Tag Archives: IOC

Faster, higher, stronger. But also more global, sustainable and appealing to youth. A brief overview of how new sports are added to the Olympic Games programme.

For the first time in 128 years, cricket returns to the Olympics when it will feature at the Los Angeles 2028 Olympic Games (“LA28“). It has been a long leave of absence for the sport, which last featured at the 1900 Olympics in Paris, when Great Britain secured the gold medal against the host nation … Continue Reading

Surf’s Up for Stand-Up Paddleboarding after CAS decision

In August this year, the Court of Arbitration for Sport (CAS) handed down its decision in the dispute between the International Surfing Association (ISA) and the International Canoe Federation (ICF) regarding the governance of Stand-Up Paddleboarding (SUP). Both international sports federations sought control over the increasingly popular sport at the world and Olympic level. In … Continue Reading

Breaking up is hard to do: what are the key considerations on ending a commercial partnership?

In the past week, two high-profile, long-term commercial relationships have come to an end. First came the announcement that the International Olympic Committee (“IOC”) and McDonald’s had mutually agreed to end their worldwide partnership with immediate effect, three years before it was due to expire (the commercial background to the break-up, and any financial terms … Continue Reading

The Olympic battle for stand-up paddle board: surfing vs canoeing

Stand-up paddleboarding (“SUP”), once categorised by the popular media as a celebrity fad, has emerged as an unlikely battleground between the sports of canoeing and surfing, with the international federations for both of these well-established watersports seeking to lay claim to discipline at Olympic level, each asserting that SUP is an offshoot from their sport. … Continue Reading
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