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North American NOCs make most from Olympic brand
Liberty Mutual Insurance: Big five provider builds brand with Olympic sports
US insurance brand Liberty Mutual Insurance Group is a top-tier sponsor of the United States Olympic Committee (USOC) and a partner of several national governing bodies in the US.
Allianz eyes business opportunity from Olympic partnership
Global insurance group Allianz aims to claw money back from its Worldwide Olympic Partner rights fee by selling insurance services to the Olympic movement and the wider sports ecosystem and financing related…
Team China’ brand sets high partnership price, targets $400m in quadrennial revenue
China’s General Administration of Sport has announced 'Team China' as the collective brand name for its national sports teams.
Unilever’s Axe brand takes lead in esports with League of Legends deal
Unilever’s male grooming brand Axe is spearheading the multinational’s interest in esports following its multi-year, global deal with League of Legends Esports events.
Airbnb deal falls short of $500m mark, brings wider benefits for IOC
Airbnb made cash and value-in-kind commitments in its recently signed global partnership with the International Olympic Committee.
Heineken shows Uefa commitment with club and national team double
Dutch beer company Heineken has acquired the rights to Uefa’s three club competitions in the next cycle and global rights to next summer’s Euro 2020.