When the IOC signs up a new partner, they automatically become a partner of the Paralympic Games and have the right to activate it; however, they are not afforded National Paralympic Committee rights, except Toyota which was the first to secure all rights. Unusually, Allianz began its relationship with the Games as a Paralympic partner in 2006 before growing its affinity to include the Olympics.
The value of sponsorship agreements is kept private due to commercial sensitivities of the brands involved, and there is an agreement in place between the IPC and the IOC around how the revenue is split, but Spence admits it is not an equal share.
“Because the IOC manages the program, they provide the revenue stream to the IPC that ensures our security and ensures our long-term plan,” he explained.
Partners then offer their services, with Bridgestone developing gloves with special grips for athletes using wheelchairs to compete, while Allianz will release a 10-part online series to explain different parts of the Games, including the difference between the Olympics and Paralympics. It also sponsored a one-day event in Paris last year featuring disabled athletes and released a sponsorship ad campaign to raise awareness of the upcoming event.
Meanwhile, luxury brand owner LVMH’s jeweler Chaumet has designed the medals for both the Olympics and Paralympics. Other members of its stable will also support the Games, with beauty retailer Sephora helping to facilitate the Olympic torch relay, while Champagne label Moët Hennessy suppling hospitality venues. Another of its brands, Berluti, will dress the French athletes.