International Olympic Committee (IOC)

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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…

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.

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…

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…

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.

Google has signed an Official Supporter deal with the Tokyo Organising Committee of the 2020 Olympic and Paralympic Games, a position in the third tier of the domestic sponsorship programme

The International Olympic Committee has announced that the Tokyo 2020 Olympics has generated a record sponsorship revenue of over $3.1bn, almost three times more than any previous summer Games

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


Chinese telco China Unicom has become the Official Telecommunication Services Partner of the Beijing 2022 Olympic and Paralympic Winter Games in deal valued in the high tens of millions of dollars.

Chinese e-commerce giant Alibaba wants to build more partnerships and collaborations with international sports federations and leagues as it pursues multiple sporting goals around economic and social development…

The International Olympic Committee (IOC) is generating record income from its TOP sponsorship programme for the 2017-2020 cycle following a deal with technology company Intel, announced last month.

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

Japanese carmaker Toyota’s $1.63bn (€1.5bn

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.

New commercial plans set out by the International Olympic Committee (IOC) could spur twofold or threefold increases in TOP Partner values if executed properly, Timo Lumme, managing director of IOC Television & Marketing Services, has told Sports Sponsorship Insider.

Dow Chemical Company’s sustainability partnership with the Rio 2016 Organising Committee will cost the brand nothing extra in rights, but could earn it major financial rewards in the lead up to and after the Olympic Games.

Samsung has wrapped up the computer and telecommunications categories under the terms of its extended Worldwide Partner deal for the Olympic Games, from 2017 to 2020.

The IOC does not expect every upcoming TOP Partner deal to hit its new price point, but the latest deals with consumer electronics brand Panasonic and tyre and rubber company Bridgestone had given it confidence, the organisation told Sports Sponsorship Insider this month.

Boston-based global insurance company Liberty Mutual Group has a diversified and varied portfolio of sponsorship assets and partnerships in 26 different markets around the world. Its Irish division is using an innovative sponsorship around Gaelic sports to show its commitment in a new market.

Fast food restaurant McDonald’s’ franchisee programme sees each store contribute a cash fee to the brand’s global sponsorships of the Olympic Games and the World Cup, Thomas Truttmann, head of sports at McDonald’s Europe told Sports Sponsorship Insider.

The International Olympic Committee’s TOP sponsorship programme is missing an opportunity for bigger revenues by failing to offer brands digital and social media inventory, Olympics marketing expert Michael Payne told Sports Sponsorship Insider this month.

Panasonic is targeting growth in the Russian market with its supplier deal for the 2014 winter Olympics in Sochi, the electronics brand told Sports Sponsorship Insider this month.

LOCOG’s HOSPITALITY programme caused “significant interference” to the client entertainment and hosting plans of official sponsors, in what may prove to be a one-off concession on hospitality to local…

THE MAN WHO helped create The Olympic Partner (TOP) programme has told Sports Sponsorship Insider that “the most successful international marketing programme ever created” is on borrowed time if the rev…