How the IOC and Deloitte are using data and technology to help enhance fan experiences

24 March 2025 – The International Olympic Committee (IOC) has partnered with Worldwide Olympic and Paralympic Partner Deloitte to develop the Olympic Fan Data Platform – an innovative solution that unifies fan data to provide deeper insights, advanced segmentation and personalised audience engagement across Olympic digital channels.

This digital transformation initiative unlocks new capabilities while addressing some key challenges, including evolving fan expectations, audience insights, operational efficiencies and value creation. By leveraging unified fan profiles, the IOC can deliver more relevant, tailored content and experiences to a global audience.

Strategy

To meet evolving fan expectations and support the IOC’s “always-on” engagement strategy, it was essential to deliver personalised, relevant experiences across 12 languages to millions of fans during and between Olympic Games editions. This required enhancing audience insights, improving operational efficiency, optimising performance and maximising value for IOC partners and stakeholders.

To deliver improved fan experiences for global audiences and enhance value creation, the IOC invested in cutting-edge digital solutions, culminating in the launch of the Olympic Fan Data Platform in January 2024. Developed with Deloitte, the platform powers a data-driven, fan-first approach, helping ensure that the Olympics are engaging and commercially impactful year-round as well as during Games time.

Design

The platform ingests, transforms and consolidates multiple fan data sources, unifying fan profiles against a comprehensive fan data model, including demographic, behavioural, interest and commerce data points. These fan profiles provide rich audience insights and enable instant segmentation and activation across marketing channels, including email and paid media.

Implementation

The platform was launched and tested at the Winter Youth Olympic Games Gangwon 2024. A structured training and change management process enabled a smooth transition, with early stakeholder engagement and centralised document repositories for business users. A new management system replaced fragmented email discussions, improving global collaboration and accountability. Compliance was a core focus, with legal, IT and business teams collaborating to integrate the relevant privacy and security requirements.

Enhancement

A structured product backlog and two-week sprint cycles drove continuous enhancements in the lead-up to the Olympic Games Paris 2024, ensuring 16 million fans were regularly engaged by the Fan Data Platform during the Games. Deloitte’s strategic, design and implementation experience helped provide a scalable, sophisticated solution capable of delivering daily personalised fan communications throughout the event.

“Our goal is to connect meaningfully with fans during and between the Games, delivering the best digital experiences to our global Olympic community,” said Emma Simkiss, IOC Brand & Marketing Associate Director.

Through a unique collaboration with our Worldwide Partner Deloitte, we have been able to develop and implement a unique Olympic Fan Data Platform, which has already proven to be a success. We will continue to build on this together to bring more fans closer to the Olympics.

Emma Simkiss, IOC Brand & Marketing Associate Director

As the IOC moves towards the Olympic Winter Games Milano Cortina 2026 and beyond, the platform continues to evolve, unlocking more meaningful fan experiences and increased audience loyalty.

This initiative also aligns with the IOC’s broader commitment to digital innovation, as outlined in its Olympic AI Agenda, and serves as a key pillar of Olympic Agenda 2020+5, reinforcing its mission to build direct fan relationships and sustain engagement beyond the Olympic Games.

“Personalization and segmentation have an important impact on the way that Olympic Games moments are enjoyed by fans on-site and those cheering from home. This work supports the IOC’s strategy to bring the Olympic Games to life in a personalized and digital way, for millions of fans around the world”, said Michelle McGuire Christian, Digital Experience Lead, Deloitte Consulting LLP.

By helping the IOC develop its Fan Data Platform strategy and implementing the platform, Deloitte is supporting the IOC’s goal of empowering people to immerse themselves in content that inspires them, by customizing each fan’s digital journey and enabling them to focus on the sports they love and the athletes they follow.

Michelle McGuire Christian, Digital Experience Lead, Deloitte Consulting LLP