In this episode, Edem is joined by sports marketing expert, Tim Crow, for a comprehensive deep dive into the current state and future of the IOC’s The Olympic Partner (TOP) Programme.
Tim shares his expertise on the history of the TOP programme, why he believes Toyota is reportedly terminating their $835m association with the IOC, whether betting brands or social media platforms such as TikTok may become TOP partners in the near future, and how security concerns may impact the TOP sponsorship contracts and activations during the Paris 2024 Games. Tim also briefly elaborates on the reasoning behind his $4bn record domestic sponsorship revenue projection for the LA28 Games.
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