As the Milan-Cortina 2026 Winter Olympics unfold, the International Olympic Committee (IOC) is facing a pivotal moment for its premier commercial vehicle, The Olympic Partner (TOP) programme. Despite a recent drop in total revenue and a smaller roster of partners, Olympic officials remain adamant that the program—the “most successful sports marketing program in the world”—is positioned for a strategic evolution.
The Numbers: A Period of Transition
The 2026 Winter Games are the first since a major reshuffle following the Paris 2024 Summer Olympics. At the end of 2024, five major brands—Atos, Bridgestone, Intel, Panasonic, and Toyota—concluded their partnerships, leading to noticeable shifts in the program’s financial and brand makeup.
- Revenue Dip: TOP revenue for 2025 dropped to US$560 million (in cash and services), down from US$871 million in 2024. This marks the lowest level since 2020.
- Roster Size: There are currently 11 Worldwide Partners, the smallest number since 2015, following a peak of 15 during the Paris cycle.
- New Blood: The recent addition of Chinese electronics firm TCL and long-term renewals from Allianz and AB InBev (via Corona Cero) have helped stabilize the portfolio.
Evolving for “LA28” and Beyond
To combat declining revenues, the IOC has launched a wide-ranging consultation to modernize the program. Anne-Sophie Voumard, the IOC’s marketing director, noted that the organization must evolve to stay relevant in a changing digital and commercial landscape.
Emerging Commercial Trends at Milan-Cortina 2026:
- Increased Visibility: Partners are gaining more prominent in-venue branding. For example, Procter & Gamble’s brand Puffs is now featured in the figure skating “kiss and cry” area.
- Podium Presence: The “Olympic Victory Selfie,” presented by Samsung, has become a staple of the medal ceremony.
- Naming Rights Pilot: Looking ahead to LA28, the IOC has approved a pilot program allowing venue naming rights (e.g., the Honda Center in Anaheim) to be retained during the Games for the first time.
“We don’t have a fixed number of TOP partners… we want to make sure we bring in companies that are aligned with our values but also help us deliver great games.†— Anne-Sophie Voumard, IOC Television & Marketing Services Managing Director.
The Current “Worldwide Olympic Partners” Roster
| Partner | Industry |
| AB InBev (Corona Cero) | Beer & Beverages |
| Airbnb | Accommodation & Experiences |
| Alibaba | Cloud Services & E-commerce |
| Allianz | Insurance |
| Coca-Cola / Mengniu | Beverages & Dairy |
| Deloitte | Professional Services & Tech Integration |
| Omega | Timing & Scoring |
| P&G | Personal Care & Household Products |
| Samsung | Wireless Communications & Mobile |
| TCL | Home Appliances & Audiovisual |
| Visa | Payment Technology |