Sydney Marketing Review.

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THE
SYDNEY
O L Y M P I C
2000
g a m e s
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S E C T I O N
The Greatest Olympic Games in Histor y

FROM THE MOMENT THE OLYMPIC FLAME ARRIVED IN AUSTRALIA UNTIL THE MORNING AFTER A RIVER OF LIGHTNING

O N E
illuminated the sky above the Harbour Bridge at the Closing Ceremony, the Olympic Games had a profound effect on the people

of Australia, on visitors to Sydney and on people around the world.

Never before has a city embraced the hosting of the Olympic Games so fully, nor has an entire nation taken the Olympic Games

to heart so dearly. Australia’s children were granted a holiday from school, and many men and women took holiday from work

so that all could celebrate the Olympic Games together.

“I invite you to suggest a more successful event anywhere in the peacetime histor y of mankind.”

– The Times (United Kingdom)

The Fundamental Principles of Olympism

The activity of the Olympic Movement is permanent and universal. It reaches its peak with the bringing together of the athletes of

the world at the great sport festival, the Olympic Games.

— The Olympic Charter

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"Australia has evolved from an The City of Sydney and all of Australia hosted the world at the Sydney 2000 Olympic Games.
unknown continent just a little over
Australia welcomed the world with more than forty-five thousand volunteers, more than twelve
two centuries ago to a booming,

confident nation." thousand performers at the Opening Ceremony and something for everyone in one of the

— The Globe & Mail (Canada) world’s most captivating cities.

While Sydney hosted the world, Sydney 2000 never lost sight of its original vision: to honour

the Olympic athletes, to share their Olympic dreams and to rejoice in their efforts.

"For this great sporting nation, the Olympic Games are the road to recognition in the eyes of the world.

An event both historic and popular."

— L’Equipe (France)

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“Welcome to the world.”

— IOC President, Juan Antonio

Samaranch, greeting the Olympic

athletes at the Sydney 2000 Opening

Ceremony

More than ten thousand athletes travelled to Australia from an unprecedented 199 countries and territories to compete in a record twenty-

eight sports at an event that was themed the “Athletes’ Games”. For the first time, free travel and lodging were provided for every Olympic

athlete. The venues and training facilities were the best the world had ever seen. Olympic athletes took home from the Olympic Games a

total of 928 medals — 301 gold, 299 silver and 328 bronze.

At Sydney 2000, 92% of Olympic athletes agreed that “the Olympic Games is an experience of a lifetime”.

The athletes drew spectators like never before. As the excitement grew in the days before the Opening Ceremony, Sydney’s streets were

lined with hopeful last-minute fans, waiting eagerly in queues for Olympic Games tickets. Rarely were any seats left vacant as capacity

crowds gathered day and night in the 110,000-seat Stadium Australia and other venues throughout the city.

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SPECTATORS PURCHASED 6.7 MILLION SYDNEY 2000 OLYMPIC GAMES TICKETS,

MORE THAN 92.4 PERCENT OF THE AVAILABILITY.

Sydney 2000 spectators purchased a total of 6.7 million Olympic Games tickets, more than 92.4

percent of the available ticket pool, breaking the previous record of 82.3 percent that had been

set in Atlanta. More than four and a half million fans passed through the gates at Sydney Olympic

Park to witness the seventeen days and nights of the Olympic Games. And for the first time at the

Olympic Games, thousands of international visitors, Australians and Sydney-siders shared in the

excitement at Olympics Live sites throughout the city of Sydney from morning ’til night.

The magnitude of the Olympic Games is difficult to realise. The reach of Sydney 2000 is difficult

to conceive. Imagine: 3.7 billion television viewers. Nearly every person in the world who had

access to television stopped for at least a moment during those seventeen days to tune in to the

Sydney 2000 Olympic Games. This marked an increase of 600 million viewers over Atlanta

1996.

