Each edition of the Olympic Games relies upon the support of commercial partners – not only through vital sponsorship revenue, but also through the wide range of products, services, technology, expertise and staff that they provide.
PyeongChang 2018 will be no different and, put simply, the Games would not be possible without the support of the Worldwide Olympic Partners – the 13 multinational companies that make up The Olympic Partner (TOP) Programme, the highest level of Olympic sponsorship.
Here, we take a look at how their support in PyeongChang is set to directly benefit the athletes, the real heroes of the Games.
Making athletes feel comfortable
Relaxing before a competition is crucial. Athletes looking for a place to chill out will find in both the PyeongChang and Gangneung Olympic Villages a lounge hosted by Coca-Cola – the ideal place to relax and unwind while enjoying a refreshing drink. And no need to worry about things getting too chilly in the Villages – despite the average PyeongChang temperature of around 1-2ºC (33-35ºF) – because the walls and roofs feature advanced insulation from TOP Partner Dow. The “Official Chemistry Company of the Olympic Games” is also helping to ensure athletes get a good night’s sleep by providing mattresses with advanced polyurethane technology to offer high levels of comfort and durability. The TOP Partners are looking after athletes’ loved ones too, with P&G’s Family Home set to provide a ‘home away from home’ for athletes, family and friends by offering meals and a cosy retreat to relax and watch the Games.
Looking after athletes’ health
If athletes are unlucky enough to find themselves needing treatment for an injury, they can feel safe in the knowledge that the Games Polyclinic will be equipped with the latest medical imaging technology from GE, which helps clinicians predict, diagnose, treat and monitor health issues and sports injuries earlier, when intervention is more effective and efficient.
Sharing unique stories with the world
To help athletes stay connected with friends, family and fans during the Games – and to capture and share their own experiences – Samsung is providing every athlete with a Samsung Galaxy Note 8 Olympic Games Limited Edition smartphone. Panasonic, meanwhile, is providing an array of cutting-edge audio-visual equipment for the Games, including LED Large-Screen Display Systems at the official Live Sites, where spectators can share the excitement and emotion of the Olympic events. And Intel is providing technological and content support for Olympic Broadcasting Services’ host broadcaster operations, as well as for the Olympic Channel, to ensure that viewers all over the world can enjoy athletes’ achievements.
Ensuring the Games run smoothly
The behind-the-scenes efforts of the TOP Partners to ensure the Games run smoothly are almost worthy of an Olympic medal. Atos, for instance, is providing and operating the huge IT systems that are vital to the Games, covering everything from accreditations, sport entries and qualifications to the volunteer portal and the distribution of results in real time. GE’s technology, meanwhile, will ensure stable and continuous power distribution to keep the Games up and running; and OMEGA is providing 300 timekeepers, 350 trained volunteers and 230 tons of equipment to record all athletes’ times and results. In addition, Visa will implement and manage the more than 1,000 payment terminals throughout the Games venues, so everyone including athletes can quickly and easily buy their favourite special souvenir; while Alibaba is showcasing how the Olympic Games experience will soon be enhanced by the company’s innovative technology.
Enabling athletes to perform at their best
TOP Partners are also contributing to the venues in which athletes will be competing, with Dow insulation technologies and heat transfer fluids being used at the Olympic Sliding Centre and three of the ice skating venues in Gangneung to maintain the cold temperature and consistency of the ice.
Increasing support for athletes around the world
Nearly all the TOP Partners have launched innovative global marketing campaigns to help build public excitement ahead of the Games and increase support for the athletes. Bridgestone, for instance, has partnered with more than 50 athletes across 10 countries to serve as the faces of its “Chase Your Dream” campaign, which aims to inspire people to overcome adversity and persevere in pursuit of their goals; while Toyota’s “Start Your Impossible” campaign also focuses on overcoming challenges and making dreams come true. In addition, P&G has launched the latest iteration of its award-winning “Thank You, Mom” campaign, which highlights the incredible role that mothers play in an athlete’s journey to the Games.
Helping to fund athletes’ development
Most people may not realise it, but at some stage during their career athletes are likely to have benefitted from the revenues generated from the TOP Programme. That’s because the IOC redistributes 90 per cent of all the money it receives from its marketing programmes to help athletes and sports organisations at all levels around the world. This includes National Olympic Committees, to help them support their athletes and develop their teams for the Games.