Olympic Sponsorships Are About to Get More Expensive
- Games in Paris, L.A. are reliable hits for Western companies
- Seven of the IOC’s top sponsors have deals expiring soon
Olympics advertisement at the Westfield City shopping complex in London, in Aug. 2012.
Photographer: Richard Baker/Corbis via Getty ImagesWhen the International Olympic Committee awarded the 2024 summer games to Paris and the 2028 games to Los Angeles, it created an unusual, if expensive, opportunity for corporate sponsors.
Typically, companies sign multiyear deals without knowing where the games will be held. This time, with the exception of the 2026 winter games, they’ll know exactly what they’re buying for the next decade: a pair of games from reliable hosts in two of the world’s richest markets.