellbeing by using key sporting events, digital technologies
and real world experiences, as well as relationships with public health, science and sport
authorities, to implement a long-term approach for advocating wellness behaviours.

During the Winter Games, the Coca-Cola Active Healthy Living Showcase – a branded, mobile
display that actively and positively promotes active healthy living while also engaging consumers
with the Coca-Cola brand – was installed in the Olympic Park. e Showcase consisted of two
specially designed domes. e first one was designed to educate visitors about the Coca-Cola
history, in Russia, the product, and the reason why sport has been so critical to the development
of the brand and company. e second was an interactive exhibit encouraging visitors to become
active at home, in the street, and at fitness facilities, through some fun exercises. Coca-Cola
welcomed approximately 80,000 visitors to its showcase during Sochi 2014. Coca-Cola Russia
also launched a website to support the showcase (www.v-dvizhenii.com) where visitors could learn
about various physical activities through educational video lessons featuring Olympic champions,
prominent athletes and youth community leaders.

After the Winter Games in Sochi, the Showcase will visit communities around Russia until 2018,
when the country will host the FIFA World CupTM.

WELCOME SAMPLING
Spreading a message of happiness through the city of Sochi, Coca-Cola brand ambassadors were
present to welcome spectators to Russia and surprise them with an ice-cold Coca-Cola to kick-off
their experience.

DID YOU KNOW

Coca-Cola also developed and broadcast a 3D content experience on the wall
of the iconic Iceberg Skating Palace during the Winter Games.

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 048 I SPONSORSHIP

ATOS
“AFTER 22 YEARS OF COLLABORATION WITH THE IOC, ATOS AND OUR
TEAM OF BUSINESS TECHNOLOGISTS HAVE ONCE AGAIN WORKED
TIRELESSLY OVER THE LAST FOUR YEARS TO SUCCESSFULLY DELIVER THE
KEY IT SYSTEM REQUIRED AND ENSURED THE SMOOTH RUNNING OF THE
GAMES. OUR CHALLENGE AT EACH GAMES IS TO CREATE AN IT SOLUTION
THAT SUPPORTS EVERY MOMENT OF THE ACTION TO BE BROUGHT TO
EVERYONE WORLDWIDE.”
PATRICK ADIBA, EXECUTIVE VICE PRESIDENT, HUMAN RESOURCES, OLYMPICS
AND MAJOR EVENTS AT ATOS

Sochi 2014 represented Atos’s seventh Games as the Worldwide IT Partner of the International
Olympic Committee, having first joined the TOP Programme for the Salt Lake City 2002 Winter Games.

Over the last 10 years, Atos has played an integral role at every Winter and Summer Olympic
Games by integrating, managing and securing the vast Olympic IT systems that are crucial to
the Games, contributing significantly to the development, management, and distribution of the
information that is critical to the overall success of the Games.

WHAT ATOS DELIVERS

e Olympic Games IT project is not only massive, incredibly complex and vital to the success
of the Games; it also has a fixed deadline and the event must be beamed to the world within
half a second.

e Atos Business Technologists are responsible for delivering key information – including results
– to the wider world. Atos is also responsible for developing applications, such as the accreditation
system and the volunteer portal, as well as integrating teams from different technology partners,
the Organising Committee and the IOC into one flawless IT ecosystem.

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 SPONSORSHIP I 051

THINKING ONE STEP AHEAD

During Sochi 2014, Atos unveiled a number of technology firsts. It worked on the Olympic Video
Player (OVP) for Olympic Broadcasting Services (OBS), which allowed users to view live streaming
of all events. Over the two weeks of the Games, a total of 95 countries were covered by the OVP,
users consumed over 3.6 million hours of video and audio and all 472 events were available as Video-
on-Demand with statistics. It also delivered the results to the Games website over the Cloud.

TODAY FOR THE GAMES, TOMORROW FOR YOU

Atos also executed its new digital marketing campaign, “Today for the Games, Tomorrow for You”,
which highlighted five core business technology solutions that are integral to the Games: security,
big data, cloud, social collaboration and mobility.

is campaign consisted of ‘Figures of the Day’, which were related to Atos’s delivery of the IT
infrastructure, as well as more in-depth pieces of content and thought-leadership blogs from the
Atos Scientific Community. e content was available on Atos.net and on social media platforms,
including LinkedIn.

e campaign strapline – “Today for the Games, Tomorrow for You” – demonstrated what Atos can
deliver to both existing and potential customers, in the context of what it already provides for the
world’s biggest sporting event.

DID YOU KNOW

Every day during Sochi 2014, Games results systems generated more than
15 terabytes of data Ð the equivalent of every spectator at the Adler Arena
tweeting once a minute for 27 years.

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 052 I SPONSORSHIP

DOW
ÒSOCHI 2014 WAS SPECIAL FOR DOW FOR MANY REASONS. WE CELEBRATED
40 YEARS IN RUSSIA, HELPING TO ENABLE THE FIRST OLYMPIC WINTER
GAMES IN THE COUNTRYÕS HISTORY, AND WE DID IT BY DELIVERING
INNOVATIONS AND EXPERTISE THAT TRULY ADVANCED THE GAMESÕ
SUSTAINABILITY AND PERFORMANCE LEGACY - IN RUSSIA AND BEYOND.Ó
GEORGE HAMILTON, VICE PRESIDENT, DOW OLYMPIC OPERATIONS

Dow, the Official Chemistry Company of the Olympic Games, celebrated its 40th anniversary in Russia
at Sochi 2014 by innovating with local customers and other key stakeholders to help deliver more
sustainable and higher-performing Games.

Solutions from Dow were used from competition venues to city infrastructure, from re-engineered
team equipment to technologies that mitigated the carbon footprint of the Organising Committee in
record-breaking time.

A GAMES OF FIRSTS
e first Olympic Winter Games in Russia also marked the first Olympic Games in history to have
the carbon footprint of its Organising Committee and the carbon footprint from the travel of
media and spectators entirely mitigated. is unique milestone was achieved before the Opening
Ceremony, thanks to Dow’s leadership and commitment.

Selected by Sochi 2014 and the IOC as the ‘Official Carbon Partner’, Dow engaged international
experts and local companies to deliver energy efficient and low carbon technologies in Russia
that mitigated over 520,000 tons of CO2 equivalents in less than one year – far exceeding the
Organising Committee’s estimated carbon footprint (360,000 tons).

In addition, Dow also secured the off set of 160,000 tons of CO2 equivalents – the Games’
estimated travel footprint – by retiring carbon credits from a portfolio of projects developed to
international standards.

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 SPONSORSHIP I 055

e successful ‘Sustainable Future’ programme will also leave a legacy by advancing the Olympic
Movement’s standards in carbon footprint mitigation. is achievement involved the dissemination
of economically viable and more sustainable technologies in key areas of the Russian economy,
and the direct engagement of over 25,000 volunteers, 300 university students, and thousands
of local homeowners and retailers with information about sustainability and energy efficiency.
Additionally, the introduction of the Climate Solutions Framework implemented by Dow in Russia
has been promoted by the United Nation’s Global Compact as a reference for the organisation
of events with reduced impact on climate.

INNOVATIONS FOR THE WORLD’S GREATEST STAGE

Solutions from Dow were present in all competition venues of the Olympic Park, as well as two
of the five competition venues in the Mountain Cluster. From city hotels to power plants, Dow
chemistry also enabled the impressive infrastructure improvements that took shape in Sochi and
around the region, with products ranging from wire and cable and piping to coatings and plastics.

FROM THE LABORATORY TO THE OLYMPIC PODIUM

Delivering on the mission to provide technologies that improve the Olympic experience for host
territories, athletes and fans everywhere, Dow applied its world-class engineering and industry-
leading Materials Science expertise to help the USA luge team compete in Sochi with new, higher-
performing sleds.

Team USA member Erin Hamlin went on to finish the women’s competition in a remarkable third-
place – becoming the first individual Olympic luge medallist for the USA and the first non-European
woman to climb onto the podium in Olympic luge history.

DID YOU KNOW

Dow solutions were present in every competition venue within the Olympic
Park, as well as two of the five competition venues in the Mountain Cluster.

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 056 I SPONSORSHIP

GE
“WE ARE COMMITTED TO WORKING WITH THE IOC AND THE LOCAL
ORGANISING COMMITTEES TO DELIVER WORLD-CLASS INFRASTRUCTURE
SOLUTIONS AND A SUSTAINABLE LEGACY TO FUTURE GENERATIONS.”
JEFF IMMELT, GE CHAIRMAN & CEO

GE is the exclusive provider of a wide range of innovative products and services that are integral to
staging a successful Olympic Games. GE works closely with host countries, cities and Organising
Committees to provide infrastructure solutions for Olympic venues including power, lighting, water
treatment and transportation, and supplies local hospitals with diagnostic imaging equipment and
healthcare IT solutions. GE’s Olympic Games partnership was launched in January 2005 and an
extension to the partnership was announced in July 2011 to take it until 2020, including the Rio 2016
Olympic Games, the PyeongChang 2018 Winter Games, and the Tokyo 2020 Olympic Games.

