Case | HBS Case Collection | September 2009 (Revised February 2011)

The London 2012 Olympic Games

by John T. Gourville and Marco Bertini


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 have to be accessible not only to the world's elite but also to average Londoners, many of whom live around the corner from the Olympic Park.

Keywords: Customer Satisfaction; Price; Profit; Revenue; Sales; Sports Industry; London;


Gourville, John T., and Marco Bertini. "The London 2012 Olympic Games." Harvard Business School Case 510-039, September 2009. (Revised February 2011.)