All Olympics articles
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News briefsAsics partners with the Saudi Olympic and Paralympic Committee
Asics and the Saudi Olympic and Paralympic Committee (SOPC) announced the signing of a three-year official partnership agreement.
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ArticleOlympic hype drives growth in Chinese sporting goods
The 2024 Paris Olympics boost Chinese sporting goods market, with sales surging in key categories like shuttlecocks, swimsuits and outdoor gear.
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ArticleParis 2024: A powerful symbiosis of openings, product launches, cultural events, mishaps and scandals
By the time the 2024 Summer Olympic Games officially opened in Paris last week, the mega-event had already cast a shadow. For weeks, the events, store openings and product launches of a wide range of players had followed one another like pearls on a string.
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News briefsJoma will be visible at Paris 2024
Joma is supplying the kit for about 15 percent of the athletes competing in this summer’s Olympic Games.
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News briefsIOC goes virtual for Paris 2024
The IOC and Visa have set up a metaverse called Olympic World on Roblox to engage with young spectators during the Summer Games in Paris.
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ArticleHarnessing major sports events for social and economic growth
We provide you a data-driven perspective on how major sporting events can transform cities and communities.
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ArticleThe counterfeiting Olympics
About three months ago, French police raided at dawn and shut down 11 stores in the Parisian suburb of Saint-Ouen – site of a famous flea market and not far from the Stade de France. It is also one of three municipalities divvying up the 52 hectares of the Olympic ...
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ArticleVeteran sportscaster cloned for the Olympics
Like everything else these days, NBC-Universal’s coverage of this year’s Olympic Games will have an AI dimension. On its streaming service, Peacock, the network will offer “Your Daily Olympic Recap,” a ten-minute series of highlights from the previous day’s coverage narrated by an AI-generated version of the voice of Al ...
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ArticleIOC might be losing a big sponsor
Toyota plans to end, or not renew, its sponsorship deal with the International Olympic Committee (IOC) once the Paris Games are over, according to Japan’s Kyodo News. The deal, worth some $835 million, is reportedly the IOC’s largest. Toyota is one of 15 companies in The Olympic Partner (TOP) program, ...
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ArticleGlobal survey on women’s sports calls for brand investment
According to a new global survey from Parity and SurveyMonk, women’s sports fandom is moving to the mainstream, and the gender gap is expected to narrow further in the coming years. However, more than half of the surveyed (53 percent on average) said that brands are not investing enough in ...
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ArticleWill longboarding surf into the LA 2028 Olympics?
The International Surfing Association (ISA) has proposed the inclusion of longboarding in the LA 2028 Olympics alongside the already approved shortboarding event, with a decision expected by the first quarter of 2025. This push aligns with the ISA’s vision for broadening the Olympic surfing program and capitalizes on the growing ...
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ArticleMore trouble with uniforms for Nike
Nike’s troubles with uniforms extend beyond Major League Baseball and Euro 2024. According to Reuters, a number of American women who will be competing in track and field at the Paris Olympics have complained that their Nike-designed kit is scanty. Steeplechaser Colleen Quigley has told Reuters that “they are absolutely ...
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Article“Biggest marketing investment ever”: Puma launches brand campaign
Puma wants to revitalize its brand identity to focus on “athletic excellence.” This is how.
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News briefsParis 2024 builds beyond the Games
With less than half a year remaining until the Paris 2024 Olympic Games, stakeholders convened at the Docks d’Aubervilliers in Seine-Saint-Denis to reflect on six years of collaboration and outline their commitments to sustaining the Games’ momentum beyond its conclusion. The Paris 2024 Forum, held at the Docks d’Aubervilliers, served ...
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News briefs326,000 tickets for Paris Olympics opening ceremony
Interior Minister Gérald Darmanin has revealed the details regarding the opening ceremony of the Olympic Games on the Seine in Paris, confirming that 326,000 tickets will be sold or distributed for the event. Contrary to earlier speculation of larger attendance figures, Darmanin clarified that the reduced capacity aligns with security ...
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News briefsParis 2024 medals carry an actual fragment of the Eiffel Tower
See the medals the world’s greatest athletes will receive this summer.
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ArticleMilano Cortina 2026 celebrates “two years to go”
On Feb. 6, Milano Cortina 2026 will be celebrating two years to go to the opening of its Olympic Winter Games. This milestone comes shortly after the Olympic Movement celebrated the centennial of the Olympic Winter Games, whose first edition was held in 1924 in the French Alpine town of ...
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ArticleIOC rules on Russian and Belarusian athletes
The Executive Board of the International Olympic Committee (IOC) has decided to allow athletes with a Russian or Belarusian passport to compete in the 2024 Olympic Games in Paris as Individual Neutral Athletes (AINs). AINS must qualify for the games through the mechanisms set up and maintained by International Federations ...
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News briefsFrench Alps and Salt Lake City sole candidates for 2030 and 2034 Winter Games
The International Olympic Committee (IOC) has confirmed that the French Alps and Salt Lake City, Utah (US) are the sole candidates (“Preferred Hosts”) for the 2030 and 2034 Winter and Paralympic Olympic Games. The IOC will now start more detailed discussions with the National Olympic Committees (NOCs) of the two ...
