Paris Olympics: A golden opportunity for brand, marketing innovation
By Ralph Tathagata
All eyes are on the forthcoming 2024 Paris Olympic and Paralympic Games billed to kick off on Friday 26 July. With 206 countries represented at the tournament, 184 at the Paralympics, and more than 15 million tourists expected in Paris during the games, the event is expected to be more than just a summit of athletic achievement. The competition, designed to unify the world, has also evolved into a significant event for brand marketing.
As excitement for the games continues to build, some of the biggest brands have started to promote themselves in front of millions of people. How are they engaging with audiences on a global scale, and what media/ channel are they deploying the most?
In a recent report, GroupM stated that social media activity across Sub-Saharan Africa surged by 27% during the World Cup. According to the report, a similar surge is anticipated during the Paris Olympics.
This year, Nigeria will have representation in the Super Falcons, the women soccer team. They will enter Group C, joining Spain, Japan and Brazil after qualifying for the tournament at the expense of South Africa, African champion.
Like their counterparts in different parts of the world, millions of Nigerian viewers are going to stick to their screens, cheering on their favourite athletes in Paris. Beyond watching the sporting event on TV screens, the social media space is equally going to be awash with hashtags and updates about the champions who are going to perform wonderfully at the event and lift trophies during the games.
During the previous Olympics, leading Nigerian brands had leveraged the games to increase their equity. In 2012, Promasidor Nigeria Limited sponsored the Olympics with its flagship brand, Cowbell Milk, by launching a national consumer promotion targeted at creating fun and excitement around the games. The promo was tagged “Cowbell Olympic Medal Rush”.
In addition to the promo, Cowbell Milk was also the Official Milk of the Nigerian contingents to the 2012 Olympic Games in London. Chioma Ajunwa Oparah, the 1996 Olympics gold medal winner and the first African to win such a coveted title, was appointed by the brand as promotional ambassador throughout the duration of the promo.
This year, the Olympics spirit of groundbreaking technological innovation will continue in Paris, where cutting-edge technology will share the spotlight with athletic excellence and marketing creativity.
Alibaba, the Chinese tech giant which is one of the International Olympic Committee (IOC) partners is set to revolutionize the viewing experience for audiences worldwide with its cloud-based AI.
Alibaba Cloud’s AI-powered multi-camera replay system, tested during the Shanghai qualifiers, will take center stage. This innovative technology leverages machine learning and deep neural networks to create high-quality 3D models from strategically placed cameras. The results will be virtual frames from new angles, smoother replays, and an immersive experience for viewers worldwide.
How agile and tech-inclined brands leverage this AI-powered multi-camera and multi-screen system through machine learning to connect meaningfully with consumers, especially Gen Z, will make all the difference in their sport marketing endeavours.
When it comes to Olympic marketing, Nike is always at the forefront with reports suggesting that the sporting brand’s marketing spend for the 2024 games is its largest ever. Other brands excelling at Olympics marketing this year include Coca-Cola, P&G, Samsung and Deloitte among others.
To foster a global spirit of unity, Coca-Cola launched new stylish designs for its can Coke.The new can designs, created by artists Laura Normand, Aurélia Durand, and Bruno Mangyoku, exude sleek graphic artworks that form an embrace when two cans are placed together, while bringing it to life through physical togetherness.
The latest initiative is accompanied by a beautiful ad campaign featuring champion Olympic swimmers Tatjana Schoenmaker, Lilly King, Annie Lazor and Kaylene Corbett. Despite their natural sporting rivalry, the emotionally uplifting ad showcases the women coming together in a celebratory embrace, marking the inclusivity and supportive spirit of the Olympics and the magic of human connection.
P&G is taking a unique approach to Olympic marketing, focusing on providing essential, behind-the-scenes support for athletes throughout the games. Leveraging its vast brand portfolio, over 30 brands like Pampers, Venus, Gillette, and Always activated in over 40 countries, P&G will ensure that athletes’ needs are met before, during, and after competition.
Samsung is also having a strong presence in Olympic marketing as a long-time Worldwide Olympic Partner. Like Coca-Cola, the global brand, known for its leadership in semi-conductor, has introduced the “Open Always Wins” campaign, which is in line with the official message of the Paris Olympics and Paralympics, promoting inclusivity and openness.
Deloitte is partnering with the IOC to launch “The First Effect” campaign, taking a unique approach to Olympic marketing. The campaign aims to redefine success by focusing on the lasting influence of groundbreaking achievements at the Olympics and Paralympics, rather than just the medal count. Having debuted 100 days before the games, the campaign has been prominently displayed in Deloitte’s key global markets and across the IOC’s digital channels, including Meta, TikTok, and X.
The days of merely displaying brand logos at the Olympics and other global sporting events are over. Creating meaningful connections that give consumers something new is all that counts in contemporary sport marketing. Therefore, every partnerships and brand association should be designed to add value to the fan experience and at the same time build equity.
In all the 2024 Olympic and Paralympic Games are expected to establish a new standard for how brands engage with audiences via multiple channels.
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