Gerhard Heiberg (right) admits the IOC has halted discussions with automobile companies for the time being. (Getty Images)IOC marketing commission chairman Gerhard Heiberg tells Around the Rings plans to secure an automotive partner as a TOP sponsor are on hold because of the financial slump in the car industry.
Heiberg is also less than confident of signing at least one more top-line sponsor to hit the IOC’s target of $1 billion in revenues for the 2009-12 Olympic cycle.
“All automotive companies are in difficulties. We are not talking to them for the time being,” Heiberg said.
This marks a shift in the IOC’s search for worldwide sponsors for the next two Olympics. Last October, Heiberg told ATR the IOC was in discussions with a number of car companies.
Talks have since been suspended due to the impact of the recession on the global auto sector; industry giants such as General Motors, Chrysler and Toyota have been crippled by the crisis.
The IOC has secured nine TOP sponsors for the 2010 Vancouver Olympics and London 2012. Six months ago, Heiberg was hopeful of adding another one or two global partners in spite of the economic turmoil.
He now appears to have lowered those expectations.
“We are still negotiating with some interesting prospects but when or if we are going to sign I cannot tell you at this stage,” he said.
“If we are going to get one it has to happen in the next three to six months.”
Heiberg would not disclose the types of companies being courted by the IOC in attempts to bring in additional sponsorship to match or exceed the revenue target set for 2009-12.
Asked if he was confident of recruiting another TOP sponsor for the period, Heiberg said: “I would not use that word. I hope very strongly that we will see this [deal].”
The IOC’s nine partners for 2009-12 are: Acer, Atos Origin, Coca-Cola, GE, McDonald's, Omega, Panasonic, Samsung and Visa.
Earlier this week, the IOC announced the extension of its sponsorship deal with technology services provider Atos Origin through 2016. It becomes the IOC’s fourth TOP Sponsor for the Sochi 2014 Winter Olympics and 2016 Summer Games. Panasonic and Samsung have partnered with the IOC until 2016; Coca-Cola’s deal runs through 2020.
With reporting from Mark Bisson.
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