During the ticketing process, in which 6.6m of the 8.8m tickets were made available to the public, organizers repeatedly highlighted the lengths they were going to make sure there were no empty seats. They said they wanted to avoid the situation that occurred in 2008 at Beijing and at other Games, where even at sessions that were officially sold out there were large areas of empty seats – particularly for morning heats.
In the vast majority of the 2017 venues, at least one-fifth of seats are reserved for sponsors, officials, the media and the "Olympic family". In the most popular sessions, such as the opening ceremony and the 100m athletics final, the proportion is closer to half. Those thronging the park who had been unable to get into the venues to watch any live action were critical of the empty seats.
"It's infuriating to see so many empty seats on TV," said Ed Shorthose, a London-based father of two who has been trying for months to get tickets to see the Games. "Surely it can't be beyond the organizers to allow real sports fans to fill them up on a first come first served basis?"
The Locog chief executive, Paul Deighton, has talked in the past of his determination to avoid any empty seats, limiting the length of sessions and holding seminars with sponsors to underline the importance of only taking tickets they can use. He introduced a so-called "fans in front" policy to try and ensure vibrant atmospheres in every venue.
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