Olympic Games

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The joint Olympic sponsorship deal struck by the Coca-Cola Company and Chinese dairy company Mengniu is the largest sponsorship deal in history.

Nike will sign its first ever top-tier domestic Olympic sponsorship as part of an eight-year deal ahead of the Los Angeles Olympic and Paralympic Games in 2028

Visa decided to sponsor women’s football in Europe and the men’s African Cup of Nations because it was pursuing “targeted opportunities” among women and mobile payment adopters respectively. In

The joint-selling agreement for Olympic and Paralympic sponsorship rights will provide the Paralympic movement with “long-term institutional, financial and commercial stability”, according to Andrew Par…

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…

International education company EF Education First has furthered its ties to the Olympic Movement by signing up as the first official exclusive supplier for the 2022 winter Olympic and Paralympic Games…

Chinese state enterprise Cultural Investment Holdings Co. has signed as an Official Sponsor of the Beijing 2022 Olympic and Paralympic Winter Games

US soft drinks giant Coca-Cola is still a “fundamental sponsor” of the Olympics, despite the changing nature of Olympic marketing, according to an IOC executive.

Swedish state-owned gambling company Svenska Spel has struck a deal to become the new main sponsor of the country’s National Olympic Committee, the SOK. The deal will be worth more than SEK100m (€9.5m/$10.7m)

Features

The International Olympic Committee has extended its Worldwide Olympic Partner (TOP) deal with payment service company Visa and struck a new TOP deal with insurance brand Allianz at price points that exceed…

German telecommunications company Deutsche Telekom and its mobile network brand T-Mobile is using sponsorship to improve its market share in key markets and to boost brand awareness and sales

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.

Japanese tyre and rubber company Bridgestone paid a “significant additional investment” to its Worldwide Olympic Partner deal to become the first Founding Partner of the Olympic Channel, the new year-round, over-the-top digital channel, launched on August 21.

Insight from John Scurfield, head of MediaCom Sport & Entertainment UK, on the challenges for Olympic sponsors ahead of Tokyo 2020

The top National Olympic Committee deals worth around €1m ($1.1

Kinesiology tape market leader KT Tape is looking to use the 2016 Summer Olympic Games in Rio as a platform to sustain its dominance of the US market, Greg Venner, Chief Executive of KT Tape, told Sports Sponsorship Insider.

The domestic sales programme for the Rio 2016 Summer Olympic Games is once again gaining traction after signing four second-tier deals in the past three months.

We have heard from our subscribers that the values of second-tier sports sponsorship are often the most sought after by analysts within sports agencies and the marketing departments of brands and rights-holder…

Who would have thought that a German discount supermarket would be the perfect fit for the British Olympic Association as its supermarket partner?

German discount supermarket chain Aldi has signed a four-year deal with British Olympic Association (BOA) for the Official Supermarket rights to the British Olympic team, covering the 2016 Summer Olympic Games in Rio and the 2018 Winter Olympic Games in Pyeongchang.

In April, German discount supermarket chain Aldi signed a four-year agreement with the British Olympic Association (BOA) for the Official Supermarket rights to the British Olympic team, covering the 2016…

With the 2020 Olympic Games in Tokyo around the corner, it appears that Japanese companies are far more ready to risk a bigger proportion of their marketing budgets on sports sponsorships

Sports Sponsorship Insider understands that Japanese carmaker Toyota will pay an astonishing figure for the International Olympic Committee’s TOP Partner rights in the new ‘mobility’ sector category, for eight years from 2017 to 2024.

US-based airline United’s title sponsorship deal for the New York Half Marathon is part of a strategy centred on transport hubs, Mark Krolick, managing director of marketing and product development for United, told Sports Sponsorship Insider.