GE AND SOCHI 2014

GE equipment was at work in all sporting and non-sporting venues at Sochi 2014, including the
Olympic Village. Two GE advanced technology aeroderivative gas turbines provided both base
load and peak load power for the Olympic Games. More than 1,300 of GE’s Uninterruptible
Power Supplies were installed across the Olympic venues. e technology provides critical power
monitoring and protection.

GE also equipped the Polyclinics with best-in-class imaging technology including magnetic
resonance imaging (MRI), Computerised Tomography (CT) scanner, ultrasound, digital X-ray,
and monitoring systems which helped aid in earlier diagnosis and treatment of competing
Olympic athletes.

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 SPONSORSHIP I 059

SPORTING LEGACY
GE was the Elite Partner of the Russian snowboarding and ski teams, providing support and
expertise for the athletes as they prepared for the Games. In keeping with previous Games, where
GE provided state-of-the-art medical imaging equipment for the early diagnosis and treatment of
sporting injuries, the partnership used GE’s healthcare technology and expertise to help to optimise
and improve the performance of the team in the events leading up to and including Sochi 2014.

OLYMPIC COMMUNITY PROGRAMME

As part of GE’s commitment to accelerate cancer detection and diagnosis, GE provided a mobile
mammography van for its Olympic Games legacy gift. e GE ‘mammovan’ will travel to remote
areas of the Krasnodar Krai of Russia, where access to breast cancer screening technology is
challenging. It will provide access to GE Healthcare’s state-of the-art medical equipment to the
local communities for many years to come.

DID YOU KNOW

GE equipment was used in all sporting and non-sporting venues at the
Sochi 2014 Olympic Winter Games.

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 060 I SPONSORSHIP

McDONALDÕS
ÒMcDONALDÕS TAKES TREMENDOUS PRIDE IN OUR 38-YEAR
PARTNERSHIP WITH THE GAMES, AND WE SHARE THE IOCÕS PASSION FOR
BRINGING THE WORLD TOGETHER. OUR OLYMPIC PROGRAMMES HELPED
FOSTER THE SPIRIT OF UNITY AND TOGETHERNESS FOR ALL THOSE
PARTICIPATING AND CELEBRATING IN THESE WINTER GAMES BY GIVING
FANS AND EMPLOYEES THE ABILITY TO MAKE PERSONAL CONNECTIONS
WITH ATHLETES IN SOCHI IN A WAY THEYÕVE PREVIOUSLY NEVER HAD.Ó
STEVE EASTERBROOK, GLOBAL CHIEF BRAND OFFICER, McDONALDÕS

Sochi 2014 marked McDonald’s tenth consecutive Games as the Official Restaurant. McDonald’s is
the world’s leading global foodservice retailer and brings the Olympic spirit to life for approximately 70
million customers each day in over 35,000 restaurants in more than 100 countries around the world.

McDONALDÕS QUALITY FOOD

As the Official Restaurant of the Olympic Games, McDonald’s built two 24-hour restaurants in
the Athletes’ Village and Main Media Centre for athletes, officials, coaches and media, which
also featured a McCafé menu. In addition, residents and visitors were also able to enjoy the five
permanent McDonald’s restaurants in Sochi and the surrounding region. McDonald’s debuted
several menu items in the Olympic-venue restaurants that were new to Russia including grilled chicken,
frappes and smoothies. Customers also enjoyed a variety of other well-known menu items.

CHEERS TO SOCHI
New for Sochi 2014, McDonald’s launched a social media campaign to connect fans from around
the world with Olympic athletes and celebrate the spirit of the Olympic Games. Supporters sent
personalised messages and good luck wishes to their favourite athletes and teams competing in
Sochi by using the hashtag #CheersToSochi on Twitter or visiting www.cheerstosochi.com. e
cheers were shared at a special display in the Athletes’ Village in Sochi, where athletes could view
and print these messages onto ribbons to wear around their wrists.

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McDONALDÕS CHAMPIONS OF PLAY FOR THE OLYMPIC GAMES

e McDonald’s Champions of Play programme is an effort to emphasise the importance of play
and being active, and create a unique experience for kids and families everywhere. McDonald’s
focus on children’s well-being includes programmes that address the importance of active play,
which aligns with the IOC’s and Sochi 2014’s commitment to health through sport and mirrors
their efforts to build a stronger connection with today’s youth worldwide. For Sochi, McDonald’s
brought together children (aged 7-14) from Russia and other countries around the world for a once-
in-a-lifetime opportunity to experience the Games first-hand. ese children attended Olympic
events, met athletes and learned about global cultures, while sharing the sights and sounds of the
Games through their eyes with family, friends and their communities.

McDONALDÕS OLYMPIC CHAMPION CREW

McDonald’s Olympic Champion Crew, which has been part of McDonald’s sponsorship activity since
the 2000 Sydney Olympic Games, were onsite in Sochi to serve spectators, as well as the world’s
best athletes, coaches, officials and media. McDonald’s Olympic-venue restaurants were staffed
during the Games by nearly 350 crew members from across Russia. ese ‘best of the best’
restaurant staff were selected based on their status as McDonald’s All Stars or Employees of the
Month at their hometown restaurants.

PLAYGROUND DEDICATED TO SOCHI

As part of its legacy to the city of Sochi, McDonald’s donated a new children’s playground that
was designed to meet the needs of children, including those with disabilities, enabling them to
play, learn and be active together.

DID YOU KNOW

More than 5,500 ‘cheers’ were sent to Olympians in Sochi through the
McDonald’s Cheers to Sochi campaign, with more than 2,800 messages
printed onto ribbons.

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 064 I SPONSORSHIP

OMEGA
ÒOMEGA WAS PRIVILEGED TO PROVIDE ITS TIMEKEEPING SERVICES TO
THE INSPIRING AND TALENTED ATHLETES WHO COMPETED IN SOCHI. THE
OLYMPIC GAMES PROVIDE OUR BRAND WITH AN INCREDIBLE PLATFORM
TO COMMUNICATE OUR INVOLVEMENT IN THE WORLD OF SPORT AND OUR
DEDICATION TO PRECISION AND INNOVATION. WE COMMEND THE IOC AND
SOCHI 2014 FOR ORGANISING A FANTASTIC OLYMPIC GAMES THAT IS
SURE TO BE REMEMBERED FOR YEARS TO COME.Ó
STEPHEN URQUHART, PRESIDENT OF OMEGA

Omega first served as Olympic Games Official Timekeeper in Los Angeles in 1932. Since then, the IOC
and Omega have cultivated a long, rewarding relationship that has lasted more than 80 years. e
Sochi 2014 Olympic Winter Games marked Omega’s 26th time assuming the timekeeping and data-
handling responsibilities of Official Timekeeper.

SOCHI 2014 TIMEKEEPING TECHNOLOGY

In Sochi, Omega used 230 tonnes of timekeeping, scoring and data-handling equipment, more than
70 kilometres of copper and fibre-optic cables and brought a 260-person timekeeping team made
up of 15 nationalities and supported by 215 volunteers.

During Sochi 2014, Omega introduced the Omega Measurement Unit on the bobsleigh forerunners
– the sleighs that speed down the run to inspect the track before competition begins. is
advanced equipment made important in-run data available instantly to commentators and TV
viewers around the world.

Omega also introduced the Whistle Detection System at the ice hockey games. is system, which
the company developed together with the International Ice Hockey Federation, monitored the
audio signal throughout the game and stopped the clock as soon as it detected the sound of a
referee’s whistle, resulting in additional playing time.

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THE OMEGA PAVILION

e Omega Pavilion showcased Omega’s involvement in the world of watchmaking as well as its
role as Official Timekeeper. e first floor of the Pavilion was open to the public and visitors were
able to take a ride in the popular bobsleigh simulator, see demonstrations at the watchmaker’s
table and view a 3D speed skating video. A stationary bobsleigh outside the building also provided
a perfect photo opportunity for sports fans and spectators.

During the Games, musician and Olympic skier Vanessa-Mae, astronaut omas Stafford and
cosmonaut Alexey Leonov, Olympic swimmers Chad le Clos and Alexander Popov, figure skating
gold medallist Adelina Sotnikova and a number of Russian hockey legends visited the Pavilion for
special question-and-answer sessions with international media.

THE COUNTDOWN CLOCKS

Omega erected the first of its distinctive Sochi 2014 Olympic Winter Games Countdown Clocks
in the host city on 14 May 2011, and in February 2013 an additional eight clocks were unveiled in
major cities across the country to mark the one-year countdown to the Opening Ceremony. e
Russian cities home to a Countdown Clock were Sochi, Moscow, Saint-Petersburg, Ekaterinburg,
Nizhny Novgorod, Rostov-on-Don, Pyatigorsk, Novosibirsk and Khabarovsk.

SOCHI 2014 LIMITED EDITION TIMEPIECES

To commemorate the 2014 edition of the Olympic Winter Games, Omega launched three special
limited edition wristwatches inspired by the Olympic spirit and the colours of the flag of the host
country: the Seamaster Planet Ocean “Sochi 2014” Limited Edition in 45.5 mm and 37.5 mm and
the unique Sochi Petrograd in 18K yellow gold.

