How the 2024 Paris Olympics Became a Brand Advertising Powerhouse
Looking back on the 2024 Paris Summer Olympics, Team Tdot has found ourselves reflecting on the incredible athletic achievements of the athletes, and also the impressive marketing triumphs we watched unfold. A special congratulations to our Canadian athletes who broke records with nine gold medals and 27 medals in total!
The Olympics have once again proven to be a colossal opportunity for brands and marketers to connect with a global audience through brand advertising.
The 2010 Vancouver Winter Olympics were known as “the first social media games,” marking the first time the IOC created social media guidelines. In Paris, participants had unprecedented freedom to express themselves online, thanks to new IOC guidelines created in December 2023.
Let’s explore how advertising, sponsorships, brand deals, and athletes’ social media presence turned the Summer Olympics into a marketing powerhouse.
@ilonamaher Champions Park #paris2024 #olympics #bronze
The Power of Global Advertising
The 2024 Paris Olympics drew an unparalleled global audience, providing brands with an extraordinary platform. Olympic brand advertising taps into emotional narratives of athletes’ journeys, competition spirit, and unity. Brands like Coca-Cola and Nike created compelling campaigns, enhancing brand loyalty and recognition.
Over the years, Procter & Gamble’s “Thank You, Mom” campaign highlighted mothers’ supportive role in athletes’ lives, while Nike’s “Find Your Greatness” ads drove significant engagement, demonstrating Olympic storytelling’s emotional impact.
Sponsorships and Brand Deals
Sponsorships and brand deals were at the forefront of marketing strategies. Official Olympic sponsors like Visa, Toyota, and Coca-Cola boosted their global presence. Non-official sponsors capitalized on Olympic buzz through strategic partnerships with athletes and teams. Under Armour’s partnership with Michael Phelps that still makes headlines years later, Skims as Team USA’s sleepwear partner, and LuluLemon as Team Canada’s official outfitter are notable examples.
The return on investment for Olympic sponsorships can be substantial, with brands often seeing increased awareness, improved perception, and a sales boost through effective brand advertising and social media marketing.
@linaruns So much to choose from 🇬🇧🥹 @Laviai 🏃🏽♀️ #TeamGB #olympics #paris2024 #parisolympics2024 #roadtoparis #trackandfield
Athletes as Influencers
Athletes have become powerful influencers, engaging with fans on social media. Olympic athletes attracted millions of followers. Gymnast Simone Biles and runner Alicia Schmidt leveraged their success to become influential figures on Instagram and TikTok. Real-time engagement boosted athletes’ followings and offered brands authentic social media marketing opportunities.
Athletes’ social media posts often went viral, creating spontaneous and powerful marketing moments. During Tokyo 2020, skateboarder Rayssa Leal’s stunts gained massive traction, highlighting how athletes create viral content resonating globally.
@paris2024officiel The crossover we didn’t know we needed 🤩 #paris2024 #olympics
Innovative Marketing Strategies
Brands use technologies like augmented reality (AR) and virtual reality (VR) for immersive advertising. For Paris 2024, brands integrated these technologies to engage audiences in novel ways. Coca-Cola’s #ThatsGold campaign invited fans to share their triumphs, generating millions of interactions and extensive visibility.
Interactive experiences and pop-up events allowed brands to create memorable engagements with fans. Brands like Samsung set up Olympic-themed interactive zones and virtual experiences, offering fans a taste of the Olympic spirit while showcasing products.
The 2024 Paris Summer Olympics offered a unique and powerful platform for brand advertising. Success lies in creativity, authenticity, and understanding the diverse Olympic audience.
@dasha_tofu
As marketers (and honestly, as a bunch of individuals who are always curious to see what’s trending), Team Tdot was especially tuned into this year’s games. These marketing trends and what we see happening online are regularly integrated into the social media marketing strategies we create for our clients. As always, feel free to reach out to us for more information on our services. We’re also curious to hear your thoughts about this year’s Summer Olympics!