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50OLYMPIC REVIEW TOP PARTNERS TOPQUALITY CENTRAL TO THE SUCCESS OF THE OLYMPIC GAMES IS THE OLYMPIC PARTNERS ( TOP) PROGRAMME, WHICH PROVIDES BOTH THE OLYMPIC MOVEMENT, AND THE PARTNERS, WITH UNIQUE BENEFITS

TOP PARTNERS M uch is made of the relationship between the IOC and its partners, and it is difficult to argue with those who suggest it represents one of the best examples of sports sponsorship in the world. Since the TOP programme began in 1985, Olympic sponsorship has become a significant and sustainable revenue stream for the Olympic Movement. The last complete cycle of the TOP Programme - the highest level of Olympic sponsorship - generated US$ 866 million in revenue, goods and services for the Olympic Movement as a whole, representing around 30% of total IOC revenues and making it the second largest source of income after broadcasting revenue. Olympic sponsorship is far from traditional in the world of sports marketing, however, and while the Olympic Games deliver massive global television audiences, it makes demands of its commercial partners that are significantly different to those of ? OLYMPIC REVIEW51