The Olympic Games is one of the world’s most iconic sporting spectacles. And, for competing athletes, an Olympic medal is one of the sporting world’s greatest accolades.
For the 2024 Olympics and Paralympics, Paris takes center stage. And, with over 10,000 athletes from 196 nations taking part, it is embracing the lack of restrictions that posed a challenge for the Tokyo games in 2020.
Post-pandemic, the world is well and truly open and the adoption of artificial intelligence (AI) is widespread, meaning that brands are taking their Olympic marketing efforts up a notch.
To get in on the action, we’re going to explore this year’s games from a marketing perspective, honing in on the trends and initiatives expected to keep the torch burning bright.
On your marks. Get set. Go!
Olympic marketing in a post-pandemic age
With a proposed budget that exceeds €6.8 billion, this year’s games are more expensive than their predecessors – making them the most costly event to date.
The Paris organizing committee also has big intentions – vowing to make Paris the greenest Games in Olympic history, with half the carbon footprint of London 2012 and Rio 2016. Initiatives to achieve this include tables made out of shuttlecocks, plant-based menus, and cardboard beds, reported the BBC.
However, there are challenges. With a potential threat of cybersecurity issues as well as thousands of in-person participants to consider, Paris has had to spend more to ensure the event runs as smoothly and safely as possible.
What to expect from marketers at the 2024 Olympics
1. Inclusive and emotive storytelling takes center stage
With so much economic and social unrest, consumers are more likely to respond to emotive marketing than ever. By leveraging an ever-expanding choice of digital channels and focusing on strong storytelling, a wealth of brands are going for marketing gold at this year’s games.
With environmental concerns, social issues, and gender equality on the agenda, we expect to see brands and sponsors (including Coca-Cola, Omega, and the BBC) stepping up their game when it comes to building meaningful narratives that make a deeper impact than hollow sales messaging or snappy ad slogans.
Nike, for example, has collaborated with the Olympic Refuge Foundation to provide uniforms for the Refugee Olympic Team and support the refugee community in Paris. This ‘Watch Where We’re Going’ video offers fresh perspectives on the refugee athletes competing at the games.
Sharp, punchy, and powerful, this video-based campaign zeroes in on the hardships and stigma that refugee athletes face.
In addition to showcasing the challenges faced by refugee Olympians, Nike succeeds in capturing the sheer grit, determination, and talent of athletes like boxer Cindy Ngamba – offering its audience a narrative of hope and success in the face of adversity.
Nike’s high-profile collaboration with Jacquemus is also set to turn heads at this year’s games. By developing a range of unisex apparel, the two powerhouse brands are inspiring the belief that sport transcends performance alone and is a form of self-expression as well as style.
Here’s an example of the campaign featuring the American track and field athlete, Sha’Carri Richardson.