At Sydney 2000, 79% of Olympic spectators surveyed agreed that “the Olympics
represent the very best of sport”.
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“One way to look at the Olympic Games is that they offer a unique opportunity for many people to

obser ve in a natural way what is going on elsewhere in the world.”

— Asahi Shinbum (Japan)

The Significance of Sydney 2000

THE OLYMPIC GAMES HAVE BROUGHT THE WORLD TOGETHER SINCE ANCIENT TIMES,

when warring city-states would unite in a sacred truce while the Games were contested. The

Sydney 2000 Olympic Games upheld that spirit, as the world’s athletes transcended political

strife, brought cultural issues to light and widened our scope of the world.

Embraced by a circle of flame and a shower of water, a lone woman embodied so many long-

awaited moments at once: The arrival of equity between men and women in sport, the

reconciliation between two peoples sharing one island, the pride of an entire nation and the

commencement of the greatest Olympic Games in history.

"Though they were always supposed to be known as the Athletes’ Games, the abiding memor y will be “Cathy Freeman took the torch at the

of the good humour, spirit of sportsmanship and general sense of inclusiveness which has been in end of a long relay of Australian

evidence among the people of many nations, not just Australians, who came to watch. We were part Olympic heroines, paused, grinned,

of a rare elixir of the celebration of the human spirit." gave a shy wave to the crowd, and

climbed the steps into histor y.”

— The Sydney Morning Herald (Australia)

— National Post (Canada)

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Although a bitter war between the Republic of Korea and the Democratic People’s Republic of

Korea ended without a peace treaty nearly a half-century ago, athletes from North and South

marched together in Sydney under the flag of the Korean Peninsula, a symbol of unification.

Although they would compete as separate nations, the joint delegations walked side-by-side for

the first time in Olympic history, transcending strife and embodying the Olympic ideals of unity

and peace.

“This Olympic Games opened Friday

Four white-clad men and women marched behind the Olympic flag into Stadium Australia on
evening in Sydney to an unforgettable

panoply of sight and sound … the a cool Friday evening in September. The crowd roared as these four athletes from a place called

thunderous applause for a Korean

East Timor silently reminded the world that the spirit of Olympism thrives in a land with no flag
team entering as one, another symbol

of reconciliation for a nation bitterly to call its own.

divided.”

— National Post (Canada)

“I just want to participate…. We still have the spirit to compete.”

“We will show the world that we are — Gida Amaral of East Timor, Olympic long distance runner

free.”

— Elisio Verdial Dos Santos, member

of the East Timor delegation, Sydney

The Fundamental Principles of Olympism
2000

The practise of sport is a human right. Every individual must have the possibility of practising

sport in accordance with his or her needs.

— The Olympic Charter

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The Athletes’ Games

THE STORY OF THE OLYMPIC GAMES IS THE STORY OF THE ATHLETES. AT THE SYDNEY

2000 Olympic Games, the athletes taught us to celebrate humanity.

Cathy Freeman sat alone on the track beyond the finish line, beneath a ceiling of darkening

grey sky, after triumphing in the women’s 400-metre. One by one her adversaries congratulated

her with a touch of the hand or whispered praise in her ear. Finally, Freeman rose to her feet

again, asked permission to embrace the crowd, and ran to accept an Australian flag and an

Aboriginal flag from spectators. She proudly waved both in a victory lap that was seen as

reconciliation for all Australians.

At Sydney 2000, 93% of respondents to the survey of Olympic athletes agreed that
“the Olympic Games is special because the whole world competes”.

“‘She’s the champion, the people’s champion — and she’s running for us’, said Isabelle Coe, a

spokeswoman for Aborigine activists.”

— The Independent (United Kingdom)

“The Olympic ideals of peace, fraternity and noble contest resonated throughout the world. ... As in

previous Games, this millennium’s first Olympiad attracted the attention of countless people worldwide,

again proving that the Olympics are the world's supreme sports festival.”

