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C1 商业与奥运会——胜利者与战利品 By 张美思&陈怡
C1 商业与奥运会——胜利者与战利品 By 张美思&陈怡
【导读】今夏，伦敦奥运会开幕在即，在商家的眼中，这无疑是一个极好的将自家商品推向国际舞台的平台。然而，事实并不完全如此。奥运会在带来无限商机的同时，由于其赞助费、转播费高昂，在付出了这笔费用之后却也总有商家无法从中获得相应回报，更遑论那些下了血本举办奥运却收效甚微的主办方们。奥运会究竟是不是摇钱树，各方在投资奥运的过程中又会有哪些意想不到的机会成本？且看下文分解。&
Business and the Olympics
商业与奥运会&
Victors and spoils
胜利者与战利品
The Olympic games are big business. Who wins, and who loses?
奥运会是门很大的生意，谁是赢家，谁是输家？Jul 21st 2012 |LONDON| from the print edition
IN ANCIENT GREECE it was impossible to stitch a sponsor&s logo to an Olympic athlete&s singlet or shorts, because the competitors were all naked. In today&s Londonit is still impossible. Though clothing is now allowed at the Olympics&indeed it is compulsory&so is a veneer of amateurism. No advertisements are al no logos may be emblazoned on the athletes& kit (except at the Paralympics: see article).
在古希腊，是不可能会发生把赞助商的商标印到一个运动员衣服或裤子上的事情，因为这些运动员根本就不用穿衣服。在今天的伦敦，这也是不可能的。虽然现在的奥运会允许运动员穿衣服&&事实上是必须要穿衣服&&业余的运动员也是如此。在运动场内不允许有任何广告；也不允许运动员的装备上出现任何商标的名字（除了在残奥会外：见另文）。&
Behind the veneer, commercial interests are vying furiously for gold. The sums involved make Russian weightlifters look insubstantial. The British government&s budget for the games has risen to &9.3 billion ($14.5 billion) from an initial estimate of &2.4 billion. The International Olympic Committee (IOC) has raised $4.87 billion in broadcast fees and sponsorship for the four-year cycle that includes theLondonsummer games as well as theVancouverwinter Olympics of 2010. The London Organising Committee of the Olympic and Paralympic Games (LOCOG), which is actually in charge of staging the games, has raised another &700 it is raking in pots more by selling tickets and licensing souvenirs.
在这背后隐藏的是商人对冠军选手商业价值的争夺。其中涉及的费用甚至让俄罗斯的举重选手都无法承受。英国政府对与奥运会的预算已经从最初预计的24亿英镑提高到了93亿英镑（145亿美元）。国际奥林匹克委员会（IOC）在广播设备方面以及在为期四年所需的费用（包括温哥华冬奥会）赞助了48.7亿美元伦敦残奥会组织委员会（LOCOG）现在正在筹划奥运会，它们已经筹集到了7亿英镑的赞助；同时也在通过售票以及纪念品的方式赚取更多的钱。
Five rings to bind them
五环的光环&
Eleven global sponsors (known as top Olympic partners, or TOPs) pay fat sums to the IOC for the right to use the Olympic brand. Only one TOP sponsor is allowed in each commercial category: Coca-Cola for soft drinks, Panasonic for televisions and so on. This business model dates back to the 1980s. Before then, the Olympics were a commercial mess, with lots of sponsors paying small sums to borrow the Olympic brand in a few cherry-picked markets. Now, the IOC sells much bigger contracts to fewer sponsors. Top-tier deals are long-term (at least eight years) and global. The size of each deal is secret, but the total for all 11 for 2009-12 is $957m.
全球有十一名赞助商（也称为高级奥运合作伙伴）每年都赞助IOC一大笔钱以获得奥林匹克品牌的使用权。每个商业类别只允许有一名高级合作伙伴赞助；比如可口可乐只能在软饮料上打广告，松下只能在电视上等等。这种商业模式可以追溯到上世纪80年代，在那之前，奥运会在商业方面简直就是一片混乱，有许多赞助者只要支付一小笔钱就可以在一个优选的市场中获得奥运品牌的使用权。如今IOC跟更少的赞助者签署更大的合同。这种高级协议通常都是长期（最少八年）而且是全球性的。而各个协议涉及的资金保密，年11个赞助商加起来的总数一共是9亿5700万美元。&
Sponsors can pay in cash, in kind, or both. For example, Atos, a French consultancy, is a top-tier sponsor. It also manages the information technology for the games. In its command room overlookingLondon&s Docklands, 450 technicians and support staff hunch over screens. Among other things Atos handles the accreditation system for all 250,000 athletes, trainers and hangers-on. This means creating a big database for personal information for people from all parts of the world. It has to hook up with the British immigration authorities, so everyone who needs a visa gets one. And it has to be secure: visiting prime ministers don&t want their private data published on WikiLeaks.
