Funding any great event is an expensive business, but many companies fiercely companies fiercely compete to become sponsors of such global events as it is an ideal opportunity for advertising. This means that advertising revenues can easily cover a large proportion of the costs involed. In addition, the brosdcasting rights can be a source of finance. According to Lee (2006), the national American TV company NBC paid $3.5 billion to transmit the Olmpic Games between 2000 and 2008.