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Introduction
Olympic sport's prosperity is contingent upon the support of corporations. One of the
primary obstacles encountered by an Organizing Committee for the Olympic Games (OCOG) is
the financing of an Olympic event (Ahmed & Leahy, 2016). The absence of sponsorship renders
the Olympic Games unviable. Triumph, considering their remarkable magnitude and intricacy.
Corporate sponsorship revenues, according to Hums and MacLean (2018), were instrumental in
the successful organization of the Olympic Games in London, United Kingdom in 2012 and Rio
de Janeiro, Brazil in 2016. In addition to providing advantages for the Olympic Games,
sponsorship also confers various benefits upon the participating athletes and the sponsors.
Olympic Partner Program
The support of the business community is vital for the administration of the Olympic
Games and the functioning of all organizations affiliated with the Olympic Movement. This
includes providing financial resources, specialized services, and products. The Olympic Partners
(TOP) program, which guarantees category exclusivity in the marketing rights granted to
international partners who sponsor the Summer, Winter, and Youth Olympic Games, is the
highest level of sponsorship, according to Rutter et al. (2019). The International Olympic
Committee (IOC) founded the TOP in 1985, and it has since attracted a number of the most
prestigious, internationally renowned multinational corporations.
Initially, the objective of the TOP was to enlist 12 partners; nevertheless, at present, it
boasts 15 partners, each of whom contributes an estimated $100 million in order to secure the
most substantial Olympic sponsorship (Alakbarov, 2018). Visa, Airbnb, Toyota, Alibaba Group,
Allianz SE, General Electric, Coca-Cola, Atos, Intel, Bridgestone, Dow, Omega, Panasonic,
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P&G, and Samsung are among the fifteen sponsors (Adamek, 2018). The Olympic Games are
organized with the assistance of the TOP program, which also affords athletes from over two
hundred countries the chance to compete on one of the most spectacular international sporting
stages.
Benefits of Olympic Sponsorship
A significant undertaking such as the Olympic Games requires extensive logistical
forethought and the assistance of benefactors to ensure the smooth operation and advancement of
the event. The significance of commercial partnerships should not be underestimated, given that
they contribute to approximately 50% of total revenue (Alakbarov, 2018). The 2020 Summer
Olympic Games in Tokyo, which were originally slated to occur in 2020 but were postponed due
to the COVID-19 pandemic, will now transpire from August 8, 2021, to July 23, 2021. Harding
and Lewis (2021) assert that the financial support provided by the TOP program will facilitate
the operation of the organization during the 2020 Summer Olympic Games and expand its reach
to a broader demographic via media coverage.
The Olympic Games present a unique and advantageous occasion for internationally
renowned companies to enhance their brand reputation among clientele in both the host nation
and worldwide markets (Alakbarov, 2018). The sponsors of the TOP program designate
substantial financial resources towards corporate communication, advertising, and marketing for
the Olympic events. Their objective is to exert a positive influence on customer perceptions,
which in turn has a direct effect on consumer buying patterns.
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Sponsorship benefits the athletes who compete in Olympic competitions as well. Some
prominent Olympic athletes in recent years, including Usain Bolt, Natalie Coughlin, and Michael
Phelps, have flourished due to sponsorship opportunities, according to Adamek (2018).
The provision of sponsorship enables athletes to prioritize their physical well-being,
athletic prowess, and fitness without the burden of worrying about the source of their apparatus
and training gear. By bearing this in mind, athletes are capable of focusing on their areas of
expertise and achieving peak performance.
Sponsorship Policy
The OCOGs are granted authorization by the IOC to manage their own supplementary
initiatives in order to assist in the organization of the Olympic Games. Contracts negotiated by
the OCOGs are contractual in nature and are subject to a four-year time limit. The sponsorship
and supplier programs, ticketing programs, and licensing programs of the Olympic Games are
governed by the OCOG marketing policy (IOC, n.d.).
As part of their oversight of local sponsorship initiatives, National Olympic Committees
(NOCs) govern the participation of TOP partners in non-competing categories. The NOCs are
granted marketing privileges through local sponsorship programs within their country or
territory. In addition to regulating sponsorship and supplier programs, licensing programs, and
other initiatives within its native country, the NOC has a marketing policy.
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Biblical Integration
The concept of Olympic corporate sponsorship is connected to the teachings of
Philippians 4:19. "And this same God who provides for me will provide for all your needs out of
his glorious riches, which have been bestowed upon us in Christ Jesus" (Philippians 4:19). This
verse serves as a reminder that God employs us as benevolent benefactors to assist those in need
of our assistance. Our daily and monthly contributions provide sustenance, healthcare, and
education for others. By means of us, God operates! Additionally, this verse serves to reassure
those who are being sponsored that God remains dependable and will persist in providing for
their daily necessities. Furthermore, it assures the benevolent benefactors of divine favors in
return for their magnanimous deeds, since the wealth of God is boundless.
The financial support of Olympic events is dependent on the contributions of
corporations participating in the Olympic Partner Program, just as God uses us to provide for the
needs of others. Sponsorship partnerships yield crucial contributions towards the organization of
the Olympic Games, in addition to expanding their global reach and awareness. This, in turn,
facilitates the dissemination of Olympic values to individuals across the globe. Similarly to how
an immensely wealthy and resourceful God bestows blessings upon those who sponsor or assist
others out of compassion, the sponsors of the Olympics also gain from their support. Sponsorship
serves as a means for TOP program participants to enhance their brand visibility, foster emotive
bonds with clientele, communicate the experiences of their customers, and generate direct
product sales.
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Conclusion
In summary, the sponsorship provided by the Olympic Partner Program is essential for
the ongoing splendor of the Olympic Games. The advantages of sponsorship transcend Olympic
events, as it ultimately confers advantages on both the athletes and the sponsors. As a result of
their interest or privilege to sponsor the Olympic Games, the IOC, NOC, and OCOG participate
in the formulation of policies governing the marketing and sponsorship of the Games. The Bible
encourages us to be charitable sponsors in Philippians 4:19, since God employs us and bestows
His abundant riches upon us. Sponsors not only contribute to the global organization and
promotion of the Olympics through financial support, but also establish connections with
potential consumers, increase product sales, and promote their brands.
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References
Adamek, D. (2018, February 6). The secrets to successful Olympic sponsorships. Retrieved from
Financial Management: https://www.fm-magazine.com/news/2018/feb/successful
olympic-sponsorships-201818262.html
Ahmed, M. & Leahy, J. (August 6, 2016). Rio Olympics opens with cultural extravaganza.
Retrieved from Financial Times: https://www.ft.com/content/a801876a-5b76-11e6-8d05-
4eaa66292c32
Alakbarov, J. (2018, February 26). What Is the Reputational Impact of Olympic Sponsorship?
Retrieved from Rep Trak: https://www.reptrak.com/blog/what-is-the-reputational-impact
of-olympic-sponsorship/
Tokyo Olympics will need bailout if games go ahead without spectators. (n.d.). Financial Times.
https://www.ft.com/content/3cd58c64-039e-4147-a744-af676de1691d
Hums, M. A., & MacLean, J. C. (2018). Governance and Policy in Sport Organizations.
Routledge.
Olympic Partner Programme. (n.d.). Building a Better World Through Sport.
https://olympics.com/ioc/partners
NLT | New Living Translation. (n.d.-b). http://www.tyndale.com/nlt/
Rutter, R., Nadeau, J., Aagerup, U., & Lettice, F. (2019). The Olympic Games and associative
sponsorship. Internet Research, 30(1), 85–107. https://doi.org/10.1108/intr-07-2018-0324
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