PRESS RELEASE For immediate release Zurich, 3 Feb 2026
European Olympic Committees appoint PACE as exclusive marketing partner to build momentum for the 4th European Games 2027 in Istanbul
PACE / EOC
European Olympic Committees appoint PACE as exclusive marketing partner to build momentum for the 4th European Games 2027 in Istanbul
The European Olympic Committees (EOC) have appointed Swiss-based sports business catalyst PACE as its exclusive marketing partner, with the objective of strengthening the promotion and commercial development of the European Games and the EOC’s wider portfolio of multi-sport events.
The EOC continues to develop the European Games as Europe’s premier multi-sport event, bringing together the continent’s best athletes and National Olympic Committees (NOCs), while contributing to the Olympic qualification pathway and the long-term development of European sport.
The partnership with PACE follows the successful Olympic Games Paris 2024, which once again highlighted Europe’s central role within the Olympic Movement through strong sporting performances, high public engagement and continued interest in major international sporting events.
The European Games offers host cities and partners the opportunity to engage with sport at the highest continental level and plays an important role within the Olympic cycle, complementing the work of International Federations and building up to the Olympic Games. The next edition is the 4th European Games Istanbul 2027, which will bring together Europe’s leading athletes in one of the continent’s most historic sporting cities and form an important part of the build-up to the Olympic Games Los Angeles 2028.
In addition, the EOC organises the European Youth Olympic Festival (EYOF) Summer and Winter editions bi-annually. 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.
The appointment of PACE reflects the EOC’s ongoing strategic evolution in its approach to commercial activities, overseen by Franjo Bobinac, Chair of the EOC Marketing Commission, and Dr. Jan Lehmann, the EOC CEO. It supports the EOC’s objective of delivering professionally managed, sustainable events that serve athletes, NOCs and host cities.
Under the partnership, PACE will work alongside the EOC to support the development and presentation of commercial opportunities linked to the European Games, the EYOF and other EOC-led initiatives, in close cooperation with the EOC’s commissions, NOCs and stakeholders. The focus will be on structured, value-based partnerships that are aligned with the principles and values of the Olympic Movement.
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Franjo Bobinac, Chair, EOC Marketing Commission said:
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 to connect institutions, communities and partners around a shared vision. The appointment of PACE shows that we want to build a stronger commercial foundation for our multisport events and ensure they continue to deliver meaningful impact for athletes, host cities and the wider Olympic Movement on the road to LA 2028.
Dr. Jan Lehmann, CEO, EOC said:
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 proposition for partners, create scalable rights packages, and build a stronger go-to-market approach across our multisport ecosystem. With Istanbul 2027 ahead, our focus is on aligning stakeholders early, increasing visibility, and delivering a premium, professionally managed platform that supports both sporting excellence and sustainable growth.
Pascal Sommerhalder, Chief Business Development Officer, PACE, said:
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 – evolving its commercial proposition from visibility-led sponsorship to meaningful, value-driven partnerships that resonate with brands committed to purpose, youth and long-term societal impact.
Alexander Riggers, CEO, PACE, said:
Reinventing the Games is an incredible opportunity to build on Europe’s multisport momentum and create a launchpad where athletes, host cities, broadcasters and brands can succeed together. We are excited to bring PACE's proven capabilities in supporting major sports tournaments with creative commercial solutions to the European Games and the EYOF.
PACE and the EOC will start their collaboration with immediate effect to define priority narratives and commercial routes to market ahead of the European Games 2027, supported by an editorial and thought-leadership programme to increase visibility among international rights holders, host city stakeholders, and brand decision-makers.
EOC
About the European Olympic Committees (EOC)
The EOC is the umbrella body for Europe’s NOCs and is committed to spreading the Olympic values and inspiring sport and healthy lifestyles across Europe.
The EOC is doing so by supporting grassroots activities and through the delivery of elite sporting events such as the European Games, the European Youth Olympic Festival and the Games of the Small States of Europe.
The EOC is helping to guide and support the activities of the NOCs and is working closely with European Federations, government agencies, athletes and organising committees to protect Europe’s leading role at the heart of global sport.
About PACE
PACE Group AG is the high-performance sports business catalyst for winners in the next era of sports. Operating as both a strategic force and project engine, PACE leverages nearly a decade of experience to help rights holders, brands, and events build and monetize winning innovative products, expand audiences, and deliver flawless execution across commercial, marketing, and delivery solutions globally. With offices spanning Zurich (HQ), London, Berlin, Miami, and Cape Town, PACE blends deep market insights with global operational excellence. PACE sets the pace in a fast-moving sports ecosystem.
Media Contact
Matthias Graf
PACE Group AG
matthias@thepace.com
+41 79 300 03 93