S.P. CHATELAIN LTD’s Post

Olympic and Paralympic sponsorship season is upon us. The media is replete with announcements from Olympic and Paralympic sponsors. There is a lot to learn if you pay attention. Olympic & Paralympic sponsorship isn’t a mystery, but it also isn’t easy. It’s a transactional brand association, and when done well, it produces a bilateral benefit for the partner and Olympic & Paralympic brands. The secret lies in focusing on that sliver of space where the two Venn Diagrams depicting each party’s brand values overlap. But. ➡️ If the brand association isn’t authentic, it won’t work. ➡️ If the sponsorship rights and benefits don't support a sponsor's existing business strategy, it won’t work.  ➡️ If the sponsor focuses its Olympic & Paralympic promotional efforts only around the Games period, it won't work. ➡️ If the parties focus more on the terms of their sponsorship Agreement instead of the terms of their relationship, it won't work. ➡️ Finally, it won't work if there is no understanding (by the sponsor) of the Olympic brand's core values and consumers' expectations of commercial association with it - and, it won’t work if the Olympic & Paralympic parties do not understand or are unable to help their partners achieve the business goals that drive their sponsorships. My prediction (or hope): I think the next iteration of the Olympics’ commercial agreeemts will and should measure the ROI they receive from their partner relationships beyond the sponsorship fee, just as sponsors measure theirs. Anyone can write a check, the question is: “Do you believe?” International Olympic Committee – IOC International Paralympic Committee United States Olympic & Paralympic Committee LA28 Olympic & Paralympic Games Fondazione Milano Cortina 2026 Brisbane 2032 #olympics #paralympics #sponsorship

What commercial opportunities will the stars of the Paralympic Games find after Paris 2024? For many athletes, converting the concentrated attention of a major event into long-term media and sponsorship interest is a vital challenge – one that demands an evolving understanding of how and where to reach. TikTok looks set to be one important avenue. It has been creating content with Channel Four, ParalympicsGB and the International Paralympics Committee throughout Paris 2024, bringing a frank and irreverent edge to the conversation. Its platform could be invaluable for para-athletes aiming to build communities and create commercial channels in the years ahead. In the US, as the Associated Press reported this week, some Paralympians have capitalised on updated NIL endorsement rules in college sports to sign deals coming into the Games - often connecting with brands through social media or sponsorship matchmaking tools. It is a fluid and intriguing marketplace – one that will develop further going into LA2028. At GSIQ, we’re helping our clients learn more about how media dynamics and audience interests are reshaping the sports and sponsorship industry. Contact us to find out more. https://gsiq.biz/connect/ #sportssponsorship #sportsbusiness #paralympics2024

They’re not playing games… 💪 🇫🇷 We've worked alongside our friends at adam&eveDDB & adam&eveNYC on a new campaign for the International Paralympic Committee, challenging harmful misconceptions about the Paralympic Games by drawing attention to all the impressive, edge-of-your-seat action that takes place at one of the most gruelling tournaments in the sporting calendar. Informed by insights which reveal that people too often perceive the Paralympics purely as a celebration of inclusivity, our 60" launch spot, titled 'The Paralympic Dream', cuts through condescending tropes to highlight how the Paralympic Games isn't just about giving people with disabilities a chance to 'try' sports. The campaign launched on the 20th May, to mark the 100-day countdown to the 2024 Paris Paralympics. Our team worked on all global adaptations of the campaign, delivering over 140 assets across 9 different markets for TV, online, and social. Read more about the campaign in ADWEEK 👉 https://lnkd.in/e-fBpB8c And have a watch below! 👀 #ContentCreation #BrandBuilding #CreativeIdeas #AdCampaigns #DigitalMarketing #AdCreative #BrandStorytelling #AdvertisingAgency #VideoProduction #MarketingExcellence #Paralympics #Paris

