From Shoestring to Billion-Dollar Revenue

The evolution of the Olympic governing body reflects a transition from minimal financial incentives to a lucrative revenue model driven by television rights and sponsorships. Established as a structure with national delegates and sport disciplines, the IOC initially operated on limited funds, reducing the likelihood of corruption. However, since the 1970s, awareness of significant profit potential from broadcasting and commercial interests transformed the financial landscape. By the 2017-2021 cycle, the IOC generated $7.6 billion in revenue, predominantly sourced from broadcast rights (61%) and sponsorships (30%). This shift has resulted in a self-selecting governance system, primarily aimed at maximizing revenue through global sport association collaborations.