Johnson & Johnson will be signing a 100 million pound deal with the International Olympic Committee (IOC) to become a top-tier Olympic Games sponsor.
The healthcare company is expected to join the IOC’s TOP global sponsorship program’s other sponsors including Coca-Cola, McDonald’s and Visa, following the Turin 2006 Winter Olympic Games.
Entry to the TOP partnership program requires a minimum rights fee of an estimated 70 million pounds for a four-year cycle, which covers one Winter and one Summer Games.
If Johnson & Johnson commits to the IOC until the London 2012 Games taking its investment beyond 100 million pounds, it will be able to use the Olympic Rings trademark on all its products and have an exclusive presence at future Games.
But that would mean London 2012 organizers will be unable to sell a domestic sponsorship in the healthcare category as the TOP deal gives Johnson & Johnson exclusivity.
All the TOP partners are signed up until at least 2008. The IOC is currently in renewal talks for the next four-year cycle and beyond.
Meanwhile, the IOC has appointed IMG’s television arm TW1 as a consultant to maximize television and new media opportunities for the Olympic Games.