— The Korea Herald

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An Olympic champion for life

When Great Britain’s coxless four crew triumphed in Sydney 2000, 38-year-old rower Steve

Redgrave became the first endurance athlete in history to win a gold medal in five consecutive

Olympic Games.

“The biggest event is the Olympic Games. Nothing comes close to it. When I won my first Olympic gold

medal in '84, Richard Burnell, one of the last Olympic gold medalists for Great Britain, in 1948, came

up to me and said, ‘You’re world champion for one year. You’re Olympic champion for life.’ And that

really does sum it up.”

— Steve Redgrave

Following a dream

When violence erupted in East Timor in 1999, 30-year-old Timorese boxer Victor Ramos —

marked for death — fled with his wife and two young sons into the mountains, where the four

survived for one month on wild fruits and vegetables and a sack of rice. After the conflict

subsided, Ramos and his family returned to find that their home had been looted and burned

to the ground.

Though Ramos thought his Olympic dream to be likewise destroyed, he carried on. Each

morning, roused by the cry of his rooster, he jogged to the gymnasium where he first learned

to box — now a gutted, rubble-strewn and incinerated ruin with no roof or windows. And each

morning, Ramos then scraped a makeshift ring in the gravel street outside and began to train.

His dream came true in Sydney.

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The World’s Impression of Sydney 2000 “The Games had the privilege of

being celebrated in Sydney. It was a

splendid rendition, with undeniable

benefits for the sporting world. The

THEY ARRIVED IN SYDNEY BY THE THOUSANDS TO DOCUMENT THE OLYMPIC GAMES. Australian energy ended up

contagious in ever y manner. The

Sydney 2000 attracted more than 24,000 members of the media to Australia — the largest
organisation was exemplar y and the
press and broadcast gathering ever, double that of the 1992 Olympic Games in Barcelona. attendance massive. The public was

enthusiastic and respectful, happy to

take par t in the most impor tant

sporting event on the planet.”

“In years to come, we will be able to look at the video tapes and photographs we took of the 2000 — El Pais (Spain)
Olympics…and we will smile as we remember these golden days. But nothing, nothing at all, could ever

equal the thrill of being here.…The Sydney Games have belonged to the people.”

— The Sydney Morning Herald (Australia)

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“The unmitigated success of the Called to Australia to send stories and images back to all points of the globe, this incredible
Sydney Games came at a most
media representation proved that the Olympic Games is unparalleled in the global interest that
opportune moment. It has restored

faith in the relevance of the it generates and in its power to bring the world together.
Olympics.”

— International Herald Tribune

More than 4,800 accredited print journalists and more than 1,100 accredited photographers

worked day and night from the Main Press Centre in Sydney Olympic Park. More than 3,000

“The Sydney Games showed that the

non-accredited journalists registered at the media centre at Sydney’s Darling Harbour. The
Olympics can still get done, can still

be fun and can provide — perhaps media testified to the significance and the magnitude of the Sydney 2000 Olympic Games with

more than any platform — incredibly

the stories and images that they sent throughout the world.
potent symbolic opportunities to bring

people together.”

— Los Angeles Times (United States)

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The Sydney 2000 Olympic Games

Broadcast

The Largest Television Broadcast Operation in History

THE SYDNEY OLYMPIC BROADCAST ORGANISATION PROVIDED AN UNPRECEDENTED

broadcast feed of 3,500 hours of Olympic action, covering more than 300 competition and

ceremonial events. More than 12,000 television network personnel from around the world were

headquartered in the 70,000 square-metre International Broadcast Centre in Sydney, using the

broadcast feed to deliver hundreds of hours of Olympic Games coverage to their home

countries.

