Beijing 2022: IOC's Top partners keep a low profile at the opening of the Winter Games (04/02/2022)

Of the 13 partners in the IOC's "Top" partnership programme, few communicated on their marketing plans ahead of the opening of the Beijing 2022 Olympic Winter Games on 04/02/2022.

Samsung, the South Korean partner for smartphones, is presenting a limited edition co-branded mobile phone offered to athletes, while Airbnb (accommodation rentals, USA) is renewing its operation which consists of offering a travel subsidy to each Olympic or Paralympic athlete registered on the dedicated "Athlete365" platform. The Japanese car manufacturer Toyota is the presenting partner of the IOC's "From the Start" programme, a four-part video series featuring athletes from the Games.

While Chinese e-commerce giant Alibaba Group is active in promoting the Beijing 2022 Winter Games, the majority of the IOC's Top partners are keeping a low profile compared to what they were able to offer for the Tokyo 2020 Games (held in 2021). Intel, Allianz, Visa, Atos and Bridgestone had already presented their global activations dedicated to the Summer Olympic Games in Japan before the event began on 27/07/2021.

"No one…