IOC Sponsorship Revenue Dips to 2020 Levels Amid Program Review
The International Olympic Committee (IOC) is navigating a challenging sponsorship landscape, with revenue from its top-tier “The Olympic Partner” (TOP) program currently at its lowest level since 2020. Despite concerns over dwindling financial backing and a reduced number of participating companies, the IOC remains optimistic and is actively reviewing the program to ensure its continued relevance in a rapidly evolving marketing world.
Revenue Decline and Current Landscape
TOP program revenue currently stands at US$560 million, marking the lowest figure recorded since 2020 and representing the smallest roster of sponsors since 2015, with only 11 companies currently signed on [1]. The Milan-Cortina 2026 Winter Olympics will be the first Games without the support of five major sponsors – Atos, Bridgestone, Intel, Panasonic, and Toyota – who ended their partnerships at the close of 2024 [2].
New and Renewed Partnerships
Despite the losses, the IOC has secured some key partnerships. Chinese electronics firm TCL joined the TOP program last year, becoming an official Worldwide Olympic and Paralympic Partner in the Home Audiovisual Equipment and Home Appliances category [2]. Renewals from Anheuser Busch InBev and Allianz, secured following the Paris 2024 Olympic Games, also provide some stability [1]. The addition of TCL is seen as the IOC finding a sponsor in China to replace long-term commercial partner Panasonic from Japan [2].
Program Review and Future Outlook
The IOC initiated a comprehensive consultation last year to assess and refine the TOP program, recognizing the need to adapt to the changing dynamics of sports marketing [1]. Anne-Sophie Voumard, the IOC’s television and marketing services managing director, emphasized the program’s continued strength, describing it as “the most successful sports marketing program in the world” [1].
“We don’t have a fixed number of TOP partners, and we want to produce sure we bring in companies that are aligned with our values but also help us deliver great games,” Voumard stated [1]. The IOC is focused on finding partnerships globally that complement the program and balance the number of partners with the needs of the organizing committee.
Increased Visibility for Current Sponsors
Despite the overall revenue decline, the Milan-Cortina 2026 Winter Games have seen increased sponsorship visibility during events. Procter and Gamble, an IOC TOP partner, has prominently featured its Puffs tissue brand at the figure skating competition. TCL and Allianz have also gained branding at various events [1].
The Olympic Partner (TOP) Programme
The Olympic Partner (TOP) programme represents the highest level of Olympic sponsorship, granting exclusive, global marketing rights to the Olympic and Paralympic Games and Olympic teams worldwide to a select group of Worldwide Olympic Partners [3].