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“You can’t be a successful Olympic sponsor by being passive. It is always a dynamic process and the important thing is that this dynamism leads to a creative edge which has always kept the Olympic Games special and at the leading edge of sports marketing.”Timo Lumme, Managing Director, IOC Television and Marketing ServicesFor more information about Olympic sponsorship, please visit the IOC’s official website (www.olympic.org/sponsors).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 National Olympic Committees from 2017 through to 2024 to support sustainable mobility solutions for the Games and the Olympic Movement’s operations. The aim is to help with safer, more efficient mobility, including intelligent transport systems, urban traffic systems and vehicle-to-vehicle communications systems. The partnership will also help deliver a mobility legacy in the host cities and countries.The following pages outline the essential contributions that the Worldwide Olympic Partners have made to Rio 2016, and highlight the innovative programmes that they have developed to support athletes and share the universal values of the Olympic Movement with billions of people around the world.At a Glance• Sponsorship is crucial to the successful staging of the Olympic Games• The TOP programme is the highest level of Olympic sponsorship• Official partners receive exclusive marketing rights and an association with the Olympic brand• The Olympic Games provide a highly effective international marketing platformDid You Know?Revenues for the eighth edition of the TOP programme (TOP VIII), covering the 2013-2016 Olympiad, have increased to over USD 1 billion, which represents a 7.6 per cent increase compared with TOP VII14 / IOC MARKETING: MEDIA GUIDE