Rio 2016: Fun Facts by the Numbers

The lead up to the Summer Games in Rio generated arguably more publicity (both good and bad) than any other Olympic Games in recent memory.  Now that they are finally underway, here is a quick look at “the numbers” behind the Games…

1 – Number of times a South American city has hosted the Olympics

12,000 – Number of Olympic torchbearers that carried the Olympic flame

4,800 – Number of performers and volunteers that took part in the Opening Ceremony

10,500 – Total number of athletes competing in the 2016 Summer Games

206 – Total number of countries represented in Rio

4,924 – There are a total of nearly 5,000 medals up for grabs in this summer’s competitions

2 – This year, two sports will be making a comeback as golf and rugby return as official Olympic Sports in Rio

112 – It has been over a century since golf was last an Olympic sport

92 – It has been nearly a century since rugby was last an Olympic sport

37 – Athletes will be competing in 37 different venues at the Summer Games (32 in Rio and 5 in co-host cities)

$5,700,00 – Brazil’s Ministry of Health invested nearly $6 million to insure the well being of athletes and spectators attending the Games due to zika concerns

32 – More than 30 tons of dead fish were removed from the lagoon where the rowing and canoeing competitions will take place

85,000 – The number of security personnel staffed for games, more than double the number present in London for the 2012 Summer Games thanks to Brazil’s high crime rate

$1.2 B – The amount NBC Universal invested in the broadcast rights for the 2016 Summer Games in Rio

$1 B – The amount NBC Universal has reportedly generated in advertising sales in the US (both television advertising and digital)

26.5 M - Nearly 27 million viewers tuned in for NBC’s broadcast of the Opening Ceremony

35% – Ratings for the Opening Ceremony broadcast declined by 35% compared to coverage during the 2012 Summer Games in London

307% - Viewership of Day 1 of Olympics coverage on NBC’s digital platforms enjoyed a 307% increase from Day 1 of the 2012 Games in London

1,200% – On Spotify, streams of the song “Girl from Ipanema” rose 1,200% after it was played during the Opening Ceremony

7,000 – Number of hours of programming produced by NBC Universal this year (TV and digital) in coverage of Olympic competitions

3.6 B – NBC Universal is expecting 3.6 billion viewers to tune in to Olympics coverage

85% – The number of viewers expected to use a “second screen” for Olympics coverage

7.5 M – Organizers of the Rio Games made 7.5 million tickets available for purchase to various Olympic events

$60-1400 – The face value of tickets to the opening ceremony

$6 – $365 – The face value for various events

240,000 – The number of Rio Olympic tickets being given to underprivileged children

$425 M – According to Rio organizers, sales of tickets to Olympic events have generated $425 million

500,000 – The number of foreign travelers expected to visit Rio for the 2016 Summer Games

1M – The number of tourists that visited Rio last year for their popular annual Carnival celebration

6M – The number of residents in the city of Rio

90% – Rio’s  hotel rooms are close to capacity with over 90% booked for the Summer Games

$261 – The approximate value of the gold contained in an Olympic medal

1.2% – An Olympic Gold medal barely contains more than 1% actual gold


Rio Times
CBC Sports
International Business Times
USA Today
Associated Press


Super Bowl 50 by the Numbers

You just have to love the Super Bowl, especially if you teach sports marketing!  The “Big Game” creates such a fun environment for teaching some of the fundamental marketing principles that drive the business of sports and entertainment.

Looking for a current and relevant way to illustrate the concepts of supply and demand or economic impact? Need a discussion starter on the concept of ambush marketing or sponsorship?  How about advertising, ticket sales or merchandising?  Endorsement?  Promotion?  This look at the Super Bowl “by the numbers” has you covered.  Enjoy the “Big Game”!

$35 Million

According to, estimates put Cam Newton’s career endorsement earnings thus far at $35 million.  Newton’s endorsement portfolio includes brands like Under Armour, L’Oreal, Dannon, Beats By Dre and Carolinas Medical Center (among others).

