Olympic sponsor Intel exits IOC TOP programme

The International Olympic Committee (IOC) has officially confirmed that technology leader Intel has exited the TOP sponsorship programme following the expiration of its agreement last year.

This partnership, which commenced in 2017, was intended to last until the Paris 2024 Olympic Games; however, no announcements were made regarding a renewal.

Reports of Intel’s departure first surfaced earlier last week via the Zeus Files, noting that the company’s logo had been removed from the list of TOP sponsors on the IOC’s website.

Commenting on the statement from the IOC, published by the Zeus Files and shared with SportsPro, shared:“Intel’s TOP partnership, which began in 2017, concluded at the end of 2024. Given the turbulence in Intel’s industry, the agreement was never foreseen in the IOC TOP revenues beyond 2024.”

“The IOC would like to thank Intel for its partnership and the cutting-edge innovations the company has brought to the Olympic and Paralympic Games over the past eight years,” they said.

Intel’s exit as a TOP sponsor joins a growing list of departures, including Atos, Bridgestone, Panasonic, and Toyota, all of which had agreements expiring after the Paris 2024 Games.

It is noteworthy that several of these brands are Japanese, having withdrawn following a series of Olympics held in Asia.

This development coincides with broader financial challenges for Intel, which reported a staggering loss of USD$18.8 billion (AUD$29.2 billion) for the 2024 financial year.

During its tenure with the IOC, Intel leveraged its sponsorship to showcase a range of advanced technologies, including 5G capabilities, virtual reality, 3D content development, artificial intelligence (AI), sports performance analytics, drones, and processors.

Particularly during the Paris Games, Intel employed AI-driven technologies to enrich the on-site experience for fans and facilitate 8K livestreaming of events.

The TOP program has historically been significant for the IOC, contributing approximately 30 per cent of its USD$7.6 billion (AUD$11.8 billion) revenue during the Olympic cycle from 2017 to 2020/21, equating to around USD$2.3 billion (AUD$3.58 billion).

Despite the recent exodus of several sponsors from its premier sponsorship tier, the IOC has successfully secured a new eight-year partnership with Chinese electronics manufacturer TCL and announced extensions with Allianz and Anheuser-Busch InBev through to 2032.

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