INTERNATIONAL Olympic Committee (IOC) presidential candidate Kirsty Coventry believes the organisation needs to have “a very deep conversation” about the future of its TOP sponsorship programme in order to remain financially sustainable.
The IOC recorded revenue of US$7,6 billion for the cycle ending with the 2021 Tokyo Games, with TOP contributing about 30 per cent, which made the programme the organisation’s second biggest source of income.
However, Bridgestone, Panasonic and Toyota all opted not to renew their top-tier partnerships after 2024, cutting the TOP programme to 11 companies.
Coventry is one of seven candidates in the running to succeed Thomas Bach as the next president of the IOC, with elections due to be held in March.
Speaking to journalists during a media roundtable on January 27, she said that, if elected, she would bring TOP partners together to “understand their expectations”.
“I think there has to be a way in which we can relook and revisit the TOPs,” Coventry said in response to a question from SportsPro. “One of the first things I’d like to do is bring all the TOP sponsors together and have a bit of a think tank to really understand their expectations.
“(Having been) an athlete and having received some sponsorship after I won my medals, I know what sponsors are wanting. They’re wanting something on a daily basis, they’re wanting that connection point.
“So we are going to have to find and come up with these different connection points, not just every two years.”
For Coventry, who is the most decorated Olympian from Africa with seven medals in swimming, the IOC needs to reconsider how it engages TOP partners both during the Olympics and outside of Games time.
She ruled out prominent branding on “the field of play” but said she was open to having “different discussions”, including on financial distribution from TOP.
“If we can reach more and more people, especially to the global south and to underrepresented areas, how is that going to open up opportunities for our existing sponsors or others?” continued Coventry.
“We need to look at how we’re going to do that and how we’re potentially going to do that collectively. Not just from the IOC, but thinking about how the IOC makes a decision on the TOP, how’s that going to impact an international federation, how’s that going to impact an OCOG (Organising Committee for the Olympic Games).
“Is there a way we can do it where it’s all coming through us and then it gets split even more? And what does that look like?
“In today’s world, we are expected to do more and more with less. In order to deliver an extraordinary Olympic Games, we’re going to have to have a very deep conversation about our TOPs and what it’s going to look like for us to be sustainable for the future.”
If elected, 41-year-old Coventry would become the youngest person, first woman and first from outside Europe or North America to head the IOC in its 130-year history.
The Zimbabwean, who currently serves as the minister of Youth, Sport, Arts and Recreation in her country’s government, believes she can be a bridge between younger and older generations. As part of this, she plans to “embrace” streaming and artificial intelligence (AI) in order for the IOC to “remain relevant”.
As the only woman in the IOC presidential picture, Coventry also said protecting female sport “is paramount” and added that she would sit down with International Federations (IFs) to collectively come up with “a very clear policy” on how that would be implemented.
She confirmed she would favour a gender policy similar to what has been adopted by the global governing bodies for athletics and swimming.
Coventry is considered to have the support of Bach in the race for the IOC presidency and while she acknowledged she has “a good relationship” with the German, she dismissed the idea he was “out there campaigning for me”.
When asked about her stance on prize money, an incentive first seen at Paris 2024 when World Athletics offered US$50 000 for the gold medallists in the 48 track and field events, Coventry said she did not believe in offering it at the Games.
Instead, she would rather funds were used to support athletes through their Olympic journey and “not just at the very end”. “We don’t just want to focus on the top few (athletes),” continued Coventry.
“You’re looking at, in the Summer Games, 10 500 athletes. And then on the Winter Games, close to 3 000 athletes. How are we going to benefit them? How are we going to help them? How are we going to better support them in their career after sport?
“These are some of the questions that I have that I would like to collectively sit down with our membership and identify new ways of supporting our athletes.”
Looking ahead to Los Angeles 2028, Coventry gave a brief answer on how she would work with Donald Trump, stating that she was convinced the US president was committed to making the Games a hit.
“I think that president Trump will want to ensure that the LA28 Games are extremely successful,” said Coventry. “I don’t have any question on that. I believe that he will work with us to ensure that these Games are incredible.” — Sportspro