$12 Million

Peyton Manning earned $12 million in endorsements last year alone.  According to Forbes, Manning was the NFL’s top pitchman in 2014 thanks to partnerships with companies like Buick, DirecTV, Gatorade, Nationwide and Papa John’s.

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Super Bowl XLVII by the Numbers

Today’s post comes courtesy of Griffin Booth, Sports Career Consulting’s blog manager.

The infamous “blackout” of Super Bowl XLVII could not keep the game from making history. Besides the drama provided by the game itself, (which included a dramatic comeback that fell just short for the 49ers), many factors suggest the Big Game was a big success. From a very popular halftime performance to an insane amount of money spent at the sports book, the Super Bowl goes far beyond the the game of football. Lets take a look at Super Bowl XLVII by the numbers for some specific examples…

1: According to Nielsen, CBS’ coverage of Super Bowl XLVII reached a total audience of 164.1 million viewers, making it the most-viewed show in U.S. television history, just barely edging out last year’s Super Bowl ratings.

46.67 Million: Number of instances of social media engagement during the Super Bowl. That number is up a substantial amount from last years Super Bowl that counted 17.4 million instances of social media engagement.

24.1 Million: Amount of Tweets alone submitted during the Super Bowl game. However, two of the most trending topics had nothing to do with the game itself.

250%:  The Holiday Inn Express Harvey-Marrero, which is less than 10 miles from the stadium, had last-minute room accommodations available for $510 a night, according to Rooms are available this weekend for $145 per night, a 250% increase for Super Bowl weekend.

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Around the Horn: May 24th

Fewer people tuned in to watch last Saturday’s Preakness Stakes on NBC than last year’s race (viewership declined by 8%). Many had actually expected to see a ratings increase with the stage set for another potential showdown between Kentucky Derby winner I’ll Have Another and runner up Bodemeister, but apparently the budding rivalry was not enough to attract more eyeballs.

It isn’t all bad news, however, for NBC.  According to Fang’s Bites (a website that analyzes sports media), overall viewership for the Preakness Stakes on NBC is up an average of 63% in the last 11 years compared to the previous 8 years’ of race coverage on ABC.  NBC should also expect to see a nice boost for its coverage of the Belmont Stakes.  Interest in the race has spiked as I’ll Have Another pursues the coveted Triple Crown.  According to USA Today, since 2000, the eight Belmont races without a Triple Crown candidate averaged 4% of U.S. TV households while the 4 races with horses contending to become the first Triple Crown winner since 1978 averaged 10.1% of households.  Expect a nice number for NBC on June 9th…

Many have suggested a correlation exists between the National Football League’s rise in popularity and the explosive growth of fantasy football.  If a correlation does indeed exist, should we see a boom in the popularity of fishing as a spectator sport?  Bassmaster’s website features a fantasy fishing league and it appears as though thousands of fishing enthusiasts are actively participating…great idea by Bassmaster to drive traffic to the site while giving fans a reason to consistently interact with the brand.

According to a recent USA Today report, the National Guard spent nearly $33 million in NASCAR sponsorship fees in fiscal 2011.  The same report also suggests the National Guard spent $20 million in professional fishing and $90 million overall in motor sports in 2011 and 2012…this apparently led the government to enact an effort to ban all military spending on sports sponsorship.  If the government succeeds, how significant will the impact be on the industry?  Just ask Dale Earnhardt Jr. (sponsored by the National Guard), Brad Keselowski (U.S. Navy), or Ryan Newman (sponsored by the U.S. Army) who collectively risk losing millions…

Despite what is becoming an increasingly crowded space, Gatorade continues to dominate the competition.  A story that appeared recently on suggests the sports/energy drink market was $41.5 billion in 2011, representing the fastest growing segment in the beverage industry (up 14% from 2010).  According to the article, Gatorade did $13.8 billion in sales last year, capturing 33% of the market. That’s impressive.