“G’day to the world. With that

typically exuberant greeting, Australia

launches the first Olympics of the new

BROADCAST IMAGES OF THE SYDNEY 2000 OLYMPIC GAMES ULTIMATELY millennium on Friday. Almost
REACHED 3.7 BILLION VIEWERS IN A RECORD 220 COUNTRIES. ever yone on the planet with a

television will be tuned in to the

extravaganza — a staggering 3.7

billion viewers are expected to

In Sydney, 95% of Olympic spectators surveyed stated that they watched the Olympic watch.”
Games on television. As much as 47% said that they watched three or more hours a
— Times of India (India)
day, which is the equivalent of a minimum of 51 hours during the Olympic Games.

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The Sydney 2000 Olympic Games Broadcast Sets Global Television Record

The Sydney 2000 Olympic Games now stand as the most watched sport event ever. More

than 3.7 billion people tuned in to watch, representing a twenty-percent increase over the 1996

Atlanta Olympic Games four years before. Sydney 2000 was broadcast in 220 countries and

generated more than 36.1 billion television viewing hours.*

Nine out of every 10 individuals on the planet with access to television watched some part of

the Olympics — ranging from an average four hours per viewer in some markets, to more than

37 hours per viewer in Japan, and 49 hours per viewer in Australia. In major markets, an

average of 19 hours of airtime every day was dedicated to coverage of the Sydney 2000

Olympic Games.
“The success of the Olympic Games

in Sydney is clear. These record-

breaking results are a strong indicator Sydney 2000 also represented a major increase in the extent Olympic Games coverage,
of the worldwide exposure afforded
providing the television viewer with much greater selection. In the United States, the broadcaster
to the Olympics and shows the
increased its coverage from 162 hours in 1996 to more than 440 in 2000. In Greece, the
importance of this sporting event to

billions of fans in ever y part of the

broadcaster increased its coverage from 161 hours in 1996 to more than 450 in 2000. In

globe.” China, the broadcasters increased coverage from 204 hours in 1996 to 740 in 2000.

— Richard W. Pound, Chairman,

IOC Marketing Commission

* Total Viewer Hours measures the number of hours of programming that have actually captured the attention of the world’s viewers over

the course of the Olympic Games. Viewer hours per programme is measured by multiplying the duration of the programme by the

programme audience. Total Viewer Hours for the Olympic Games is the sum of all the viewer hours per Olympic programme.

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The Sydney Olympic Broadcast Organisation established the world’s largest ever broadcast operation: More than 900 cameras and 3,500

technicians and personnel provided more than 3,500 hours of original host broadcast coverage of more than 300 Olympic events to the

world’s broadcast rights holders.

The 2000 Olympic Games was televised in 220 countries and territories, with 90 percent of coverage broadcast on channels available to

the entire population of each country.

Countries Televising the Games

Television coverage of the Sydney 2000 Olympic Games totaled 29,600 hours — equivalent to 1,220 days, or nearly three and a half
years of continuous 24-hour per day programming.

Hours of Olympic Broadcast Coverage

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The Sydney 2000 Broadcast: Across the Continents

South East Asia

3% Europe Oceania
12% 2%
Middle East
1% Africa
4%
Far East
15%
Central & South America
Total Viewer Hours: 14%

36.1 billion
North America
Central Asia 14%
42%

Americas

In the United States, more than 228 million viewers watched some part of the Games, as NBC gained a 70 percent increase over its normal

prime time market share. NBC extended its programming by incorporating its two cable channels, CNBC and MSNBC, each of which

recorded impressive ratings for secondary channels. NBC aired more than 440 hours of Olympic programming — doubling the

programming duration of the Centennial Olympic Games in Atlanta.

Canadian broadcaster CBC provided nearly a threefold increase in the number of hours broadcast

over previous Games, and viewers tuned in to an average of 20 hours of Sydney 2000 coverage.

Overall audiences continued to grow throughout South America. Viewers in Brazil watched an

average of 23 hours of Sydney 2000 coverage, and viewers in Mexico watched an average of 18

hours. More than 400 hours of Olympic coverage were available in each country.
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Africa

Athletics and Football dominated coverage throughout Africa, with average viewing increasing

by 20 percent over previous Olympic Games. Average viewing in Egypt increased from 4 hours

to 6 hours per viewer. Average viewing in Nigeria increased from 8 hours 45 minutes to 10

hours 20 minutes.

