Olympic Games

P&G beauty brand SK-II reacted to the pandemic-enforced delay of the 2020 Tokyo Olympics by pivoting to a tactical, social-first campaign targeting young Japanese women and fronted by swimmer Rikako Ikee.

In July 2019, Bridgestone Australia rolled out a local market phase of the company’s global ‘Chase Your Dreams’ Olympic activation platform, in the form of a CSR-driven, basketball-focused, community court refurbishment project.

Sponsorship will represent a far greater proportion of the International Olympic Committee’s income in the four-year cycle from 2017 to 2020 because of “significant increases” at TOP partner level, Chris…

China’s General Administration of Sport has announced 'Team China' as the collective brand name for its national sports teams.

Airbnb made cash and value-in-kind commitments in its recently signed global partnership with the International Olympic Committee.

The Tokyo Organising Committee of the Olympic and Paralympic Games (Tokyo 2020) has signed up the Japan Post Holdings conglomerate as the latest partner of the Torch Relay for next year’s edition of t…

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…

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

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)

The joint ‘TOP’ deal between Coca-Cola Company and Mengniu is about "shared ambitions, not sharing costs," according to Michael Payne, the man who brokered the deal.

Alibaba-owned Lazada Group has launched its Olympic Games partnership as part of the International Olympic Committee's long-term partnership with its parent company.

Internet search engine Yahoo Japan has signed as a third-tier Official Supporter of the Tokyo 2020 domestic sponsorship programme.

The McVitie’s biscuit brand has signed as an Official Partner of Team GB in the lead up to the Tokyo 2020 Olympic Games.

LA 2028, the organising committee for the summer Olympic and Paralympic Games in Los Angeles, has expanded its commercial leadership team with the appointments of executives Brian Lafemina, Amy Gleeson…

Sporting goods maker Wilson has extended its 3x3 basketball partnership with Fiba, the International Basketball Federation, through 2028