Today’s parting shot:  The NY Rangers Gnome (@NYRGnome) started a Twitter account at the beginning of NHL playoffs. It already has 5,250 more followers than I do…

NFL Draft Marketing

You have to give credit to ESPN and the NFL.  A little more than thirty years ago (the original plan to broadcast the draft was hatched in Bristol back in 1980), most people thought televising the draft was a crazy idea.  Critics suggested the draft was unwatchable, especially as an all-day event.  Even those who supported the idea did so with little confidence.  Fast forward to today.  This year, ESPN will spend three days covering the draft, much of it during prime time. The NFL Network will also be broadcasting the event live.  The NFL Network set a draft viewership record last year, averaging nearly 570,000 viewers for its three-day coverage while ESPN averaged nearly 3 million viewers during the same span, according to the Sports Business Journal.  But here’s the thing…the NFL and ESPN are no longer the only brands looking to cash in.

Given the competitive nature of the shoe and apparel business, the number of fans tuning in for the draft provides an excellent platform for footwear and apparel companies like Nike, Adidas, Reebok and Under Armour to showcase their brands.  Notably absent this year, however, will be the Reebok logo on the hats worn by players as they take the stage when their names have been called.  Reebok’s deal with the NFL recently expired and New Era becomes the official on-field cap for the league.  New Era hasn’t wasted any time leveraging the partnership with the league, recently rolling out newly designed draft day caps on the company Facebook page.

Meanwhile, Nike will take over the exclusive uniform rights.  The news of tweaks to uniform designs and fabric technology came with much fanfare, and the company’s “reveal” event created a lot of chatter.  However, the brand announced at the event that new jerseys would not be available for purchase until draft day.  Nobody generates buzz and manufactures demand like the ever opportunistic swoosh.

Never one to stand idly by, long-time Nike rival adidas invested in a lucrative endorsement deal with this year’s Heisman Trophy winner, Robert Griffin III.  RG3, as he’s also known, is expected to go second overall in the draft to the Washington Redskins (the Indianapolis Colts have reportedly already told Andrew Luck they plan to select him with the number one pick).  You can bet adidas will be doing all they can throughout the draft to maximize the brand’s exposure via their relationship with the popular QB and that of Ryan Tannehill (from Texas A&M), who adidas also recently signed and is expected by many to be the third quarterback selected.  A commercial featuring RG3 is already posted on YouTube…expect to see it many times during draft coverage.

Under Armour, recognizing the potential challenges in gaining prominent exposure for the brand during the draft, focused its efforts to gain consumer attention by building buzz at the NFL combine.  To do so, the brand developed an extensive social media campaign to support its sponsorship of the event.  That strategy allowed the Maryland-based company to effectively promote the brand without getting lost in the draft-day hype of Nike’s new uniforms or the adidas relationship with RG3.

Coverage of the 2012 NFL Draft begins on Thursday, April 26th at 8:00 ET on ESPN and on the NFL Network (Verizon Wireless users will also be able to tune in on their mobile device).

Side note:  Click here to see footage of the 1981 NFL Draft on YouTube…it really is amazing to see how far the event has come.

Around the Horn: April 6th

Remember the two-foot-long hotdogs being sold at Rangers stadium this year (aka the “boomstick”)?  ESPN reports they sold 191 of those monsters on opening day.

Brewers fans will see a familiar face in many of the team’s TV spots this season.  Don Walker of the Milwaukee Journal-Sentinel reports the Brew Crew will feature Packers’ star QB Aaron Rodgers in several of the ads…interesting decision to bring a sports hero from a different local professional team into the team’s marketing plans.

From the Twitterverse (via @TVSportsratings): “Swamp People (4.5 mil viewers) had a larger audience than The Masters, both NBA games on TNT, 2 MLB games on ESPN2, NHL on NBCS.“  Am I the only one surprised by this?

First it was Tebow Mania, then Linsanity…now apparently three Giants fans are competing for the trademark rights to “Tim-Sanity.”  Sure seems like overkill to me but not sure Tim-Sanity will catch on anyway…wishful thinking perhaps?

Vanilla Ice performed at half-time of a recent Minnesota Timberwolves game…still trying to figure out if the game sold out but love the effort from the Wolves’ staff to attract a crowd.  Attendance at the Target Center is up over 13% on the season, best in the NBA.