For example, peanut butter brand Whole Earth sponsoring Team GB and focusing on nutrition. There is also plenty of excitement around French brands like Louis Vuitton being featured as part of LVMH’s top tier sponsorship of the Olympics, with the integration of luxury and sports appealing to younger audiences.
Johnson predicts that in the coming months and years, there will be an increase in collaborations between lifestyle brands and sports, such as Gucci’s big bet on a fashion-meets-soccer metaverse with help from U.K. footballer Jack Grealish.
By LA 2026, Sponsorship May Look a Little Different
Toyota, a longtime sponsor of the Olympics, is reconsidering its position, which Johnson explains is likely due to frustration with fund allocation to grassroots programs.
The car marque’s partnership is a significant financial commitment, and it’s natural for long-term partnerships to undergo reviews. She observed how the Olympics and Paralympic Games are unparalleled opportunities for brand storytelling, but there is also a distinct lack of branding at the events, which can be off-putting to brands.
Pointing to Wimbledon as an example of an event that has slowly introduced subtle branding without causing a problem, Johnson suggests that it may be time for the IOC to consider something similar to keep sponsors wanting more.
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