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Research Article
Factors Influencing Sponsorship vs Partnership Agreements for the International Olympic Committee
Olajide Ojuawo — Federal College of Forestry, Forestry Research Institute of Nigeria
Audrius Šimkus — Lithuanian Sports University, Institute of Sports Science and Innovations
Abstract
This paper explores which factors push the International Olympic Committee towards either sponsorship or broader partnership agreements with companies. It discusses strategic fit, brand image, financial value and long-term collaboration aspects that shape the IOC’s decision-making.
Keywords
International Olympic Committeesponsorshippartnershipsports marketingdecision-making factors
