【雲上嶺南】Video | Olympic time machine: from nonprofitable investment to commercialization

奥运时光机：从“赔钱买卖”到商业化变革，举办奥运会不容易

Lingnan: Beauty Beyond Borders | The #OlympicGames is regarded as the most important IP in modern sports, but its path to #commercialization has been challenging. When Pierre de Coubertin announced the birth of the modern Olympics in 1894, he established principles of non-commercialization and non-professionalism. As a result, hosting the Olympics became a money-losing venture from its inception in 1896. The turning point came in 1984 when #International Olympic Committee President Juan Antonio Samaranch initiated the commercialization of the #Games. The Los Angeles Olympics, led by #business genius Peter Ueberroth, became the first profitable Games in history. His innovative methods included selling broadcast rights through bidding, establishing exclusive sponsorship systems, and selling licensing rights, providing a model for the operational strategies of subsequent Olympic Games. #SplendidLingnan

奥运是人类现代体育最重要的IP，但这个IP的商业化之路却走得相当崎岖。在顾拜旦在1894年宣布现代奥运诞生之初，他立下的原则是：非商业化、非职业化。以至于从1896年首届奥运会开始，主办奥运会成了一大亏本生意。而奥运这笔“赔钱买卖”，在1984年迎来拐点。时任国际奥委会主席萨马兰奇成功肇始了奥运商业化。1984年洛杉矶奥运会转变经营思路，尤伯罗斯这位商业奇才的一系列操作令奥运会历史上第一次扭亏为盈。他的创新手段包括以投标方式出售转播权、设定行业独家赞助商制度、出售特许经营权，为之后的奥运会运营模式提供了一系列的范本。

来源：羊城晚报