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IOC adds Deloitte as latest Olympic TOP sponsor

Decade-long deal covers five editions of Games between 2024 and 2032.

7 April 2022 Sam Carp


  • Deloitte will provide services to support IOC’s digital transformation
  • Deal is professional services firm’s first global sports partnership
  • 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 programme in a decade-long, five-Games deal.

It means the professional services firm will be a worldwide 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 is yet to be confirmed.

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

Part of the agreement will also see Deloitte provide ‘a global team’ whose management and business consulting services will support the Olympic body with its digital transformation, with areas of focus set to include personalising the fan experience and enhancing digital services.

The pair also plan to implement programmes, legacy projects and playbooks on initiatives such as athlete support and mental health, diversity, equity and inclusion, sustainability and the reduction of the Olympics’ carbon footprint.

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

Jiri Kejval, chair of the IOC’s marketing commission, said: “Deloitte’s relationship with the Olympic Movement is a clear example of how the worldwide Olympic partner programme 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 that the TOP programme provides.”

Deloitte is the first company to join the TOP programme since the IOC agreed a joint partnership with soft drink giant Coca-Cola, which is a long-running Olympic sponsor, and Chinese dairy producer Mengniu. That 12-year deal is reportedly worth a combined US$3 billion. 

The other members of the TOP programme are Airbnb, Alibaba, Allianz, Atos, Bridgestone, Intel, Omega, Panasonic, Procter & Gamble, Samsung, Toyota and Visa

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