© ProShots

IOC Explores Enhanced Sponsor Integrations Post Paris 2024

The International Olympic Committee (IOC) is committed to exploring innovative ways to provide its sponsors with increased visibility, following successful promotional activities for TOP partners at the Paris 2024 Olympics. Anne-Sophie Voumard, the IOC’s Managing Director of Television and Marketing Services, emphasized the importance of integrating sponsor products "subtly" and "organically" into the Games.

At Paris 2024, IOC TOP sponsor Samsung facilitated 'victory selfies' for medal winners using Galaxy Z Flip6 smartphones. Additionally, athletes at the opening ceremony carried gold bottles promoting Coca-Cola’s Smartwater brand. Though not a TOP sponsor, luxury goods giant LVMH also had a significant presence, contributing €150 million (US$164 million) to be a premium partner of the local organizing committee. LVMH's Chaumet designed the medals, and Louis Vuitton trunks were featured during the opening ceremony.

Voumard highlighted that sponsor integration at the Olympics is a longstanding tradition. For instance, Visa is the exclusive payment method at competition venues, Toyota vehicles transport stakeholders, and Atos, Alibaba, and Intel provide essential technological support. However, these integrations are typically behind the scenes, away from television cameras. The new visibility opportunities for Samsung and Coca-Cola could inspire other TOP partners to seek similar exposure, potentially leading to increased commercialization of the Olympics.

Promoted to her current role in 2021, Voumard is open to more sponsor product integrations at the Games, provided they are executed appropriately. She stated, “We need to be creative with how we integrate our partners’ products, especially those that don’t have a finished product to showcase. This approach is about smartly and proudly working with our partners to ensure better integration into the broadcast."

The Olympic field of play traditionally remains free from corporate branding, distinguishing it from other major sporting events. This approach has preserved the prestige of the Olympic brand, which sponsors invest heavily in to associate with.

Balancing the need for sponsor visibility with maintaining the integrity of the Olympic brand is crucial. Voumard stressed that this initiative is not an overhaul of the IOC’s commercial strategy but rather a strategic enhancement. “We are unique as a major international sports event that’s free from advertising. This does not mean we cannot subtly and organically integrate products,” she explained.

Voumard’s role also involves managing and recruiting new partners for the TOP programme, which currently includes 16 partners and generated US$2.3 billion during the last quadrennial. With the contracts of five sponsors expiring at the end of 2024, including Toyota, the IOC is engaged in ongoing discussions with potential new partners and expects positive developments soon.

AB InBev, announced as the IOC’s first-ever beer partner earlier this year, exemplifies the dynamic nature of the TOP programme. The company is promoting its Corona Cero alcohol-free brand at the Olympic Village and Champions Park at Paris 2024. Despite not being sold at competition venues due to a pre-existing local partnership with Tourtel Twist, the inclusion of AB InBev highlights the IOC's willingness to sign deals across diverse sponsorship categories, balancing technology and traditional brands.

Voumard concluded by emphasizing the importance of a diverse partner mix, stating, “You need partners that support the backbone delivery of the Games and others that contribute to the festival atmosphere. We will continue to seek a balanced mix of partners to enhance the Olympic experience.”

Source: SportsPro Media