Business of Winter Olympics – Beijing Winter Olympic Games Overview, Impact of COVID-19, Sponsorship and Media Landscape

Powered by

All the vital news, analysis, and commentary curated by our industry experts.

The Winter Olympics is one of the biggest events in the International Olympic Committee’s (IOC) event roster, taking place in Beijing in 2022 as a recent host of the Summer Games in 2008. Typically, the Winter Olympics operates on a smaller scale than the summer equivalent, with winter sports providing fewer events and athletes with fewer medals up for grabs. Because of this, there is less commercial power behind the Winter Olympics than the more star-studded summer games. This is apparent in comparisons between the media and sponsorship portfolios between the two most recent editions of the winter and summer Olympic Games.

While the Winter Olympics provides great visibility for the IOC’s chief sponsors, known as its TOP sponsors, the winter sports provide less of an opportunity for non-TOP partners, evidenced by the fact that Beijing 2022 sees a smaller number of unique sponsors than the delayed Tokyo 2020 Summer Olympics. The Winter Olympics in Beijing this year sees 46 unique sponsors, brands who have identified the Beijing event as being an opportunity to gain access to a significant/relevant audience. This compares to 73 brands who opted to partner with the IOC exclusively for the 2020 Tokyo Olympics, delayed to 2021 because of the pandemic, highlighting that the Summer Games is a more internationally appealing event in terms of branding opportunities and prestige. Moreover, of the 46 unique sponsors for the Beijing Winter Olympics, only three are brands based outside of China, this compares less favorably to the delayed Tokyo Games, where 11 sponsors were headquartered outside of Japan.

What are the market dynamics in the Beijing Winter Olympics Games?

The 2022 Beijing Winter Olympics holds 27 fewer unique sponsors than the delayed Tokyo Summer Olympic Games, with 46 unique sponsors. Bridgestone, Omega, and Panasonic have used Winter Olympic branding to promote their association with the event, with other TOP sponsors forgoing leveraging their position as a main Olympic sponsor. Across social media channels and company websites, only 50 of the advertising inventories have been used by TOP sponsors to promote Winter Olympic partnerships.

Which are the key sponsorship deals in the Beijing Winter Olympics Games?

The biggest deals that are active for the 2022 Beijing Olympic Games are all brands that are currently signed up to the IOC TOP Sponsorship Programme. This provides brands such as Coca-Cola, Alibaba, and Airbnb with sponsorship rights to IOC events over their agreed partnership length, with the Summer Olympics being the key event over such partnerships.

The Winter Olympics of 2022 however, present a unique set of circumstances for the IOC’s TOP partners, given the quicker than usual turnaround from the postponed Tokyo Summer Olympics, there has been a shorter lead time on marketing efforts. TOP sponsors have also had to wrestle with the difficult issues surrounding diplomatic boycotts and human rights abuse accusations leveled at the host nation.

What is the media landscape of the Beijing Winter Olympics Games?

NBC’s partnership with the IOC, which provides exclusive USA, Puerto Rico, and Guam coverage for the six winters and summer Olympic Games between 2022 and 2032 is the biggest deal in the IOC’s broadcast portfolio. The deal is reportedly worth $765 million annually over the ten years, until the 2032 Summer Games in Brisbane.

Eurosport, owned by Discovery, hold the most lucrative rights outside of the USA, between 2018 and 2024. Like NBC, the partnership covers multiple summer and winter Olympics. Discovery and Eurosport, have invested in the rights in all languages and platforms across 50 European territories, securing free to air rights along with pay-TV plus internet and mobile rights. Moreover, Discovery and Eurosport have committed to showing a minimum of 200 hours of the summer Olympics and 100 hours of the winter Olympics on free-to-air television following the IOC’s specified minimum exposure guarantees. The deal excludes the UK and French broadcasting rights for the 2018 Winter Olympics and 2020 Summer Olympics, for which the BBC and France Télévisions respectively already have contracts. The Russian broadcast rights are also being sold separately.

Who are the top sponsors of the Beijing Winter Olympics Games?

The top sponsors of the Beijing Winter Olympics Games are Mengniu, Coca-Cola, Toyota, Alibaba, Airbnb, Intel, Allianz, Bridgestone, P&G, and Atos.

Mengniu accounted for the biggest deals in the Beijing Winter Olympics Games followed by Coca-Cola and Toyota.

