IOC predicts increase in product placement at Olympics

The International Olympic Committee (IOC) revealed on Wednesday that the future Olympics will prominently feature high-profile product placements, marking a significant shift from the tradition of keeping sports free from overt branding.

During the Paris Olympics, which conclude this Sunday, brands like French luxury giant LVMH and tech company Samsung seized notable branding opportunities. "It's really the direction we want to go in," said Anne-Sophie Voumard, IOC managing director for television and marketing, on Wednesday.

"We want to remain very, very unique in the sense that we are a property where there is no (advertising) visibility on the field of play. But we want to work with our partners to enable them to integrate their products in the most organic way into the delivery of the Games... It's a conscious and desired direction and we will have changes in the next Games in this area," she added.

The IOC has a long-standing corporate sponsorship program with brands like Toyota, Coca-Cola, and Visa. However, advertising has been prohibited on sports fields and venues, depriving the Switzerland-based IOC of additional revenue.

Coca-Cola stalls offering Olympic goers soft drinks ahead of the Olympic Ceremony. GETTY IMAGES

LVMH-owned Louis Vuitton has been highly visible during podium presentations, with branded trays carrying the medals. The company's logo and trunks were also featured during the opening ceremony, including a lengthy video segment.

In another Paris innovation, a Samsung flip phone was brought to winning athletes on the podium for selfies. "Athletes are not allowed to bring personal belongings or phones onto the field of play," Voumard explained. "By partnering with Samsung, we're able to capture that very unique moment for them." Coca-Cola also managed to place golden bottles with some athletes during the 26 July opening ceremony along the River Seine.

Michael Payne, former IOC marketing head, told AFP that the IOC faces a delicate balancing act in finding opportunities for sponsors and those partnering with host cities. "The direction of stylish sponsor product placement may not be wrong but needs exceptionally careful management," he said. He noted that LVMH "got a massive free global ad" during the opening ceremony and predicted other partners would question how that came about.

Voumard also mentioned the IOC is seeking its first premium sponsor from India. "We would love to welcome a first new top sponsor from India. I'm sure that this is going to happen very soon," she said.