Susanne Pollatschek, Head of Partnership Strategy of the International Olympic Committee will discuss the changing landscape of traditional sports sponsorships and the appetite for more meaningful collaboration between sports entities, brands and athletes - to drive real impact. She will reveal the importance of purpose at the heart of these evolving partnerships and at every stage of the International Olympic Committee’s marketing strategy. In particular, she will discuss the art of aligning on commercial and purpose goals while also bringing unique brand perspectives and values to the table. Susanne will shed light on the activation of several partner initiatives with leading brands in the Paris Olympic Village with clear results, as well as on how the IOC continues to work with brands to drive impact outside of Games-time.