Deloitte Goes Beyond Consulting at the Paris 2024 Games
Members can pursue dual careers because of Deloitte's flexible work programs, including the company's innovative hybrid working strategy, which gives them control over how, when, and where they work.
Highlights
Deloitte will introduce sustainable practices and integrate AI technology, enhancing the Games' environmental impact and operational efficiency.
Deloitte's initiatives, like Team Deloitte, will empower athletes with flexible work arrangements, enabling them to pursue Olympic dreams alongside their professional careers.
The partnership reflects a commitment to supporting the Olympics beyond consulting, focusing on sustainability, athlete support, and lasting societal benefits.
This summer, Deloitte, a name synonymous with consulting and the "Big Four," is taking an unexpected step onto the world stage as an official partner of the Paris 2024 Olympic and Paralympic Games.
Such a partnership between a consulting giant and a major sporting event raises the question: How exactly will Deloitte's expertise in ESG practices and digital transformation contribute to the most anticipated sporting event of the year? In this article, we will explore this intriguing collaboration, delve into Deloitte's key initiatives for the games, and uncover the valuable lessons we can learn from such a strategic move.
Deloitte’s Initiative
Deloitte's initiative is more than a corporate strategy to boost brand recognition during a significant event. It's a global effort that utilizes a diverse team with broad management and business consulting skills. The goal? To make a substantial, meaningful impact on the International Olympic Committee (IOC), International Paralympic Committee (IPC), National Olympic Committees, and most importantly, the fans and athletes.
Known for its work in environmental, social, and governance (ESG) transformation, Deloitte aligns perfectly with the 2020+5 Olympic Agenda’s focus on sustainability and social responsibility. Their expertise in these areas will benefit the Olympic Movement by developing programs, legacy projects, and playbooks on sustainability initiatives and reducing the Games’ carbon footprint. In particular, Deloitte identified the envisioned impact, outlining a strategic approach to integrate AI across the Olympic ecosystem. This agenda goes beyond environmental, social, and governance (ESG) considerations to focus on the transformative potential of AI in sports.
Furthermore, the consulting firm established the IOC’s ambition and guiding principles, identified high-impact areas for AI application, and explored the framework and governance mechanisms needed to mitigate risk and promote the responsible use of AI. Deloitte outlined four commitments that the IOC has made as it takes the first steps in integrating AI into the Olympic ecosystem and leveraging the power of AI in its operations, in the Olympic Games, and across the Olympic Movement. In particular:
Building a Responsible Framework: The IOC is committed to developing robust frameworks and governance mechanisms to ensure AI is used ethically and prioritizes fairness, transparency, and athlete well-being.
Equal Access for All: The IOC is dedicated to ensuring that advancements in AI benefit athletes and sports organizations worldwide, not just a select few.
Optimizing Athlete Performance and Safety: AI will support athletes' training regimens and well-being, fostering a safe and supportive environment for peak performance.
Transforming the Games: The IOC aims to leverage AI to create a more engaging and efficient experience for athletes and fans, making the Olympic Games even more spectacular.
But how is all of this possible? The answer is straightforward: Deloitte and IOC have a shared vision for the future. In this sense, they have formed a powerful partnership focused on realizing the potential of Olympic Agenda 2020+5, which aims to build a better world through sport. As such, Deloitte will use its expertise to strengthen the IOC’s digital infrastructure, ensuring a seamless experience for all stakeholders. This includes personalizing the fan experience and enhancing digital services, connecting fans worldwide, and extending the appeal of the Olympic Games between editions.
It is crystal clear – both parties are committed to fostering good governance, diversity, equity, inclusion, athlete well-being, and a sustainable future for the Games. Through collaboration, Deloitte and the IOC will work to ensure the Games uphold these values and focus on athlete support and mental health initiatives. Their partnership extends far beyond the Paris 2024 Games. As a Worldwide Olympic and Paralympic Partner, Deloitte will continue supporting the Olympic Movement through the Milano Cortina 2026 Winter Games, Los Angeles 2028, the 2030 Winter Games, and Brisbane 2032.
Team Deloitte – Empowerment of Careers
Even more surprising was that Deloitte goes beyond traditional consulting, fostering a culture that empowers employees to achieve their full potential. Team Deloitte is a vivid example of how the corporation exemplifies this spirit.
So, who is behind this legendary Team Deloitte? Long story short – it's an inspiring team of 25 elite athletes, including Deloitte professionals, alumni, and sponsored athletes across 14 countries and 15 sports, from rowing and para canoeing to sailing and the new Olympic sport of breaking. Among them are renowned athletes like Félix Denayer, Alexander Purnell, and Abe Wiersma, as well as Paralympic champions Curtis McGrath and Pieter du Preez.
In particular, Team Deloitte’s initiative empowers working athletes with Olympic dreams to find balance. Members can pursue dual careers because of Deloitte's flexible work programs, including the company's innovative hybrid working strategy, which gives them control over how, when, and where they work. Take, for instance, Tiffany Leung, a Deloitte professional and breaker. When she began her career, breaking wasn't even an Olympic sport. Deloitte's flexible work arrangements, especially their hybrid model, allowed her to train competitively while excelling at her job.
Such support is not surprising, as the company has a long-standing tradition of empowering athlete-employees. Since 1996, 37 Deloitte professionals have competed in the Olympics and Paralympics, bringing home 16 medals, building on this legacy of supporting a diverse group of athletes globally.
What do people say about the partnership?
While consumers aren't directly involved in this strategic partnership between Deloitte, the IOC, and the IIPC, we can analyze its potential societal impact through official pronouncements.
For instance, executives from both sides tout the partnership's positive societal impact. Deloitte CEO Joe Ucuzoglu emphasizes the opportunity to "further positive impact on society" through their combined efforts. This aligns with the IOC's record-breaking "Team Deloitte" selection for the Paris 2024 Games. As an IOC spokesperson highlighted, this selection signifies support for athlete-employees—athletes like Zoe from Ireland credit Deloitte's flexible hours for enabling their Olympic dreams. “Basically, I was working full-time with Deloitte until last year when I got the call to join the Irish team.”
But the benefits aren't just for Deloitte. Athletes like Pieter du Preez, a South African Para athlete and Deloitte manager, are excited about the partnership's potential. Similarly, Tiffany Leung, a Canadian hopeful for a new Olympic sport, highlights how Deloitte helps her balance her Olympic ambitions with her career.
Lessons learned?
First – Deloitte's role extends beyond advising on financial matters. They are using their sustainability, diversity, and digital transformation skills to impact the Olympic Movement positively.
Second – this partnership is a long-term commitment to supporting the Olympics and Paralympics through various initiatives, like consulting and athlete support programs (Team Deloitte).
Last but not least – Team Deloitte showcases how a company can support its employees' passions outside of work, even if those passions are competing at the Olympics or Paralympics.
Whether this partnership is a strategic move or an occurrence of chance is in the eye of the beholder. Team Deloitte can be seen as a cynical attempt to leverage Olympic glory for Deloitte's bottom line. Specifically, these elite athletes, some already established champions, might be little more than human billboards for Deloitte's brand. Plus, the program could be seen as preying on ambitious athletes' financial needs while offering minimal support beyond a logo and a paycheck.
So, did Deloitte trick us with their PR, or are they on the way to building another sport's legacy? I leave this up to you!
