The London 2012 Olympic Games

Posted: 30 Sep 2009 Last revised: 25 Jun 2010

See all articles by John T. Gourville

John T. Gourville

Harvard Business School

Marco Bertini

ESADE - Ramon Llull University

Date Written: September 2, 2009


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:

John T. Gourville (Contact Author)

Harvard Business School ( email )

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

Marco Bertini

ESADE - Ramon Llull University ( email )

Avinguda de la Torre Blanca, 59
Sant Cugat del Vall├Ęs, 08172

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