Business is picking up for the IOC. They are even starting again in a big way. The Olympic body announces that it has welcomed a new guest to its table for the gala dinners. A new member of the close circle of global partners of the TOP marketing program.
The newcomer is not unknown in the Olympic movement. Its name: Deloitte. A big one: 345.000 employees worldwide, $50 billion in revenue in 2021, a presence in 150 countries on the planet. The IOC explains it in a press release: the British firm “ provides audit and assurance, tax and legal, and advisory services, including financial and risk, to nearly 90% of the Fortune Global 500 and thousands of corporations private“. A nice catch, then.
The contract between the IOC and Deloitte was concluded for a period of ten years. It covers five editions of the Games, from Paris 2024 to Brisbane 2032, including Milan-Cortina 2026, Los Angeles 2028 and an edition of the Winter Games in 2030 not yet allocated.
The amount of the contract has not been disclosed. They never are. But both parties have lifted the veil on the nature of the British firm's commitment to the Olympic movement. It will not only be financial.
Deloitte will leverage its extensive experience in management and business consulting to help improve and secure the IOC digital ecosystem“. The new partner will make available “ a global team with a broad range of management and business consulting skills“. It will help the Olympic movement to “ make progress on the major challenges identified in Olympic Agenda 2020+5 in corporate governance, strategy, sustainability, diversity, equity and inclusion, and athlete support and well-being"
Finally, Deloitte will support the CIO in its digital transformation strategy. The firm will focus in particular on the “ personalization of the fan experience“, improving digital services, connecting audiences around the world and expanding the appeal of the Olympic Games from one edition to the next. Not less.
With this decade-long contract, Deloitte is moving up a level. The multinational firm had already cut its teeth with a very respectable series of lower-level partnerships, signed with the Los Angeles 2028 Games, the Canadian Olympic Committee, the German Olympic and Paralympic Committees, the Irish and Polish Olympic Committees. , the United States Olympic and Paralympic Committee. She is now installed at the top of the Olympic marketing pyramid.
For the CIO, the arrival of Deloitte sounds like a very good deal. It illustrates the still strong appeal of the Olympic Games and movement among economic giants. Jiri Kejval, president of the IOC Marketing Commission, makes no mistake: “ The relationship between Deloitte and the Olympic movement clearly demonstrates how the Global Olympic Partners program continues to attract the biggest names in business. And Deloitte’s commitment to providing world-class expertise to the Olympic movement proves that the TOP program is a unique opportunity. »
The IOC had not announced new contracts for its TOP program since June 2019 and the signing of a 12-year agreement with Coca-Cola, a history of Olympic sponsorship, and the Chinese dairy product producer Mengniu. Its amount was estimated at 3 billion dollars.
Other members of the TOP program are Airbnb, Alibaba, Allianz, Atos, Bridgestone, Intel, Omega, Panasonic, Procter & Gamble, Samsung, Toyota and Visa.
