The digital
revolution shows no signs of slowing down

If anything, the digital revolution continues to pick up
pace. It is changing every facet of our daily lives, leading a fundamental
change in how the world works – and the sponsorship industry is no exception.
Our TOP Partner programme also reflects these changes, and we have brought new
Partners on board – including Alibaba, Allianz and Intel – with a view to
shaping the digital future of the Olympic Games. In addition, long-term
partners – including recently OMEGA, Samsung and Visa – have extended their
commitment, in some cases as far as 2032, and our renewal discussions reflect
an increased focus on digital technology and activations. Working with Partners
that are on the cutting edge of technological development allows the IOC to not
only innovate its offering to fans at the Games, but also how it engages with
them outside of Games time.

Impact of the
fragmentation of the media market on the sponsorship industry

In a fragmented media market, attracting people’s attention
is becoming an ever greater challenge. However, sport may be the last vanguard in
terms of ‘appointment viewing’, and this presents an opportunity for the IOC
and the way it engages with sponsors and Partners at all levels. Sport, the
Olympic Games and the athletes provide the most engaging, thrilling content,
and we are also working to ensure that we can engage audiences year-round, for
example through the Olympic Channel or other social media activity. More so
than ever before, the Olympic Movement is able to develop direct relationships
with fans, which in turn means it can provide access to that relationship to its
Partners, providing authentic and meaningful interaction with fans like never

The TOP Partner

Since its inception in 1985, the TOP programme continues to
go from strength to strength, as evidenced by the current roster of Partners we
have, the length of our agreements and, as a result, the financial security
that this provides for the Olympic Movement and sports development around the
world. The appeal of the Olympic brand and the importance of the Olympic values
in today’s world, coupled with the fact that the Olympic Games are going to
take place in Tokyo, Beijing, Paris and Los Angeles in the next decade, mean
that there is more interest in the TOP programme than ever before. Our job is
to build on this successful foundation and ensure a return on objectives for
our Partners and the Olympic Movement for the next 30 years! 

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Sportcal is a media partner of SponsorLive: the ESA Summit 2019, Europe’s premier sponsorship conference and networking occasion and the SportsRightsLive – The TV rights Summit due to take place in Brussels on 28th and 29th March 2019.