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SponsorshipEver since 1896, each edition of the Olympic Games has relied upon the support of commercial partners, and they continue to play an integral role in the staging of the Games and the operations of every organisation within the Olympic Movement. Over the last 30 years, the IOC’s official sponsorship agreements have provided an increasing proportion of funding for the Olympic Movement, supporting not only the staging of the Olympic Games but also helping more athletes from more countries participate on the world’s biggest sporting stage than ever before.In addition to valuable financial resources, Olympic partners provide products, technology and expertise to the IOC, Organising Committees of the Olympic Games (OCOGs) and the National Olympic Committees (NOCs), while also helping to promote the Games around the world through their marketing campaigns and sponsorship activations, helping the Olympic Movement reach the widest global audience possible. In return for their support, Olympic partners are able to enjoy exceptional global exposure by showcasing their brand to billions of people around the world through the unique marketing platform provided by the Olympic Games. Olympic partners are also able to align their brands with the Olympic rings – one of the most widely recognised symbols in the world, which is associated with a set of ideals and values that resonate strongly across the globe. In addition, the Olympic Games offer partners the chance to use marketing programmes, showcasing, internal reward schemes and community outreach initiatives to develop innovative ways to build their brands, increase sales, connect with the public, build customer relationships, motivate their employees, enhance their corporate reputation and leave a lasting company legacy in the communities where they do business.“Our relationship with the Worldwide Olympic Partners is more than a commercial relationship, it is a partnership.”Thomas Bach, IOC President$95M TO $1BN TOP revenues have grown from USD 95 million in 1985 to more than USD 1 billion in 20167.6%Sponsorship revenues grew by 7.6% from 2009-2012 to 2013-2016042 SPONSORSHIP