We spoke this morning with Stephen Bradshaw, Director in the Sports Advisory Team at Teneo about the enduring long term commercial appeal of the Olympics, why Paris might turn out to be a real Golden Games and what medal success might deliver for Irish athletes like Kellie Harrington, Paul O’Donovan and Fintan McCarthy.
Some of the highlights from the insight include…
“The Olympic Games is the biggest show in town when it comes to viewership, commercial sponsorship and engagements.”
“There is a huge potential in the Paris Games because of what we missed out on in Tokyo in terms of shared moments and more.”
“The Tokyo Games has been the most expensive ever, rising in cost from €7.3 Billion at the time the bid was won, to double that even before the Pandemic, and with higher costs yet to be factored in.”
“If brands are looking to partner with teams or athletes it is important to look at a long term relationship.”
“I think Irish brands made the best they could of the partnership with Team Ireland for Tokyo and it will be interesting to see how they evaluate and whether they look to renew for Paris.”
“We believe that Gold medalists can command six-figure commercial deals. It’s important to make sure that the values are aligned between the brand and the ambassador. Kellie very much fits the bill in terms of being known as much for herself as her achievements.”
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