Multi-sport

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.

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…

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…

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 casebook contains 15 case studies: our pick of those sponsorship activations from the last 12 months which demonstrated best practice in planning and delivery.

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…

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.

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. 

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…

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. A

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…

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

US eyewear brand Oakley has been named the official eyewear of Team USA and LA28 Olympic and Paralympic Games

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, 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…

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…

Reusable cup and container brand Re-uz has been announced as an Official Supporter of the Paris 2024 Olympic and Paralympic Games

French state-owned railway company SNCF has signed as an ‘Official Supporter’ of the Paris 2024 Olympic and Paralympic Games, the third tier of the domestic sponsorship programme.