WGSN’s Post

As the Paris Olympics kick off, I've been thinking about the magic that happens when sports and brands team up🏅 Remember the London 2012 Games? They were a masterclass in using sports to spread diversity, unity, and hope. Now, with the Paris Olympics and Paralympics, plus the upcoming LA 2028 Games, brands have a golden opportunity to connect with people worldwide. But let's be real—it's not all easy wins and high-fives. To truly tap into the power of these events, we need to be smart, thoughtful, and above all, authentic in our approach. What do you think? How can brands best leverage the power of sports to connect with communities?🥇🌍 #ParisOlympics #SportsMarketing #BrandStrategy #Diversity #GlobalCommunity #AuthenticBranding #OlympicGames #MarketingMagic #InclusiveMarketing #SportAndBrand

As the Paris 2024 Summer Olympics unfold, NBCU’s staggering viewership of 34.5 million across its platforms is more than just a testament to the allure of live sports. This surge, a 79% increase from Tokyo’s games, highlights a profound shift in how audiences engage with global events. The convergence of traditional broadcasting and digital streaming has created a holistic viewing experience, drawing in diverse demographics and expanding the Olympics' reach like never before. As we are amazed at the athletic prowess on display, these numbers also force us to reflect on the evolving landscape of media consumption and its potential to unite millions in shared moments of triumph and inspiration. How will this trend shape future sporting events and our collective experience of them? The Paris games not only celebrate human achievement but also herald a new era in global viewership.

With the Olympics coming up in less than two weeks, the question is what changes are needed in the business model of the Games? Gene Sykes, chairman of the United States Olympic & Paralympic Committee, was quoted last autumn: “We need to reinvent our business models…rekindle the unique appeal of this movement with a new generation of fans.” The financial models that have sustained the movement since 1984 need to be reimagined. NBC’s $7.65 billion deal through 2032 drives IOC revenues, and several long-standing sponsors are unlikely to renew after Paris. US viewership was 15.5 million primetime viewers on NBC and its digital platforms for Tokyo in 2021, vs. 26.7 million for Rio in 2016 and 31.1 million for London 2012. Ouch. https://lnkd.in/e5PrDkMJ

The Olympic Games, in their purest essence, are a celebration of sporting excellence, healthy competition and the spirit of camaraderie between nations. Over the years, however, they have become increasingly wrapped up in a layer of showbiz, attracting artists and celebrities not directly connected with the world of sport.   A major criticism is that the excessive inclusion of showbiz distracts attention from the real purpose of the Games, which is to celebrate sporting achievements. The opening and closing ceremonies, while grand and spectacular, can often overshadow the athletes' performances. The emphasis on celebrity appearances and entertainment shows can diminish the importance of the sporting competitions themselves.   The infiltration of showbiz into the Olympic Games is often seen as a manifestation of excessive commercialization. Sponsors and brands use these events to maximize their visibility, turning the Games into a huge billboard. This commercialization may seem far removed from the original ideals of Olympism, advocated by Pierre de Coubertin, who valued amateurism and the purity of sporting effort.   The Olympic Games, in their modern quest, find themselves at a crossroads between tradition and modernity, sporting competition and media spectacle. While the original aim remains the celebration of sporting excellence and world unity, it is crucial to reassess the impact of the massive inclusion of showbiz. The balance between attracting a large audience and preserving the integrity and core values of the Games is a delicate one, but essential to the future of this prestigious event.   “The Olympic Games are the ultimate celebration of sporting excellence, where the spirit of competition and the values of peace and unity meet to uplift humanity.” Pierre de Coubertin.   #FranckBometon #EcrivainPhilosophe #EspritOlympique #ExcellenceSportive #UnitéParLeSport #PaixEtCompétition #TraditionOlympique #ExcellenceAthlétique #GlobalUnity #OlympicValues #SportAndPeace #OlympicLegacy   https://lnkd.in/ddMGkZ_t  

🏆 We are celebrating the success of the Paris Olympics by taking an in-depth look at the public discourse surrounding the Games! Download Part II of our Paris Olympics report now and leverage key insights in #corporatecommunication. https://lnkd.in/eQc8QStu #PARIS2024 concluded with a spectacular performance from the US team, which secured the most medals and captivated audiences worldwide. Our final analysis uncovers key trends in media coverage, highlights standout athletes and sponsors, and focuses on the most engaging debates. Leverage these free insights to discover how the Games were perceived by the public and in the media. 📊 Unlock the Power of #MediaInsights · Success in Sports: Learn which disciplines and athletes are driving the most engagement · Controversies in Organisation: Explore the public perception of non-sporting topics related to the Games. · Sponsoring the Games: Discover how well #brands succeed in standing out on the global stage.   #listentotheworld

🏆 We are celebrating the success of the Paris Olympics by taking an in-depth look at the public discourse surrounding the Games! Download Part II of our Paris Olympics report now and leverage key insights in #corporatecommunication. https://lnkd.in/eQc8QStu #PARIS2024 concluded with a spectacular performance from the US team, which secured the most medals and captivated audiences worldwide. Our final analysis uncovers key trends in media coverage, highlights standout athletes and sponsors, and focuses on the most engaging debates. Leverage these free insights to discover how the Games were perceived by the public and in the media. 📊 Unlock the Power of #MediaInsights · Success in Sports: Learn which disciplines and athletes are driving the most engagement · Controversies in Organisation: Explore the public perception of non-sporting topics related to the Games. · Sponsoring the Games: Discover how well #brands succeed in standing out on the global stage.   #listentotheworld