Beijing Winter Olympics Games, by sponsors

Beijing Winter Olympics Games, by sponsors

To know more about top sponsors, download a free report sample

Market Report Scope

Top sponsors Mengniu, Coca Cola, Toyota, Alibaba, AirBnb, Intel, Allianz, Bridgestone, P&G, and Atos


The report looks at the commercial portfolio of the two events, looking at its unique sponsors and deal values. The report also considers the media portfolios of the events, analyzing the deallocations for the Winter Olympics and the breakdown of pay-TV vs free to air. The report also discusses the marketing response by the IOC’s TOP sponsors, looking at which sponsors are activating their partnership across all social media channels and their company website.

Key Highlights

Highlights include a breakdown between payTV and free-to-air channels broadcasting the Winter Olympics and the value this represents to the IOC. Further highlights include direct comparisons between the Winter Olympics and the Summer Olympics regarding sponsorship and broadcast portfolios. Further highlights include a breakdown of the advertising activity of the IOCs TOP sponsors.

Reasons to Buy

Readers will gain an understanding of the commercial landscape of the IOC’s two chief events, with a specific focus on the Winter Olympics. Readers will also gain access to deal data for major European broadcaster Eurosport, owned by Discovery, who have sub-licensed various rights deals across Europe for Winter Olympics coverage.

Coca Cola

Table of Contents


Sponsorship Analysis

Media Landscape

Frequently asked questions

  • Who are the top sponsors of the Beijing Winter Olympics Games?

    The top sponsors of the Beijing Winter Olympics Games are Mengniu, Coca-Cola, Toyota, Alibaba, Airbnb, Intel, Allianz, Bridgestone, P&G, and Atos.

  • Who are the key unique Winter Olympic sponsors?

    The key unique Winter Olympic sponsors are China Three Gorges, National Petroleum Corporation, China Unicom, Bank of China, People’s Insurance Company, Sinopec, Shougang Group, Anta, Yili, Yum China, and SGCC.

  • What are the key brand sectors associated with the Winter Olympics?

    The key brand sectors associated with the Winter Olympics are energy and utilities, technology, industrial goods & services, food, business services, consumer goods & services, finance, clothing apparel, beverage, logistics, telecom, sports equipment, agriculture, and retail.

  • Who are the key broadcasters associated with the Winter Olympics?

    Some of the key broadcasters associated with the Winter Olympics are Public Television of Armenia, Vlaamse Radio en Televisieomroep Belgium, Radio Television Belge de la Communaute Française (RTBF), Nederlandse Publieke Omroep, Croatian Radio Television, Czech Television, Danish Broadcasting Corporation, Kanal 2 Estonia, Yleisradio Oy, and France Televisions.

Business of Winter Olympics – Beijing Winter Olympic Games Overview, Impact of COVID-19, Sponsorship and Media Landscape standard reports
Currency USD

Can be used by individual purchaser only


Can be shared globally by unlimited users within the purchasing corporation e.g. all employees of a single company

Undecided about purchasing this report?

Enquire Before Buying Request a Free Sample

Get in touch to find out about multi-purchase discounts
Tel +44 20 7947 2745

Every customer’s requirement is unique. With over 220,000 construction projects tracked, we can create a tailored dataset for you based on the types of projects you are looking for. Please get in touch with your specific requirements and we can send you a quote.

Sample Report

Business of Winter Olympics – Beijing Winter Olympic Games Overview, Impact of COVID-19, Sponsorship and Media Landscape was curated by the best experts in the industry and we are confident about its unique quality. However, we want you to make the most beneficial decision for your business, so we offer free sample pages to help you:

  • Assess the relevance of the report
  • Evaluate the quality of the report
  • Justify the cost

Download your copy of the sample report and make an informed decision about whether the full report will provide you with the insights and information you need.

Below is a sample report to understand what you are buying

See what our customers are saying

“The GlobalData platform is our go-to tool for intelligence services. GlobalData provides an easy way to access comprehensive intelligence data around multiple sectors, which essentially makes it a one-for-all intelligence platform, for tendering and approaching customers.

GlobalData is very customer orientated, with a high degree of personalised services, which benefits everyday use. The highly detailed project intelligence and forecast reports can be utilised across multiple departments and workflow scopes, from operational to strategic level, and often support strategic decisions. GlobalData Analytics and visualisation solutions has contributed positively when preparing management presentations and strategic papers.”

