IOC adds Deloitte as latest TOP Olympic sponsor

  • Deloitte will provide services to support IOC’s digital transformation
  • Deal is the first global sports partnership from a professional services company
  • The company is already a sponsor of LA28 and has worked with several NOCs

The International Olympic Committee (IOC) has added Deloitte to its flagship The Olympic Partner (TOP) sponsorship program as part of a decade-long five-Games agreement.

This means the professional services company will be a global Olympic and Paralympic partner for Paris 2024, Milan-Cortina 2026, Los Angeles 2028, Brisbane 2032 and the Winter Games in 2030, for which a host has yet to be confirmed. .

According to the IOC, the partnership will support the advancement of the organisation’s Olympic Agenda 2020+5 objectives, particularly in the areas of sustainability, diversity, inclusion and athlete career support .

Part of the deal will also see Deloitte provide “a global team” whose management and business consulting services will support the Olympic body in its digital transformation, with focus areas set to include experience personalization. fans and improving digital services.

The duo also plans to implement programs, legacy projects and manuals on initiatives such as athlete support and mental health, diversity, equity and inclusion, sustainability and stigma reduction. carbon footprint of the Olympics.

This is Deloitte’s first global sports partnership, but the company is already an LA28 sponsor and has worked with the National Olympic Committees of Canada, Germany, Ireland, Poland and the United States .

Jiri Kejval, Chairman of the IOC Marketing Commission, said: “Deloitte’s relationship with the Olympic Movement is a clear example of how the Worldwide Olympic Partnership Program continues to attract the most renowned names in business. . Deloitte’s commitment to providing world-class expertise to the Olympic Movement demonstrates the unique opportunity the TOP program offers.

Deloitte is the first company to join the TOP program since the IOC entered into a partnership with soft drink giant Coca-Cola, which is a long-time Olympic sponsor, and Chinese dairy producer Mengniu. This 12-year agreement is would have been worth a total of 3 billion US dollars.

Other members of the TOP program are Airbnb, Alibaba, Allianz, Atos, Bridgestone, Intel, Omega, Panasonic, Procter & Gamble, Samsung, Toyota and Visa.

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