DID YOU KNOW

Omega used 230 tonnes of timekeeping, scoring and data-handling equipment
during the Sochi 2014 Olympic Winter Games.

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 068 I SPONSORSHIP

PANASONIC
ÒTHROUGH OUR CUTTING-EDGE TECHNOLOGIES AND PRODUCTS, OUR
STAFF AND OPERATIONS SERVICES, WE WILL CONTINUE TO SUPPORT THE
OLYMPIC GAMES, THE GREATEST SPORTING EVENT IN THE WORLD.Ó
KAZUHIRO TSUGA, PRESIDENT OF PANASONIC

Panasonic has been an Official Worldwide Olympic Partner in the Audio and Visual Equipment
Category for more than 25 years, providing the Olympic Games with state-of-the-art digital audio/
video equipment, such as LED Large Screen Display Systems, Projectors, Security Cameras, HD
Visual Communication Units, professional sound equipment and broadcast products.

Panasonic strives to ensure that Olympic Games are always at the forefront of AV technology, and
Sochi 2014 was no exception.

Panasonic’s supply of security cameras to the Sochi Olympic Winter Games was the largest in the
history of the Olympic Games, while its supply of LED large screen displays was also the largest ever
by area for an Olympic Winter Games.

SHARING THE PASSION

Under the slogan ‘Sharing the Passion’, Panasonic contributed to the success of the Olympic
Winter Games with its technology and video expertise, from large screen displays and audio and
broadcast equipment at the event venues, to supplying top-of-the-range cameras, recorders and
monitors to support the training programmes of athletes such as the Russian men’s ice hockey
“Team LOKOMOTIVE”.

With its audio visual equipment, Panasonic aimed to deliver the thrills of the Olympic Winter
Games in Full HD and “Share the Passion” of Sochi 2014 with people all over the world.

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SHOOTING IN 4K FORMAT AT THE OPENING CEREMONY

anks to the support of the IOC and Olympic Broadcasting Services (OBS), Panasonic was able
to record the Sochi 2014 Opening Ceremony in 4K quality. During the Games, the memorable and
passionate scenes from the Opening Ceremony were then shared with visitors to the Panasonic
4KTV display in the Olympic Park.

SUPPORTING THE GAMES WITH PANASONIC HOME APPLIANCES

Panasonic Corporation also supported the Sochi 2014 Olympic Winter Games in the Household
Appliances category, giving the company “double” partnership status: Official Supplier of the Olympic
Winter Games in Sochi in the category of “Home Appliances” and the Official Worldwide Olympic
Partner in the “Audio Visual equipment” category.

PANASONIC/WORLDWIDE OLYMPIC PARTNER FACEBOOK PAGE

e “Panasonic/Worldwide Olympic Partner” page on Facebook introduced the company’s wide
variety of activities as a TOP Partner. In addition, Panasonic communicated with users through the
site, sharing the passion with fans around the world who love the Olympic Winter Games.

During the Winter Games, Panasonic increased its updates on Facebook and had gathered close to
160,000 fans by the Closing Ceremony. e company plans to keep posting its activities to the site
in the build-up to the Rio 2016 Olympic Games and the PyeongChang 2018 Olympic Winter Games.

DID YOU KNOW

PanasonicÕs supply of LED large screen displays for Sochi 2014 was the
largest ever by area in Olympic Winter Games history.

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 072 I SPONSORSHIP

P&G
ÒP&G BRANDS WERE PROUD TO PROVIDE MOMS OF OLYMPIANS IN SOCHI
WITH GREAT EXPERIENCES EVERY DAY OF THE GAMES. ITÕS WHAT OUR
BRANDS DO EACH AND EVERY DAY FOR MOMS AROUND THE WORLD, SO
IT MADE SENSE FOR US TO DO THIS IN SOCHI AS WELL. AS THE GAMES
COME TO AN END, WE WANT TO THANK MOMS FOR LETTING US SHARE
IN THIS INCREDIBLE EXPERIENCE WITH THEM WHILE WE APPLAUD THE
ACHIEVEMENTS OF THEIR CHILDREN.Ó
PHIL DUNCAN, P&G GLOBAL DESIGN OFFICER

As the Worldwide Olympic Partner in the personal care and household products category, P&G and
its brands help take care of many of the everyday needs of athletes during the Games. In the build-up
to Sochi 2014, P&G and its brands also supported athletes from more than 20 countries and during
the Games the company’s “ ank You, Mom” programme brought 35 mothers of Olympians from 22
countries to the Olympic Winter Games so they could watch their child compete on the world’s stage.

P&G FAMILY HOME

At the Games, P&G also hosted athletes and their families in the P&G Family Home, with P&G
brands including Pampers®, Head&Shoulders® and Pantene® coming together to provide a “home
away from home” where mothers and families spent time in a relaxed, friendly environment. P&G
brands served athletes and mothers in the Family Home by:

• Welcoming 332 mothers and 366 athletes over the course of the Games and 11,500
total guests
• Providing athletes, mothers, fathers and family members with over 1,600 beauty and
grooming services in the P&G Salon by brands such as COVERGIRL®, Wella®, Olay®, Pantene,
Gillette® and Braun®
• Hosting 54 events celebrating countries, local cultures, and the relationship between an
Olympic athlete and their mother
• Serving over 4,562 lunches and 8,684 dinners to guests of the Family Home
• Washing more than 510,000 linens over the course of the Games with Ariel.

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 SPONSORSHIP I 075

A variety of activities took place in the P&G Family Home featuring appearances by P&G’s family of
athletes including American slopestyle skier Nick Goepper (Tide®), Dutch speed skater Sven Kramer
(Gillette), American skeleton athlete Noelle Pikus-Pace (Pampers), Russian ice dancer Elena Ilinykh
(Pantene), American snowboarder Jamie Anderson (Olay), American ice hockey player Julie Chu
(Bounty®), Czech speed skater Martina Sablikova and Austrian ski jumper Gregor Schlierenzauer.

Events included COVERGIRL patriotic nail sessions, Olay Fresh Effects facial makeup tutorials,
biathlon braids courtesy of Pantene, tips on how to take photos to show off a winning smile with
Blend-a-Med® and a Gillette celebration during a viewing party of the men’s ice hockey finals.

Additionally, athletes including Swedish cross-country skier Charlotte Kalla, Russian ice dancer
Ekaterina Bobrova (Venus®) and French Nordic combined athlete Jason Lamy-Chappuis spent time
at the Family Home and honoured their mothers with touching “ank You, Mom” moments.

e family of P&G athletes, who are supported by more than fifteen brands around the globe,
earned a total of 33 Olympic medals including 16 gold medals, 11 silver medals and 6 bronze medals.

THANK YOU, MOM

P&G’s ‘ank You, Mom’ campaign kicked off in October with the release of the ‘Raising an
Olympian’ film series, which garnered a total of over 33 million views since the launch. e film series
showcased the journey of 28 world-class athletes, as seen through the eyes of their mothers.

P&G also debuted its online film and commercial advertisement, ‘Pick em Back Up’. A sequel to
London 2012’s ‘Best Job’, ‘Pick em Back Up’ celebrated how mothers everywhere are there to
pick their kids back up and has generated more than 57 million views.

DID YOU KNOW

P&G’s ‘Raising an Olympian’ film series received over 33 million views, while
its ‘Pick
em Back Up’ commercial generated more than 57 million views.

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 076 I SPONSORSHIP

SAMSUNG
ÒTHE ÔSAMSUNG SMART OLYMPIC GAMES INITIATIVEÕ HAS ENABLED
ATHLETES, FANS, AND THE OLYMPIC FAMILY TO CHANGE THE WAY THEY
INTERACT WITH AND EXPERIENCE THE OLYMPIC GAMES, USING MOBILE
DEVICES AND WIRELESS TECHNOLOGIES. WE ARE DELIGHTED TO HAVE
WITNESSED THAT OUR INITIATIVE HAS GIVEN SO MANY WAYS TO
CREATE, SHARE AND EXPERIENCE THE EXCITEMENT OF THE SOCHI 2014
OLYMPIC WINTER GAMES.Ó
YOUNGHEE LEE, EXECUTIVE VICE PRESIDENT OF MOBILE MARKETING, IT &
MOBILE DIVISION, SAMSUNG ELECTRONICS

Samsung began its 26-year relationship with the Olympic Games as a local sponsor of the Seoul 1988
Olympic Games. Since the Nagano 1998 Olympic Winter Games, the company has been the Worldwide
Olympic Partner in the Wireless Communication Equipment category, providing its proprietary wireless
communications platform, called Wireless Olympic Works (WOW), and mobile phones.

SAMSUNG GALAXY NOTE 3 Ð THE OFFICIAL OLYMPIC WINTER GAMES PHONE

As the official phone for Sochi 2014, the Samsung GALAXY Note 3 was provided to all Sochi 2014
athletes for the first time in Olympic Winter Games history, enabling them to enjoy, capture, and
share their Winter Games experience. More than 3,000 athletes also visited the Galaxy Studio in
the Athletes’ Village to learn more about the device.

