The International Sports Committee serves as the industry's bridge to the world's leading sports federations, international sporting bodies and event organisers positioning the sporting goods industry as a key strategic partner.
International Sports
Committee
Mandate
The PAC coordinates the industry’s joint response to the global physical inactivity epidemic by focusing on the following areas:
Working with the United Nations Agencies and other multi-lateral organisations to prioritize physical activity on the global development agenda.
Providing a global forum for WFSGI members to share best practices and lessons learned on approaches that increase participation in sport and physical activity.
Supporting global, regional and national level advocacy work to promote physical activity and sport.
1.8 B+
Adults worldwide are physically inactive 81 %
Of adolescents do not meet recommended activity levels $ 300 B+
Projected annual economic cost of physical inactivity by 2030For more information please contact
Partnerships & Projects
As the collective voice of the sporting goods industry, the Committee creates opportunities for members to engage with key stakeholders across the global sports ecosystem, helping shape product regulations, strengthen partnerships and maximise the value of sport for businesses, athletes and communities alike. From major sporting events to international federation partnerships, the Committee ensures members have a seat at the table where the future of sport is being shaped.
Need more information?
Michelle Smyth
Head of International Sports & Cycling
msmyth@wfsgi.org International Federation Engagement
WFSGI works closely with a broad network of international sports organisations to ensure the industry's perspectives, expertise and innovation contribute to the future development of sport. These relationships create valuable opportunities for dialogue, collaboration and knowledge exchange between sport and business in the areas of product regulation and development.
IOC x WFSGI Road to the Games
WFSGI's flagship athlete storytelling marketing project is a formal relaxation of the IOC’s Rule 40 marketing guidelines, established to allow eligible sporting goods brands to tell the stories of their sponsored Olympic athletes and NOC teams – before, during, and after the Games. Road to the Games campaigns focus on athletes, not products, and are designed to drive engagement with Olympic content while protecting the integrity of the Games.
Learn more about the Paris 2024 and Milano Cortina 2026 editions and why your brand should join Road to the Games for LA28.
NOC and NPC Uniform Support Programme
The NOC and NPC Uniform Support Programme connects member companies with National Olympic and Paralympic Committees, helping support athlete participation on the world’s biggest sporting state, the Olympic and Paralympic Games.
This solidarity initiative started at Rio 2016 and has outfitted over 2000 athletes across games in PyeongChang 2018, Tokyo 2020 (in 2021), Beijing 2022, Paris 2024 and Milano Cortina 2026.
Committee Leadership
Meet the industry leaders guiding the Committee's strategic direction and priorities:
Jens Jacobsen Jensen
Vice President Global Brand & Sports Marketing, Legal & Business Affairs, adidas AG
Michelle Smyth
Ex Officio | WFSGI Head of International Sports & Cycling
Resources & Insights
Explore the latest Committee activities, event updates and industry partnerships.
Download the 2025 Committees Reports
Pages 11–13
For more information please contact
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