Multi-sport
French Olympic renewal for embattled Le Coq Sportif
Despite loaning funds to help Le Coq Sportif fulfil its Paris 2024 kit supply commitments, the French National Olympic and Sports Committee (CNOSF) and French Paralympic and Sports Committee (CPSF) have chosen to renew with the embattled sportswear brand.
Bridgestone exits IOC deal to focus on motorsports
Bridgestone has become the latest Japanese brand to exit the IOC's Olympic Partner (TOP) programme, announcing in a statement that it is shifting its focus to ‘endemic motorsports platforms’ and ‘sustainable mobility’.
Caixa returns to big-time sport with COB
Brazilian state-owned bank Caixa has signed a four-year deal with the Brazilian Olympic Committee (COB) worth R$160m ($29.3m/€26.2m), making it the biggest deal in the federation's history.
Panasonic latest Japanese brand to exit IOC deal
Panasonic has put an end to its 37-year association with the International Olympic Committee, becoming the latest Japanese brand to exit the body’s Olympic Partner Programme.
Paris LOC beats domestic target to spark legacy
French sports marketers expect a legacy of business growth from the success of Paris 2024's domestic sponsorship programme.
Widened Deloitte-IOC deal casts more Atos doubts
Deloitte has deepened its Olympics association as it takes expanded ownership of the technology integration category, placing further doubt over the continuation of IT consultancy and services provider Atos as a Worldwide Olympic Partner.
IOC promises more exposure for TOP sponsors
Product placement for major Olympics sponsors is a "deliberate path" taken by the International Olympic Committee, and looks set to be ramped up for future editions of the Games.
IOC tops $3bn mark for Worldwide Partners
SportBusiness Sponsorship's research indicates The International Olympic Committee has surpassed its sponsorship revenue expectations for the four-year cycle that includes this year’s Summer Olympic Games in Paris.
Brisbane 2032 taps into Paris 2024 with CCO hire
Brisbane 2032 has swooped for one of Paris 2024's top commercial executives as it embarks on its bid to hit a domestic sponsorship target of around A$2bn ($1.3bn/€1.2bn) for the Olympic Games in eight years' time.
Olympic sponsors jostle for visibility in Paris
Worldwide Partners of the Olympics have been given visibility rights to sponsor backdrops at certain Paris 2024 venues in an extension of the International Olympic Committee’s sponsorship recognition strategy.
EXCLUSIVE: LA28 to sell auto category after Toyota’s TOP exit
The International Olympic Committee (IOC) has invited the organisers of the 2028 Olympic Games in Los Angeles to sell the auto category rights within the domestic programme in the wake of Toyota’s exit a…
‘Cash flow challenges’ prompt Paris 2024 loan to Le Coq Sportif
Le Coq Sportif has taken a €2.9m ($3.1m) loan from the Paris 2024 organising committee to help ensure provision of kit at the Games and as a result of what owner Airesis describes as “operational cash flow challenges” for the sportswear brand.
EXCLUSIVE: IOC to test new VAR concept at Paris Olympics
The International Olympic Committee (IOC) is planning to deliver a new video assistant refereeing (VAR)-related technology concept in time for the 2028 Olympic Games in Los Angeles, SportBusiness has learned
‘AI is critically important’ | Sarah Vickers, Intel
Intel has chosen to focus on its AI capabilities as part of its 'technology leadership' showcase at the Paris 2024 Olympic Games. SportBusiness Sponsorship speaks to Sarah Vickers, head of Intel’s Olympic and Paralympic programme.
Toyota ‘plans to terminate’ IOC deal
Toyota is said to be planning to terminate its global sponsorship deal with the IOC after Paris 2024, demonstrating continuing difficulties rights-holders have identifying and retaining sponsors from the sector.
Athletics Federation of India looks to Puma kit deal to fuel ambitions
The Athletics Federation of India (AFI) has signed a new agreement with Puma in a boost to its track and field growth ambitions
Sponsorship revenue to beat Paris 2024 targets; football ticket sales lag
Paris 2024 is confident ongoing talks with brands across the country will result in sponsorship revenue for this summer’s Olympic Games exceeding the already revised upwards target of €1.24bn ($1.34bn).
Guild in, Salesforce out, as LA28 programme rings changes
The organisers of the 2028 Los Angeles Olympic Games have lost one major sponsor but gained another as the domestic sponsorship programme charts an unpredictable course to its revenue target of $2.5bn (€2.35bn).