1. The following are the prices paid for the American television broadcasting rights of the summer Olympics since 1980: Moscow—NBC agreed to pay $85 million; 1984 in Los Angeles—ABC paid $225 million; 1988 in Seoul—NBC paid $300 million; 1992 in Barcelona—NBC paid $401 million; 1996 through 2008—NBC will pay $3.6 billion; 2010—NBC will pay $820 million; 2012 in London—NBC will pay $1.18 billion for its American broadcast rights. In 2011 NBC agreed to pay $4.4 billion for rights for all Olympics through 2020, and most recenlty $7.65 billion for 2021-2032. Assume you have been charged with the responsibility of determining the IOC and local Olympic Committee’s asking prices for the Tokyo 2020 games for five different markets: Japan, China, Australia, the European Union, and Brazil. Determine a price for each, and justify your decisions.

2. Your instructor may assign you to represent either the IOC or any one of the television networks in each of the five countries that have been asked to bid for the broadcast rights for the Rio de Janeiro 2016 Games. Prepare to negotiate prices and other organizational details.

3. Assume that peace in the MENA region has been achieved. Yes, it’s a big assumption! Now, prepare a marketing plan for the Olympic Games in Jerusalem in 2024. See www.JerusalemOlympics.org for ideas and inspiration. Also see www.Olympic.org for additional information. In particular, take a look at the Olympic Marketing Fact File, 2011.