Olympic Games

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…

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.

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

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

Italian sports equipment company Mondo has signed as a Sole Supplier to the Tokyo Organising Committee of the Olympic and Paralympic Games in the athletic equipment and athletic track category

Publishing company Kadokawa Corporation has agreed a deal to sponsor the 2020 Olympic and Paralympic Games in Tokyo, Japan

Former Disney executive Marlène Masure has taken over as director of business development and partnerships for the Paris 2024 Organising Committee for the Olympic and Paralympic Games.

US Olympic and Paralympic Properties, the joint sales venture of the LA 2028 Organising Committee and the US Olympic Committee, is closing in on its first deal, according to US press reports.

The IOC has reached an agreement with the German Cartel Office to further dilute the scope of its controversial Rule 40, which places marketing restrictions on athletes while Olympic Games are ongoing

Australia’s national baseball federation has become the country’s first sports body to ban alcohol advertising and sponsorship in all junior and national team competitions.

The organising committee of the Tokyo 2020 Olympic and Paralympic Games has signed new partnerships with Narita International Airport Corporation and Japan Airport Terminal

The International Basketball Federation (Fiba) has agreed a new multi-year partnership with Chinese sports flooring manufacturer Enlio for its 3x3 discipline

The British Olympic Association has extended its Team GB partnership with the Aldi supermarket chain for four more years to 2025

The Japanese division of soft drinks manufacturer Coca-Cola has been unveiled as a sponsor of the 2020 Paralympic Games in Tokyo

The organising committee for the 2022 Olympic and Paralympic winter Games in Beijing has signed sponsorship deals with the Arawana brand of the Yihai Kerry Group, as well as Beijing Shunxin Agriculture

Typography company Morisawa has signed up as the latest partner for the 2020 summer Olympic and Paralympic Games

Korean consumer electronics company Samsung has today (Tuesday) become the latest sponsor to extend its commitment to the International Olympic Committee’s TOP Partner Programme.

Japanese car marker Toyota has acquired Presenting Partner rights to the Tokyo 2020 Olympic Torch Relay from the Tokyo Organising Committee of the Olympic and Paralympic Games

Coca-Cola Japan and Japanese food company Ajinomoto have expanded their sponsorships of the Tokyo 2020 Olympic and Paralympic Games to include a newly-added business category around coffee products

Meat & Livestock Australia, the marketing, research and development service company for the country’s cattle and sheep producers, has struck a partnership with the Australian Olympic Committee which a…

Supermarket chain Woolworths has rekindled its ties with the Australian Olympic Committee and Australian Paralympic Committee by agreeing to partner Australia’s teams for the 2020 summer Olympic and P…

The Tokyo Organising Committee of the 2020 summer Olympic and Paralympic Games has signed its 54th domestic partner through an agreement with clothing manufacturer AOKI Holdings

ECC Japanese Language Institute has signed a new Official Supporter deal with the Tokyo 2020 Olympic and Paralympic Games

The Olympic Federation of Ireland has agreed a partnership with FBD Insurance in what marks the body’s first sponsorship deal since its rebrand.

Octagon Marketing has launched a dedicated Global Events and Hospitality Division to create and execute events and experiences for the agency’s roster of brand clients.

Paris 2024 has marked the one-year anniversary of its successful bid to host the Olympic Games by naming Groupe BCPE as its first Premium Partner