WIRELESS OLYMPIC WORKS (WOW)

Samsung’s Wireless Olympic Works (WOW) ensured every member of the Olympic Family was
provided with real-time Games-time information, aiding the smooth operation of the Sochi 2014
Olympic Winter Games.

e Samsung WOW app was also made available to the general public for Sochi 2014, successfully
involving more sport fans around the world and resulting in more than 500,000 downloads, 100
million interactions, and 85,000 cheering messages.

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SAMSUNG GALAXY TEAM

Samsung formed its largest ever Galaxy Team of athletes for Sochi 2014, including 85 athletes from 20
countries. e Samsung Galaxy Team helped promote the Olympic Movement and enabled interaction
with their supporters around the world, making Sochi 2014 the most accessible Winter Games ever.

During Games-time, visitors at the Galaxy Studio in the Olympic Park sent thousands of cheering
messages through the ChatOn app at the Galaxy Team cheering zone. Some Galaxy Team athletes
also interacted with fans through the app and visited the Galaxy Studio.

SAMSUNG GALAXY STUDIO

During the Winter Games, the Galaxy Studio in the Olympic Park enabled around 240,000 fans
to interact with Samsung’s latest smartphone technology and connect with the Olympic Winter
Games through various winter sports themed interactive demos.

Samsung also had three other studios located in the Coastal Village, Mountain Village and Sochi
Art Museum Square to expand the Olympic spirit to a wider audience of more than 300,000
visitors throughout the Winter Games. In order to create the excitement of Sochi 2014 prior to
the Winter Games, a wide-scale road show, Samsung Galaxy Studio On-the-Go, featured winter
sports-themed mobile containers, travelling around 15 major Russian cities.

SAMSUNG MOBILERS
Continuing on with its legacy global blogger programme, Samsung invited young bloggers to come
to Sochi during the Winter Games to share their experience of Sochi 2014. In total, 38 bloggers
from 18 different countries joined the Samsung Mobilers to capture their onsite excitement of
Sochi 2014 with fans around the world on Samsung communication channels and their own
personal social media channels.

DID YOU KNOW

Approximately 240,000 fans visited Samsung’s Galaxy Studio in the Olympic
Park during the Games.

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 080 I SPONSORSHIP

VISA
ÒTHE SOCHI 2014 OLYMPIC WINTER GAMES WAS A UNIQUE PLATFORM
FOR VISA TO INTRODUCE AND BRING TO LIFE OUR NEW BRAND
POSITIONING, EVERYWHERE YOU WANT TO BE. THROUGH OUR SOCIALLY-
LED GLOBAL CAMPAIGN AND ACTIVATION AT THE GAMES, WE SHARED
ATHLETESÕ STORIES OF HOW THEY ACHIEVE THEIR ÔEVERYWHEREÕ TO
INSPIRE OTHERS TO IMAGINE AND ACHIEVE THEIR OWN ÔEVERYWHEREÕ.
THE OLYMPIC GAMES PROVIDE EXCEPTIONAL OPPORTUNITIES TO
CONNECT OUR MESSAGES WITH CONSUMERS AND DRIVE VALUE FOR OUR
CLIENTS AND STAKEHOLDERS.Ó
KEVIN BURKE, VISA INC. CHIEF MARKETING OFFICER

At the Sochi 2014 Winter Olympic Games, Visa was the exclusive payment services sponsor and the
only card accepted at the Games. Sochi 2014 represented Visa’s most social activation since becoming
an Olympic Games sponsor more than 27 years ago.

VISA MARKETING CAMPAIGN

Recognising the global platform that the Olympic Games provide, Visa used the Sochi 2014 Winter
Olympic Games as a launch vehicle for ‘Visa. Everywhere you want to be’ the company’s new
global brand platform. Visa also introduced a new tagline, Everywhere you want to be, through
Olympic-themed creative work featuring several Team Visa athletes.

e “social by design” campaign included a diverse portfolio of content including sharable films,
Vines, social posts and environmental branding, and was distributed across a mix of media
platforms including broadcast, Facebook, Twitter, TUMBLR, Vkontakte, Weibo and YouTube.
Promotions around the world gave the opportunity for fans everywhere to experience the
Sochi Olympic Games live. e campaign improved the preference for and usage of Visa
products worldwide.

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 SPONSORSHIP I 083

ON-SITE OPERATIONS
Visa implements and manages the payment system infrastructure and network throughout all
Olympic venues at every Games. In Sochi, Visa installed more than 1,600 contactless enabled
point-of-sale devices in merchant locations in Olympic Games venues and the surrounding area.
Visa also set up 16 ATMs within the Games footprint and seven Visa Customer Service Booths
that offered on-site assistance to account holders.

TEAM VISA SOCHI

For Sochi 2014, Visa supported 37 Olympic and Paralympic athletes from more than nine countries
including Belarus, Bosnia-Herzegovina, Canada, Japan, Kazakhstan, Korea, Russia, Ukraine and
the United States. Since 1986, Visa has empowered more than 1,000 athletes through its Team
Visa program and partnerships with National Olympic Committees and Olympic Teams worldwide.
Visa’s athlete sponsorships provide valuable marketing exposure and financial support to Olympic
and Paralympic hopefuls in pursuit of their Olympic goals.

DID YOU KNOW

For the Sochi 2014 Olympic Winter Games, Visa installed more than 1,600
contactless enabled point-of-sale devices in merchant locations in Olympic
Games venues and the surrounding area.

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 084 I SPONSORSHIP

THE SOCHI 2014 DOMESTIC

SPONSORSHIP PROGRAMME
In addition to the funding and support offered by the
Worldwide Olympic Partners, the Sochi 2014 Olympic
Games also benefited from a domestic sponsorship
programme – managed by the Sochi 2014 Organising
Committee – which granted exclusive marketing rights
within Russia to further help fund and stage the Games.

It proved to be the most successful domestic sponsorship

programme in the history of the Winter Games, raising
USD 1.3bn to support the staging of Sochi 2014 while
also providing help and expertise for specific operational
needs and financial support for Russia’s National Olympic
Committee and its Olympic team.

e following section outlines the contributions and support that the Sochi 2014 domestic partners
offered to help make the Winter Games such a success.

“SINCE IT WAS LAUNCHED IN 2009,

THE SOCHI 2014 MARKETING
PROGRAMME HAS ATTRACTED OVER
USD 1.3 BILLION IN INVESTMENT -
A RECORD FIGURE FOR THE OLYMPIC
WINTER GAMES.”
DMITRY CHERNYSHENKO, SOCHI 2014 PRESIDENT

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AEROFLOT BOSCO
Aeroflot has been a partner of the Russian Olympic Committee since 1994, flying the Russian Lifestyle brand BOSCO was created by Russian design,
Olympic team to the Games in Sydney, Salt Lake City, Athens, Turin, Beijing, Vancouver and London. fashion and retail group BOSCO DI CILIEGI and provides
Olympic kits for both athletes and fans. BOSCO has
e airline became a partner of the Sochi 2014 Olympic Winter Games in January 2010, receiving long been an established name in Russia, supporting
the exclusive rights to use the official symbols of Sochi 2014 on its aircraft liveries, while also the Sochi bid from 2005 and becoming a General
increasing the number of scheduled flights to Sochi (up to 15 daily flights on certain dates) and Partner of the Sochi 2014 Olympic Winter Games
opening direct flights to Frankfurt, linking Europe with the Olympic host city. in 2009. e brand is defined by three overarching
principles: support for the Olympic Movement; national
Aeroflot also helped other airlines by implementing a project to ensure regular communication with pride; and an open, inclusive attitude to the world.
Sochi and Gelendzhik aerodromes in almost any weather conditions.
BOSCO was the exclusive Games outfitter – creating
In December 2013, Aeroflot also announced a unique promotion aimed at supporting the Olympic 45,000 stylish and comfortable outfits for Sochi
Winter Games in Sochi. In order to allow the maximum number of Russian fans to visit the Games, 2014 staff and volunteers, as well as 21,000 outfits for
the airline gave its passengers an opportunity to purchase an economy class return ticket from the Olympic and Paralympic torchbearers, producing well over one million items of clothing, shoes
Moscow to Sochi for the period from 5 February to 17 March 2014 for just RUB 5,000 (USD 140), and accessories.
including taxes and fees.
BOSCO was also the exclusive partner of the Russian Olympic and Paralympic teams, dressing
athletes and fans for the first Winter Games ever held in Russia.