赞助商可以以现金或实物的形式，或两者兼有的方式支付资金。比如说，法国的咨询公司阿托斯就是其中一个高级合作伙伴。它还需要负责奥运会的信息技术管理。它的指挥室负责监控伦敦的港口区，它提供了450个技术员以及后援人员进行监控。除此之外，阿托斯还负责对全部25万运动员，教练以及随行的人进行认证。这意味着要创造一个巨大的数据库来储存来自全世界的人的各人信息。它需要跟英国移民机构进行沟通，以使得那些需要得到签证的人签证成功。而且它还得保证安全：观看奥运会的各国领导人可不想让他们的私人数据被泄漏到维基解密上。&
The pay-off for Atos comes from proving it can do all this. &It&s the only project of this magnitude that has a deadline you can&t change at all,& says Patrick Adiba, Atos&s man on the spot. There is also no room for serious errors, he says: &You can&t ask Usain Bolt to rerun the 100 metres because the technology didn&t work.& So every system has backups: some have four.
阿托斯之所以能取得成功在于其能够证明它能够把这一切做好。阿托斯的一名主要负责人派特里克.阿迪巴说：&这是这种重要大会中唯一一个你不能够作出任何变动的项目。你不能够因为设备失灵而叫尤塞恩.博尔特再进行一次200米赛跑。&这其中容不下一丝严重的错失。所以每个设备都有后备：有些还有四个。&
All this is costly. But it lets Atos boast to potential customers: if we can handle both the summer and winter Olympics, we can probably handle your project. The Olympics generate hundreds of millions of euros of new business for Atos every year, reckons Mr Adiba.
所以这些都得花不少钱。但阿托斯可以像一些潜在的顾客打广告：如果我们能够处理好夏季和动机奥运会，那我们也能够很好地处理你的项目。阿迪巴估计，奥运会每年都能为阿托斯带了上百万欧元的收入。&
The risk is that if you mess up, you do so very publicly. G4S, a British-based security firm, was hoping that handling security for the games (which it, too, sponsors, though not at the top level) would gild its reputation. &If we can do it for the Olympics, we can do it for you,& said Ian Horseman-Sewell, G4S&s director of events, on June 21st. Shortly afterwards, the firm discovered that it couldn&t do it for the Olympics, having failed to train anything like enough staff. G4S&s share price did a &passable imitation of an Olympic diver (see ).
存在的风险就是，如果你陷入困境了，那全世界都会知道。英国安全公司G4S本来希望可以借助在奥运会期间负责安检工作（这属于它资助的范围，虽然不是最高级的）来获得声誉。G4S在该活动的总监伊恩.霍斯曼.休厄尔（Ian Horseman-Sewell）在6月21号宣称：&如果我们能在奥运会中做好，那我们也能为你们做好。&此话说出不久后，该公司就发现它不能够在奥运会中做得很好，因为它不能够训练处足够的员工。G4S的股价就像奥运会中的跳水运动员一样直线下降（见另文）。&
Most top-level sponsors, such as McDonald&s, Omega, Panasonic and Procter & Gamble, are not trying to prove their prowess. They are just trying to look noble and global by association in a way that wows and woos customers. How they do so reveals the brilliance of the IOC&s stand against the &crass commercialism& of corporate ads and logos at the games. Unable to advertise inside, the sponsors must advertise outside, by way of posters and packaging and every other platform at their disposal. And to reap the benefit of their sponsorship, this advertising must be linked back to the Olympics: so every billboard and chocolate bar and television set carries the Olympic logo. It is hard to walk down a high street anywhere in the world without being reminded of the Olympics.
