Event / Sports

Categories
Strategy
Ceremonies
Athletic
Big Four
Maximize revenue
Swimming
Gymnastics Artisti
Maximize revenue
Football
UK / EU Favourite and attendance
Cycling
Table Tennis
Maximize
Other sports
attendance
Wrestling
Other sports
Target Audience
London citizen
UK
Europe
The rest of the wo

Maximizing
price
for BIG
revenues
FOUR
25% for IOC
guests
ticket
price for
local
citizens
Availability of
tickets
tickets
for the
games

Options
1st
2nd
3rd
4th

Percentage
30%
25%
20%
25%
Tradeoffs
vs
vs
vs
vs
vs
vs

Maximizing
Risk
to disrespect
attendance
other
sports
Risk of IOC
guests
do
not
show
up
apply same rule
to EU citizens
Affordability
of
tickets
tickets
for
separate games

Diff
Responsibility
Head of Ticketing
Head of IOC
Head of LOCOG

Strategy to satisfy many criterias

Maximize revenues
Target audience distribution
Maximize attendance
Fill the seats with the right people (knowledgeable fans)
Accessible to average Londoners, not only to the world's elite
25%

30%

London citizen
UK
Europe
The rest of the world

20%
25%

Different perspectives on being a different job

sibility
To be responsible on the quality and perceived image of the Olympic Games, satisfy
the needs and wants of all international partners and sponsors,

Olympic GamesTicket Available for SaleTicket Sold

Ticket Revenue
1984 Los Angeles
6,900,000
5,700,000 $156,000,000.00
1988 Seoul
4,400,000
3,300,000
$36,000,000.00
1992 Barcelona
3,900,000
3,000,000
$79,000,000.00
1996 Atlanta
11,000,000
8,300,000 $425,000,000.00
2000 Sydney
7,600,000
6,700,000 $551,000,000.00
2004 Athens
5,300,000
3,800,000 $228,000,000.00
2008 Beijing
6,800,000
6,800,000 $200,000,000.00
2012 London
7,900,000
6,141,850

Sport
Swimming
Water Polo
Diving
Synchronized Swimming
Archery
Athletics (Track & Field)

Badminton
Basketball
Boxing
Canoe and Kayak

Cycling Indoor Track

Cycling Outdoor Road

Cycling Mountain
Cycling BMX
Equestrian
Fencing
Field Hockey
Football (Soccer)
Gymnastics Artistic
Gymnastics Rhythmi
Gymnastics Trampoli
Handball
Judo
Modern Pentathlon
Rowing
Sailing
Shooting
Table Tennis
Taekwondo

Estimated Sold Ticket Availability

Expected Attendance
100%
185,000
185,000
65%
125,000
81,250
65%
210,000
136,500
65%
90,000
58,500
65%
70,000
45,500
100%
756,000
756,000
65%
95,000
61,750
65%
400,000
260,000
65%
182,000
118,300
65%
215,000
139,750
80%
28,000
22,400
65%
4,000
2,600
65%
8,000
5,200
65%
10,000
6,500
65%
235,000
152,750
65%
120,000
78,000
65%
520,000
338,000
85%
1,975,000
1,678,750
100%
185,000
185,000
70%
25,000
17,500
70%
25,000
17,500
65%
205,000
133,250
70%
110,000
77,000
65%
7,000
4,550
80%
224,000
179,200
80%
1,000
800
65%
25,000
16,250
65%
85,000
55,250
65%
36,000
23,400

Tennis
Triathlon
Volleyball Indoor
Volleyball Beach
Weightlifting
Wrestling
Op-Close Ceremonies
Other Events
Total

85%
65%
70%
65%
70%
70%
100%
65%
72%

237,000
18,000
500,000
350,000
95,000
130,000
120,000
365,000
7,971,000

201,450
11,700
350,000
227,500
66,500
91,000
120,000
237,250
6,141,850

Q1
70%
700000000

Sport
Swimming
Water Polo
Diving
Synchronized Swimming
Archery
Athletics (Track & Field)

Badminton
Basketball
Boxing
Canoe and Kayak

Cycling Indoor Track

Cycling Outdoor Road

Cycling Mountain
Cycling BMX
Equestrian
Fencing
Field Hockey
Football (Soccer)
Gymnastics Artistic
Gymnastics Rhythmi
Gymnastics Trampoli
Handball
Judo
Modern Pentathlon
Rowing
Sailing

Ticket Availability
185,000
125,000
210,000
90,000
70,000
756,000
95,000
400,000
182,000
215,000
28,000
4,000
8,000
10,000
235,000
120,000
520,000
1,975,000
185,000
25,000
25,000
205,000
110,000
7,000
224,000
1,000

5579700

$125.45
70%
90%
Expected Attendance
129500

166500

87500

112500

147000

189000

63000

81000

49000

63000

529200

680400

66500

85500

280000

360000

127400

163800

150500

193500

19600

25200

2800

3600

5600

7200

7000

9000

164500

211500

84000

108000

364000

468000

1382500

1777500

129500

166500

17500

22500

17500

22500

143500

184500

77000

99000

4900

6300

156800

201600

700

900

Shooting
Table Tennis
Taekwondo
Tennis
Triathlon
Volleyball Indoor
Volleyball Beach
Weightlifting
Wrestling
Op-Close Ceremonies
Other Events
Total

