So, after a long day of presentations and voting, Rio has won the right to host the first ever Olympic Games in South America. It’s fourth time lucky for the continent in bidding to host the Games, but what a party Rio 2016 promises to be.

With the theme of  ‘Live your passion’, Rio will introduce a very different type of dialogue between the Games and youth (integrating music, entertainment and ambience), an important factor for the IOC who are acutely conscious that the global Olympic audience is ageing.

With due respect to Chicago, Madrid and Tokyo, Rio clearly offered the most spectacular backdrop for the Olympic Games of the four competing cities, as well as the unique emotion, passion and creativity of the Brazilian nation.

In addition, Rio offers world-class facilities, an early legacy use for the venues of the 2014 FIFA World Cup and a model where only 26% of the venues need to be new builds.

Looking at the four bids, it’s also interesting to see that at $313m, Rio’s forecast sponsorship revenue is a only quarter of the target planned by Chicago. An unfair comparison? Over-optimism by Chicago? Or a case of ‘under promise, over deliver’ on Rio’s part? Only time will tell, but we shouldn’t underestimate the economic power – and lure – of one of the world’s biggest economies.

All in all, one can only applaud the IOC’s decision: it’s the right time for Rio, for Brazil, and for South America.

By Tom Gladstone on October 2nd, 2009

Tags: Olympic sponsorship, Olympics, Sponsorship