INTERNATIONAL OLYMPIC COMMITTEE (IOC) has released its financial results for 2025, showing that revenue from its top-tier sponsorship programme has fallen to its lowest level since 2020.
The TOP (The Olympic Partner) programme generated its lowest annual revenue since the pandemic-affected 2020 cycle, when it brought in $532 million. The portfolio lost five major partners Atos, Bridgestone, Intel, Panasonic and Toyota at the end of 2024. However, the IOC added TCL as a new sponsor and renewed agreements with Anheuser-Busch InBev and Allianz in 2025. The programme now has 11 partners, the lowest number since 2015, according to SportsPro.
IOC president Kirsty Coventry, in the lead-up to her election and during her first full year in office, said Olympic sponsors are seeking more frequent engagement opportunities rather than connection points every two years. In response, the IOC has established a working group to examine how commercial partnerships and marketing strategies can evolve to better reflect current market demands.
The IOC’s long-standing clean-venue policy has traditionally kept Olympic venues free from advertising. However, Paris 2024 signalled a shift, with increased visibility for sponsors. This approach is expected to continue at Los Angeles 2028, where brands will, for the first time, be allowed to acquire naming rights for official competition venues.
The overall decline in IOC revenue also reflects the fact that 2025 was a non-Olympic year. In 2024, when the Paris Games were held, the IOC reported $4.4 billion in revenue and a surplus of $1.13 billion, with TOP sponsorships contributing $872 million.
