Even as the Paralympics stretch the Paris Olympics hosting duties into September, Olympic brand sponsors are training for the next Games.
From ratings to sponsorships, the 2024 Summer Olympics were already the gold standard. The International Olympic Committee is on track to reach its $1.34 billion sponsorship revenue goal, according to research firm Ampere Analysis. And in the United States alone, NBCUniversal was on track to bring in more than $1.2 billion in Olympic advertising commitments.
However, for bigger brands, the 2024 Paris Games were just the starting line for a sprint through big U.S. sports marketing events within the next year, including the 2026 North American World Cup, the 2026 Milano Cortina Winter Olympics, and the 2028 Los Angeles Summer Games.
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