ÒONLY THE JOINT EFFORTS OF THE

SOCHI 2014 ORGANISING COMMITTEE,
AND THE COMPANIES SERVING AS
ITS MARKETING PARTNERS AND
SUPPLIERS, COULD MAKE THE 2014
WINTER GAMES TRULY SUCCESSFUL.Ó
DMITRY MANEVICH, DIRECTOR, SOCHI 2014 MARKETING DEPARTMENT

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 088 I SPONSORSHIP SPONSORSHIP I 089

MEGAFON In the Olympic Park, MegaFon also presented the innovative MegaFaces pavilion, created by
renowned designer Asif Khan. Eleven thousand telescopic actuators created 3D portraits of more
As the mobile partner of Sochi 2014 in the than 100,000 fans from all over the world. e height of the portraits was comparable to a three-
telecommunications category, MegaFon was storey building.
responsible for securing the mobile services, mobile
internet and additional services for the guests of the Before the Games, MegaFon also ran a promotional event – “Become the Face of the Olympics”
Winter Games. – in 30 Russian cities so that every fan could get scanned in a special photo booth. A special
website was then created that allowed fans to see their faces appear on the façade of the pavilion
Sochi 2014 was the first in the history of the Winter in the Olympic Park.
Games with a 4G connection available (with download
speeds from 10 Mbps), including LTE Advanced (with
download speeds from 270 Mbps). ROSNEFT
Starting from a base of zero, 685 2G/3G base stations Rosneft supplied fuel to the Sochi 2014 Organising
were built especially for the Games throughout Committee, the Russian Olympic Committee and the
the greater Sochi area, as well as 270 4G towers and 200km of the fibre-optic circuit. Reliable state corporation Olympstroy. As part of preparation
connections were secured for the Coastal and Mountain Clusters, including the indoor coverage at for the Olympic Winter Games in Sochi, the company
the venues, along the main automotive and railway highways, and at the numerous social venues. supplied approximately 23,000 tons of fuel. As part
of its Sochi 2014 partnership, Rosneft also built
In the Olympic Park, where six stadiums were located within a 2sq km area, the concentration of seven modern specialised filling stations in Adler,
mobile base towers was the highest in the world. Hostinsky and the Central districts of Sochi to provide
fuel for consumers. ese multi-fuel, ecofriendly filling
During the Winter Games, Sochi guests used approximately 500 Tb of internet traffic on the stations were used during Sochi 2014 and have now
MegaFon network. e total duration of mobile calls exceeded 340 million minutes, and the become a part of the legacy of the Winter Games for
quantity of messages sent reached 90 million. e average speed of the mobile internet in the 3G the region.
networks was 3 Mbps, and in 4G it was 20 Mbps. Moreover, the high quality connectivity at the
Olympic clusters was available not only for MegaFon subscribers, but also for the clients of the More than 13,000 guests in the Olympic Park also attended the Rosneft Pavilion in just the first
other providers via internetwork and international roaming services. During the Games period, two days of the Winter Games, experiencing nine information and gaming zones where they could
300,000 subscribers from more than 70 countries used this opportunity. enjoy everything from watching a movie about the history of Russian Olympic records to skiing in
realistic computer simulations.
Since the conclusion of the Winter Games, the entire infrastructure is continuing to provide an
opportunity for high quality connectivity to the people who live in the Sochi region.

MegaFon also developed an application – “Watch +” – especially for Sochi 2014, which enabled
users to watch the Winter Games in real time. Uploads using the application exceeded 600,000
and the general traffic of the application reached 700 Tb.

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 090 I SPONSORSHIP SPONSORSHIP I 091

ROSTELECOM RUSSIAN RAILWAYS

Rostelecom was a General Partner of the Sochi 2014 Russian Railways became a General Partner of Sochi 2014 in February 2010. Within this
Olympic Winter Games in the telecommunications agreement, the company was heavily involved in the construction of new infrastructure in the
category. It was widely involved in the construction Sochi region in the run-up to the Winter Games. Russian Railways developed new roads with
of the telecommunication infrastructure required for a total length of 157km, as well as helping to modernise existing transport infrastructure and
holding the Winter Games and the provision of TV construct new stations.
coverage, as well as the provision of the most up-to-
date telecommunication services to the organisers, In preparation for the Winter Games, Russian Railways also implemented two important projects –
participants and guests of the Winter Games. the opening of the regular rail link from Sochi-Adler-Sochi Airport and the connection of the Adler-
Alpika Service combined railway and highway’s final tunnel – both of which were vital to Sochi’s
e total traffic volume transmitted via the Rostelecom transport infrastructure ahead of the Winter Games.
Olympic channels – which spanned over 1,000 km –
surpassed 1 petabyte, equivalent to more than During the Games, daily commuter trains carried out 413 journeys and transported an average of
1,000 Tb or one million gigabytes. about 207,000 visitors and participants of the Games, peaking at 311,625 people.
e facilities
built by Russian Railways have now become a significant part of the legacy of Sochi 2014.
Approximately 6,000 service orders from over 200 organisations were handled in the course of
the preparation of the Winter Games, including orders from the International Olympic Committee,
National Olympic Committees, International Sports Federations, marketing partners, TV and radio
broadcasters, and other media.

Rostelecom also provided data transmission channels with the total capacity of 110 Gbps to
all Olympic rights-holding broadcasters. Altogether, some 1,112 fibres were provided to these
international broadcasters.

Over 20,000 hotel rooms – as well as multi-dwelling units housing temporary personnel,
volunteers and security guards – were equipped with broadband internet access at the speed of
up to 100 Mbps, with interactive IPTV and fixed-line telephony from Rostelecom.

Rostelecom also arranged Internet cafés with free web access for the media and athletes in all
Olympic Villages, the Main Media Centre and the Gorki Media Centre, with the total number of
internet sessions on all sites exceeding 10,000.

Rostelecom also provided public broadcasts of Olympic events at the Sochi 2014 Live Sites. Over
900 hours of video content were shown during the Winter Games, with hundreds of thousands of
Russian fans attending events at 12 Live Sites in eight Russian cities.

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SBERBANK VOLKSWAGEN GROUP RUS

Sberbank was the General Partner of the Sochi 2014 VOLKSWAGEN Group Rus is part of the global
Olympic Winter Games in the bank and banking services Volkswagen group and became the official automobile
category. As part of its partnership, Sberbank worked partner for the Sochi 2014 Olympic Winter Games
with Worldwide Olympic Partner Visa to develop the in 2009.
banking and payment infrastructure in Sochi, which
included optimising its network of offices, increasing As a General Partner of the Sochi 2014 Olympic Winter
the number of self-service machines (including ATMs Games, VOLKSWAGEN Group Rus provided the Sochi
and POS terminals). 2014 Organising Committee with approximately 4,000
Volkswagen, Audi and ŠKODA Passenger Cars, and
Sberbank also issued special products featuring the Volkswagen Commercial Vehicles.
Olympic symbols, including a Visa card with an Olympic-
themed design. About 60 per cent of the Sochi 2014 fleet was
manufactured at the VOLKSWAGEN Group Rus
Together with the Bank of Russia and the Sochi 2014 Organising Committee, Sberbank plants in Kaluga and Nizhny Novgorod in Russia. e Sochi 2014 fleet consisted of vehicles with
also implemented the Sochi 2014 Coin Programme, with souvenir coins being sold in the Bluemotion technologies and diesel engines, which helped to minimise the impact on the region’s
bank’s branches. unique natural environment. In addition, all vehicles met the Euro 4 or Euro 5 emission standards.

Within the framework of its Olympic sponsorship, Sberbank also initiated country-wide national VOLKSWAGEN Group Rus also provided cars for the Olympic Torch Relay and was responsible
campaigns, such as the Green Marathon – promoting sports, a healthy lifestyle and awareness of for their maintenance. e Olympic Torch Convoy consisted of the Volkswagen Touareg, Amarok,
ecology issues in 42 cities across Russia – and the Red Rocks music festival. Crafter and Caravelle models – 31 cars in total.

During the Winter Games, Sberbank organised an ice climbing festival in the Olympic Park, giving During the Sochi 2014 Olympic Winter Games, around 75,000 guests visited the VOLKSWAGEN
each visitor the opportunity to try their hand at climbing. Professional climbing athletes from Group Rus Pavilion located in the Olympic Park in Sochi.
around the world also attended the event.
e pavilion housed an exhibition featuring vehicles from the Sochi 2014 fleet and new concept
cars, as well as a 30-metre high LED screen, a radio booth, TV studio and a reception hall, where
the Czech and German National Olympic Committees held their press conferences. Visitors also
enjoyed the Audi Quattro Mountain – a 12-metre high artificial mountain ridge that provided a
thrilling ride for members of the public.

Perhaps the most colourful and eye-catching attraction in the pavilion was the “Living Medal
Count” dance show, which featured digital graphics and was staged three times a day to inform
guests at the Winter Games about the achievements of teams from different countries.

