Multi-sport
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).
AB InBev passed on LA28 before agreeing IOC deal
AB InBev passed on a domestic sponsorship deal covering the 2028 Los Angeles Olympics before agreeing its Worldwide Partner deal with the International Olympic Committee, announced last month.
Voumard explores new sectors to maintain TOP momentum
IOC commercial chief Anne-Sophie Voumard believes the inclusion of AB InBev's non-alcoholic beer brand Corona Cero into its sponsorship portfolio highlights its ability to respond to evolving industries.
IOC signs AB InBev to first TOP Partner deal with alcohol company
The International Olympic Committee has signed its first-ever Worldwide Olympic Partner (TOP) deal with an alcoholic drinks manufacturer in a ground-breaking agreement with brewing group AB InBev that…
IOC social media rules aim to balance athlete engagement with rights-holder exclusivity
The International Olympic Committee (IOC) has significantly loosened its restrictions around athletes' use of social media during the Olympic Games following discussions with media rights-holders, albeit…
‘No platform gives you the connectivity of the Olympics’ | Andrea Fairchild, Visa
Andrea Fairchild, senior vice president of global sponsorship strategy at Visa, says the Olympics are unrivalled in their ability to hit all of the brand’s sponsorship objectives.
The 2023 Sponsorship Works Activations Casebook
The 2023 Sponsorship Works casebook contains 15 case studies: our pick of those sponsorship activations from the last 12 months which demonstrated best practice in planning and delivery.
Milan-Cortina 2026 edges closer to revenue target with sponsor additions
The organisers of the Milan-Cortina Winter Olympics in 2026 have moved closer to hitting their sponsorship revenue targets with the signings of the national state-owned railway FS Italiane Group and the…
‘A Man City player talking about their home is authentic’ | Crystal Tsang, Etihad
Crystal Tsang of Etihad Airways explains how the brand's sponsorship strategy is based on helping it grow in key destinations to which it flies.
Salomon ups sponsorship profile as Milan-Cortina 2026 ‘Premium Partner’
French outdoor sports brand Salomon has made its biggest sponsorship deal to date by signing as a top-tier ‘Premium Partner’ of the Milan-Cortina Winter Olympics in 2026.
IOC steps up centralisation play as Olympic Qualifier Series hosts named
Moves to centralise the Olympics qualification process have been advanced with the dual hosting appointment of Budapest and Shanghai, as the International Olympic Committee continues its push to better…
LVMH finally agrees contract as Paris 2024 final top-tier sponsor
The Paris 2024 organising committee (Cojop) has confirmed the long-anticipated news that French luxury goods giant LVMH has become a ‘Premium Partner’ to next year’s Olympic and Paralympic Games.
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Caisse des Dépôts, Arena join Paris 2024 sponsorship portfolio
Caisse des Dépôts, a French public sector financial institution, and Arena Group, which provides temporary structures and associated services for events and commercial use around the world, have signed u…
Paris 2024 eyes €100m more from lower tier partners to meet sponsorship target
The Paris 2024 organising committee (Cojop) is on track to hit its original sponsorship revenue target by the end of this year, leaving around €100m ($108.5
Oakley adds official eyewear designation for Team USA, LA28
US eyewear brand Oakley has been named the official eyewear of Team USA and LA28 Olympic and Paralympic Games
Paris 2024 signs Air Liquide deal, alcohol ‘absent’ from venues
The Paris 2024 Organising Committee for the Olympic and Paralympic Games (COJOP) has signed Air Liquide as its latest official supporter, while organisers have reportedly decided against applying for an…
Eli Lilly renews with Team USA, NBC and adds LA28 partnership
Eli Lilly, the global pharmaceutical company, has renewed its sponsorship deal with the United States Olympic & Paralympic Committee (USOPC) and struck a partnership for the Los Angeles 2028 Olympic and…
French audit body flags up ‘substantial uncertainties’ in Paris 2024 budget
The Cour des Comptes, France’s supreme audit institution, has again expressed its unease surrounding the financial planning for the 2024 Olympic and Paralympic Games in Paris, stating that “substantial unc…