25,000
85,000
36,000
237,000
18,000
500,000
350,000
95,000
130,000
120,000
365,000
7,971,000

17500

22500

59500

76500

25200

32400

165900

213300

12600

16200

350000

450000

245000

315000

66500

85500

91000

117000

84000

108000

255500

328500

5,579,700

7,173,900

Attendance

Categories
Ticket Revenue (%) Sports
Big Four
40% (Swimming, Artistic Gymnastics,Athletics, Cere
Local Appeal
20% (Football and Tennis)
Medals' Won
10% (Cycling Indoor Track, Sailing, Rowing)
Sport with Existing Ve
10% (Volleyball, Judo, Weightlifting, Wrestling, Triath
Others
20%
Total
100%

Categories
Estimated Sold
Big Four
100%
Local Appeal
85%
Medals' Won
80%
Sport with Existing Ve
70%
Others
65%
Olympic Games 2012 London
Ticket Available for Sale
7971000
Expected Attendance
70%
90%

Ticket Revenue
5579700
7173900

###
###

Q2
90%

7173900

c Gymnastics,Athletics, Ceremonies)

ck, Sailing, Rowing)

Weightlifting, Wrestling, Triathlon)

t Revenue

Historic Ticket Pricing for Olympic Events using Sydney 2000 as Inspiration and Price Range for Ticket
Categories Events/Sports
Stages
Weighted Pricing Tiers Weighted
1
0.1
2
0.2
Op-Close
Ceremonies
3
0.3
4
0.4
1
0.2
Preliminaries
2
0.3
3
0.5
Swimming
1
0.2
Prelim/Finals
2
0.3
3
0.5
1
0.2
Big Four
Preliminaries
2
0.3
3
0.5
1
0.2
Athletics
Prelim/Finals
2
0.3
3
0.5
1
0.2
Finals
2
0.3
3
0.5
1
0.3
Preliminaries
2
0.7
Gymnastics
Artistic
1
0.3
Prelim/Finals
2
0.7
1
0.2
Tennis
2
0.3
3
0.5
1
0.2
Preliminaries
Local Appeal
2
0.3
(Group Matches)
3
0.5
Football
1
0.2
Finals
2
0.3
3
0.5
Preliminaries
1
1
Cycling
Medals' Won
Indoor Track Prelim/Finals
1
1
1
0.3
Preliminaries
Sport with
2
0.7
Existing
Wrestling
1
0.3
Venue
Prelim/Finals
2
0.7
Preliminaries
1
1
Others
Table Tennis

Others

Table Tennis

Quarter&Semi Finals
Finals

1
1

1
1

rice Range for Ticket to Various Sporting Events in UK and EU

Ticket Price ($)
Price after Inflation ($)
$869
$1,151
$619
$820
$318
$421
$66
$87
$88
$117
$50
$66
$22
$29
$286
$379
$142
$188
$60
$80
$53
$70
$41
$54
$22
$29
$104
$138
$79
$105
$41
$54
$286
$379
$179
$237
$60
$80
$88
$117
$53
$70
$223
$295
$179
$237
$100
$133
$60
$80
$30
$40
$104
$138
$79
$105
$41
$54
$286
$379
$179
$237
$60
$80
$41
$54
$66
$87
$35
$46
$22
$29
$53
$70
$35
$46
$25
$33

Attendance
Sport
Swimming
Water Polo
Diving
Synchronized Swimming
Archery
Athletics (Track & Field)

Badminton
Basketball
Boxing
Canoe and Kayak

Cycling Indoor Track

Cycling Outdoor Road

Cycling Mountain
Cycling BMX
Equestrian
Fencing
Field Hockey
Football (Soccer)
Gymnastics Artistic
Gymnastics Rhythmi
Gymnastics Trampoli
Handball
Judo
Modern Pentathlon
Rowing
Sailing
Shooting
Table Tennis
Taekwondo
Tennis
Triathlon
Volleyball Indoor
Volleyball Beach
Weightlifting
Wrestling
Op-Close Ceremonies
Other Events

$35
$47

$46
$62

Inflation Rate (2000-

Ticket Availability
Average Price (Average Price (Average Price (Total Revenue
185,000
125,000
210,000
90,000
70,000
756,000
95,000
400,000
182,000
215,000
28,000
4,000
8,000
10,000
235,000
120,000
520,000
1,975,000
185,000
25,000
25,000
205,000
110,000
7,000
224,000
1,000
25,000
85,000
36,000
237,000
18,000
500,000
350,000
95,000
130,000
120,000
365,000
7,606,000

32.5% (Statista, 2016)

