On 6 April 1896, 125 years ago, over 200 athletes competed in the first modern Olympic Games in Athens, Greece. That calls for a celebration! These Olympic Games were created by the non-profit organization International Olympic Committee. So, here’s a brand analysis of IOC.
Fast facts
- Name: International Olympic Committee (IOC)
- Type: Sports federation
- Headquarters location: Lausanne, Switzerland
- Founding date: June 23, 1894
- Key people: Thomas Bach (President) and Jacques Rogge (Honorary President). (Also, 103 active members, 45 honorary members, and 2 honor members.)
- Key stakeholders: Athletes and companies of The Olympic Partner Programme
- Revenue: $5.7 billion from 2013 to 2016
- Symbol designer: Baron Pierre de Coubertin (founder)
Branding strategies
The IOC adheres to a set of core values including excellence, respect, and friendship. It is on a mission to ensure uniqueness, promote sport, and prioritize athletes within the Olympic Movement—all aimed at its vision of Building a better world through sport.
The Olympic Games have attracted athletes from over 200 nations and feature around 30 sports, outpacing events like the FIFA World Cup and the Tour de France. Recognized as “the number one sports marketing platform,” the IOC continuously strengthens and promotes its brand—even when the Games are not underway.
With one of the largest sports events globally, the IOC has built a strong brand identity and image through its widely recognized name and minimalistic symbol. Recently, the organization has shifted its marketing strategy to produce more original content, connecting more directly and personally with its audience.
Moreover, the IOC launches brand campaigns that resonate with its target audience. An example is the “Become The Light” campaign in 2017, aimed at promoting the three Olympic values.
Brand establishment and opportunities
The IOC believes that sport can catalyze positive societal change. “Sport can build bridges with a universal language”—a sentiment reflected in the coming together of athletes and audiences from around the world at the Olympic Games. From the first modern Games with 14 nations to the over 200 participating today, this global evolution has fostered a loyal following.
Despite its impressive viewership, the IOC faces competition from events like the FIFA World Cup. To boost viewership even further, the IOC might consider adding popular sports (such as darts or squash) to its program, thereby broadening its appeal.
Additionally, as a non-profit organization that relies on private funding, the IOC must nurture strong relationships with its partners to sustain its marketing activities and ensure the continued success of the Games.
Conclusion
The IOC has excelled in growing its recognition and reputation as a brand. By steadfastly upholding its core missions and values, it creates events that captivate audiences around the world. To maintain or even enhance its brand, the IOC should continue to focus on increasing viewership and cultivating robust partner relationships, all while consistently demonstrating its commitment to its foundational principles.
