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).