多数高级赞助商，比如说麦当劳，欧米茄，松下和宝洁，并不是在证明他们有多厉害。他们只是在试着通过这种联系使自己的形象更加高大，更加全球化，以吸引顾客的目光。他们这样做，表示了IOC坚决反对在奥运会中出现公司广告和商标这种&唯利是图&的现象的立场。既然没办法在奥运会中做广告，那么赞助商就必须在外面下功夫了，他们通过海报和包装等他们能够接触的平台来做广告。而为了能够有所收获，这些广告都必须是跟奥运会有联系的：所以各种广告牌，巧克力棒还有电视上都会印上奥运会的标志。在全世界的大街上要想看不到奥运会的标志是件很难的事情。&
In effect, the sponsors are paying to provide publicity for the Olympics. This is a fantastic deal for the IOC. Is it also good for the sponsors? &I don&t know,& admits the boss of one big sponsor.
实际上，这些赞助商是花钱给奥运会做宣传。这对IOC来说是个很值的交易。对赞助商来说呢？其中一名高级赞助商承认：&我不知道。&
A study by Jonathan Jensen ofColumbiaCollege,Chicagoand Anne Hsu of Relay Worldwide, a sports-marketing firm, has found that in general companies that sponsor generously tend to do well. They looked at the 51 American firms that spent more than $15mannually on sponsorship (mostly of sports) between 2005 and 2009. Net income at these firms grew faster than at S&P 500 firms in general (7.8% to 6.5% per year). The biggest sponsors did even better: the top 16, which spent on average $160ma year on sponsorship, saw net income grow by 22.1% annually.
来自芝加哥哥伦比亚大学的乔纳森.延森（Jonathan Jensen）以及来自体育营销公司Wolrd Relay的许安娜（Anna Hsu）做得一次研究表明，一般赞助比较多的赞助商都会取得不错的效果。他们调查了2005年-2009年期间每年赞助（多数是在体育上）超过1500万美元的51家美国公司。这些公司的纯收入一般比标准普尔500家公司增长得快（前者是每年7.8%，后者为6.5%）。那些最大的赞助商收益也更多：赞助最多的16家公司每年平均都要赞助1亿600美元，它们每纯收入平均每年增长22.1%。&
The authors do not claim that sponsorship makes businesses more profitable. Rather, big sponsors tend to be firms with brands that are already well-known. Lesser-known firms buy ads to explain to customers who they are. The likes of Coke and IBM back athletes to make consumers feel warmer about their brands. There is evidence that such backing can work, at least on a team-by-team level. Jorg Henseler ofRadboudUniversityhas found that in theNetherlandssponsoring football teams makes brands more valuable. And even if there is no such direct effect from sponsoring the games, there is an indirect benefit: you raise ever further the costs of entering the global market. It is spending like this that makes competing with Coke hard, even when making fizzy drinks is easy.
笔者并不是说赞助就能够盈利。而是说，那些大的投资商通常都是那些本来已经享誉盛名的牌子。不那么知名的公司则需要通过广告来向消费者宣传。可口可乐以及IBM通过支持运动员使得消费者觉得它们十分温暖。有证据表明这种支持能够行得通，至少在团队与团队之间的层次上。拉德伯德大学的Jorg. Henseler发现在荷兰，对球队进行赞助能够使它们的品牌更有价值。即使在赞助中没有出现一些直接的效果，但会产生一些间接的好处：你想要打入国际市场恐怕花费得要更多。正式因为这样才使得与可口可乐竞争非常苦难，即使生产汽水是个简单的事情。
It is hard to argue the case for Olympic sponsorship from any effect it has on the share prices of the TOPs (see chart). But the companies must believe they are otherwise they wouldn&t keep doing it, and indeed upping the ante. The IOC&s revenue from TOP sponsors rose 10.5% in the 2009-12 quadrennium. Visa ran Olympic-themed promotions in 45 countries in 2008; this year it has71 inits sights. It is also passing on the rights to use the Olympic brand to the banks that issue its charge cards: some 950 financial institutions will join its marketing push.