Categories Events/Sports

Stages

Op-Close
Ceremonies

Preliminaries
Swimming
Prelim/Finals

Big Four

Preliminaries

Athletics

Prelim/Finals

Finals

Gymnastics
Artistic

Preliminaries
Prelim/Finals

Categories Events/Sports

Stages

Op-Close
Ceremonies

Preliminaries
Swimming
Prelim/Finals

Big Four

Preliminaries

Athletics

Weighted

Pricing Tiers
1
2
3
4
1
0.4
2
3
1
0.6
2
3
1
0.2
2
3
1
0.3
2
3
1
0.5
2
3
1
0.4
2
1
0.6
2

Weighted
0.1
0.2
0.3
0.4
0.2
0.3
0.5
0.2
0.3
0.5
0.2
0.3
0.5
0.2
0.3
0.5
0.2
0.3
0.5
0.3
0.7
0.3
0.7

Weighted

Weighted
0.1
0.2
0.3
0.4
0.2
0.3
0.5
0.2
0.3
0.5
0.2
0.3

Pricing Tiers
1
2
3
4
1
0.4
2
3
1
0.6
2
3
1
0.2
2

Big Four

Preliminaries

Athletics

Gymnastics
Artistic

0.2

Prelim/Finals

0.3

Finals

0.5

Preliminaries

0.4

Prelim/Finals

0.6

3
1
2
3
1
2
3
1
2
1
2

0.5
0.2
0.3
0.5
0.2
0.3
0.5
0.3
0.7
0.3
0.7

70%
32.5%
Ticket Availab Expected Attendance (70%)Ticket PricePrice
($) after Inflation ($)
8,400
$869
$1,151
16,800
$619
$820
120,000
84,000
25,200
$318
$421
33,600
$66
$87
10,360
$88
$117
51,800
15,540
$50
$66
25,900
$22
$29
185,000
15,540
$286
$379
77,700
23,310
$142
$188
38,850
$60
$80
21,168
$53
$70
105,840
31,752
$41
$54
52,920
$22
$29
31,752
$104
$138
756,000
158,760
47,628
$79
$105
79,380
$41
$54
52,920
$286
$379
264,600
79,380
$179
$237
132,300
$60
$80
15,540
$88
$117
51,800
36,260
$53
$70
185,000
23,310
$223
$295
77,700
54,390
$179
$237

90%
32.5%
Ticket Availab Expected Attendance (90%)Ticket PricePrice
($) after Inflation ($)
10,800
$869
$1,151
21,600
$619
$820
120,000
108,000
32,400
$318
$421
43,200
$66
$87
13,320
$88
$117
66,600
19,980
$50
$66
33,300
$22
$29
185,000
19,980
$286
$379
99,900
29,970
$142
$188
49,950
$60
$80
27,216
$53
$70
136,080
40,824
$41
$54

756,000

136,080

756,000

204,120

340,200
66,600
185,000
99,900

68,040
40,824
61,236
102,060
68,040
102,060
170,100
19,980
46,620
29,970
69,930

$22
$104
$79
$41
$286
$179
$60
$88
$53
$223
$179

$29
$138
$105
$54
$379
$237
$80
$117
$70
$295
$237

Price +10%Ticket Revenue ($)

$1,267
$10,639,167
$902
$15,156,834
$463
$11,679,822
$96
$3,232,152
$128
$1,328,774
$73
$1,132,478
$32
$830,484
$417
$6,477,771
$207
$4,824,354
$87
$3,397,433
$77
$1,635,175
$60
$1,897,420
$32
$1,696,880
$152
$4,812,968
$115
$5,484,007
$60
$4,743,550
$417
$22,059,437
$261
$20,709,647
$87
$11,569,635
$128
$1,993,160
$77
$2,800,994
$325
$7,576,274
$261
$14,189,943
Total Revenue
$159,868,359
$399,670,899
Price -10% Ticket Revenue ($)
$1,036
$11,191,851
$738
$15,944,202
$379
$12,286,566
$79
$3,400,056
$105
$1,397,801
$60
$1,191,308
$26
$873,626
$341
$6,814,279
$169
$5,074,970
$72
$3,573,923
$63
$1,720,119
$49
$1,995,987

Expected Attendances
Categories
Sports (37)
Swimming
Gymnastic Artistic
Big Four
Athletics
Ceremonies
Football
Local Appeal
Tennis
Cycling Indoor Tra
Medals' Won Sailing
Rowing
Volleyball
Judo
Sport with
Existing
Weightlifting
Venue
Wrestling
Triathlon
Others
23
Total

40%
100%

$26
$124
$94
$49
$341
$213
$72
$105
$63
$266
$213
Total Revenue

$1,785,029
$5,062,992
$5,768,890
$4,989,969
$23,205,382
$21,785,472
$12,170,655
$2,096,701
$2,946,501
$7,969,847
$14,927,083
$168,173,209
$420,433,023

40%
100%

d Attendances
Ticket Revenue (%)
40%

70%
90%
Total Revenue ($)
###

###

10% $39,967,089.86
10% $39,967,089.86

###
###

10% $39,967,089.86

###

10% $39,967,089.86

###

20% $79,934,179.71
###
100%
###
###
(Price +10%) (Price -10%)