Bridgestone deal highlights benefits of IPC-IOC alliance

The International Paralympic Committee has signed a major partnership with Japanese tyre company and Worldwide Olympic Partner Bridgestone – demonstrating the benefits of the IPC’s new marketing relationship with the International Olympic Committee.

Further details on the deal are set to be announced by the IPC this morning.

In May, the IOC announced that the Paralympic Games marketing programme will fall under the aegis of the IOC marketing department from 2021 when all Worldwide Olympic Partners will also be partners of the IPC and the Paralympic Games. The agreement will last until at least 2032.

Until now, the closer alignment between the two properties had resulted in a move the other way – with the German insurance brand Allianz, a long-term partner of the International Paralympic Committee, signing an eight-year deal with the IOC as a Worldwide Olympic Partner.

Although the full details of the marketing partnership between the IPC and IOC has yet to be finalised, the Bridgestone deal is thought to be a positive sign of things to come.

Sports Sponsorship Insider understands that the IOC partnership is expected to give the Paralympic Movement greater financial stability and the opportunity to put more resources into events and National Paralympic Committee programmes in between the Winter and Summer Games cycles.

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The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.