Sponsors are becoming more visible at the Winter Olympics with product placement and arena shoutouts

MILAN (AP) — Eileen Gu and all the other freestyle skiers wait for their scores by a large Powerade-branded cooler, then glide away without taking a drink.

Bottles of the blue sports drink are stacked in hockey penalty boxes. Even the tissues in figure skating's drama-packed “Kiss and Cry” area are branded.

One way the Olympics generally stand out is by the absence of advertising on courses, rinks and slopes. But increasingly at the Milan Cortina Games, sponsors are creeping into the action.

“We continue to open up those opportunities for partners,” International Olympic Committee marketing director Anne-Sophie Voumard said Wednesday, noting sponsor products can now “organically be present” more widely.

The change has seemingly accelerated since French luxury goods maker LVMH prominently placed its Louis Vuitton brand at the opening ceremony of the 2024 Paris Olympics.

“It seems like there’s been an increasing need and desire from the sponsors for the IOC to show greater value in the TOP program (for the biggest partners)," Terrence Burns, who has worked for the Olympic body in marketing and consulted for sponsors and hosting bids, told The Associated Press.

There's product placement on TV, even if it is still restrained compared to most American sports. Spectators inside the Olympic arenas hear shoutouts by the announcers and see logos on the big screen.

It's all happening as sponsors eye fresh opportunities for the 2028 Los Angeles Olympics.

The IOC is looking to create extra value in its TOP program, which has been a financial success for the organization over four decades. There are 11 TOP sponsors in Milan, after peaking at 15 in Paris. Revenue in 2025 dropped a bit to $560 million in cash and services compared to $871 million in 2024.

An Olympic hockey game looks clean and non-commercial on TV to NHL fans used to seeing sponsors on the boards. It's a little different in the venue.

“This is the Corona Cero wave!” roars an announcer, attaching an alcohol-free beer brand to efforts to liven up fans at a quiet afternoon game with a wave around the arena.

An automaker gets a mention with the “Stellantis Freeze Cam” and an interview with a boxer during the intermission between periods is “thanks to Salomon,” a skiwear brand that signed a sponsor deal with the Milan Cortina organizing committee.

Burns thinks the logos in Olympic arenas are a morale booster for sponsors, but worth relatively little compared to the big campaigns they typically launch in the year before the Games.

“I think it’s a psychological ‘Attaboy’ to see your brand on a board somewhere in and around the Olympics," Burns said. "I get it, but show me how that helps you sell more things.”

The Olympic Charter, a kind of constitution for the Games, says any logo in an Olympic venue must be approved “on an exceptional basis,” but the IOC has gradually relaxed its restrictions.

“The Olympic world moves slow, and it should. It’s a 3,000-year-old brand, so they've got to be careful with it,” Burns said.

Barely a decade ago, the “clean venue” policy was so strict that IOC staff checked the hand dryers in arena bathrooms to make sure they had their manufacturer's brand covered with tape.

For the Tokyo Olympics in 2021, restrictions on athletes promoting their personal sponsors on social media were relaxed after a legal challenge in Germany.

The Paris Olympics saw medals delivered to the podium in Louis Vuitton-branded boxes before athletes were handed a phone for “the Olympic Victory Selfie, presented by Samsung," a new tradition that's continued at the Milan Cortina Games.

Voumard, the IOC's marketing director, acknowledged the need to "be mindful of the legacy of those (Olympic) Games and the uniqueness of the presentation.”

The Los Angeles Olympics will break new ground on sponsorship.

For the first time, the IOC has approved the selling of naming rights for venues in a pilot program. The volleyball venue in Anaheim will keep its Honda Center name, just like it does for NHL games, and Comcast is putting its brand on a temporary arena for squash.

Until now, stadiums named for sponsors have had to switch to generic names for the Olympics. The O2 Arena in London became the North Greenwich Arena for basketball and gymnastics in 2012, and a raft of French soccer stadiums got new names for 2024.

Burns predicts the IOC might come under pressure from Los Angeles organizers to take further sponsor-friendly steps, and might need to push back on some requests to protect the Olympic brand.

“It’s not unreasonable to think that LA would look to what happened in Paris with Louis Vuitton or even Samsung on a podium,” Burns said.

"It’s their fiduciary responsibility to try to make as much money as they can. So they’re going to be looking for any and all opportunities to generate incremental revenue from sponsors. That's the IOC’s role as a franchisor to protect that."

AP Sports Writer Graham Dunbar contributed to this report.

