The 2024 Paris Olympics and Paralympics are set to be a grand spectacle, with over 10,000 athletes from 196 nations. Post-pandemic, the world is open, and brands are leveraging AI to elevate their marketing efforts. Join us as we explore the innovative trends and initiatives in Olympic marketing that are set to shine brightly this year. Ready, set, go!
Olympic Marketing in a Post-Pandemic Age
With a proposed budget exceeding €6.8 billion, the Paris 2024 Games are set to be the most costly event to date. The organizing committee aims to make this the greenest Games in history, halving the carbon footprint of London 2012 and Rio 2016. Initiatives include shuttlecock-made tables, plant-based menus, and cardboard beds. However, challenges like cybersecurity threats and the logistics of managing thousands of in-person participants have necessitated additional spending to ensure smooth and safe operations.
1. Inclusive and Emotive Storytelling Takes Center Stage
In a time of economic and social unrest, consumers respond strongly to emotive marketing. Brands are leveraging diverse digital channels and focusing on compelling storytelling. With environmental concerns, social issues, and gender equality in the spotlight, sponsors like Coca-Cola, Omega, and the BBC are building meaningful narratives that go beyond traditional sales messaging.
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Screenshot of Nike Jacquemus campaign, nike.com
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Nike, for instance, has partnered with the Olympic Refuge Foundation to provide uniforms for the Refugee Olympic Team and support refugee communities. Their ‘Watch Where We’re Going’ campaign highlights the resilience of refugee athletes, offering a narrative of hope and success in the face of adversity. Additionally, Nike’s collaboration with Jacquemus on a unisex apparel range emphasizes sport as a form of self-expression and style, featuring athletes like Sha’Carri Richardson.
2. The Influence of AI at the Paris 2024 Olympics
Credits: Ali Baba Cloud
The Paris Games are set to embrace emerging technologies, particularly AI. Alibaba’s AI-powered cloud computing system will enhance multi-angled replay systems, refining its capabilities through machine learning. This will provide brands with engaging footage for social media marketing.
Intel, as the official AI Platform Olympic Partner, will offer immersive experiences for fans and athletes. AI-powered touchpoints will help visually impaired fans navigate the Olympic Village, enhancing accessibility and inclusivity.
3. Sponsorship: Relaxing the Rules
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The Olympics offer a global platform for brands across sectors. This year, longstanding sponsors and new participants are adopting a ‘go big or go home’ mindset. Uber, for instance, is offering free boat tours along the River Seine, while Samsung is installing Galaxy S24 Ultra smartphones on athlete boating vessels to provide unique perspectives of the opening ceremony.
Screenshot from ABS-CBN News of Uber river tours in Paris
AirBnB image of bedroom at Musee d’Orsay
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Visa is supporting its sponsorship with informational guides and engaging content. Airbnb, facing restrictions in Paris, is encouraging locals to list their homes and promoting unique experiences, such as a night at the Musée d’Orsay during the opening ceremony.
5. A Playing Field for Brand Ambassadors
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Ambassadorships allow brands to connect with fans on a personal level. Omega has partnered with star Indian athlete Neeraj Chopra, while LVMH is collaborating with international rugby star Antoine Dupont.
Image of Neeraj Chopra as Omega brand ambassador
Screenshot of Team Bridgestone athletesÂ
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Bridgestone’s Team Bridgestone consists of 40 athletes from nine countries, promoting accessibility, inclusion, and innovation.
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Paralympian swimmer and Instagram influencer Haven shepherd will be representing Team USA at this year’s games. She will also be joining Team Reese’s to support the launch of its limited edition ‘Medals’ chocolate bar and connect with its audience on a deeper level.
Image of Haven Shepherd as Reese’s brand ambassador
Image of Noah Lyles as brand ambassador for Celcius
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Despite not being an official sponsor at this year’s games, the energy drinks brand Celcius is teaming up directly with prolific track and field star Noah Lyles to reach a wider audience of sports fans and build a buzz around its products.
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Circling back to Dior for a moment, French para-cyclist Marie Patouillet is teaming up with the luxury brand as an ambassador. Together, this dynamic duo are expected to turn heads with their tight-knit partnership – and it all started when the cycling star, clad in Dior threads, held the Olympic flame at the Cannes Film Festival.
Image of Marie Patouillet as Dior brand ambassador
The final stretch
The Paris 2024 Olympics promise a blend of technological innovation, powerful storytelling, and strategic partnerships. Brands are leveraging emerging technologies and crafting impactful narratives to connect with audiences and stand out in a crowded digital landscape. As the Olympic flame shines bright, marketers have much to learn and observe. So, tune in, stay engaged, and enjoy the spectacle of the 2024 Games.
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