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 CHAPTER FIVE
TICKETING AND
THE SPECTATOR
EXPERIENCE

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 096 I TICKETING
AY
“OVERALL WE ARE HAPPY WITH THE ATTENDANCE. WE HAVE REALLY
GREAT EXAMPLES LIKE LUGE, SKELETON AND, FOR EXAMPLE, WOMEN’S
HOCKEY, WHICH WAS THE MOST AMAZING THING FOR US AS WELL, SO
S.” OVERALL WE ARE HAPPY. WE ARE FULLY SATISFIED WITH THE RESULTS.”
DMITRY PERLIN, DIRECTOR FOR TICKETING, SOCHI 2014

From the huge cheers that were heard in venues such as the Bolshoi Ice Dome and the Iceberg
Skating Palace, to the cowbells that echoed around the slopes of Rosa Khutor, it was clear
that fans fully embraced the Sochi 2014 Olympic Winter Games.

e Sochi 2014 Ticketing Programme was one of the largest in the history of the Winter Games,
allowing as many people as possible to enjoy the Games experience. In total, over one million
tickets were sold by the Sochi 2014 Organising Committee, with an additional 770,000 tickets
distributed for the first ever Olympic Park at a Winter Games, as fans flocked there to enjoy
sponsor showcasing, regional street performances, hospitality houses, cultural celebrations
and live Olympic sport on big screens.
“I’VE NEVER
BEEN TO AN
OLYMPIC GAMES TICKET SALES
BEFORE, BUT
IT’S REALLY e Sochi 2014 Ticketing Programme was launched on 7 February 2013, exactly one year before
GREAT AND the start of the Games, and gave fans in Russia and around the world the opportunity to purchase
EVERYONE IS SO tickets either from the official website, ticket offices, or Authorised Ticket Resellers. During the
FRIENDLY. WHEN Games, any remaining tickets were sold via the Sochi 2014 website and app, the Main Ticket
SOCHI WON THE Centres and the Ticket Box Offices directly at the sports venues. A fan-to-fan marketplace was
GAMES, WE also developed, allowing spectators to buy unwanted tickets from other Olympic fans who
KNEW THAT could no longer use them.
WE WANTED
TO COME AND
EXPERIENCE TICKET PRICES
IT FOR
Games tickets were available at a wide range of prices in order to make Sochi 2014 as accessible
OURSELVES.”
as possible, with the least expensive costing RUB 500 (approximately USD 17). More than 40%
Tatiana Kasimova, of all Games tickets cost less than RUB 3,000 (about USD 99), while fans were also able to buy
Olympic fan from tickets to any sport for RUB 1,500 (about USD 50) or less. Daily tickets to enter and spend
Krasnodar, Russia the day in the Olympic Park were also available for RUB 200 (about USD 6).

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 TICKETING I 099

LIVE SITES
e incredible atmosphere during the Games was not limited to the Olympic venues and the
Olympic Park: 12 Live Sites were set up in Sochi and in cities across Russia, allowing members
of the public to come together to watch live Sochi 2014 coverage on big screens. ese sites
proved hugely popular with fans across Russia, providing approximately 675,000 non-ticketed
spectators with a live Olympic experience outside the Olympic venues.

TICKETING PARTNERS
In recognition of Visa’s longstanding support of the Olympic Games, Visa cards were the only
cards accepted for payment when ordering tickets.

Sberbank – a General Partner for Sochi 2014 – also acted as the acquiring bank for the Sochi
2014 Ticketing Programme, providing support for operations involving Visa cards. As part of the
project’s implementation, Sberbank successfully integrated a new Visa processing platform, which
helped to provide a high level of security for payments made on the official Sochi 2014 website.

Other ticketing partners included Jet Set Sports, Sochi 2014’s Official Supplier in the “Hospitality”
category for the Russian territory. Hospitality packages from Jet Set Sports included tickets, hotel
accommodation, catering and transfers.

CTS Eventim AG, meanwhile, was the Sochi 2014 Organising Committee’s official supplier in the
“Ticketing Services” category and was represented in Russia by the ticketing agent PARTER.RU.
e company provided a platform for ticket sales, including technological and operational
solutions based on innovative ticketing programmes, which helped the Sochi 2014 Organising
Committee to provide a transparent ticket distribution system at the Games.

CANÕT STOP
DID YOU KNOW BEAMING! IÕM AT
THE OLYMPICS!!
e most in-demand events among
#SOCHI2014
ticket buyers were the Opening
and Closing Ceremonies, ice hockey, @maria_mancina,
biathlon and figure skating. Olympic fan on
Instagram

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 CHAPTER SIX
LICENSING AND
MERCHANDISING

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 102 I LICENSING

From the queues at the Sochi 2014 Superstore, to the hordes of fans clad head-to-toe in official
Sochi 2014 clothing, clutching bags of Games souvenirs as they made their way through the
Olympic Park, it was clear that the Sochi 2014 Licensing Programme was a huge success.

Fans eager to snap up mementos from the Games were spoiled for choice, with official licensees
for the Games issuing approximately 5,000 different souvenir items featuring the Sochi 2014
symbols, and sales of official Sochi 2014 products reaching USD 500 million.

e Sochi 2014 retail programme boasted more officially licensed retail outlets than for any previous
Winter Games, with 4,500 official retail outlets across Russia, while the sale of Sochi 2014 plush
souvenirs broke Olympic records with over 3.6 million items sold by the end of the Games.

Direct revenue for the Sochi 2014 Organising Committee from Licensing Programme sales
– including the Philatelic and Numismatic programmes – exceeded USD 40 million, with 55
licensees operating in categories such as apparel and footwear, sporting goods, household goods,
accessories, stationery, souvenirs, toys and many others.

“THIS HAS BEEN THE BIGGEST,

MOST SUCCESSFUL LICENSING
PROGRAMME IN RUSSIAN HISTORY
AND ONE OF THE BIGGEST IN
OLYMPIC WINTER GAMES HISTORY.”
TIMO LUMME, MANAGING DIRECTOR, IOC TELEVISION
AND MARKETING SERVICES

DID YOU KNOW

By the end of the Games over 3.6m Sochi 2014 plush toys had been sold.

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 LICENSING I 105

RETAIL OPERATIONS
e efficient sale of licensed merchandise before and during the Games was provided through
official retail sales operators, the distribution networks of the licensees, offices of the Games
marketing partners and the official online shop.

e Olympic licensed retail network was presented to customers in several formats during the
Games: the Sochi 2014 Olympic Superstore in Moscow and the Sochi 2014 Olympic Superstore
in the Olympic Park in Sochi; Sochi 2014 Olympic Stores in several locations; Sochi 2014 official
merchandise retail stores in the Olympic venues; more than 4,500 outlets at the biggest retail
chains in the Russian Federation; and mobile booths where Sochi 2014 official merchandise
was sold during the course of the Torch Relay.

ere were stores in both competition and non-competition venues during the Games, including
Olympic Villages and Media Centres, with total retail space from 18 up to 2,500 square metres.

ere was a full range of Sochi 2014 licensed merchandise in each of the Sochi 2014 venue retail
stores, ranging from colourful pins and key chains, clothing and accessories for pets, all the
beloved Games mascots, notebooks and pens for schoolchildren and much more.

PHILATELIC PROGRAMME
e Sochi 2014 Philatelic Programme began in 2011 when more than 10 million commemorative
stamps were issued. In total, eight blocks of stamps, 50 different postage stamps and postcards
as well as a set of all released stamps in decorative bindings were released.

Among the subjects used for Sochi 2014 postage stamps were winter sports, the mascots of the
2014 Games, the Olympic sports venues, the Olympic Torch Relay, sports legends and views of
the Krasnodar Region.

Furthermore, for the first time in Russian history, as well as in the history of the Olympic
Movement, postage stamps with a two-dimensional QR-code for recognition on mobile devices
were released. e stamp featured the image of the official logo of the XXII Olympic Winter Games
in Sochi and the two-dimensional QR-code with an encrypted link to www.sochi2014.com, which
people could access through a mobile device by downloading a special application.

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 106 I LICENSING

COIN PROGRAMME
e Sochi 2014 Coin Programme continued a long tradition of issuing coins to celebrate the
Olympic Games, with the first modern Olympic coin issued for the 1952 Games in Helsinki.

e Sochi 2014 Coin Programme became one of the largest in the history of the Olympic
Movement, and between 2011 and 2014 there were 47 types of commemorative and investment
coins made from gold, silver and copper-nickel metals, with a total circulation reaching more than
86.7 million coins. e theme and design of the Sochi 2014 coins reflected not only the Winter
Games, but also the rich Russian culture and the natural environment of the host region, while nine
coins in an original rectangular shape featuring the mascots of the Sochi Games were also issued.

e Central Bank of the Russian Federation also issued the first ever banknote to commemorate
an Olympic Winter Games. A contest to design the 100-ruble banknote was won by Pavel Bushuev,
a student of the Repin Institute of the St Petersburg Academy of Arts.

TRADITIONAL HANDICRAFTS
e Sochi 2014 Licensing Programme also supported native handicrafts produced by the people of
Russia by launching a series of traditional handmade arts and crafts featuring the Games marks,
which went on sale in 2011. ese products aimed to reflect the multi-faceted culture of Russia
and were made by hand exclusively at domestic enterprises by Sochi 2014 licensees in the “Folk
Craft” category.

Products included cups, plates, platters, vases and dinner sets that combined the Sochi 2014
Games marks and the ethnic Gzhel design, renowned Semikarakorsk ceramics – which included
teapots, mugs, cups, plates, dinner sets, vases and bells, all featuring unique hand-painted floral
patterns – and traditional matryoshka nesting dolls decorated with the Olympic marks and the
famous Russian Khokhloma style.