很难说明赞助奥运会对这些高级赞助商的股价带了什么影响（看上图）。但是公司们必须得相信它们得到的是一个全球性的交易；否则它们是不会这样做的，它们实际上市在不断加大投入。四年间，IOC从高级赞助商手中得到的收入增加了10.5%。2008年维萨在45个国际进行了以奥运会为主题的宣传；今年增加到了71个国家。它还在把它的奥运品牌的使用权利转移到有信用卡业务的银行中去：大概有950个金融机构会参与这次的市场推广。&
Visa&s first Olympic campaign was brutal. Having displaced American Express as the official payment card, its ads crowed: &At the 1988 Winter Olympics, they will honour speed, stamina and skill&but not American Express.& Its recent Olympic ads conform more closely to the generic feel-good norm. One shows Nadia Comaneci, a gymnast, scoring a perfect 10. Morgan Freeman&s soothing voice-over encourages viewers to cheer for perfection.
维萨第一次取得奥运会的赞助权时是非常残酷的。它取代了美国运通成为了官方支付卡，它的广告是这样写的：在1988年的冬运会中，他们赞颂的是速度、经历还有技巧&&但不是美国运通。& 维萨最近的奥运广告则更加符合一般的常规。其中一个广告讲得是体操运动员娜迪亚.科马内奇（Nadia Comanei）取得十分满分的画面。还有摩根.弗里曼让人宽慰的声音则鼓励着投资者去追求更完美的比赛。
Big boys& games
大人物的游戏&
Because the games are truly global, they offer a plausible springboard for regional brands that want to conquer the world. Samsung is perhaps the best example. It was once a big dog only in its nativeSouth Korea. In 1997 it pipped Motorola to become a global Olympic sponsor. The American mobile-phone maker, a longtime second-tier sponsor, wanted to upgrade but demanded a big discount. The IOC was so annoyed that it turned to Samsung, which quickly agreed to pay full whack. Motorola&s managers realised they had been supplanted only when they read the headlines. Such ruthlessness keeps sponsors in line.
由于这是个真正的国际赛场，奥委会还为那些意在征服世界的区域品牌提供了可靠的跳板。在这方面，三星是最好的例子。曾几何时，三星只是韩国国内首屈一指的品牌。1997年，它取代摩托罗拉成为奥运会国际赞助商。当时，美国手机制造巨头摩托罗拉长期作为二线赞助商希望升级为一线赞助商，却要求奥委会给予折扣。这无疑使奥委会大为光火，马上向三星伸出橄榄枝，而后者也爽快地全额支付了赞助费。当摩托罗拉的管理层从报纸上看到消息时才发现自己已然被取代。正是这种残酷的竞争使得赞助商们严守纪律。&
Samsung&s sponsorship covers just mobile phones. But if the Olympics burnish the Samsung brand, that should help the Samsung Group sell televisions, ships and insurance, too. It is now the second-most-valuable Asian brand (afterToyota), according to Interbrand, a consultancy. &Being seen alongside Coke gives them global credibility. It shows they are at the top table,& says Clifford Bloxham of Octagon, a consultancy. Indeed, five out of the 11 top-tier Olympic sponsors are in Interbrand&s global top 20.
三星的赞助权仅限于移动电话方面。但倘若奥运会使得三星的品牌价值大大提升，这就还能在电视机、船只和保险的销售方面对三星集团大有助益。据咨询公司国际品牌集团的调查，三星如今已成为亚洲第二大最具价值品牌（紧跟在丰田集团之后）。奥塔甘公司的布洛克斯哈这样说道：&这表示三星集团在业界已经处于领导地位。&的确，奥运会的11个高级赞助商中就有5个名列国际品牌集团全球20强名单。&
Below the global sponsors are the domestic ones: some 44 companies, from BP to Cadbury, have signed deals with LOCOG that cover onlyBritain. As well as dealing with these domestic sponsors, LOCOG hires contractors to help stage the games. A separate body, the Olympic Delivery Authority (ODA), is in charge of building the venue.
在国际赞助商之后的是国内赞助商：从英国石油公司到吉百利，约44家企业已经与伦敦奥组委签订协议。同样，伦敦奥组委也与其他承包商签约共同承办这届奥运会。其中，奥运交付管理局这一独立机构就是负责建造场馆的。&
Between them, LOCOG and the ODA have awarded more than 2,000 contracts, big and small. Some firms follow the games wherever they are staged: Mondo, an Italian maker of running tracks, is there every four years. For others, it may be a one-off. Touch of Ginger, a British design firm with 12 staff, is making Olympic-themed trinkets such as stainless-steel fish-and-chip forks that pop out of a credit-card-sized piece of steel. Gary Moore, the co-founder, laments that retail sales have been slow. But corporate sales have been brisk. Sponsors such as Lloyds Bank are snapping them up to hand out as gifts.
