Torino 2006 Olympic Sponsorship - International Olympic Committee

Sanpaolo & VISA
Sponsorship l Chapter Five
The Sanpaolo IMI Group, a Torino 2006 Main Sponsor, created a large-scale Olympic roadshow called
“Una Citta con I Fiocchi” to help raise the profile of the XX Olympic Winter Games, consolidate the
bank’s reputation and make direct contact with consumers. During the 23 stages of the roadshow
across Italy, more than 31,000 attendees were recorded at special dance performances and more
than 28,000 children entered the Art&Sport competition – all of whom were exposed to the
Olympic ideals through Sanpaolo’s activities.
The young winners of Sanpaolo’s Art&Sport competition ultimately participated in the “Visa
Olympics of the Imagination”, a longstanding global art competition established by Visa, a TOP
Partner, that teaches children about the values and ideals of the Olympic Movement through
art. The programme for Torino 2006 was conducted in 13 countries – Canada, China, Croatia,
Czech Republic Italy, Japan, Norway, Poland, Romania, Russia, Switzerland, Ukraine and the United
Kingdom – from which 23 winners were selected to attend the XX Olympic Winter Games
as guests of Visa.
“The Olympic Games provide a unique marketing platform for our financial
institution and merchant partners – an opportunity to activate in virtually every
place that VISA does business.” Scot Smythe, Senior Vice President, Global Sponsorship, VISA International
Enhancing the Spectator Experience
Olympic sponsors developed programmes and contributed products not only to help to make the Games
happen, but also to ensure that spectators and visitors enjoyed the Olympic experience. By providing
products and technology, sponsors of Torino 2006 brought the spectators closer to the action while
demonstrating their capabilities. By staging events and interactive experiences, sponsors entertained
visitors and engaged consumers.
Panasonic
Panasonic provided 25 Astrovision giant video screens, ranging in size from seven square metres to a
massive 64 square metres, at 14 Olympic venues. With viewing angles of more than 130 degrees,
spectators all around the venues were brought closer to the action – even in direct sunlight.
IOC Marketing Report – Torino 2006 l 75