OFFICIAL VIDEO GAME

To mark the Sochi 2014 Olympic Winter Games, an official video game was released as part of the
IOC’s global licensing programme. ‘Mario & Sonic at the Sochi 2014 Olympic Winter Games’ was
released in November 2013 for the Nintendo Wii U and was the fourth in the successful ‘Mario &
Sonic’ video game franchise, selling approximately 340,000 units worldwide.

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 CHAPTER SEVEN
THE OLYMPIC AND
SOCHI 2014 BRANDS

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 110 I THE OLYMPIC AND SOCHI 2014 BRANDS

ÒOLYMPISM IS MORE THAN A CONCEPT FOR SPORT. IT IS A PHILOSOPHY OF LIFE.Ó

THOMAS BACH, IOC PRESIDENT

Each edition of the Olympic Games places the Olympic brand at the forefront of the global
consciousness, with billions of people all over the world enthralled by the time-honoured traditions
and values that are linked to the sporting spectacle that takes place under the banner of the
Olympic rings.

anks to the unique platform created by the Games, the Olympic rings have become one of
the most widely-recognised symbols in the world, with 93% of people globally able to correctly
identify them, according to IOC research.

Research has also shown that the Olympic rings outperform other key global brands across
a range of values, including: “Inspirational”, “Heritage & Tradition”, “Diversity”, “Optimistic”,
“Excellence”, “Global” and “Inclusive”.

e rings therefore provide a powerful identity for the Olympic brand, which embodies the vision,
mission and working principles of the Olympic Movement.

With these emotive values at its core, the Olympic brand is able to transcend sport, resonating
strongly with people of all ages and cultures from all over the world.

is enduring strength helps attract commercial partners that are eager to align their own brands
with the values of Olympism. e Olympic brand therefore provides a valuable asset to the
Olympic Movement and the Olympic marketing programme.

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 THE OLYMPIC AND SOCHI 2014 BRANDS I 113

IOC BRAND CAMPAIGN

“THE ‘INSPIRATION WITHOUT BORDERS’ SPOT DEMONSTRATES HOW THE
GAMES ENTHUSE AND INSPIRE PEOPLE IN ALL CORNERS OF THE WORLD.”
TIMO LUMME, MANAGING DIRECTOR, IOC TELEVISION & MARKETING SERVICES

In the build-up to Sochi 2014, the IOC launched a new campaign, which featured a series of TV
spots, to promote the Olympic brand and engage a global youth audience in the Olympic values.

e first spot, entitled “Inspiration Without Borders”, featured archival Olympic footage intercut
with shots of children practising sport, highlighting the connections between Olympic athletes
and the young people whom they inspire around the world. e second spot was called “Forward
Momentum” and showed how the sports of the Olympic Winter Games have evolved over the
years while retaining their pageantry and sporting excellence.

e spots were shown by 46 broadcasters in 78 territories as part of their promotion and

coverage of the Sochi 2014 Olympic Winter Games.

SOCIAL MEDIA
e Olympic brand was highly visible across a variety of social media platforms during the Sochi
2014 Olympic Winter Games, with Olympic athletes and fans taking online engagement to new
heights, accounting for some two billion impressions across all Olympic social media platforms.

In total, more than two million new fans joined the Olympic Facebook page during Sochi 2014; the
Olympic Twitter account amassed 168,101 new followers; the Olympic Instagram account gained
more than 150,000 new followers; and VK saw over 650,000 new fans join the Olympic page,
with a total of three million visitors during February 2014.

DID YOU KNOW

Almost 70% of the IOC’s social media users are under the age of 24, and just
under 35% are between 13 and 17.

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 114 I THE OLYMPIC AND SOCHI 2014 BRANDS

THE SOCHI 2014 BRAND

“THE SOCHI 2014 BRAND FULLY CORRESPONDS TO THE STRATEGIC VISION
OF THE ORGANISING COMMITTEE: TO HOST THE MOST INNOVATIVE GAMES
IN HISTORY, WHICH REFLECT THE CHARACTER OF THE NEW RUSSIA
AND DELIVER POSITIVE, SUSTAINABLE CHANGE.”
NELLI ALEKSANDROVA, HEAD OF BRAND, SOCHI 2014

Each edition of the Olympic Games features its own distinctive brand, with a corresponding
visual identity that influences everything from the design of the Olympic medals to the colours
of the volunteers’ uniforms. Each of these Games’ brands is designed to reflect the culture and
character of the host city.

ese unique assets help distinguish each Games from previous editions while also creating an
instantly-recognisable “look” that is seen by billions of people around the world.

e Sochi 2014 brand was launched in 2009 and aimed to showcase a contemporary Russia to
the world.

At the heart of the brand was the official emblem, which encompassed the Russian domain name
of Sochi 2014 (Sochi2014.ru) to underline the innovative nature of the 2014 Winter Games and its
relevance to the whole of Russia, while also highlighting where the Games were being held.

e visual identity, or look, of the brand was inspired by traditional Russian patterns,
re-interpreted in a modern way. e principle concept of the look was the Russian-inspired
“patchwork quilt” – a combination of 16 designs representing the most famous traditional
Russian arts and crafts, ranging from Gzhel to Khokhloma.

is visual embodiment of the Sochi 2014 Olympic Winter Games philosophy was intended to
express the character of modern Russia while at the same time introducing guests from all over
the world to traditional Russian hospitality.

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 THE OLYMPIC AND SOCHI 2014 BRANDS I 117

SOCHI 2014 SLOGAN

“THE SOCHI 2014 SLOGAN DEMONSTRATES THAT IT IS IMPOSSIBLE NOT
TO PARTICIPATE, WATCH, EXPERIENCE AND BE PROUD BECAUSE
THESE ARE YOUR GAMES.”
DMITRY CHERNYSHENKO, PRESIDENT, SOCHI 2014

e Sochi 2014 slogan – “Hot.Cool.Yours.” – was unveiled in 2012. e word “Hot” reflects the
intensity of sporting battle and the passion of the spectators, while also emphasising the location
of the Games, in the resort city of Sochi. “Cool”, meanwhile, references the fact that it is a Winter
Games, as well as alluding to traditional perceptions of Russia as a country with a cold climate.
“Yours” shows that while the Games is a large-scale national project, everybody can share in the
spectacle, competitions, sense of pride and culture at the Games, while the dot after each
word draws a parallel with Sochi 2014’s unique digital emblem.

MASCOTS
From September to December 2010, the Sochi 2014 Organising Committee ran a nationwide
competition giving members of the public the chance to design the official Olympic mascots, which
they said “should encompass a range of features characteristic of Russia, and at the same time
be intelligible to people of every age, profession and nationality”. More than 24,000 entries were
received before the Hare, Polar Bear and Leopard were chosen following a nationwide public
vote, with the results broadcast during a live television show.

SPORT PICTOGRAMS
Since Tokyo 1964, each edition of the Games has depicted the sports on its programme through
iconic graphic symbols that reflect the culture of the host nation. e Sochi 2014 pictograms were
inspired by those used at the Moscow 1980 Olympic Games – “creating a bridge from the past
to the future”, according to organisers – and boasted a visual simplicity, combining smooth and
straight lines to portray the different Olympic disciplines.

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 118 I THE OLYMPIC AND SOCHI 2014 BRANDS

OLYMPIC TORCH
“THE SOCHI 2014 TORCH COMBINES TRADITIONAL RUSSIAN MOTIFS
WITH THE VERY LATEST TECHNICAL KNOW-HOW IN THE FIELD OF DESIGN.
THE ELEGANT, EXTRAORDINARY AND RADIANT SOCHI 2014 TORCH
REPRESENTS RUSSIA’S BEAUTY AND ITS MULTIFACETED NATURE.”
DMITRY CHERNYSHENKO, PRESIDENT, SOCHI 2014

e Olympic torch for Sochi 2014 was unveiled in January 2013 with a bright, eye-catching design
in the shape of a feather, evoking images of the legendary phoenix, or firebird, which features
prominently in Russian folklore as a symbol of good fortune and happiness.

e torch design was developed by a Russian creative team, led by Vladimir Pirozhkov and
Andrei Vodyanik, and featured chrome and red detailing, with red being the traditional colour
of Russian sports teams.

e torch weighed nearly 1.8 kg and was 0.95 m tall, with its weight and centre of gravity
carefully calculated to ensure that it would be as comfortable as possible for runners to carry
during the Torch Relay.

MEDALS
e Sochi 2014 Olympic medals were carefully crafted to depict the landscape of Sochi, with the
sun’s rays reflecting through the snowy mountaintops onto the sandy beaches of the Black Sea
coast. e unique design also featured the Sochi 2014 “patchwork quilt” – a mosaic of national
patterns from the various cultures and ethnicities of the Russian Federation.

e Olympic rings can be seen on the front of the medals, while the reverse depicts the Sochi
2014 logo and the name of the competition for which the medal was awarded, in English. e
official name of the Olympic Winter Games also appeared, engraved on the medal’s rim, in
Russian, English and French.

