I’ve been loving the Winter Olympics for the last couple of weeks. Joyous to see the bravery and skill of all these athletes, and the sheer fun they seem to be having in the process.

I’ve also spotted some fairly visible sponsor branding, which until very recently was a complete no-go at the Games.

It’s still pretty subtle – more akin to product placement than branding – but an important shift from the IOC, who obviously recognise the need to give their partners a little bit more in the way of visibility. Apparently at the events there are also numerous brand shout-outs and sponsored moments.

No doubt in LA28 we’ll see this move up another notch, including branded stadia being allowed for the first time.

It’s a delicate balance for the IOC because the clean environment is a big part of what makes the Olympics feel special, but I suspect partners will increasingly want these moments of visibility to be part of the package.