在他们之间，伦敦奥组委和奥运交付管理局已经签署了大小共计2000余个合同。有些公司一直追随着奥运会的步伐，无论在哪里举办奥运会都能看到他们的身影，例如Mondo公司，该公司是一个意大利跑道制造商，每隔4年都参与奥运会的举办。而对于另一些企业而言，这则可能只是一次性的赞助。Touch of Ginger公司是一家员工仅12人的英国设计公司，如今正在设计奥运主题饰品，如从信用卡大小的不锈钢卡片中组合而成的不锈钢炸鱼薯条叉。虽然该公司的合伙人加里&摩尔感叹其产品的零售量已经下降，但企业销售量依旧坚挺。莱斯银行等赞助商如今正买进此类产品作为礼品发送给顾客。&
The eyes are the prize
关注即奖赏&
Pierre de Coubertin, the idealistic Frenchman who founded the modern Olympics in 1896, did not approve of betting. Heaven knows what he would have made of the bets that broadcasters make on the games. For 2009-12, they have stumped up $3.91 billion for television rights, up from $2.57 billion for 2005-08.
1896年，现代奥运会之父，理想主义的法国人皮埃尔&德&顾拜旦并不喜欢赌博。但谁知道他能用赛事转播权去赌些什么。2009年到2012年，奥委会利用电视转播权赚取39.1亿美元，而在2005年至2008年期间，这个数字还仅为25.7亿美元。&
Such huge fees make bidding for the rings highly risky. NBC Universal, an American TV company, lost $223mbroadcasting theVancouverwinter Olympics, and expects to lose money inLondon, too. Having paid $1.18 billion for the right to broadcast the London Olympics inAmericait has so far booked only $950min advertising. It will sell more ads at the last moment. But it will also spend a fortune on cameras, servers and breathless commentary, leaving it $100m-200min the red, by one estimate.
如此高额的转播费用使得这一竞价风险颇大。美国国家广播环球公司（NBC）在转播温哥华冬奥会时损失了2亿2300万美元，并预计，在今年的伦敦奥运会上依旧会有损失。该公司已经为伦敦奥运会在美国的转播权付出了11.8亿美元，而至今其广告费收入仅9亿5000万美元。虽然在最后关头该公司还能卖出更多广告时间，但考虑到其还在摄像设备、服务器和评论员上花了不少钱，据估计其还会有一到两亿的亏损。&
Comcast, the cable firm that owns NBC, is confident that the bet will eventually pay off. NBC will pay $4.38 billion to broadcast the games from 2014 to 2020. NBC hopes the Olympics will boost adverts on its free channels, hook more subscribers for NBC Sports (a pay channel) and popularise its digital offerings.
拥有NBC的美国最大电信公司康卡斯特对此颇有自信，相信他们的豪赌最终会取得成功。NBC将以43.8亿美元的价格获得年奥运会的转播权。NBC希望，奥运会的播放能提高其免费频道上的广告投放量，吸引更多的观众订阅NBC体育频道（一个付费频道），并提高其数字产品的市场占有量。&
NBC wants the Olympics to help it take on Disney&s ESPN, the giant of American sports broadcasting. This will be hard. The games are usually in an un-American time zone, and involve dozens of sports, many of which make Americans shrug. It is hard for broadcast highlights on a network to make the most of it all. Technology may be coming to NBC&s aid. It plans to offer 3,500 hours of live coverage via 40 online streams, allowing people to watch on their computers and mobile phones while waiting for the bus or pretending to work. When people are desperate for distraction even dressage has its place.
NBC还希望奥运会的转播能对其收购迪斯尼娱乐体育节目电视网有所助益，而后者则是美国体育赛事播放巨头。这将是个困难的过程。奥运会的赛事通常不在美国时区，且包含多种体育项目，而其中有些又是美国人不感冒的。对于网络转播而言很难对其进行充分利用。现代科技也许能帮NBC一把。NBC计划通过网络视频提供3500小时的实况转播，使人们可以在等公交或工作在电脑和手机上观看比赛。当人们绝望地寻求转移注意力时，连盛装舞步都有人看。&
Some worry that digital streaming will hurt the prime-time broadcasts that command the highest advertising rates. After all, who will bother to watch a race when the result is already online? But Michael Payne, a former Olympic official and the author of &Olympic Turnaround&, a book about the games& commercial revival, downplays such concerns. He thinks that all those digital offerings will create buzz. &With 26 sports, there&s enough news to keep people interested. They&ll watch the games on multiple platforms and then go into the office and talk about it,& he predicts. He may be right. Olympic organisers once fretted that the first radio broadcasts would depress ticket sales. They didn&t.
