— Published 11 March 2021

Marketing is still on the rise

The Olympic movement does not know the crisis. According to Thomas Bach, the TOP global marketing program should reach a new record, during the next Olympiad, with the global sum of 3 billion dollars in revenue. The President of the IOC unveiled it on Wednesday March 10th, the first day of the 137th session of the body, meeting in virtual mode. Launched in the 1980s, the global TOP program exceeded for the first time the billion dollar mark in revenue for the 2013-2016 fiscal year. He was supposed to do significantly better for the 2017-20 Olympiad, with revenue forecasts exceeding $2 billion. But the pandemic and the postponement of the Tokyo Games have upset forecasts. The figures released on Wednesday March 10th by Thomas Bach confirm it: the future looks bright for the next Olympiad, and even beyond. Three of the IOC’s historic global partners, Coca-Cola, Omega and Visa, have already renewed their engagement with the Olympic movement until 2032.