In-Kind (Barter) Deals Regularly Used By Olympic Sponsors
The International Olympic Committee (IOC) has newly signed the Dow
Chemical Company to a 10-year multimillion-dollar global sponsor
deal, IOC president Jacques Rogge reported recently.
Dow chief executive Andrew Liveris said his company had been
involved with the IOC for 30 years and supplied products for this
year�s Vancouver Games but the sponsorship deal would allow them to
more clearly associate their products with the Olympics.
Dow is the first new major sponsor to join the IOC�s top sponsorship
program in nearly three years, and the 10th overall. The previous
nine sponsors were worth a combined $883 million to the IOC. While
the committee does not release the financial details, most major
companies pay about $100 million in cash and in-kind services to
become top sponsors over a four-year period.
The other top sponsors confirmed for the London Olympics are
Coca-Cola, Acer, Atos Origin, General Electric, McDonald�s, Omega,
Panasonic, Samsung and Visa.
Atos Origin, Panasonic, and Samsung have extended their partnerships
until Rio de Janeiro (2014) while Coca-Cola, Visa, and Omega have
extended their deals with the IOC until the 2020 Games. The bidding
process for 2020 has not begun yet, but the host city will be
decided in 2013.