International Olympic Committee (IOC)

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

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.