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THE OLYMPIC PARTNERS (TOP) PROGRAMMEThe Olympic Partners (TOP) programme is the highest level of Olympic sponsorship, granting category-exclusive marketing rights to the Summer, Winter and Youth Olympic Games to a select group of global partners. The programme – which was created by the IOC in 1985 – attracts some of the best-known multinational companies in the world. Through their support, Olympic partners provide the foundation for the staging of the Olympic Games and help more athletes from more countries participate on the world’s biggest sporting stage. Operating on a four-year term in line with each Olympiad, the TOP programme is now in its eighth generation (TOP VIII), with revenues having grown from USD 95 million in TOP I to more than USD
1 billion in TOP VIII. This revenue is subsequently distributed by the IOC to all NOCs, IFs and OCOGs, to support the development of sport around the world. For Rio 2016, the Worldwide Olympic Partners helped bring the Olympic Games to life through global promotional campaigns, with unprecedented real-time social media activation, as well as popular showcasing venues at the Olympic Park and around Rio de Janeiro. They also provided critical financial support to the Rio 2016 Organising Committee and every NOC, as well as products, technology and services to directly assist in the staging of the Games. In addition, they supported community, education, sustainability and infrastructure development projects throughout the host city.The following pages outline these and many other essential contributions that the Worldwide Olympic Partners made to
the Olympic Games Rio 2016, and highlight the innovative programmes that they developed to support athletes and share the universal values of the Olympic Movement with billions of people around the world.TOYOTAIn 2015, the IOC announced that the Toyota Motor Corporation (Toyota) will join the TOP programme
in 2017 (TOP IX), becoming the 12th member of the TOP programme in the newly-created mobility category (marketing rights in Japan with immediate effect). The mobility category is designed to support the sustainability goals of the Olympic Movement, ensuring it adopts the most sustainable, efficient mobility solutions. In line with Olympic Agenda 2020, with sustainability as one of
its key pillars, the IOC and Toyota will work with the Organising Committees and NOCs from 2017 through to 2024 to support sustainable mobility solutions for the Games and the Olympic Movement’s operations. SPONSORSHIP045
