North American NOCs make most from Olympic brand

New commercial plans set out by the International Olympic Committee (IOC) could spur twofold or threefold increases in TOP Partner values if executed properly, Timo Lumme, managing director of IOC Television & Marketing Services, has told Sports Sponsorship Insider.

Chinese telco China Unicom has become a domestic partner of the Beijing 2022 Winter Olympic Games to showcase its smart technology and raise its brand profile versus rivals China Mobile and China Telecom.