The London 2012 Olympic Games

Posted: 19 Aug 2021 Last revised: 21 Aug 2021

See all articles by John T. Gourville

John T. Gourville

Harvard Business School

Marco Bertini

affiliation not provided to SSRN

Date Written: September 2, 2009

Abstract

It's 2009 and Paul Williamson, Head of Ticketing, must finalize ticket prices for the 2012 London Olympic Games. Yet, there are many criteria to consider. First, given the importance of ticketing to the Games' bottom line, he has a strong incentive to maximize revenues. Second, because the entire world will be watching, he wants to maximize attendance - not just at the Opening Ceremony and swimming finals, which are easy sells, but also at events such as handball and table tennis, which are not. Third, he wants to fill seats with the right people - knowledgeable fans who add to the energy and atmosphere of the event. Finally, tickets had to be accessible not only to the world's elite but also to average Londoners, many of whom lived around the corner from the Olympic Park.

Suggested Citation

Gourville, John T. and Bertini, Marco, The London 2012 Olympic Games (September 2, 2009). HBS Case No. 510-039, Harvard Business School Marketing Unit, Available at SSRN: https://ssrn.com/abstract=1480151 or http://dx.doi.org/10.2139/ssrn.1480151

John T. Gourville (Contact Author)

Harvard Business School ( email )

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Boston, MA 02163
United States
617-495-6133 (Phone)
617-496-5637 (Fax)

Marco Bertini

affiliation not provided to SSRN

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