Yannick Amram is Head of Digital Partnerships at the IOC. His team of three or four people leads the Olympic movement's relationships with every major digital platform, from social to entertainment to search. Milano Cortina 2026 was his first Games as Head, and the numbers just landed: 12.7 billion social engagements, four times what Beijing delivered.
Yannick joins Ed on The Attention Shift to break down how the IOC built the digital engine behind Milano, why the Olympic Creator Programme delivered 1.3 billion engagements on its own, how athletes generated 4.9 billion more from their own handles, and what the IOC is building for LA28, the biggest digital Games ever.
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CHAPTERS
00:00 Intro and Yannick's career at the IOC
03:08 Taking over as Head of Digital Partnerships
11:22 How Olympic digital partnerships evolved from Tokyo 2020
19:37 Milano's 12.7 billion engagements and the Creator Programme
30:12 How athletes became the IOC's real creators
40:55 Search, AI, and the shift in platform partnerships
52:26 Building LA28 as the biggest digital Games ever
SHOWNOTES
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