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SBD Global/August 7, 2012/Olympics

IOC Looks To Be First Sports Property To Land Marketing Deal With Google Or Facebook

The IOC is “looking to become the first sports property to land a marketing deal with Google or Facebook,” according to Tripp Mickle of SPORTSBUSINESS JOURNAL. The organization hosted Google Exec Chair Eric Schmidt last week in London and is considering “turning social and digital media into a new category” of its TOP program, which includes brands such as Visa and Coca-Cola and had a price tag of $100M for the ‘09-12 period. One concern "could be in how much a social or digital media category overlaps with a traditional broadcast agreement.” IOC TV & Marketing Services Dir Timo Lumme said, "We’re interested in that space. Does that mean it will translate into a broadcast rights deal or that it translates into a marketing agreement? It’s a little too early to say, but it’s something in general we’re looking at, absolutely.” Mickle noted the idea of signing a sponsorship deal with Google or Facebook comes as the IOC "begins to re-evaluate the TOP program." It has not changed its worldwide sponsorships or "the rights that come with it since creating TOP" in ‘85 (SPORTSBUSINESS JOURNAL, 8/6 issue).
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