Next Games will have more product placement and commercial opportunities, says IOC
The women's 60kg podium, from left to right, Silver medalist Wenlu Yang of Team People's Republic of China, Gold medalist Kellie Harrington of Team Ireland, Bronze medalists Beatriz Soares Ferreira of Team Brazil, and Shih Yi Wu of Team Chinese Taipei at Court Philippe-Chatrier in Roland Garros Stadium during the 2024 Paris Summer Olympic Games in Paris.
From selfies with Samsung phones on the podium to Louis Vuitton cases at the opening ceremony, the Paris Olympics have widened the scope for sponsors' product placement like never before, and this trend will continue in future Games, the International Olympic Committee said.
The IOC saw revenues of $2.295 billion (approx €2.1bn) from its top sponsors for the period 2017-2021, the second biggest source of income for the Olympic movement, with broadcasters paying $4.544 billion (approx €4.15bn) over the same period.
