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PODCAST | The IOC’s Timo Lumme on the commercial future of the Olympic Games

The wide-ranging discussion also covers Tokyo 2020 changes, the TOP global sponsorship programme, digital expansion, and athlete-led storytelling.

30 March 2021 SportsPro
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SportsPro editor-at-large Eoin Connolly talks to Timo Lumme, the managing director of television and marketing services at the International Olympic Committee (IOC). 

They discuss the adaptations made to pull the Games together for Tokyo 2020, the significance of a stable hosting schedule for the next decade, how the IOC’s TOP global sponsorship programme has been regenerated in recent years, digital expansion, athlete-led storytelling, original filmmaking and the other steps towards an Olympic media project that lives from “flame to flame”, and much more.

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