Oceania

In Australia, the Sydney 2000 broadcast broke all known records, with more than 400 network

coverage hours and a further 816 hours of cable coverage. Average Australian viewing

exceeded 49 hours per person, with the Seven Network’s audience share at times exceeding 90

percent. The Sydney Closing Ceremony broadcast earned a 92.4 percent market share, a 51

rating and an audience of 8.7 million home viewers. Several million more viewers watched the “Seven’s coverage of the Games of

the XXVII Olympiad established new

Closing Ceremony on big screens in public places around the country.
records in audience deliver y, with

peak audience of 10.4 million

viewers for the Opening Ceremony,

In New Zealand, average television viewing more than doubled over previous Olympic Games
and 93 percent of all Australians
to an average of 49 hours per viewer. watching the network’s Games

coverage. In all, each of the 17

days of the Sydney Games

East Timor benefited from special efforts by the IOC and Olympic broadcast partners to deliver
established new viewing records.”

satellite coverage of the Sydney 2000 Olympic Games. The nation was unable to receive the
— Kerr y Stokes, Chairman, Seven
signal directly from the only operating television transmitter in the capital city of Dili.
Network Australia

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Reports from East Timor state that as many as 1,000 viewers often turned up to watch the

Olympic Games on a single television, and that crowds of 600 viewers gathered regularly at

eight Olympic Games video projector sites.

Asia

Television audiences throughout Asia increased dramatically, not only because of the

favourable time zone, but the increased success of Asian athletes: The team from Vietnam won

its first ever medal; India had its first-ever female medal winner; and the team from Sri Lanka

won its first medal in more than 52 years. For the first time, the Asian Broadcasting Union

provided a six signal feed to its members, dramatically increasing the extent of available

Olympic Games coverage.

Takahashi Naoki, the first Japanese

woman to win a gold medal in

The Sydney 2000 broadcast in Japan broke a number of broadcast records, with more than
athletics, attracted an audience of

more than 50 million on Japanese 980 hours of coverage across six network channels and two satellites, helping to push

network NAB.
viewership in Japan to an average of 42 hours per viewer, or nearly 2.5 hours per day for the

94 million viewers in Japan.

“The BBC’s Olympic coverage has

helped it to the highest daytime

Audience levels saw significant growth in China, with peak audiences exceeding 200 million
audiences this year.“

viewers for the daily highlights programme. More than 900 million Chinese viewers tuned in to
— The Times (United Kingdom)

an average of 11 hours of Olympic coverage.

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Three networks in Korea – KBS, MBC and SBS – produced more than 360 hours of Sydney 2000

Olympic coverage that generated average viewing of approximately 19 hours per person. Men’s

Soccer topped the audience ratings with a 25.9 rating and 36 percent audience share.

Europe

Most markets significantly increased their coverage of Sydney over previous Games, with much

of the action being aired live during the night and early morning due to time differences.

Despite this, overall reach and ratings for most European markets were comparable with

previous Games.

The Great Britain Olympic team enjoyed its most successful Olympic Games since 1904, which

helped to drive Olympic broadcast viewing to new heights. More than 49 million viewers tuned in

to the BBC’s 318 hours of coverage at an average rate of approximately 10 hours per viewer.

In Greece, the next Olympic Games host country, anticipation and support for the Olympics grew

significantly. Olympic broadcasters in Greece more than doubled Olympic coverage over previous

Games to 360 hours. Olympic audience shares across all channels at times reached 85 percent.

Three national channels in Germany — ARD, ZDF and 3Sat — produced more than 380 hours

of Sydney 2000 coverage. The Opening and Closing Ceremonies pulled audiences 10 times

greater than 1996 Atlanta and an audience share in excess of 50 percent.

