Olympics need marketing changes, says candidate for International Olympic Committee top job

Morinari Watanabe, one of 7 people running for the top Olympics post, also says the governing body should review its decision-making process

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Watanabe says the IOC’s decision-making process, which, under Thomas Bach (left), has seen more powers directed to the president and the executive board, needs to be reviewed. Photo: AP

Published: 10:00pm, 12 Dec 2024Updated: 12:18am, 13 Dec 2024

The International Olympic Committee (IOC) must overhaul its Olympic marketing strategy to deliver higher value for sponsors, presidential candidate Morinari Watanabe said on Wednesday.

Watanabe, a long-time businessman who has headed the international gymnastics federation (FIG) since 2017 and is one of seven candidates running for the top Olympics job, also said the IOC should review its decision-making process.

Watanabe is up against World Athletics chief and former Olympic champion Sebastian Coe; Kirsty Coventry, Zimbabwe’s Sports Minister and former swimmer; Juan Antonio Samaranch, son of the late former IOC president; and international cycling chief David Lappartient.

Also in the running to succeed outgoing president Thomas Bach are Prince Feisal Al Hussein of Jordan and Olympic newcomer Johan Eliasch. Elections are set for March.

An experienced sports administrator who was also a board member of the Tokyo 2020 Olympics, Watanabe said there was a need to overhaul the Olympic marketing plan following the departure of three Japanese top sponsors after this summer’s Paris 2024 Olympics.

Morinari Watanabe says sponsors are not getting enough value for their money. Photo: AFP

Toyota, Bridgestone and Panasonic, a top IOC sponsor since 1987, ended their Olympic sponsorship a few months ago.