Lars Silberbauer

Olympics (IOC)

Lars Silberbauer, Global Head of Brand, Marketing and Digital at the Olympics (International Olympic Committee)

At IOC, Lars is responsible for all marketing functions and digital platforms towards the Olympic Games in Tokyo 2021, Beijing 2022 and beyond.

Silberbauer spent almost eight years at LEGO from 2011 to 2018, becoming senior global director of digital in his last two years there. Created LEGO’s phenomenal digital success and scaled it globally. One of the key leaders driving the transformation of LEGO from a toy manufacturer to a digital media company and took LEGO from being non-existent on digital media to becoming the leading brand globally. In 2017, LEGO was named the ‘Most Powerful Brand in the World’ by Brand Finance, a leading business valuation consulting agency.

about IOC

IOC is the catalyst for collaboration between all parties of the Olympic family, from the National Olympic Committees (NOCs), the International Sports Federations (IFs), the athletes, the Organising Committees for the Olympic Games (OCOGs), broadcast partners and United Nations agencies. On this basis it ensures the regular celebration of the Olympic Games, supports all affiliated member organisations of the Olympic Movement and promotes the Olympic values.


Leading the evolution of the Olympic brand

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