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 CHAPTER EIGHT
PROTECTING THE
OLYMPIC BRAND

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 122 I PROTECTING THE OLYMPIC BRAND

“ULTIMATELY, COMPANIES WHICH TRY TO CREATE THE FALSE IMPRESSION

THAT THEY ARE AN OFFICIAL PARTNER OF THE OLYMPIC GAMES, OR CREATE
A FALSE ASSOCIATION WITH THE OLYMPIC GAMES, ARE CHEATING OLYMPIC
ATHLETES, OLYMPIC GAMES ORGANISERS AND OLYMPIC FANS.”NTINUES TO
GERHARD HEIBERG, CHAIRMAN, IOC MARKETING COMMISSION

As one of the world’s most recognisable symbols, the Olympic rings are an extremely valuable
asset for the Olympic Movement.

In order to protect the value of the brand and honour the exclusive partnerships on which the
Olympic Movement’s commercial programmes are based, the IOC, working with the Organising
Committees and National Olympic Committees, takes action against unauthorised use of the
Olympic symbol and issues clear guidelines to ensure that its integrity is maintained every
time it is used.

AMBUSH MARKETING
Any attempt to use the Olympic symbols without permission or create an unofficial association
with the Olympic Games or the Olympic Movement is known as ambush marketing.

ese unauthorised activities – which range from selling unofficial branded products featuring
the Olympic symbols, to unsanctioned advertising campaigns exploiting the Olympic images –
reduce the value of the Olympic brand, damage the investment of genuine Olympic partners and
undermine the Organising Committee’s ability to fund the Games successfully.

If such ambush marketing tactics succeed, there is a risk that official partners might cease to
support the Olympic Movement, which would jeopardise the future of the Olympic Games and the
development of sport around the world. Measures are therefore taken to protect the exclusive
marketing rights of official Olympic partners and ensure that no entity creates an unauthorised
association with the Games or the Olympic Movement.

For the Sochi 2014 Olympic Winter Games, the Organising Committee worked in cooperation
with state authorities to implement a series of measures aimed at monitoring and fighting any
cases of unauthorised use of the Olympic symbols.

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 PROTECTING THE OLYMPIC BRAND I 125

SOCHI 2014 BRAND PROTECTION PROGRAMME

“THERE WERE NO MAJOR BRAND PROTECTION ISSUES AT GAMES-TIME

– AN OUTSTANDING RESULT FOR THE SOCHI 2014 BRAND PROTECTION
EDUCATIONAL AND ENFORCEMENT PROGRAMME.”NTINUES TO
ALEXEY SHVETSOV, DIRECTOR OF BRAND PROTECTION, SOCHI 2014

After awarding the Olympic Games to a host city, the IOC entrusts the local Organising Committee
with the responsibility of protecting the Olympic brand within the host country.

e Sochi 2014 Organising Committee therefore became the guardian of the Olympic brand within
Russia when it was awarded the Games in 2007. In order to uphold this commitment, the Russian
government established the Olympic Law, which prevents the violation of the usage rights of the
Olympic symbols.

e Sochi 2014 Organising Committee also implemented a comprehensive brand protection

programme to ensure awareness and understanding of the law and to avoid any possible
infringements.

As part of this programme, the Organising Committee held over 100 information and educational
events for law enforcement bodies, including training courses for Organising Committee staff,
contractors and volunteers on matters relating to cross functional cooperation on brand
protection during the Games.

e combined activities of the Sochi 2014 Organising Committee and brand protection bodies led
to over 1,500 cases of administrative rights violations being opened up, along with 200 criminal
cases to date.

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 126 I PROTECTING THE OLYMPIC BRAND PROTECTING THE OLYMPIC BRAND I 127

COUNTERFEIT MERCHANDISE BROADCAST MONITORING

One of the key revenue sources for any Organising Committee is the official licensing programme During Sochi 2014, the IOC monitored the global broadcast
and the sale of authorised merchandise. Central to the success of any Olympic licensing coverage of the Winter Games to identify any messages
programme is the reliable protection of official licensed merchandise bearing the Olympic marks that could have potentially damaged the Olympic brand or
against counterfeit goods. e Sochi 2014 Organising Committee therefore implemented a infringed upon the rights of the official Olympic marketing
special identification system for official merchandise using self-adhesive stamps and holograms, partners.
which featured both visible and hidden security measures. e system enabled customers to
verify the authenticity of a purchased item using a set of printed and electronic features. is Infringement Monitoring Programme also ensured that
unauthorised parties did not use Olympic intellectual property
and that Olympic broadcast rights holders complied with
CLEAN FIELD OF PLAY their contractual obligations.

Unlike many other major sporting events, the Olympic Games take place in venues that are free
By checking for ambush marketing advertisements, unauthorised commercial overlays and overt
of advertising or commercial branding. is strict ‘clean field of play’ policy is stipulated in the
in-studio commercial signage, the programme helped preserve the unique ‘clean’ nature of the
Olympic Charter and aims to preserve the integrity of the Olympic Games by maintaining an
Olympic Games broadcast.
environment that is purely focused on sporting competition.

In order to ensure that this policy is adhered to at each edition of the Games, the IOC works
INTERNET MONITORING
closely with Organising Committees to remove any advertising or commercial branding from the
field of play, as well as the areas immediately surrounding the Olympic venues. In addition to monitoring the Games broadcasts around the world, the IOC also implements an
Internet Monitoring Programme at each Games, which uses the most advanced technologies
In the build-up to Sochi 2014, the IOC worked closely with the Organising Committee available to prevent, track and take action against violations, such as video infringements on any
to ensure this policy was adhered to, which included training venue managers and other online or mobile platform.
personnel on policies and practices for ensuring a clean field of play. During the Games, brand
protection teams also toured all venues to ensure compliance with branding guidelines. e Internet Monitoring Programme also monitors geo-blocking, to ensure that rights-holding
broadcasters respect their territorial rights online, as well as online advertising, news access and
ambush marketing.
OLYMPIC RIGHTS ACTIVATION
During Sochi 2014, it was estimated that less than 1% of viewership on digital platforms was via
While Olympic partners are allowed to communicate their association with the Olympic Movement
illegal streams, with the huge offering of official digital coverage being the key deterrent against
through the use of Olympic marks and imagery, they must adhere to established standards for
piracy. In terms of incidents, over 62,000 video infringements were managed, including 55,000
proper usage in order to protect the Olympic brand and ensure the value of an Olympic association.
videos on online video sharing platforms and 7,200 live streams. In comparison, 34,429 infringing
videos (including around 2,000 live streams) were managed in total during Vancouver 2010.
For Sochi 2014, the IOC and the Organising Committee therefore reviewed all materials,
executions and communications produced by Olympic partners and broadcasters that include
Olympic references, imagery or marks to ensure compliance with the guidelines for proper usage.

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 CHAPTER NINE
ACKNOWLEDGEMENTS

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 130 I ACKNOWLEDGEMENTS ACKNOWLEDGEMENTS I 131

ÒTHE SOCHI 2014 OLYMPIC WINTER THE WORLDWIDE OLYMPIC PARTNERS

GAMES WOULD NOT HAVE BEEN

SUCH A SUCCESS WITHOUT THE
SUPPORT THAT WAS SHOWN BY
OUR BROADCAST PARTNERS, THE
WORLDWIDE OLYMPIC PARTNERS
AND THE DOMESTIC SPONSORS.Ó
THOMAS BACH, IOC PRESIDENT

OLYMPIC BROADCAST PARTNERS

América Móvil Arab States Broadcasting Union (ASBU)
ARD & ZDF BBC
CBC CCTV
Dentsu Fox Turkey
France Télévisions Infront Sports & Media AG
Japan Consortium NBC
Network TEN Rádio e Televisão Record S/A
Seoul Broadcasting System (SBS) Sky Italia
SKY Network Television Ltd South African Broadcasting Corporation (SABC)
Sportfive Sportsmax
Star India SuperSport International
TV Globo and Bandeirantes TVE

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 ACKNOWLEDGEMENTS I 133

SOCHI 2014 NATIONAL PARTNERS

SOCHI 2014 PARTNERS

SOCHI 2014 OFFICIAL SUPPLIERS

Adamas Avaya Baltika
EF Jet Set Sports Kommersant
Power Technologies Wild Red Entertainment Yamaha

SOCHI 2014 SUPPLIERS

Abrau-Durso Adecco Bauerfeind
Contemporary International Detech Europa Plus
Exect Business Training I-TECO Kärcher
Kaspersky Lab Kelly Services KINESIO
KIOUT Life Fitness Microsoft
Parter.ru Paul Hartman LLC PR Agency CROS
Rosatom Russian Buses – Gaz Group Scania
Ural Plant of Deicing Materials World Class

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 134 I ACKNOWLEDGEMENTS

EDITORIAL, DESIGN AND PRODUCTION

IOC
Sochi 2014
Touchline

PHOTOGRAPHY
IOC Images
Getty Images
Corbis Images

RESEARCH
Kantar

International Olympic Committee

Château de Vidy
1007 Lausanne, Switzerland
Tel: +41 21 621 61 11
For more information, visit: www.olympic.org

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