Olympic Games

Latest Features

• Ambition to create licensing programme set out in Agenda 2020 • Organisation creates three categories to trade on heritage, iconography and values of the Olympics • L

The IOC and the German Olympic Sports Confederation have been forced to relax the implementation of Rule 40 governing athlete endorsements in Germany after the country’s federal cartel office took action against them. Ben Cronin looks at the gradual erosion of the rule and the implications for the IOC’s TOP sponsorship programme

Adam Nelson looks into Pyeongchang 2018's commercial work, and finds that some of the concerns that dogged the Games late last year are easing.

The IOC is revamping its bidding process for the Olympic Games. Mark Bisson finds out how the new framework will work for the governing body and bidding cities.

In this issue we cover the following: QATAR CRISIS – BeIN hits out at 'scaremongering' VIRTUAL REALITY – Is the much hyped technology finally ready to make a difference? SPORTS

Tsunekazu Takeda, the embattled president of the Japanese Olympic Committee, has confirmed that he will stand down from his role rather than seeking re-election in June, following bribery and corruption…

The International Federation of Sport Climbing (IFSC) has agreed a multi-year partnership with the Dentsu agency and Japanese production and distribution company Synca Creations

The Mascot Bidco Oy consortium, led by Chinese sportswear giant Anta Sports Products, has completed a deal to acquire Finland-based Amer Sports, marking a significant step into the winter sports market

The IOC has reached an agreement with the German Cartel Office to further dilute the scope of its controversial Rule 40, which places marketing restrictions on athletes while Olympic Games are ongoing

Features

In the fifth of a series of articles looking at the impact of Los Angeles’ decision to accept the 2028 edition of the Olympic Games, Ben Cronin assesses how the award may affect the programme and sports featured.

In the fourth of a series of articles looking at the impact of Los Angeles’ decision to accept the 2028 edition of the Olympic Games, Ben Cronin looks at how the award could potentially affect the event bidding industry. 

In the third of a series of articles looking at the impact of Los Angeles’ decision to accept the 2028 edition of the Olympic Games, Ben Cronin speaks to Eurosport chief executive Peter Hutton about how the broadcaster has fared in the deal.

In the second part of a series articles looking at the impact of Los Angeles’ decision to accept the 2028 edition of the Olympic Games, Ben Cronin looks at how Thomas Bach and the IOC handled the dual award of the 2024 and 2028 Summer Games.

In the first of a series of articles looking at the impact of Los Angeles’ decision to accept the 2028 edition of the Olympic Games, Ben Cronin asks which cities are the winners and losers in the deal and how the dual award will affect major event hosting.

B2B and technology brands are leading a shift in sponsorship from storytelling to 'storydoing'. Andy Fry reports on a sector that is critical to the future of sport.

IOC president Thomas Bach has described the expected double award of the 2024 and 2028 Games as a “golden opportunity”, but is it also the start of a new era for the Olympic Games bidding process? Mark Bisson reports.

With a series of new mixed gender relays and team events added to the schedule, the programme for Tokyo 2020 has been hailed as “a real step-change in the Olympic programme”. But, asks Mark Bisson, will it be enough to win over a new generation of Olympic Games enthusiasts?

Click here to download Towards the Future of Olympic Games Media Consumption as a PDF.