(ATR) The world’s biggest chipmaker is about to join forces with the IOC.
A news conference is scheduled for this morning in New York City where Intel and the IOC are expected to announce the company’s worldwide Olympic sponsorship.
IOC president Thomas Bach and Intel CEO Brian Krzanich have traveled to New York for the announcement.
The terms of the deal are not known, but the rack rate for a four year TOP sponsorship is said to be in the range of $200 million for a four-year cycle. Initial worldwide sponsorship deals with the IOC generally have begun with an eight year plan.
While the Silicon Valley company is an aggressive advertiser for it products, what it can deliver for the Olympics besides catchy ads is the big question to be answered at today’s Manhattan press conference.
An obvious clue is the Intel sponsorship with Major League Baseball. Intel and MLB are working together on developing a virtual reality experience to augment the live TV signal.
Using Intel chips and technology Intel True VR will be streamed during a game every Tuesday during the2017 MLB season.
"The technology uses multiple panoramic, stereoscopic camera pods to create a more natural, realistic and immersive view that brings MLB fans closer to the action" touts Intel about the experience.
With the panoply of summer and winter Olympic sports, using Intel technology to revolutionize the way the Olympics are consumed is an intriguing possibility.
The category that defines the Intel sponsorship must be crafted carefully as the IOC already has deals with tech firms Samsung, Alibaba and Atos Origin. Samsung in particular, has been touting its own VR experience and is a major competitor to Intel in the semiconductor industry.
The pending announcement comes a week after the IOC and McDonald’s announced the termination of that worldwide Olympic sponsorship, three years early. The brand has been associated with the Olympics 41 years and has been a worldwide sponsor for 20 years.
The signing of Intel as an Olympic sponsor will make the Santa Clara, California corporation the 13th member of the TOP group.
Written and reported in Manhattan by Ed Hula.
Travel costs provided by Intel.
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