有人担忧，数字视频将有损现场直播的收视率，而后者正能吸引最高的广告率。毕竟，如果已经知道比赛结果，谁又想再看比赛呢？但前奥委会官员麦克尔&佩恩在其著作&奥林匹克大逆转&中谈论了奥运会的商业复兴，并淡化了此类担忧。他认为所有这些数字视频都将制造舆论。他预言：&只要有26个体育项目，就能有足够的新闻吸引人们的注意。人们将通过多种途径观看赛事，并在办公室中谈论这些比赛。&他也许是正确的，奥运会主办者曾一度担忧首次的电台广播将有害入场券的销售，但事实证明并没有。&
For advertisers, the Olympics should be a bonanza. Martin Sorrell, the boss of WPP, a British ad firm, often talks of the boost the global ad market receives when the Olympics, an American presidential election and the Euro football tournament more-or-less coincide every four years. Michael Nathanson of Nomura, an investment bank, predicts that the Olympics will pump up the American ad market by between $800mand $1 billion this year. The global bump in advertising will be $1.3 billion, reckons Jonathan Barnard of ZenithOptimedia, a consultancy.
对于广告商而言，奥与会则是一颗摇钱树。英国广告巨头WPP 公司的老板马汀&索瑞尔常常谈论到每当奥运会、美国总统选举和欧洲杯每四年几乎同时举行，全球广告市场就会成为大赢家。投资银行野村的内桑森预计今年奥运会将使美国广告市场增收8亿到10亿美元。实力传播的分析师巴纳德则预计全球广告业将增收13亿美元。&
Others are more cautious. Non-sponsors assume that, if they advertise during the games, their message will get lost in the hubbub, says Ian Whittaker of Liberum Capital, a bank. He predicts that many will wait until September, and that the Olympic boost will be less than expected.
其他方面则更加小心翼翼。Liberum Capital银行的分析师伊恩-惠特克指出，那些非奥运会赞助商们认为，倘若他们在奥运会期间投放广告，他们的广告将淹没在广告大潮之中。他还预测，许多广告商会等到九月再投放广告，到时候奥运宣传将比预计的要少得多。&
Governments of countries that host the Olympics usually boast that the games will generate vast economic returns for the nation. David Cameron, Britain&s prime minister, promised to &turn these games into gold for Britain&, to the tune of &13 billion over four years (see article). Several studies suggest that is unlikely. Victor Matheson of the College of the Holy Cross inMassachusetts finds that organisers of big sporting events tend to overestimate the benefits and underestimate the costs.
奥运会东道国政府通常会吹嘘奥运会将为该国吸引大额经济回馈。英国首相大卫&卡梅隆就承诺过&要使这届奥运会成为英国的摇钱树&以赚回过去四年中共计130亿英镑的投资。许多研究证明，这一想法是不切实际的。马萨诸塞州圣十字学院的维克多&马西森就发现，大型体育赛事的主办方通常高估了赛事带来的收益而低估了成本。&
They are particularly bad on opportunity costs, counting every penny that sports-mad tourists spend while forgetting that others will cancel trips to avoid the crush.South Koreaattracted lots of football fans during the 2002 World Cup, but because so many non-fans stayed away total arrivals were the same as the previous year. Some of those who pitch up for a sporting event have merely rescheduled a trip planned for another date, and should not count as extra arrivals. Mr Matheson concludes that, though the gross economic impact of big sporting events is large, these losses mean the net effect is negligible.
