Articles

The Olympics face declining viewership, prompting the IOC to add new sports like BMX and breakdancing to attract younger audiences. This strategy aims to revive interest and maintain relevance, though it creates challenges for sponsors adapting to the changing sports lineup.

Authentically connecting with the LGBTQIA+ community requires more than just a once-a-year check in, rainbow merch, and even, good intentions. It demands genuine understanding, ongoing commitment, and a willingness to listen and learn.

There are no doubts: the next edition of the Olympics will be the most successful in a very long time in the United States. Due to the rising popularity of securing a sponsorship in the Games, brands need to focus on maintaining solid communication and structured approaches to their big ideas.

In 2023, women's sports surged, with the WNBA Finals and NWSL's media rights deal breaking records. As women's sports continue to rise, brands have an opportunity to capitalize on this momentum for long-term success.

Beyoncé is sparking a genre renaissance within country music, reclaiming Black heritage and challenging industry norms. Her influence is reshaping country music’s cultural identity & audience profile, offering brands opportunities for authentic engagement.

To fully benefit from utilizing athlete sponsors, brands must understand Rule 40 - a regulation to guide what a competing Olympic athlete is allowed to do with their own commercial partners.

Authenticity is more relevant than ever when it comes to the rising popularity of esports and streaming platforms. Gen Z is putting inclusion and diversity at the forefront of mainstream media storytelling.

Even with a head start, sponsors still struggle to create ideas that will stand out in the crowded space. TOP sponsors need a partner that truly understands the Olympics.