The Olympic Games is globally recognised as the pinnacle of sporting excellence and is consequently a massive marketing opportunity for Deloitte which is a strategic partner for the games in 2024.

So how is Deloitte leveraging this opportunity to maximise marketing impact, whilst at the same time conforming to the IOC’s tight rules on commercialisation and buyers’ expectations of a more nuanced, less logo-centric approach to sports sponsorship? Joel Harrison, B2B Marketing’s Editor-in-Chief, spoke to Annabel Rake, Deloitte’s Global Olympic Marketing Leader.