However, for the modern Olympic Games, there is one thing that can never be ignored, and that is money. Olympic Games as a very? Burning money? The grand event, whether it is to build a large number of venues and a large Olympic village with Olympic standards or a large amount of publicity expenses, is beyond the reach of ordinary cities? High consumption? . However, it is also necessary to make money for the Olympic Games. Whether it is the consumption of tourists from all over the world, the cost of various advertising endorsements, the strong support that the city can get from the state, and the huge income from the future commercial marketing of venues, the Olympic Games are universal. Run a section to earn a section? .
What few people know, however, is that the Olympic Games actually started to make money 36 years ago. In the decades before that, almost all the Olympic Games burned money unilaterally. The gold swallowing incident? .
Above _ 1896 The main venue of the first Olympic Games held in Greece (Athens): Athens Marble Stadium.
Hosting the Olympic Games is the first summer Olympic Games in the world, and it costs money. Held at 1896. The funds for hosting the Olympic Games in those years came from collecting stamps. Of course, anyone with Olympic stamps will be rich. After the Olympic Games, business and sports were combined, and they were quite street performers.
For example, next to the swimming competition, all kinds of swimming rings and life-saving equipment are sold, and next to the fencing competition, cold weapons are sold, which is very helpless. After all, the founder was short of money and had to make this decision, but at that time the plan worked very well, which was regarded as fame and fortune.
Above _ 1936 Berlin Olympic Games
However, with the increasing scale of the Olympic Games, this small-scale sponsorship is becoming more and more useless. Especially after the Olympic Games became a national act, basically the main funds came from the organizers, and the commercialization was very limited.
For example, when Hitler hosted the Berlin Olympic Games, the stadium could accommodate100000 people, and even the stands in the swimming pool could accommodate 20000 people. If it were not for Nazi Germany's national strength, it would be basically impossible to build it. But after World War II, the business process of the Olympic Games is still slow, for the simple reason. IOC officials insist? The Olympic Games is not a trade fair, and commercialization will destroy the Olympic spirit? .
Of course, the price of doing this is blood loss.
The above _ 18 Summer Olympic Games was held in Tokyo, Japan from June 1964 to October 10-24.
The18th Tokyo Olympic Games, because Japan wants to show that it is a defeated country? Reconstruction results? Therefore, it costs billions of dollars to build expressways and advanced electrified railways nearby, and the Olympic venues are extremely luxurious. Of course, the price is blood loss, but fortunately, a lot of money has been invested in infrastructure, so it is not too bad.
But in the 20th Munich Olympic Games, it was different. First of all, its investment was as high as 600 million dollars, which was a very high investment at that time. In addition, in the years after the Olympic Games, those venues were basically empty and completely scrapped. So it was called at that time? Munich massacre? Unexpectedly, however, the next Montreal Olympic Games was even worse than Munich. The city of Montreal has raised 10 billion dollars before, which is not enough. A main stadium has basically spent all its budget. As a result, after the Olympic Games, Montreal's direct debt exploded and was not paid off until the end of the century.
Above _ 20th Summer Olympic Games, namely1972nd Munich Olympic Games.
But the lessons of Montreal and Munich are nothing in front of the Moscow Olympic Games hosted by the Soviet Union. At that time, the cold war between the Soviet Union and the United States was at its climax. Since 1980 successfully applied for the Moscow Olympic Games, it has been an Olympic Games aimed at the Soviet Union to throw its weight around. Construction of stadiums and gymnasiums began five years ahead of schedule, in which the number of large-scale stadiums and gymnasiums increased from 50 to 70, the number of large-scale competition swimming pools doubled and the number of stadiums and gymnasiums increased by 30 billion, with a total investment of 9 billion US dollars, which was basically equivalent to all the foreign exchange reserves of Poland at that time.
