The IOC’s global sponsorship program generated $560 million in 2025—its lowest non-Olympic year revenue since 2020—as financial statements approved at the Milan session provided the first major commercial litmus test for President Kirsty Coventry’s administration following the departure of some TOP sponsors.
Financial statements approved by IOC Members at the 145th Session in Milan show The Olympic Partner (TOP) Programme generated $560 million (€515 million) in revenue during 2025, marking the lowest baseline revenue since the organization reported $532 million (€489 million) in 2020.
The decline follows the departure of five major sponsors—Toyota, Panasonic, Bridgestone, Intel and Atos—at the end of 2024, reducing the program to 11 partners, its smallest roster since 2015.
The $560 million (€515 million) figure represents a 36 per cent drop from the $871.5 million (€802 million) recorded in 2024 during the Paris Games cycle. Between 2021 and 2024, the program consistently generated between $706.8 million (€650 million) and $871.5 million (€802 million) annually.
Patching the gaps
The IOC signed Chinese audiovisual and home appliances company TCL as a new TOP partner, taking over the home audiovisual equipment and home appliances category vacated by Panasonic. The organization also extended agreements with AB InBev and Allianz. Deloitte expanded its role to cover technology integration services previously provided by Atos, helping to address one of the critical operational gaps created by the sponsor exits.
“There is a significant interest in the TOP program from major global companies in various categories with several activation negotiations underway,” Christophe De Kepper, IOC director general, told the session.
Fit for the Future agenda takes shape
President Kirsty Coventry, the IOC’s first female and first African president, has established a working group to examine commercial sponsorships and marketing strategy as part of her “Fit for the Future” reform agenda. The group is chaired by Luis Alberto Moreno and includes Gene Sykes, chair of the US Olympic and Paralympic Committee.
Coventry, who took office in June 2025 after election at the 144th Session in Greece, has made modernizing the IOC’s commercial model a priority during her first year in office. The working group’s mandate focuses on assessing how the sponsorship program can evolve to meet current market conditions and corporate partnership expectations.
Financial position remains strong despite revenue drop
The consolidated financial statements show expenditures exceeded revenues by $39.6 million (€36 million) in 2025—a non-Olympic year when television broadcasting rights revenues are not recognized until Games completion.
Total revenues across all sources reached $650 million (€598 million) in 2025, with TOP Program rights accounting for the majority. Operating expenditure rose to $213 million (€196 million) from $196.3 million (€181 million) in 2024, driven by inflation and Swiss franc strength against the US dollar.
Sponsor ROI under scrutiny
The sponsor exits underscore mounting corporate doubts about Olympic sponsorship ROI. Air France-KLM reported the 2024 Paris Games produced a “dampening effect” on travel revenues, with an estimated $210 million (€193 million) in lost revenue as concentrated Olympic traffic flows during peak season scared off business and leisure travelers.
The organization operates as a non-governmental, not-for-profit entity and redistributes revenues to Olympic Movement stakeholders including Organizing Committees, International Federations, National Olympic Committees through Olympic Solidarity, and recognized organizations including WADA, ITA, ICAS and the International Paralympic Committee.
