IOC’s TOP programme no longer raking in top dollar

The loss of three Japanese sponsors has left a big hole in the International Olympic Committee’s budget which they are struggling to fill

Sponsorship has been the International Olympic Committee’s main financial growth engine in recent times. Revenue from The Olympic Partner worldwide sponsorship programme rocketed from $1 billion in the 2013-2016 Olympic cycle to more than $3 billion in 2021-2024.

Thanks to the IOC’s 2025 financial statements, published on the first day of its Session in Milan, we can now see that this engine has gone sharply into reverse.

It is a moment of considerable significance - and something that new IOC President Kirsty Coventry’s “Fit for the Future” Commercial Partnerships and Marketing Working Group will presumably have been chewing over with some concern.