Broadcast rights 50%Based on estimated revenues of $3 billion, that means that some some undefined portion of $60,000,000 (I hope that I have my math right!) in revenues can be attributed to sales of licensed products in connection with the two-week event. Being a licensing person at heart, the disproportion between the amount of revenues due to sponsorships and licensing is striking indeed.
Other (including licensing) 2%
This disproportionality is especially noteworthy if the amount of the sponsorship revenues collected by the IOC will be compressed into a shortish period of time (If any readers have further information on this point, I would be delighted to be enlightened.) The $60,000,000 amount is a graphic reminder that it takes a lot of sales of licensed items to reach substantial royalty aggregates. That said, it will be fascinating to see how many post-event Olympic items will be sold, and what is the ultimate ratio between the sponsorship and licensing revenues.