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Marketing Gold: Trends Shaping the Paris 2024 Olympics

The Olympic Games offer brands a unique opportunity to reach vast audiences worldwide. As the opening ceremony for Paris 2024 approaches, let's explore key marketing trends shaping this iconic event.

The Olympic Sponsorship Landscape

Becoming an Olympic sponsor is a significant investment. Brands spend large sums to secure their place and even more on marketing campaigns to promote their involvement. While this association comes with the positive values of the Olympic movement, it also carries the risk of being linked to controversies that could impact a sponsor's reputation negatively. Despite these risks, the global reach of the Olympics remains a powerful draw, offering brands a platform to engage hundreds of millions of people. This makes the Games not only a stage for athletic excellence but also for impactful marketing.

Key Sponsors and Their Roles

The International Olympic Committee (IOC) boasts 16 worldwide TOP partners, most of which enjoy category exclusivity. Coca-Cola, the longest-serving sponsor since 1928, shares a unique joint agreement for non-alcoholic beverages with Mengniu. Newest to the TOP program is Anheuser Busch InBev (AB InBev), activating its partnership for the first time in Paris. However, with the IOC's agreements with five brands, including Toyota, set to expire post-2024, the sponsorship landscape may shift before the next Summer Olympics in LA.

The local organizing committee also secures domestic sponsorships, allowing businesses in the host nation to promote their services affordably. Paris 2024's chief executive, Étienne Thobois, announced that they are on track to surpass their €1.24 billion (US$1.34 billion) sponsorship target, potentially making it one of the most lucrative in history. The domestic sponsorship portfolio includes five premium partners, 13 official partners, and 50 official supporters.

Sponsors Ready to Shine Again

The muted sponsor activity during Tokyo 2020 and the challenging environment of the Beijing 2022 Winter Olympics due to various controversies are in the past. Paris 2024 signals a return to robust sponsor engagement. TOP sponsor Procter & Gamble (P&G) is launching campaigns across 30 brands and activating in over 40 countries. Coca-Cola plans extensive programs in more than 70 markets, while Samsung is showcasing its products prominently in Paris.

On-site activations will be more prevalent, with national Olympic committees hosting fans and sponsors in dedicated houses. Canada Olympic House, for instance, will feature multiple partner activations, providing a vibrant atmosphere for celebrating Canadian achievements.

Broadcasters are also experiencing a resurgence in positivity. Warner Bros Discovery is exceeding its advertising revenue target by 140%, and NBC had sold US$1.2 billion in ads by April, highlighting the robust commercial interest in these Games.

A Fashion and Design Showcase

Paris, renowned for its elegance, will naturally infuse the Olympics with a strong sense of style. Premium partner LVMH will highlight its fashion brands such as Berluti, Louis Vuitton, and Dior throughout the event. The opening ceremony will double as an unofficial fashion show, featuring designs from Ralph Lauren for Team USA, Emporio Armani for Italy, and unique outfits like Mongolia's viral uniform by Michel & Amazonka.

Inclusive and Diverse Campaigns

Paris 2024 will be the first gender-equal Olympics, with equal representation of male and female athletes. This theme of inclusivity extends to sponsor campaigns. Major brands are increasingly featuring female athletes, with global advertisers hiring more women for their Olympic promotions. Simone Biles, one of the most recognizable athletes, has appeared in campaigns for Powerade, Athleta, and Mounjaro.

Visa's 'Not Without You' campaign showcases its most diverse roster ever, including 80 female and 67 male athletes. Samsung's 'Open Always Wins' and Toyota's 'Mobility for All' campaigns similarly emphasize inclusivity and diversity.

Social Media's Expanding Role

The IOC's Rule 40, which restricts athletes from promoting personal sponsors during the Games, has been updated to allow more social media freedom. Athletes can now share limited thank-you messages and videos from accredited areas, enhancing their engagement with fans. Social media platforms like TikTok, Snapchat, and YouTube have partnered with NOCs and broadcasters to reach younger audiences, while sponsors increasingly leverage these platforms for athlete-led campaigns.

Sustainability: Inspiration and Scrutiny

Sustainability is a major focus for Paris 2024, with the IOC promising the greenest Games in history. While some partners contribute to these efforts, there is criticism regarding high-emission sponsors like Toyota and Air France. An open letter signed by over 100 athletes, including Olympians, urges major sponsors to address plastic pollution and promote reusable products.

Conclusion

Paris 2024 offers a promising environment for brands, blending opportunities for impactful marketing with a platform to engage in sustainability and inclusivity. However, sponsors must navigate the scrutiny that comes with such a high-profile event, ensuring their actions align with the values they promote.