The IOC welcomes Leandro Larrosa as new IOC Director of Digital Engagement and Marketing

29 Apr 2022
IOC News

Leandro Larrosa will become the Director of Digital Engagement and Marketing (DE&M) at the International Olympic Committee (IOC) from the beginning of May 2022.

Leandro Larrosa IOC/Ian Jones

The Argentina-born communications and marketing expert joins the IOC with a wealth of experience in building brands and leading digitally innovative programmes in both Latin America and Europe. He will join the senior IOC leadership team and will report to the IOC Director General, Christophe De Kepper.

As the IOC strives to further extend its digital engagement with fans globally, one of the key recommendations of Olympic Agenda 2020+5, Mr Larrosa will play a central role in enhancing this strategy and creating synergies between the DE&M team in Lausanne and the Olympic Channel Services (OCS) team in Madrid and with all the other IOC departments.

A wide-ranging international career saw Mr Larrosa creating and transforming brands such as Teleser, Heliser and IP Games Computer Services, before becoming General Director for Institutional Images and Political Advisor to the Argentinian Vice-President, and Director of Communications and Technology for the Province of Buenos Aires. More recently, he founded his own consultancy firm, The Delivery Partner, based in Madrid.

Mr Larrosa brings to the role extensive knowledge of the Olympic Movement and the IOC, having previously overseen the organisation of the 125th IOC Session in Buenos Aires in 2013 in his role as Chief Executive Officer (CEO) of the Organising Committee. He was subsequently appointed Director of the Buenos Aires candidature for the Youth Olympic Games (YOG) 2018 and, following the election of the Argentinian capital, he became CEO of the Buenos Aires 2018 Organising Committee. Under his leadership, this third edition of the Summer YOG was not only the most digitally consumed ever, but also saw the first Olympic Opening Ceremony ever to be open to the public in the streets of a city centre.

“I welcome Leandro Larrosa to the IOC. His knowledge of communications and brands, combined with the role he played in the successful delivery of the Buenos Aires 2018 YOG, provide a valuable asset to the IOC’s Digital Strategy and the entire Olympic Movement,” said IOC Director General Christophe De Kepper. 

Meanwhile, Mr Larrosa stated: “It is for me a great honour to join the IOC team, serving in this key area that is already playing a central role in our strategy looking to the future. I am ready to work in a team with our rights-holders, TOP Partners and all our stakeholders, together with the IOC management to contribute to enhancing all that has been done. I’m very proud to be in a position to continue implementing the Digital Strategy as part of Olympic Agenda 2020+5.”

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