Para Powerlifting: Structuring the Paralympic ecosystem? In our dynamic world of sports, change is not just inevitable, it's essential for progress. The decision by the International Paralympic Committee (IPC) to transfer the governance of Para powerlifting to an independent body marks a significant milestone in the evolution of Paralympic sports. Para powerlifting has long been a cornerstone of the Paralympic Games. Since its inclusion in 1984, Para powerlifting has truly captivated audiences worldwide with awe-inspiring displays of athleticism from para-athletes representing over 100 nations. With the decision to spin off from the IPC, Para powerlifting gains the freedom to chart its course, set its priorities, and pursue initiatives tailored specifically to its development and growth. This independence will bring a sense of responsibility and accountability. As Para powerlifting assumes control of its governance, the teams will have to uphold the highest standards of integrity, transparency, and ethical conduct: governance structures, stakeholder engagement and priority to the welfare of athletes, from grassroots to Paralympians. But this decision of spin off isn't just about empowering the sport—it's a strategic move that could significantly impact sponsorship dynamics within the Paralympic movement. By transferring governance responsibilities, the IPC might be aiming to free up budget and administrative burdens, shifting the financial and sponsoring responsibility onto one of its disciplines. It's a pragmatic move, but it raises a hard-hitting question: Will sponsors follow? The answer isn't as clear-cut. While Para powerlifting boasts a passionate fan base and inspiring athletes, without the IPC's umbrella and the allure of multi-sport events, will sponsors still be as eager to invest? The reality is, Para powerlifting might struggle to attract the same level of sponsorship interest as before. Sport is a tough market out there, and brands are increasingly scrutinizing their investments. They want maximum visibility, impact, and alignment with their values. Without the IPC's backing, Para powerlifting may find itself fighting for attention against other sports with broader appeal and established track records. This spin-off presents a considerable risk but is also aligned with the values of sport: ambitious goal are served by consistent effort. I am confident Para powerlifting will definitely secure new sponsorship deals, differentiate itself in a crowded marketplace and will prove its great worth to skeptical brands. #governance #sport #budget #sponsoring #Paralympics #Parapowerlifting #strategy

IYKYK: "Rule 40" What's Rule 40? It's a bylaw in the Olympic Charter introduced in 1991 that limits the way companies and athletes can market their participation in the Olympic and Paralympic Games. If you're a brand but not an official Olympics sponsor, you cannot: • Make commercial use of the Olympic symbol or Paralympic symbol • Use Games emblems, mascots, pictograms and graphics • Use Flag/5-Ring and Flag/3-Agito emblems • Use the words: Olympic, Olympics, Olympiad; Paralympic, Paralympics, Paralympiad • Incorporate the name of the host city of the Games + the year of the Games (e.g., Paris 2024) • Mention the names of Olympic and Paralympic Teams (e.g., Team USA, Team Great Britain) • Borrow taglines such as Citius Altius Fortius; Spirit in Motion • Use registered trademarks such as “Go for the Gold” and “Let the Games Begin” • Use an athlete’s name, image or likeness without the athlete’s permission, which requires a special application process and is subject to specific restrictions as to how the athlete can be depicted--for instance, never in their Olympics uniform. If you do get approval to sponsor an individual athlete and use them in your marketing during the event, your marketing has to meet certain criteria that uplift the spirit of the Games, including: - No negative comparisons to your competitors - No suggestion you enhanced the athlete's performance - No increase in ad volume during the Games compared to the same time period in a non-Games year - No acting as a Game news source, I.e. posting real-time coverage of the events - No connection between the brand and the Games apart from the athlete's image. There's a defined time period in which these and other restrictions apply, and failure to comply with Rule 40 guidelines means that not only will the IOC seek to take down your ad, you can cost the athlete their Olympic eligibility—potentially making you the brand that cost your country the gold medal. Talk about bad PR! So if you see an ad featuring an Olympian over the next 5 weeks, spare a thought and a like for the marketing team that busted their butt to get it live with 3x the approvals that are normally required. They deserve their own kind of gold. 🏅 #olympics #paris2024 #olympicgames #sportsmarketing #NIL

