How purpose is transforming transactional sports partnerships into deeper, strategic relationships

A focus on purpose and sustainability is shifting sports partnerships from traditional transactional deals to deeper, strategic, holistic relationships.

That’s according to Mya Doelling, the global partnerships manager for the International Olympic Committee (IOC). And in this episode of the podcast, she explains how purposeful partnerships are gaining traction in sport, using the IOC’s Climate Action Awards partnership with Airbnb, Deloitte and P&G as cases in point.

Together with her colleague Julie Duffus, the IOC’s senior sustainability manager, Doelling reveals how more than two years of preparation – which included the mapping of the IOC’s sustainability objectives with those of its TOP partners – is starting to culminate with partnerships that work towards authentic and  mutual commitments.