主办者现在在2026年冬季奥运会上占据显要地位,这标志着从奥运会的传统免费形象发生了重大变化。 Sponsors are now prominently featured at the 2026 Winter Olympics, signaling a major shift from the Games’ traditional ad-free image.

赞助者在米兰科蒂纳(Milan Cortina)的2026年冬季奥运会上越来越明显, 包括Powerade冷却器、Louis Vuitton奖牌箱等品牌, Sponsors are increasingly visible at the 2026 Winter Olympics in Milan Cortina, with branded items like Powerade coolers, Louis Vuitton medal boxes, and sponsor shoutouts during events, marking a shift from the Games’ traditionally ad-free image. 国际奥林匹克委员会正在逐步放松规则,允许在赞助者的需求和2024年巴黎奥运会高知名度品牌的成功推动下,更加有机地整合标识和宣传。 The International Olympic Committee is gradually relaxing rules, allowing more organic integration of logos and promotions, driven by sponsor demand and the success of high-profile branding at the 2024 Paris Olympics. 虽然TOP方案的收入在2025年下降到5.6亿美元,但国际奥委会继续扩大赞助机会,2028年洛杉矶奥运会将试点命名权。 Though TOP program revenue dipped to $560 million in 2025, the IOC continues expanding sponsorship opportunities, with the 2028 Los Angeles Olympics set to pilot venue naming rights. 尽管对维护奥林匹克遗产感到关切,但这些变化反映了在不断变化的营销现实中为提高赞助者价值而作出的战略努力。 Despite concerns over preserving the Olympic legacy, the changes reflect a strategic effort to enhance sponsor value amid evolving marketing realities.