Sponsors are becoming more visible at the Winter Olympics with product placement and arena shoutouts

MILAN (AP) — Eileen Gu and all the other freestyle skiers wait for their scores by a large Powerade-branded cooler, then glide away without taking a drink.

Bottles of the blue sports drink are stacked in hockey penalty boxes. Even the tissues in figure skating’s drama-packed “Kiss and Cry” area are branded.

Advertisement

One way the Olympics generally stand out is by the absence of advertising on courses, rinks and slopes. But increasingly at the Milan Cortina Games, sponsors are creeping into the action.

“We continue to open up those opportunities for partners,” International Olympic Committee marketing director Anne-Sophie Voumard said Wednesday, noting sponsor products can now “organically be present” more widely.

The change has seemingly accelerated since French luxury goods maker LVMH prominently placed its Louis Vuitton brand at the opening ceremony of the 2024 Paris Olympics.

“It seems like there’s been an increasing need and desire from the sponsors for the IOC to show greater value in the TOP program (for the biggest partners),” Terrence Burns, who has worked for the Olympic body in marketing and consulted for sponsors and hosting bids, told The Associated Press.

Advertisement

There’s product placement on TV, even if it is still restrained compared to most American sports. Spectators inside the Olympic arenas hear shoutouts by the announcers and see logos on the big screen.

It’s all happening as sponsors eye fresh opportunities for the 2028 Los Angeles Olympics.

The IOC is looking to create extra value in its TOP program, which has been a financial success for the organization over four decades. There are 11 TOP sponsors in Milan, after peaking at 15 in Paris. Revenue in 2025 dropped a bit to $560 million in cash and services compared to $871 million in 2024.

Watching a hockey game in the arena is different

An Olympic hockey game looks clean and non-commercial on TV to NHL fans used to seeing sponsors on the boards. It’s a little different in the venue.

Advertisement

“This is the Corona Cero wave!” roars an announcer, attaching an alcohol-free beer brand to efforts to liven up fans at a quiet…

Source link : https://sports.yahoo.com/articles/sponsors-becoming-more-visible-winter-143109264.html

Author : JAMES ELLINGWORTH

Publish date : 2026-02-18 14:31:00

Copyright for syndicated content belongs to the linked Source.