Since early this year, Olympic partners such as AB InBev and Allianz renewed their contracts with the IOC.
TCL also joined as a global sponsor following Panasonic’s exit.
For us marketers, the Olympics are a benchmark in sports and entertainment.
9 out of 10 people recognise the Olympic rings, associating them with attributes such as inclusion, equality, and fair play.
Over half of the world’s population, 5 billion people, watched the Paris Games.
Wow!
How does the IOC’s business work?
The Olympic entity’s revenues come mainly from broadcasting rights and global sponsors.
During the 2001-2004 cycle, the IOC generated USD 3 billion. The 2025-2028 cycle is expected to surpass the USD 7.6 billion mark from Paris 2024. 90% of its revenues are dedicated to supporting the Olympics, athletes, and the Olympic Movement. The remaining 10% is allocated to its operations.
This means that out of the USD 7.6 billion generated in the 2021-2024 cycle, the IOC will distribute USD 6.8 billion to the Olympic Movement. USD 4.7 million per day!
Types of Olympic Sponsors
The first modern Olympics in Athens in 1896 welcomed the first sponsors.
There are three types of sponsors in the Olympic ecosystem:
- International Olympic Committee (IOC) Partners. In 1985, the exclusive “The Olympic Partner (TOP)” programme was created to provide resources for organising committees and the Olympic Movement. This category grants global sponsorship rights for both the Olympics and the Paralympics. Coca-Cola is the longest-standing partner, present in every edition since 1928.
- Organising Committee Partners (OCOGs). These committees manage sponsorship programs for each Olympic cycle to support the event in the host country. Sponsorship agreements are directly negotiated by them.
- National Olympic Committee (NOC) Partners. These sponsors support national Olympic committees with non-competing sponsorship categories. Partnerships grant exclusive Olympic rights within the respective country.
How much does it cost to sponsor the IOC?
Toyota’s contract, which ended after Paris 2024, was considered the largest ever. According to SportsPro, it was signed in 2015 for four Olympic Games (both summer and winter) for a total of USD 835 million, or USD 93 million for the 2015-2024 period.
Bridgestone and Panasonic reportedly signed deals worth between USD 50 million and USD 62 million.
Olympics vs World Cup
The Olympics, like the FIFA World Cup, serve as platforms that enable global impact and local activation. They allow brands to engage audiences during the event while driving long-term brand value.
How do the Olympic Games differ commercially?
- Image: The IOC amplifies Olympic values and spirit, whereas the FIFA World Cup is perceived as more commercially driven.
- Integration: The Olympic format allows partners to integrate products and services more naturally into the event delivery.
- Market: The Olympics generate greater interest in strategic territories such as North America and the Asia-Pacific region.
With a massive audience and over a century of history, the Olympics remain one of the most powerful platforms for brands worldwide.
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