Deloitte Emerges as Top Sponsor at Milano Cortina Winter Olympics with Significant Engagement Boost
Deloitte, the London-headquartered Big Four accounting firm, has been identified as one of the best performing sponsors at the Milano Cortina Winter Olympics, based on online engagement metrics. According to research from adtech firm Quantcast, Deloitte experienced a substantial 15 per cent increase in online engagement during the event.
Strategic Consulting Drives Deloitte's Success
The firm's success was attributed to its provision of strategic consulting and management services to the International Olympic Committee (IOC), which resonated strongly with audiences. This approach allowed Deloitte to move beyond traditional sponsorship models and create meaningful connections with viewers.
Other Top Performing Sponsors
Deloitte was joined by two other companies as the most engaged sponsors at the Winter Olympics. TCL Technology, a state-owned Chinese electronics conglomerate, achieved an impressive 30 per cent increase in online engagement. Meanwhile, Omega SA, the official timekeeper for the Winter Olympics, saw its engagement rise by 13 per cent.
Expert Analysis on Sponsorship Effectiveness
Nisha Ridout, marketing director at Quantcast, provided insight into what made these sponsorships successful. "TCL's Winter Olympics campaign succeeded because it was much more than just putting a logo on a display," Ridout explained. "By providing everything from interactive ads to the smart appliances used in the Olympic Villages, the brand cemented itself as an active part of the Games."
Ridout emphasized that the most effective sponsors are those that go beyond mere visibility. "The data shows that the most effective sponsors are those that do more than appear – they genuinely connect with the audience. By combining creativity with an omnichannel strategy, a brand can turn simple visibility into real resonance with audiences. In such a crowded space, that level of precision is what makes a brand stand out from the rest."
Winter Olympics Engagement Statistics
The research also revealed which sports generated the most interactions during the Milano Cortina Winter Olympics. Ice hockey led with 5.5 million interactions, followed closely by skeleton with 5 million interactions. The Winter Olympics were held across multiple cities in northern Italy, creating a widespread sporting spectacle.
Upcoming Paralympic Events
Looking ahead, the Milano Cortina Winter Paralympics are scheduled to begin on 6 March and will run for ten days throughout the month. These games will include athletes from Russia and Belarus competing under their own flags, a policy instigated by the International Paralympic Committee that has faced staunch opposition from the UK, Ukraine, and host country Italy.
The combination of strategic sponsorship approaches and high-engagement sporting events created a powerful platform for brands like Deloitte to connect with global audiences during the Winter Olympics period.