I must admit, with all the focus on the 2024 Paris Olympic Games, it’s easy to overlook the incredible effort and training that Paralympic athletes put in. While reading about how brands are leveraging this moment to connect sports with culture and to create unique fan experiences through digital platforms, I came across a powerful campaign by Channel 4 that reminded me of the greatness of Paralympic athletes. 🏊♂️ 🏋♀️ 🤺 🏀 🎾 🏓 Let's manifest this greatness together. Here’s to share: Channel 4’s new campaign for the 2024 Paris Paralympic Games challenges the common narrative that Paralympic athletes are defined by overcoming disabilities. Research shows that most viewers tune in to see athletes "overcoming" rather than enjoying the thrill of the sport. The "Considering What?" campaign directly addresses these patronizing views by pairing them with images of athletes in action, emphasizing that excellence doesn’t need qualifiers. The campaign shifts the focus to celebrating athletes for their skill and achievements, not their disabilities, highlighting that the real issue lies in societal perceptions. https://lnkd.in/gwKX44mC. Credit: Channel 4 𝗛𝗮𝗻𝗱-𝗽𝗶𝗰𝗸𝗲𝗱 𝗯𝘆 @goodsadmatter, 𝗮𝗻 𝗶𝗻𝗶𝘁𝗶𝗮𝘁𝗶𝘃𝗲 𝗯𝘆 purpose studios #Olympics #Paralympics #Marketing #Advertising

Happy Monday! Have you been following the Paris 2024 Paralympics Games this weekend? Did you know Hong Kong has 28 athletes participating in the Games? And do you feel the hype for the Paralympics is different than the Olympics? A media owner, Channel 4 in UK, finds the audience has a different mindset when watching the Paralympics, and they want to change this. Their research found 60% of people watch the Paralympics to see athletes overcoming their disability, as opposed to 37% watching for exciting sporting competition. Channel 4 wants people to recognise that Paralympians are world-class athletes and there should be no caveats to their excellence. They launched a Considering what? campaign that has an edgy cinematic TVC and a series of posters, sporting patronising comments alongside shots of athletes mid-competition, which highlight the absurdity of such remarks. Read more from It's Nice That. It will make you rethink the communications on Paralympics and how impactful campaigns can help to shift the social perception of Paralympians. #FeedingtheChange #FoodforThought #inclusivity #Paralympics #Paris2024 #ConsideringWhat? https://lnkd.in/d_ukYRwU

Nike is embracing the spirit of competition as it brings back its winning agenda for the upcoming Paralympics 2024. While its Olympics campaign focused on the messaging of ‘Winning Isn’t For Everyone’, highlighting that athletes have a drive that pushes them to be the best they can be on the field, the new ad shifts the focus while maintaining its bold, unapologetic tone. Titled ‘Winning is Winning’, the Paralympic campaign, crafted by Wieden+Kennedy Amsterdam, follows the format of the original Olympic ad, but with a twist. Narrated by Italian fencer Bebe Vio, the ad challenges the notion that simply participating is enough.  People with disabilities are already faced with society’s silent judgements and scrutiny as they strive towards accomplishing goals on their terms, in their respective fields. In sports, their participation is often equated to them making the most of what they possess and this should be considered a win.  The ad attempts to challenge this idea and brings forward the mindsets of athletes. The ad showcases a series of in-game shots featuring Paralympians including Vio, Germany’s Markus Rehm, America’s Beatriz Hatz, and Spain’s Núria Marquès. Vio’s voice-over says, “They say just being here is winning, participating is winning,” before she delivers the punchline that captures the spirit of the Paralympics - “Last time I checked, winning is winning.” Nike’s Olympic campaign, ‘Winning Isn’t For Everyone,’ raised eyebrows. The original campaign, narrated by Willem Dafoe, delved into the raw and ruthless nature of what it takes to be the best, that winning comes at the risk of being painted as a villain

