IOC To Rethink Olympic Partner Program
Spurred by the rise of social media and price inflation for domestic sponsorship deals, the IOC has decide to take a break from signing new deals to its Olympic Partner program. The Financial Times reports that the IOC will re-evaluate every aspect of its sponsorship program from categories to pricing as it looks to give a makeover to a marketing program that earns the IOC more than $1 billion every four years.
With unique content, in many cases distributed through social media, becomes a critical component of sponsor activations, the IOC will also consider where to draw the rapidly shifting line between broadcaster rights and sponsor rights according to the piece.
Current TOP partners include Coca-Cola, Acer, Atos, Dow, General Electric, McDonald's, Omega, Panasonic, P&G, Samsung and Visa. Each are reported to pay around $100 million for the privilege of sponsoring a four year Olympics cycle.