The IOC and USA Gymnastics reveal how brands are evolving from logo placements to authentic, values-driven partnerships
The Future of Olympic Sponsorship: Purpose, Diversity, and Digital Domination
The world of sports sponsorship is evolving. As brands navigate a fragmented post-pandemic world and younger generations shift their attention spans to digital platforms, the International Olympic Committee (IOC) and its partners are stepping up with modern approaches to fan engagement and brand visibility.
Li Li Leung, President and CEO of USA Gymnastics, and Emmanuel Homaidan, Director of Global Partnerships at the International Olympic Committee (IOC), shared insights into the future of Olympic sponsorships. Their insights covered everything from digital channels and purpose-led initiatives to the growing influence of women’s sports. Here’s how the Olympic Games continue to innovate.
Key Takeaways
Cricket is making its Olympic debut in LA 2028, driven by the massive Indian fanbase.
eSports is increasingly legitimized as a mainstream sport, drawing younger audiences.
Women's gymnastics saw an explosion in social media engagement during the Tokyo Olympics, with participation and followership on the rise.
Brands are shifting to purpose-led sponsorships, moving beyond mere visibility to deeper engagements that align with the values of athletes and fans.
The IOC is already preparing for LA 2028, promising innovative sponsorship activations and unparalleled visibility.
Cricket in the Olympics: A Nod to India’s Sports Fandom
One of the most significant changes on the horizon is cricket’s long-awaited inclusion in the 2028 Los Angeles Olympic Games. It’s a move driven by the overwhelming popularity of the sport in India, where millions of fans are passionate about their players. Emmanuel Homaidan, who oversees global partnerships for the IOC, explained the rationale behind this decision:
"Cricket is one of the most watched sports on the planet, and the number one in India. When Neeraj Chopra won the gold medal in Javelin at Tokyo 2020, the TV audience in India surged by 50-60 million during his two minutes of screen time. That kind of engagement is hard to ignore."
Bringing cricket into the Olympics isn't just about expanding the Games; it's about recognizing and respecting the interests of global audiences, particularly from nations like India where cricket reigns supreme.
eSports: Tapping Into Youth Culture
As more young people turn to digital experiences, eSports is gaining ground as a mainstream sport. While traditional sports like gymnastics or cricket have global appeal, eSports offers a new frontier for engaging tech-savvy fans. Homaidan acknowledged this shift:
"We know from our data that younger people see gaming as a legitimate pastime, just like any other mainstream sport. Its inclusion is drawing in people who might have otherwise felt left out."
This approach is crucial as the IOC looks to stay relevant in an increasingly fragmented and digital-first world.
Women’s Sports: The Gymnastics Surge
Li Li Leung, who leads USA Gymnastics, shared how the Tokyo Games saw an explosion in followership, particularly on social media. Women’s gymnastics, historically a fan favorite, experienced a massive boost during the Olympics, and Leung and her team capitalized on this momentum:
"During the Olympics, we increased our Instagram followers by 44%, and over a half-billion impressions were made in just three weeks. Success breeds visibility, and what we’re seeing now is waitlists at gyms across the US because the demand is so high."
Athletes like Simone Biles have helped make gymnastics a cultural phenomenon, but the long-term success is being driven by a broader shift toward giving athletes a voice and crafting relatable content that resonates with younger audiences.
Social Media: The Power of Snackable Content
With attention spans shorter than ever, sports organizations are adapting by creating "snackable content." Short, engaging clips of routines and behind-the-scenes moments are gaining millions of views. One viral example? A beam routine by Simone Biles that amassed over 20 million views, most of which came from users who weren't even followers of USA Gymnastics.
"We’re lucky that gymnastics lends itself to short attention spans," Leung noted. "Our routines are already brief, so we’ve been strategic about putting out quick, engaging content that keeps fans coming back."
This strategy has been particularly effective in drawing younger, more diverse audiences into the sport, and the growth shows no signs of slowing down.
Women’s Gymnastics: From Crisis to Comeback
Li Li Leung didn’t shy away from discussing the difficult road USA Gymnastics has faced over the past few years. When she took over as President and CEO, the organization was in the midst of a major crisis. As she put it:
"Five and a half years ago, when I took over, we were going through a decertification process. We were facing lawsuits from hundreds of women, and we only had six weeks of cash flow left. Our corporate partners had left us."
It was a dire situation, but Leung and her team were committed to turning things around.
"During those rebuilding years, we couldn’t even talk about our organization. We couldn’t celebrate our successes. We were in survival mode," she recalled.
Now, USA Gymnastics has emerged stronger than ever, rebuilding its relationships with athletes, sponsors, and the public. Leung shared how they re-established trust:
"What’s changed is our relationship with the athletes. We work much more closely with them now, giving them a voice and building trust. Our social media manager, for instance, has formed strong relationships with the athletes, allowing us to share more behind-the-scenes content that fans love."
This rebuilding process has not only strengthened USA Gymnastics but has also led to a renewed interest from corporate sponsors:
"Five years ago, partners were running away from us. Today, they’re running back to us. We’ve signed over half a dozen new partnerships in the last couple of years, and it’s a fantastic place to be in. We’ve signed so many new deals that I actually had to tell the sales team to slow down so we could execute them properly!"
The story of USA Gymnastics is one of resilience and rebuilding—both from a financial perspective and in terms of trust with the athletes and the broader public. Now, with a renewed focus on giving athletes a voice and strategically aligning with brands that share their values, USA Gymnastics is poised to continue growing, with the LA 2028 Olympics as a major focal point.
Purpose-Led Sponsorships: More Than Just Logos
One of the most significant trends in Olympic sponsorship is the rise of purpose-led partnerships. Brands are moving beyond the old model of merely slapping logos on banners and instead seeking deeper engagements that align with the values of the athletes and fans.
Homaidan shared an inspiring example from the Tokyo Games:
"With Airbnb, we created scholarships to help athletes who needed financial assistance for accommodations during tournaments. Most athletes don’t earn big money, so these initiatives make a real difference. And for brands, that kind of storytelling is invaluable."
These partnerships go beyond marketing—they're about making a tangible impact, and brands are increasingly realizing the value of being part of something bigger than a logo.
Looking to LA 2028: The Next Evolution in Sports Sponsorships
With the Paris Games setting the bar high, the IOC is already looking ahead to LA 2028. Homaidan emphasized the opportunity for innovation in sponsorship activations:
"Paris was a massive success, and we’re aiming for even better in LA. We’re working on new ideas like the ‘victory selfie,’ which was a huge hit in Paris. Samsung’s involvement created one of the most iconic moments, where North and South Korean athletes took a selfie together on the podium."
For USA Gymnastics, the LA Games represent a once-in-a-lifetime opportunity to showcase the sport on home soil. Leung shared their ambitious plans:
"We’re already preparing for LA 2028. We’ve started strategic planning to ensure our athletes are successful on the field, but also off it. We’re working on a centralized training and wellness center to ensure competitive success for years to come."
The Future is Purposeful and Digital
The Olympics remain a global platform for brands to connect with fans in a meaningful way, but the rules are changing. From digital-first strategies to purpose-led partnerships, the next evolution of sports sponsorships is here. As brands and athletes gear up for LA 2028, one thing is clear: those who invest in authentic, values-driven engagement will come out on top.
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