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The Olympic Partners (TOP) programme is the highest level of Olympic sponsorship, granting category exclusive marketing rights to the Sunmer, Winter and Youth Olympic Games to a group of global partners.

The programme was created by the IOC in 1985. TOP attracts some of the biggest multinational companies in the world. Through their support, Olympic partners provide the foundation for the staging of the Olympic Games while helping athletes to participate on the world's biggest sporting stage.

The TOP programme operates on a four year term in line with each Olympiad.

Now in its eight edition revenues have grown from USD 95 million to more than USD 1 billion. This revenue is distributed by the IOC to all National Olympic Committees. International Federations and Organising Committees of Olympic Games to support the development of sport around the world.

The worldwide Olympic Partners help give life to the Olympic Games by their global promotional campaigns and social media activation.

Providing needed financial support to the Olympic Games - actual cash and value in kind support such as products, Technology and services. The value of the TOP programme is undeniable.

Innovative programmes are developed to support athletes and share the values of the Olympic Movement with a large percentage of people around the world.

Last week at the 2019 Olympic Marketing Seminar in Budapest, Hungary representatives from 60 plus National Olympic Committees heard from presenters with a proven track record of success in sport and Olympic marketing, sponsorship and brand building.

The theme of the seminar held over three days was "Growing Your Influence " . The Panel discussion on the topic- connecting the dots- the role of digital in National Olympic Committees revenue generation and fund raising projects was instructive. The panelists Dejan Kozlina, Jose Dominguez, Ben Gauthier and Anne-Cecile Daulay were thought provoking and very much on point in addressing the realities and challenges posed by the digital era.

Kate Johnson took the participants through Visa's history of TOP partnership- Past, Present and Future.

Of particular interest was the presentation by Elisabeth Allaman and Kate Grabska that examined the evolution of the TOP programme. Kathryn Davies and Alex Malouf discussed the importance of influential communication .
Ms Daulay also shared extensively information in respect of the Global Olympic Licensing Programme and Ecommerce. Ben Gaulthier also took a look at IOC innovations for Tokyo 2020.

Natascha Trittis examined the concept of the Olympic Festival.

Participants would have been reminded in no uncertain terms of the importance of the TOP programme but against a backdrop of ongoing evolution and innovation.

Olympic marketing can't stand still there are so many things happening. National Olympic Committees can't afford not to adapt, rethink and reimage.

Speak up. Speak out. The importance of marketing communications, the impact of social media on brand engagement and the importance of brand values to consumers can't be underestimated or ignored.

The views expressed are not necessarily those of the TTOC and TTCGA
Written by Brian Lewis.

Support your TeamTTO Athlete

Rheeza Grant Interview - August 2019 - 2019 Pan Am Games, Lima, Peru

Nicholas Paul of Trinidad and Tobago celebrates after winning men's sprint gold at the Pan American Games ©Getty Images

2019 Pan Amer­i­can Games

Trinidad and Tobago Olympic Committee (TTOC) President Brian Lewis has praised his nation's athletes after the country recorded their best medal performance at the Pan American Games in Lima.

Colin Murray |

2019 Pan Amer­i­can Games

A few fans stopped me to ask what I thought about the West In­dies' per­for­mance so far in the se­ries against In­dia in both the T20's and the ODIs.

DOUBLE GOLD MEDALLIST! Nicholas Paul of T&T celebrates beating compatriot Phillip Njisanel, also of T&T, to win the gold medal in the track cycling men's sprint final at the Pan American Games in Lima, Peru on August 3. (AP)

2019 Pan Amer­i­can Games

The Pan Amer­i­can Games closed on Sun­day but T&T is still cel­e­brat­ing its his­toric per­for­mance, claim­ing 13 medals, the most ever.

I happen to be initially browsing but having caught my attention, I then perused thoroughly, the 2018 Oxford Business Group country report on Trinidad and Tobago.  There were a number of perespectives, snap shots and overviews written. If one wanted to get a well researched and documented overview of the economic and business landscape within the twin Island Republic.

31 July is CANOC day. A message was sent out. That it barely registered or caught the attention of sport stakeholders in the Caribbean is an opportunity not a slight. CANOC must embrace the opportunity to heighten awareness and engage in enhanced outreach to provide information about the organisation.

It is cold in Lima, Peru, host city of the 2019 Pan Am Games. In fact, it is winter here in the South American nation.

With the one-year countdown to the 2020 Tokyo Olympic Games officially underway, the Trinidad and Tobago Olympic Committee, (TTOC) has announced that TTO athletes will benefit from a pre-games training camp at the Japan Athlete Training Center Osumi, in Osaki Town, Kagoshima Prefecture, as part of Japan’s Host Town Initiative.

Dylan Carter

Tokyo 2020

National swimmer Dylan Carter has qualified for the 2020 Olympic Games in Tokyo, Japan after reaching the semi-final in the 100m freestyle at the 2019 FINA World Aquatics Championships in South Korea.

In this file photo, (from L) TT's Keston Bledman, Emmanuel Callender, Richard Thompson and Marc Burns celebrate after winning silver in the men's 4×100m relay final at the National Stadium during the 2008 Beijing Olympic Games on August 22, 2008.

Tokyo 2020

TEAM TTO has been assured of a gold medal at the 2020 Olympic Games in Tokyo, Japan. Twelve years after their second place finish at the 2008 Beijing Games, sprinters Richard Thompson, Marc Burns, Emmanuel Callender and Keston Bledman will receive their 4x100m relay gold.


Cartan Global         Michael Johnson Performance Puma