Athens – TV broadcasting revenues paid to the International Olympic Committee (IOC) for rights to the 2008 Beijing Olympics topped US$2.5billion in the 2005-2008 period, while worldwide sponsorship, ticketing and licensing added a further US$900million in revenues. Reuters reports US$1billion will be reaped by Chinese organizers from local marketing activities. The Beijing Games, like all other Olympics, will see the IOC foot half of the organizational bill, amounting to US$1billion. Total revenues for the four-year period ending 2004 exceeded US$4billion, with 53% contributed by broadcasters, 34% from sponsors, 11% from ticketing and 2% from licensing. In 20 years and across five summer Olympic Games, TV rights revenues for the 2004 Athens Olympics registered a five-fold hike from US$287million for the Los Angeles 1984 Games. Already, revenues for broadcasting and new media rights for the Vancouver 2010 Winter Games and London 2012 Olympics are 40% up from the Beijing 2008 and Turin 2006 package, and will exceed US$3billion. Total earnings are projected at US$3.3billion, with an estimated 15% expected to come from new media including Internet and mobile platforms.