Business Intelligence & Marketing Manager, SAL Heavy Lift

“COVID-19 has caused significant interference to our business and the COVID-19 intelligence from GlobalData has helped us reach better decisions around strategy. These two highlights have helped enormously to understand the projections into the future concerning our business units, we also utilise the project database to source new projects for Liebherr-Werk to use as an additional source to pitch for new business.”

Market Analyst & Management, Liebherr-Werk

Your daily news has saved me a lot of time and keeps me up-to-date with what is happening in the market, I like that you almost always have a link to the source origin. We also use your market data in our Strategic Business Process to support our business decisions. By having everything in one place on the Intelligence Center it has saved me a lot of time versus looking on different sources, the alert function also helps with this.

Head of Key Accounts, Saab AB

Having used several other market research companies, I find that GlobalData manages to provide that ‘difficult-to-get’ market data that others can’t, as well as very diverse and complete consumer surveys.

Marketing Intelligence Manager, Portugal Foods

Our experience with GlobalData has been very good, from the platform itself to the people. I find that the analysts and the account team have a high level of customer focus and responsiveness and therefore I can always rely on. The platform is more holistic than other providers. It is convenient and almost like a one stop shop. The pricing suite is highly competitive and value for our organisation.

I like reports that inform new segments such as the analysis on generation Z, millennials, the impact of COVID 19 to our banking customers and their new channel habits. Secondly the specialist insight on affluent sector significantly increases our understanding about this group of customers. The combination of those give us depth and breadth of the evolving market.

I’m in the business of answering and helping people make decisions so with the intelligence center I can do that, effectively and efficiently. I can share quickly key insights that answer and satisfy our country stakeholders by giving them many quality studies and primary research about competitive landscape beyond the outlook of our bank. It helps me be seen as an advisory partner and that makes a big difference. A big benefit of our subscription is that no one holds the whole data and because it allows so many people, so many different parts of our organisation have access, it enables all teams to have the same level of knowledge and decision support.

Head of Customer Insight and Research, Standard Chartered

“I know that I can always rely on Globaldata’s work when I’m searching for the right consumer and market insights. I use Globaldata insights to understand the changing market & consumer landscape and help create better taste & wellbeing solutions for our customers in food, beverage and healthcare industries.

Globaldata has the right data and the reports are of very high quality compared to your competitors. Globaldata not only has overall market sizes & consumer insights on food & beverages but also provides insights at the ingredient & flavour level. That is key for B2B companies like Givaudan. This way we understand our customers’ business and also gain insight to our unique industry”

Head of Consumer Sensory Insights, Givaudan

GlobalData provides a great range of information and reports on various sectors that is highly relevant, timely, easy to access and utilise.  The reports and data dashboards help engagement with clients; they provide valuable industry and market insights that can enrich client conversations and can help in the shaping of value propositions. Moreover, using GlobalData products has helped increase my knowledge of the finance sector, the players within it, and the general threats and opportunities.

I find the consumer surveys that are carried out to be extremely beneficial and not something I have seen anywhere else. They provided an insightful view of why and which consumers take (or don’t) particular financial products. This can help shape conversations with clients to ensure they make the right strategic decisions for their business.

One of the challenges I have found is that data in the payments space is often piecemeal. With GD all of the data I need is in one place, but it also comes with additional market reports that provide useful extra context and information. Having the ability to set-up alerts on relevant movements in the industry, be it competitors or customers, and have them emailed directly to me, ensures I get early sight of industry activity and don’t have to search for news.

Senior Account Manager, TSYS
Go even deeper with GlobalData Intelligence Center

Every Company Report we produce is powered by the GlobalData Intelligence Center.

Subscribing to our intelligence platform means you can monitor developments at Business of Winter Olympics – Beijing Winter Olympic Games Overview, Impact of COVID-19, Sponsorship and Media Landscape in real time.

  • Access a live Business of Winter Olympics – Beijing Winter Olympic Games Overview, Impact of COVID-19, Sponsorship and Media Landscape dashboard for 12 months, with up-to-the-minute insights.
  • Fuel your decision making with real-time deal coverage and media activity.
  • Turn insights on financials, deals, products and pipelines into powerful agents of commercial advantage.