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In Denmark, the Sydney 2000 Handball final match proved to be the number one television sports programme of the year, with 1.5 million

viewers and a record-breaking 93.8 audience share.

Olympic television coverage in France increased by more than 100 hours, to a total of 488 hours.

Olympic broadcasters in Switzerland provided more than 730 hours of coverage across the three language channels, with average viewing
exceeding 11 hours.

Scandinavia saw some of the highest average viewing per person across Europe, at 13 hours.

Notes: Sports Marketing Surveys conducted global Olympic Games broadcast research on behalf of the International Olympic Committee. This report is

based on conservative numbers. Neither out-of-home viewing nor news coverage of the Sydney Olympic Games is included. Olympic audiences differ from

other sports events, in that broadcasters provide round-the-clock coverage, allowing the viewer to tune in and out over the course of the seventeen days. Overall

reach therefore is greater than any other event, although individual prime time audiences may be down.

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Sydney 2000 On-line

THE INTERNET HELPED TO PROVIDE THE WORLD WITH ACCESS TO SPECIFIC NEWS, RESULTS

and information about the Sydney 2000 Olympic Games. Before the Games began, more than

24,000 sites were using Olympic imagery for news, editorial and other purposes. The official

site of Sydney 2000 was the most popular destination on the Internet during the Games.

MORE THAN 8.7 MILLION UNIQUE VISITORS LOGGED ON TO OLYMPICS.COM

OLYMPICS.COM EXPERIENCED MORE THAN 11.3 BILLION HITS DURING THE GAMES

More than 8.7 million unique visitors logged on to Olympics.com. The official site handled

unprecedented Internet traffic of more than 11.3 billion hits and more than 230 million page

views during the 17 days of the Olympic Games. Olympics.com peaked at 1.2 million hits per

minute at 3:19 p.m. (Australian EDT) on September 27, establishing a record for a sports event

web site. At that moment, there was high interest in the bronze medal Korea v. Japan Baseball

game as well as the Women’s Tennis gold medal match between Venus Williams of the U.S. and

Elena Dementieva of Russia.

OLYMPICS.COM PEAKED AT 1.2 MILLION HITS PER MINUTE AT 3:19 P.M.

(AUSTRALIAN EDT) ON SEPTEMBER 27, ESTABLISHING A RECORD FOR A SPORTS
EVENT WEB SITE.

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Sydney 2000 Tickets

SYDNEY 2000 ESTABLISHED AN OLYMPIC TICKETING RECORD, SELLING A GREATER PERCENTAGE OF AVAILABLE
competition and ceremonial event tickets than any Olympic Games in history. The vast majority of Sydney 2000 Olympic Games tickets
were purchased by public sales within Australia.

More than 6.7 million Sydney 2000 Olympic Games tickets were sold, out of 7.6 million available tickets.

More than 92.4 percent of Sydney 2000 tickets were sold for Olympic events held in Sydney, far exceeding the previous record
of 82.3 percent that had been set at the 1996 Atlanta Olympic Games. Including interstate football matches that were held in
stadiums throughout Australia, 88 percent of Sydney 2000 tickets were sold overall.

Approximately 90 percent of Sydney 2000 tickets were purchased via public sale (77% within Australia, 13% Internationally).

International Sales
13%
Sponsors & Broadcasters
8%
Public Sales: Australia
77%

IOC & IFs

2%
Sydney 2000 Ticket Distribution

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THE SALE OF SYDNEY 2000 TICKETS ALONE GENERATED AU$787 MILLION, TRIPLING THE TARGETED SYDNEY BID REVENUE.

99.77%

99.73% 98.94%

99.70% 98.83%
Sydney 2000 Tickets:
Top 10 Sales Percentages by Sport
99.38% 98.78%

99.32% 98.14%

97.82%

1,530,683

1,393,592 282,604

Sydney 2000 Tickets: 539,817 200,415

Top 10 Availability by Sport

421,385 198,790

298,494 188,966

175,627

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