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North American NOCs make most from Olympic brand

The top National Olympic Committee deals worth around €1m ($1.1m)
per year make a €100m-plus market dominated by deals from North America involving the United States Olympic Committee (USOC) and the Canadian Olympic Committee (COC).

Although the USOC does not make its annual sponsorship figures public, Sports Sponsorship Insider understands that annual revenues, excluding contributions from the International Olympic Committee, were $40.7m (€36.5m) in the 2005-08 cycle and $33.3m in the 2009-12 cycle. Given a moderate uplift for the current 2013-16 cycle, this means that many of the USOC deals are likely to be at the lower end of the ranges indicated in the ‘value in original currency’ column.

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