Analysing the Potential Commercial Impact of 2022 Beijing Winter Olympic Games

Pages: 50 Published: December 10, 2021 Report Code: GDUKSPC81181

This report analyses the potential commercial impact of the 2022 Beijing Winter Olympic Games. The report is split into two sections. The first section analyses what the expected impact of the Beijing 2022 Winter Olympics was pre-COVID-19, with a focus on the socioeconomic impact of previous Olympic Games, the commercial rights investments into Beijing 2022, ticketing and Beijing 2022 construction projects.. The second section of the report analyses the impact of COVID-19 on Beijing 2022, looking at COVID-19 policies for Beijing 2022, the current cases and vaccine landscape in China, visitation scenarios for Beijing 2022, the impact of COVID-19 and the current geopolitical environment on Beijing 2022 sponsors and broadcasters, tourism related advertisements and the tourism legacy of Beijing 2022.


This report provides an overview of the potential impact of Beijing 2022 in a COVID-19 world.

It analyses the impact of previous Olympic Games to make projections for the impact of Beijing 2022.

It analyses the impact of COVID-19 on a range of stakeholders involved in Beijing 2022

Key Highlights

Commercially, Beijing 2022 was set to be one of the biggest Winter Olympics to date. It is projected that the 2021-24 Olympic cycle will generate around $3 billion in revenue from the TOP programme – a record for the IOC. It is expected that sponsorship will grow in significance in comparison to broadcasting revenues in this Olympic cycle.

The ongoing coronavirus pandemic has casted doubts on the operational uncertainty and commercial impact of the Beijing Winter Olympics, with full details regarding venue capacities and ticketing details yet to be released two months prior to the game. International spectators have been prohibited from attending the Games.

Reasons to Buy

To gain an understanding of the impact of major international sporting events such as the Olympic Games

Assess how COVID-19 is impacting major international sporting events and the tourism industry

Key Players

International Olympic Committee
Beijing Organising Committee of the Olympic and Paralympic Games
General Electric
The Japan Consortium

Table of Contents


1. Expected Impact of Beijing 2022 pre-COVID-19

1.1 Socio-economic impact of the Olympics

1.2 IOC Revenue Sources and Dsitribution

1.3 Sponsorship

1.4 Broadcasting Rights

1.5 Ticketing

1.6 Construction for Beijing 2022

2. Beijing 2022 & The Impact of COVID-19

2.1 COVID-19 Policies for Beijing 2022

2.2 Cases and vaccine rollout in China

2.3 COVID-19 Impact on Visitation

2.4 Sponsorship & Broadcasters

2.5 Tourism related advertisement

2.6 Tourism Legacy


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