Watch Out for the Rings! Advertising and the Olympics Once again, the #Olympic games are upon us and athletes from around the world have gathered to compete.  The Games are an attractive target for advertising—but advertisers beware: Olympic and Paralympic marks or marks that resemble Olympic and Paralympic marks cannot be freely used by businesses.  These marks are granted special #protections under the Canadian Olympic and Paralympic Marks Act and the Canadian #Trademarks Act. The Olympic and #Paralympic Marks Act prohibits the use of Olympic and Paralympic marks, and marks that are likely to be mistaken for Olympic and Paralympic marks, in connection with a business.  Similarly, under the #TrademarksAct, such marks are not registrable as #trademarks.  Only entities officially associated with the Olympics and Paralympics can use or register these marks (for example, the Canadian Olympic Committee, the #Canadian Paralympic Committee, and any other organization in an official relationship with these committees or the International Olympic Committee).  Olympic and Paralympic marks include both word marks (e.g., as “Olympics” or “Team Canada”) and design marks (e.g., the Olympic rings). Businesses must be very cautious with #advertising in relation to the Olympics and Paralympics. Olympic and Paralympic marks, or marks resembling Olympic and Paralympic marks, should never be used by businesses unless official rights and permissions have been granted.   If you have any questions about trademarks or pursuing official relationships with the Olympics or Paralympics, please contact our experts at BRION RAFFOUL LLP. 🌐 https://lnkd.in/dcXMrzNS #Olympics #Paralympics #Trademark #LegalAdvice #BrionRaffoulLLP #Marketing #BusinessStrategy #Advertising #LegalCompliance #IntellectualProperty #BrandProtection #CanadianLaw #TrademarkLaw #OlympicGames #ParalympicGames #BusinessLaw #IPLaw

Paralympians not “participating” at Paris 2024 Paralympics • Leading Paralympians challenge language bias with “I won’t be participating at Paris 2024” campaign Some of the world’s leading Paralympians have declared they are not “participating” at the Paris 2024 Paralympic Games, as part of a new International Paralympic Committee (IPC) campaign aimed at challenging language bias. As part of the social strategy, Paralympians including the likes of Australian Paralympic canoe champion Curtis McGrath, Italian sprint champion Amber Sabatini, and Argentinian wheelchair tennis ace Gustavo Fernandez, have posted a series of graphics on Instagram, the first of which declares: “I won’t be participating at the Paris 2024 Paralympic Games”. By swiping left on the series of images, social media followers discover the athlete instead stating: “I will be competing” – a reminder that Paralympians have often been praised simply for taking part in sport, not because of their sporting abilities or fierce drive to win. The campaign has been created to drive a conversation around the language used to describe Paralympians, compared to athletes who compete without a disability. It builds on the IPC’s “Paralympic Dream” film which teased audiences with the idea that the Paralympic Games are an idyll of sporting harmony only to unleash a taste of the impressive athleticism and fierce competition that will actually be on show. Craig Spence, the IPC’s Chief Brand and Communications Officer, said: “Paralympians have often been described in the media as ‘participants’ and not ‘competitors’. At the Paris 2024 Paralympic Games, it’s time we set the record straight. “After years of training and dedication, 4,400 of the world’s best Paralympians are heading to the French capital to compete at the very highest level. Across all 22 sports, we are expecting intense competition and the greatest Paralympic Games to date in terms of sport performance. “Language plays an instrumental role in how people are perceived, especially when it comes to persons with disabilities and Paralympians. It’s important we get the language right which is why we have launched this campaign to provoke interest in the subject ahead of the Paris 2024 Paralympic Games.” The social strategy has been created by adam&eve DDB, who have created several award-winning international campaigns on behalf of the IPC. Richard Brim, Global Chief Creative Officer at adam&eveDDB, said: “We’ve loved collaborating with the International Paralympic Committee on this campaign, and are delighted at the Paralympians who are getting on board. Language matters, not just in how we describe each other, but with those all-important ‘doing words’ too. This is a great way to remind audiences and show them why they should be following the 2024 Paralympics.”