他们在机会成本的计算方面尤其糟糕，之考虑到体育迷们涌入东道国将带来的每分钱，却忽略了其他游客会为避开人潮而取消旅游计划。2002年世界杯期间，韩国虽然吸引了大批球迷，但由于许多普通游客取消出行计划，该年度韩国的总游客人数还是与之前持平。某些直接为了赛事而来的游客只是为了某一天而改变行程，并不能算作额外游客。马西森总结道，虽然大型体育赛事的总体经济冲击相当大，但这些损失同时意味着该赛事的净影响微不足道。
It may even be negative. Host governments spend vast sums on building stadiums and sprucing up nearby railways and roads. The Olympic authorities could pick host cities that already have the necessary infrastructure in place, and in such places the games might turn a profit. But the IOC likes host cities to erect grand edifices with the Olympic name on them.
这甚至可能带来反效果。东道国政府斥巨资修建体育场馆，并将周边铁路公路修建一新。奥组委可以选取已经具备必须基础设施的城市来主办比赛，而这些地方往往也能从中获利。但国际奥委会更希望主办城市能建起带有奥运会字样的高楼大厦。&
The billions that Britain has spent on revamping bits of east London wi but so would spending such sums on many other things.London&s Olympic aquatic centre looks great, but it cost &269m&a great deal more than most public swimming pools. The roads built for the games may prove useful, but other projects might have done more good. They might have been cheaper, Olympic infrastructure tends to break budgets even more than infrastructure projects in general do. A recent working paper by Bent Flyvbjerg and Allison Stewart of theSa&dBusinessSchoolatOxfordUniversityfound that every Olympiad since 1960 has gone over budget and that the average overrun, at 179%, was worse than for any other kind of mega-project.
英国花在翻新伦敦东部的钱是有利可图的，同理，花在其他方面的钱也不是白花。伦敦的奥林匹克水上运动中心看起来相当不错，但其耗资2亿6900万英镑&&比大多数普通公共游泳池要贵的多。为奥运会而修的路的确好用，但把钱花在其他项目上也许会更好。那些专为奥运而建的设施本应花费更少，奥运基础设施往往趋向于打破已有预算，许多甚至超过了基础设施项目通常的预算额。近日，牛津大学塞义德商学院的本特&弗吕夫布耶格和艾莉森&斯图尔特的一项研究指出，从1960年起，没接奥运会都超过了预算，平均超出额度为179%，比任何类型的大型项目都要严重。
When the consumer sits down to watch the games, though, he is not interested in efficient infrastructure investment. He wants to see something that lifts his spirits. This cannot be guaranteed&but unlike other purported benefits, it is at least not ruled out by the data. A study by Stefan Szymanski of theUniversityofMichiganand Georgios Kavetsos of theCassBusinessSchoolinLondonfinds no statistically significant upswing in national happiness attributable to hosting the Olympics (in this it comes a poor second to the football World Cup). But it doesn&t seem to do any harm. And maybe this one will be particularly uplifting. After all, what could be more fun than watching athletes sweat while eating fish and chips?
当消费者坐下来观看比赛，他显然不会关心基础设施投资是否节约有效。他只想看一些能使他提起精神的东西。这并不能得到保证，但与其他声称的收益不同的是，这至少不会被数据所埋没。密歇根大学的西曼斯基和伦敦卡斯商学院的乔尔吉斯-卡维兹索斯的研究发现，没有数据显示举办奥运会可以显著提高国民的幸福感（在这一方面，奥运会仅次于世界杯足球赛）。但这似乎不仅没有任何害处，还可能会特别令人振奋。毕竟，还有什么比一边看着运动员们挥洒汗水一边吃炸鱼薯条更有意思呢？&
from the print edition | Briefing &译者：张美思，陈怡
原文出自《经济学人》杂志
&【注释】1.burnish
vt. 擦亮；使&光亮；将&打磨光亮
n. 光泽；抛光；闪闪发光
vi. 磨光发亮
adj. 敏锐的，活泼的，轻快的；凛冽的
vi. 活跃起来；变得轻快
vt. 使&&活泼；使&&轻快；使&&兴旺
vt. 使烦恼；焦急；使磨损
vi. 烦恼；焦急；磨损
n. 烦躁；焦急；磨损4.bonanza
n. 富矿带；带来好运之事；幸运
5.negligible
adj. 微不足道的，可以忽略的
vt. 修补；翻新；修改
n. 改进；换新鞋面
7.purported
adj. 传说的
v. 声称（purport的过去分词）；意图
n. 上升；增加；向上摆动
vi. 提高；回升；向上摆动&
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