European Olympic Committees rely on Pace as their exclusive marketing partner

The European Olympic Committees (EOC) have appointed Zurich-based sports business agency Pace as their exclusive marketing partner. The partnership aims to strengthen the promotion and commercial development of the European Games and the entire EOC portfolio of multi-sport events.

The EOC is developing the European Games as Europe's leading multi-sport event, bringing together the continent's best athletes and National Olympic Committees (NOCs). The event contributes to the Olympic qualification process and to the long-term development of European sport. The partnership with Pace follows the successful Paris 2024 Olympic Games, which once again underlined Europe's central role within the Olympic Movement.

Istanbul 2027 as the next milestone

The next edition of the European Games will take place in Istanbul in 2027. The Turkish metropolis will bring together Europe's leading athletes in one of the continent's most historic sports cities. The event is an important part of the build-up to the Los Angeles 2028 Olympic Games.

In addition to the European Games, the EOC also organizes the European Youth Olympic Festival (EYOF) in summer and winter editions every two years. The EYOFs offer young European athletes their first experience of a major multi-sport event and promote Olympic values, education and cultural exchange at an early stage of their careers.

Strategic realignment of commercial activities

The appointment of Pace reflects the EOC's strategic evolution in its approach to commercial activities, overseen by Franjo Bobinac, Chairman of the EOC Marketing Commission, and Dr. Jan Lehmann, CEO of the EOC. It supports the EOC's aim to deliver professionally managed, sustainable events that serve athletes, NOCs and host cities.

As part of the partnership, Pace will work with the EOC to support the development and presentation of commercial opportunities related to the European Games, the EYOF and other EOC-led initiatives. This will be done in close cooperation with the EOC commissions, NOCs and stakeholders. The focus is on structured, value-based partnerships that are in line with the principles and values of the Olympic Movement.

Franjo Bobinac, Chairman of the EOC Marketing Commission, emphasizes: "Europe has a unique responsibility and opportunity to shape the future of Olympic sport through performance and through unity, values and long-term relevance. With the European Games and the EYOF, we have powerful platforms to further strengthen the role of sport in European society and unite institutions, communities and partners around a common vision."

From visibility to meaningful partnerships

Dr. Jan Lehmann, CEO of the EOC, explains: "This partnership gives us the commercial structure and execution capacity to accelerate our plans for the European Games and our broader event portfolio. Together with Pace, we will sharpen our offering to partners, create scalable rights packages and build a stronger go-to-market approach across our multisport ecosystem."

Pascal Sommerhalder, Chief Business Development Officer at Pace, says: "The European Olympic Committees represent the full breadth and diversity of Olympic sport in Europe. This partnership marks a fundamental shift in how the EOC is brought to market - from visibility-driven sponsorships to meaningful, value-driven partnerships that resonate with brands committed to purpose, youth and long-term social impact."

Alexander Riggers, CEO of Pace, added: "The reinvention of the Games is an incredible opportunity to build on Europe's multi-sport momentum and create a platform where athletes, host cities, broadcasters and brands can succeed together."

Pace and the EOC will begin their collaboration with immediate effect to define priority narratives and commercial routes to market ahead of the 2027 European Games. This will be supported by an editorial and thought leadership program to increase visibility with international rights holders, host city stakeholders and brand decision makers.

For more information https://www.thepace.com/