AP Winter Olympics: https://apnews.com/hub/milan-cortina-2026-winter-olympics

Anastasiia Golubeva and Hektor Giotopoulos Moore of Australia wait for scores after competing, during the pairs figure skating short program at the 2026 Winter Olympics, in Milan, Italy, Sunday, Feb. 15, 2026. (AP Photo/Natacha Pisarenko)

Slovakia's Milos Kelemen, left, Slovakia's Erik Cernak, center, and Slovakia's Patrik Koch sit in the penalty box during a preliminary round match of men's ice hockey between Sweden and Slovakia at the 2026 Winter Olympics, in Milan, Italy, Saturday, Feb. 14, 2026. (AP Photo/Petr David Josek)

Fans are seen on a screen during an intermission of a preliminary round match of women's ice hockey between Japan and Sweden at the 2026 Winter Olympics, in Milan, Italy, Tuesday, Feb. 10, 2026. (AP Photo/Petr David Josek)

From left, silver medalist China's Eileen Gu, gold medalist Canada's Megan Oldham and bronze medalist Itay's Flora Tabanelli take a selfie after the women's freestyle skiing big air finals at the 2026 Winter Olympics, in Livigno, Italy, Monday, Feb. 16, 2026. (AP Photo/Lindsey Wasson)

MINNEAPOLIS (AP) — A judge on Thursday handed down an extraordinary prison sentence — nearly 42 years — to the former leader of a Minnesota nonprofit who was convicted in a staggering $250 million fraud case that helped ignite an immigration crackdown by the Trump administration.

Aimee Bock ran Feeding Our Future, which had claimed it helped provide millions of meals to children in need during the pandemic.

“I understand I failed. I failed the public, my family, everyone,” Bock said in federal court.

President Donald Trump used the fraud cases against Bock and many others to initially justify a massive surge of federal officers to the Minneapolis-St. Paul area last winter, leading to a pushback by residents and the deaths of two people.

“Feeding Our Future operated like a cash pipeline, open to anyone willing to submit fraudulent claims and pay kickbacks,” prosecutors said in a court filing. “The ripple effects of her actions are profound, immeasurable, and will have lasting consequences for both Minnesota and the nation.”

Bock was convicted last year of multiple counts involving conspiracy, wire fraud and bribery. She had long insisted she was innocent.

Her lawyer, Kenneth Udoibok, argued for a much shorter sentence, saying Bock had provided information to investigators. He argued that Bock had been unfairly painted as the mastermind and insisted that two co-defendants were responsible for running the scams.

The nonprofit sat atop a fraud network that included a web of partner organizations, phony distribution sites, kickbacks and fake lists of children supposedly being fed, prosecutors say. Dozens of people, many from the state’s large Somali community, have been convicted for their roles in a series of overlapping food fraud cases that have spent years in the courts.

Meanwhile, authorities this week filed additional charges against others in a sprawling investigation into federal social service spending in Minnesota.

The targets include Fahima Mahamud, who was CEO of Future Leaders Early Learning Center, a childcare center in Minneapolis. Over three years, Mahamud’s organization was reimbursed approximately $4.6 million for services on behalf of people who didn’t make a required copayment, prosecutors allege.

A message seeking comment from her lawyer was not immediately returned Thursday. Mahamud was charged separately in February with fraud related to meals. She has pleaded not guilty.

Two other people were charged with conspiring to get $975,000 in Medicaid subsidies for housing services that were not provided. They’re expected to plead guilty in June, according to a court filing.

Two additional people were accused of receiving $21.1 million by billing Medicaid for autism therapy that was either unnecessary or not provided. Investigators said they paid families as much as $1,500 per child per month to add their names to the program and get reimbursement.

Trump, who has long derided Somalis, last year blasted the state as “a hub of fraudulent money laundering activity.” He also criticized the leadership of Gov. Tim Walz, the Democrats’ vice presidential nominee in the 2024 election.

“Somali gangs are terrorizing the people of that great State, and BILLIONS of Dollars are missing. Send them back to where they came from,” Trump wrote on social media.

Bock is white and the U.S. Attorney’s Office says the overwhelming majority of defendants in the cases are of Somali descent. Most are U.S. citizens.

The immigration surge led to repeated protests and confrontations between residents and federal officers and resulted in the killings of Renee Good and Alex Pretti.

FILE - Aimee Bock, founder and executive director of the nonprofit organization Feeding Our Future, arrives at the Minneapolis federal courthouse with her attorney, Ken Udoibok, right, on March 19, 2025, in Minneapolis. (Kerem Yücel/Minnesota Public Radio via AP, File)