IOC
Putting purpose at the heart of the IOC’s commercial proposition.
Strategy
Partnerships
Measurement
© IMAGO / Depositphotos
THE CHALLENGE
The IOC is the world’s largest and most influential purpose-led sports movement, boasting incredible global reach and an enviable ecosystem of global partners. In spite of this, much of their impact work is either under-recognised or disconnected from the commercial partner program.
Recognizing the importance of better integrating purpose into their commercial program, the IOC tasked us with reviewing their value proposition. We looked at ways to better align partners with the IOC’s five core pillars, as well as its existing legacy programs, to drive increased impact and positive business outcomes for each partner.
Photo credit: © IOC
OUR SOLUTION
We developed a complete purpose-led commercial strategy complete with a structured implementation roadmap for the IOC commercial team, as well as a comprehensive messaging framework to enable their commercial team to tailor their pitch to the specific needs and interests of their prospective partners.
As part of our work to develop the broader purpose value proposition of the IOC, our team additionally completed a thorough benchmarking exercise to establish the IOC’s market positioning in terms of commitment to purpose and global reach.
By thoroughly examining publicly available information—including media reports, organizational publications, and relevant statistical data—we identified the IOC’s relative positioning against key peers such as FIFA, UEFA, the NFL, and Formula 1.
We then took the IOC’s commercial partnership strategy and reimagined it through the purpose lens, enabling the commercial team to better drive partnership conversations with brands searching for more meaningful, impactful, and prosperous partnerships in the sporting landscape.
© Kaptured by Kasia
17 sport’s role
01
02
Commercial strategy
Research and data analysis
Purpose-driven asset development
03
THE IMPACT
Establishing a core value proposition framework was key to the overall integration of purpose into the IOC’s TOP Partner deck. By distilling this positioning into its core constituents—the why, what, and how of their activities—we laid a framework that enabled us to apply a purpose-centric lens to the broader commercial presentation that the IOC now takes to its partners and prospects.
By working directly with brand partnerships and the IOC’s existing efforts to ensure we drove a scalable and meaningful impact, we were able to reinforce and highlight the significant work that the IOC has already undertaken and help deliver a lasting legacy to thrive before, during, and after the Olympic Games.
© IMAGO
“Our vision of building a better world through sport continues to inspire our work and connect with people around the world. 17 Sport’s insights—rooted in sport, business, and purpose—have affirmed the direction we’re taking and the way we support our TOP partners in bringing this vision to life through meaningful, purpose-led activations with tangible commercial value.”
Mya Doelling,
Senior Partnership Manager - Purpose Lead, International Olympic Committee
