Deloitte has a long history of attracting and supporting elite athletes.
As a global Olympic partner, Deloitte will apply its deep expertise in management and business consulting to help the IOC strengthen and secure the digital ecosystem that supports the Olympic Movement. Deloitte will support the IOC's digital transformation strategy and advise in the following areas: personalizing the fan experience, enhancing digital services, connecting fans around the world, and expanding the appeal of the Games between the Games. Deloitte will leverage its expertise in environmental, social and governance services to assist the Olympic Movement in making progress in addressing the key challenges identified in the Olympic Agenda 2020+5 related to corporate governance, strategy, sustainability, diversity, equity and inclusion, and athlete support and well-being. Recognizing the importance of good governance and transparency as expressed in the Olympic Agenda 2020+5, a "Centre of Excellence" related to best practices in administrative and management operations will be developed for participating National Olympic Committees through this partnership. 1. Empower athletes to transform
Deloitte has assembled a team of 31 experienced stars and promising newcomers for the Paris Olympics, including 24 professionals from within Deloitte who are also elite athletes. These Deloitte professionals work full-time or part-time across Deloitte's business units.
The other seven are professional athletes, namely Singapore marathon swimmer Chantel Liew, Belgian hockey player Felix Denayer, American para swimmer Jamal Hill, American para track and field athlete Justin Phongsavanh, American fencer Lee Kiefer, American rower Nevin Harrison and Nigerian track and field athlete Rilwan Alowonle. Overall, this is an extraordinary team of Deloitte dual career professionals and elite athletes who embody the unique qualities required to succeed in sports and business. Every member of the Deloitte Team embodies Deloitte's shared values and will create a better world through sport. Deloitte has a long history of attracting and supporting elite athletes. Today, 37 Deloitte professionals have participated in seven Summer Olympics and three Winter Olympics, from Atlanta 1996 to Tokyo 2020. Many retired Olympic and Paralympic athletes come to Deloitte to begin their post-Games careers and thrive at Deloitte with the qualities and skills elite athletes need to compete at the highest level. In 2022, Deloitte partnered with the IOC to launch the Athlete365 Mentoring program, which aims to support a group of Olympians and Paralympians in their transition from elite sports to professional careers. Deloitte's 11 retired Olympians and Paralympians participated in the program and look forward to sharing their experiences and giving back to the athlete community and the Olympic and Paralympic Movement. "In addition to improving transformation opportunities off the field, Deloitte will leverage its digital expertise to provide advice in areas such as personalizing the fan experience and enhancing digital services to create a more digitally connected and inclusive experience for athletes and fans around the world," said John Skowron, IOC Global Chief Client Services Partner, Deloitte USA. "2. Tell the story of an athlete's breakthrough
In April 2024, Deloitte and the IOC launched "The First Effect," highlighting the unprecedented achievements of some of the athletes who pioneered them, and the impact of those inspiring achievements. The series will be showcased on the Olympic social media channels from April 15 until the Olympic and Paralympic Games.
Ahead of the Paris Games, the event will focus on the stories of five pioneering athletes from around the world, including British boxer Nicola Adams, Saudi Arabian track and field athlete Sarah Attar, South African para swimmer Natalie Du Toit, and Algerian 1,500m middle-distance runner Abdellatif Baka) and Rose Lokonyen from South Sudan. The event recognises pioneering athletes who have broken down barriers and become the "firsts" of the Olympic and Paralympic Games. Deloitte will present the stories of each of them in the run-up to the Paris Olympics and will also celebrate the breakthrough "firsts" that emerged during the Games. Anne Aikman, IOC's Vice President, Executive and Activation of the Technology Management System (TMS), said: "Deloitte's First Effect campaign exemplifies the pioneering spirit of the Olympic and Paralympic Games. As we look forward to the Paris Olympic Games, this event underscores the IOC and Deloitte's belief in the transformative power of sport. Pia Devitre, Managing Director of Deloitte Global Global Partnerships, said: "The Olympic and Paralympic Games always provide an opportunity to create a series of 'firsts'. The Paris Olympics will be no exception, with the Opening Ceremony being held outside stadiums for the first time and the number of male and female athletes equalizing for the first time. The anticipation of the upcoming 'firsts' – the ambitions of humanity and the goals that the athletes themselves may achieve for the first time. That's the impact we expect to see and feel. "3. Highlight the inclusiveness of sport
As the Paris Paralympic Games draw closer, Deloitte and the UK Paralympic Committee have teamed up to launch Mindscape, an immersive digital experience designed to provide a unique perspective on what it takes for Paralympic athletes to succeed on and off the field. Using new technology, Deloitte developed this interactive platform with the aim of connecting with a wider audience and revealing the challenges faced by people with disabilities in their daily lives, including Paralympic athletes.