Such horrible expenses are not only innocent (losing more than 6 billion dollars), but also ridiculous because of the collective boycott of NATO countries led by the United States. In the end, only some countries such as the Soviet Union participated in the Olympic Games, worthy of the name? Eastern European Olympic Games? . Therefore, the Moscow Olympic Games is both fame and fortune, which can be called a loss.
Due to the explosive losses of previous Olympic Games, the host city is heavily in debt, which directly leads to the Olympic Games becoming a hot potato. Only two cities have applied to host the 23rd Olympic Games, one is Tehran and the other is Los Angeles. (Tehran has automatically quit. )
The above _ 1980 Moscow Summer Olympic Games is the 22nd Summer Olympic Games.
Reversing the Gankun Olympic Games has changed from a sharp weapon for countries to show off their strength to a big loser. This may be unexpected. At that time, the President of the United States also announced that the American government would definitely not pay for the Los Angeles Olympic Games, and whoever paid for it (the American economy was not good at that time). But the city government of Los Angeles said it would collect taxes from the people to host the Olympic Games, and most people voted against it. At that time, IOC President Samaranch decided to abandon the past tradition and let private people take charge of the operation of the Olympic Games.
It was this unprecedented decision that revived the Olympic Games. At that time, the National Olympic Committee handed over the operation right of the Los Angeles Olympic Games to 42-year-old business genius Ubros. At that time, Ubros' main plan was to raise 500 million dollars for the Olympic Games. In addition to this huge fund-raising plan, he has to make a lot of money from this Olympic Games.
He plans to use TV broadcasting rights, ticket revenue and commercial sponsorship to achieve the counterattack of the Olympic Games, but it is not unprecedented before, but these three incomes have never exceeded 75 million US dollars, but Ubros has long seen the clues. He believes that the reason why the Olympic Games don't make money is not the lack of profitability of the Olympic Games, but that many companies take advantage of the Olympic Games.
Above _ 1984 23rd Olympic Games-Los Angeles Olympic Games
Therefore, Ubroth adopted the way of bidding, and whoever pays more money will be given certain commercial rights. He first reduced the number of companies participating in the shortlist to 30, and then stipulated? Only the largest sponsor companies in all industries are left to designate products for the Olympic Games? This successfully put forward the concept of exclusive sponsorship.
Take Olympic drinks as an example. At that time, Coca-Cola, Pepsi, 7-up and other companies came to compete for the sponsorship of Olympic drinks. As a result, with its strong economic strength, Coca-Cola finally clinched a deal with a huge sum of $654.38+26 million. As an exclusive sponsor, Coca-Cola Company successfully promoted Coca-Cola to most countries in the world and made a fortune.
Similarly, ABC Company paid a sky-high price of $225 million for TV broadcasting rights, which was unimaginable at that time. After the Olympic Games, not only did they not lose money, but the Olympic operators also earned 200 million dollars, which shocked the whole world.
Above _ 1984 Li Ning of China participated in the 23rd Olympic Games.
So some people say? Los Angeles Olympic Games is a gold mine in America? This Olympic Games has also become the world-beater Kodak Company, and suffered from Waterloo. Because Kodak thought the sponsorship fee was too high, Fuji successfully endorsed it and quickly occupied the American market. It can be said that the Olympic Games has since become a battleground for business giants. Since then, no one wants the Olympic Games? Hot potato? Every move? Xiang Bo? .
It is precisely because of this that Japan does not want to give up this year's Tokyo Olympic Games.
Faced with the epidemic, this year's 2020 Tokyo Olympic Games has been postponed to 202 1. I wonder if Japan will hold it in the end. Earn? Do you want more? Loss? And then what?
Text: The sky breaks through the clouds.
References:
1 "Economic problems of previous Olympic Games with rotten meat in the pot" Yan Xiaoli
2. The Economic Benefit Analysis of the Five Olympic Games was written by Yu Jian.
3. The Commercialization Process of Modern Olympic Games Ren Hai
The text was created by the team of History University Hall, and the pictures originated from the Internet and belonged to the original author.