As an official digital transformation partner, Deloitte will support the ambition set out in the British Paralympic Committee's 10-year strategy, Championing Change, to provide expertise and innovation as the British Paralympic Committee seeks to influence positive social change. In the run-up to the Paris Paralympics, Deloitte and the UK Paralympic Committee have been working to develop and implement projects that positively impact social change and have a real impact. The "Mindscape" digital experience is just one of the many areas in which Deloitte has supported the Paralympic Games to date. In addition to this, in the digital space, the British Paralympic Committee and Deloitte have worked closely together to develop a digital strategy, including website development and implementation, to improve the fan and user experience. Mark Lillie, Deloitte Partner and UK Sports Industry Leader, said: "Technology can have a huge impact on the way people engage in sports, both watching and participating. From adaptive devices to virtual reality training programs and immersive storytelling experiences, technology is working to level the playing field and make sports more accessible and inclusive than ever before. With the Paris Paralympic Games just around the corner, we look forward to seeing how our 'Mindscape' platform can help change the perception of the Paralympic athlete experience and raise awareness for people with disabilities." Overall, Deloitte and the IOC have a "purposeful partnership." Deloitte will leverage its expertise in environmental, social and governance services to assist the Olympic Movement in making progress in addressing the key challenges identified in the Olympic Agenda 2020+5 related to corporate governance, strategy, sustainability, diversity, equity and inclusion, and athlete support and well-being. In addition, Deloitte will support the IOC's digital transformation strategy. Deloitte will leverage its expertise in the digital space to provide advice on personalizing the fan experience, enhancing digital services, connecting fans around the world, and expanding the appeal of the Games between the two Olympic Games. As a leader in purpose-driven organizational initiatives, Deloitte will use its expertise to support and advise the IOC in developing strategies to help it achieve its vision of building a better world through sport. 4. Recommendation of key Paris Olympics marketing resources
● Paris Olympic hospitality service, which is the key value puzzle of the brand's Olympic marketing activation. This service mainly includes several levels of products such as opening/closing ceremony attendance, tickets to the games, and VIP hospitality, which can be selected according to the needs and budget of the company. ● Focus: National Team Collaboration and Key Athlete Endorsements. The national teams and athlete resources promoted by Yutang include the Chinese national tennis team, the Chinese national diving team, the Chinese national gymnastics team, the Chinese national handball team, etc., as well as the current national player of the women's basketball team, Zhang Ning, the CBA and 3x3 basketball player, Fan Zhendong, the main player of the national table tennis team, and Shao Ting, the former national player of the women's basketball team. ● European national team cooperation. Yu Tang focused on the Danish track cycling national team, the Norwegian triathlon national team, the Netherlands track cycling and road cycling national team, the Hungarian canoe national team, etc. Han Xu: A new generation of high-quality endorsement resources for Chinese sports (click to enter the project details)
The picture comes from Han Xu's personal Weibo In the past year, Han Xu has become a veritable honorary "harvester". After leading the Chinese women's basketball team to the World Cup finals in 2022 and being selected as the best team of the tournament, Han Xu in 2023 will continue to work hard, winning five top honors: WCBA championship, women's basketball Asian Cup championship, WNBA President's Cup championship, gold medal at the Chengdu Universiade and gold medal at the Hangzhou Asian Games. At the 2024 Paris Olympics, Han Xu will seek a greater breakthrough with the Chinese women's basketball team. When digital marketing, competition hotspots, three balls, women's sports and other keywords converge, Han Xu, as a leader of the new generation of sports stars, is showing more comprehensive value performance and more dimensional cooperation space to the sports marketing market. In the longer cycle in the future, Han Xu, who maintains a high influence on both individual and team lines, will become a high-quality sports endorsement resource worthy of brand selection. Zhang Ning: Cost-effective high-quality basketball endorsement resources (click to enter project details)
Photo courtesy of Zhang Ning Since the Chinese men's national basketball team has not qualified for the Paris Olympics, the performance of the Chinese three-man men's basketball team in the Olympics is bound to attract more attention from basketball fans. Compared with five-a-side basketball, 3x3 basketball is more compact and tense, which can attract the attention of pan-sports fans. As an iconic figure of 3x3 basketball in China, Zhang Ning's personal exposure and commercial value will also be released to the greatest extent due to the dual assistance of 3x3 basketball and professional basketball. Founded in 2007, Yutang Sports is a world-renowned sports marketing service provider. Core business: sports marketing consulting, sports sponsorship project selection, sports sponsorship rights activation, sponsorship value evaluation, etc. Cooperation: Porsche, Ferrari, BAIC, Kia Motors, Shenzhou Limousine, Autohome, Wuliangye, Hisense, Samsung, Cestbon, Magic, Baisui Mountain, Benbenwang, Kunlun Mountain, Shudayuan, Lehu, Sunshine Insurance, Zima Finance, Meizu Mobile, Youyin Communication, Xiwang Food, Muscle Tech, Meiji SAVAS, Dayi Tree Flooring, Ronghui Flooring, Renault, Jinba Menswear, Sennet, 100 Billion International, Jinrong China, OKX, Dozens of companies such as COFCO Lovol Castle have reached project cooperation through Yutang Sports.