As I look back on the unforgettable moments of the Paris 2024 Olympic Games, one thing is crystal clear: the relationship between television and fan engagement has never been more important in shaping the future of live sports. What made these games truly special for me was the way fans around the world were able to connect with the action—whether in the stands or from the comfort of their homes. From the plethora of standout performances to the heartwarming stories of perseverance, Paris 2024 was a celebration of human spirit and achievement. Emotive human stories of triumph in real time that audiences want to get closer to. Television played a pivotal role, bringing every second to millions of viewers globally. Yet, it certainly was the synergy between traditional broadcasting and digital platforms that elevated the experience........Not one, or the other. A key headline stat from the attached article regarding broadcast consumption of the games: "Over half of the world’s population is expected to have engaged via broadcast or digital channels with the Olympic Games Paris 2024" (that's nearly 4BN!) (I personally think we can still do better than that going forward but certainly do not want to detract from the success of this today!) Fans weren't just watching; they were interacting, sharing, and contributing to the narrative in real time creating a vibrant, global community that celebrated every victory and consoled every defeat. As we move forward from this incredible televisual event, the lessons from Paris 2024 are that fans are global. Fans are not just the ones that buy tickets in the stadium, they are also the ones at home on their couch or streaming on their phone. Immersive fan engagement strategies should be aligned for ALL of those fans because of this reason. By continuing to innovate in how we connect with audiences (of all demographics), we can ensure that the magic of live sports reaches new heights, creating unforgettable experiences for global fans and setting the stage for the future of sports entertainment. It's heartwarming for me, for someone that started my career in live television, that TV still plays a huge role in live tentpole sports events and connecting global audiences. (Well done also to all the team at Warner Bros. Discovery. The Discovery+ live experience for the games was sublime - The accessible replays for some key races and moments were fantastic!) Bring on the Paralympics in a few weeks - Channel 4, you've got this :-) Here's to the power of connection and the next chapter in sports and live event TV! #Paris2024 #Olympics #FanEngagement #LiveTV Hypothesis Media

Thee journalist of ESPN National Basketball Association (NBA) #Brianwindhorst seem to lack an understanding of the cultural values and regulations that are at the heart of the International Olympic Committee – IOC organization Paris 2024 - Comité d'organisation des Jeux Olympiques et Paralympiques de 2024 so dear Brian windhorst let me respond to you correctly 😉 You mentioned that the Games are not capitalist enough for your taste and criticized the absence of alcohol sales 🍷 as well as the restricted hours of shops 🛍️. In France, and in Europe in general, we prioritize a different approach that emphasizes safety, well-being, and accessibility for all. Restrictions on alcohol sales during sporting events are in place to ensure that spectators can enjoy the events responsibly and safely. Regarding shop hours, they reflect our traditions and way of life. Unlike in the United States, where consumerism often reigns supreme 💵, we believe in a balance between professional and personal life ⚖️. Opening hours take this principle into account and are not simply dictated by the pursuit of maximum profit. Your comment on profit maximization and the sale of merchandise reflects a very American vision of capitalism, where everything must be monetized 💰. In France, we have different priorities and value aspects such as authenticity, sustainability 🌱, and respect for Olympic values 🏅. The Games are not just an opportunity to make money but also a celebration of sport and unity 🤝. It is essential to understand that different cultures have different approaches to organizing international events 🌍. The Paris Games have chosen to emphasize a healthy, respectful, and accessible experience for all, which may seem out of step with American expectations but deeply reflects our European values 🇪🇺. I encourage you to look beyond cultural differences and appreciate the diversity of approaches in organizing the Olympic Games. Paris and France are proud to host these Games and share this unique experience with the world while staying true to our principles and way of life 🇫🇷.

About 10,000 athletes, a record 8.6 million tickets sold and billions of television viewers worldwide: That’s the Olympics, and they are set to start on Friday in Paris. The summer event, which draws massive crowds and the best athletes in the world only once every four years, is an extremely costly undertaking for the host city. Since the 1960s, every city hosting the Olympics exceeded its initial budget by a large margin, according to an Oxford University study. But this time, a different story is taking shape. Spending at the 2024 Paris Olympics is expected to come in at under $10 billion — only about 25% over the initial budget, according to an S&P Global Ratings report. In sharp contrast, the 2016 Games in Rio de Janeiro and 2020 Games in Tokyo deviated from their original budgets by more than 350% and 280%, respectively, the report said. Read why: cnb.cx/4flhhym

🏃 Since the Games in #Paris are a setting a benchmark throughout the world for mega sport events in terms of #sustainability, #innovation and #TechnologicalAdvancement on many different levels, not every event organizer will catch the same spirit and follow suit. In our latest report, we outline four possible scenarios of how organizers might respond and incorporate learnings from Paris to create authentic and successful mega sports events in the future. 💡Dive deeper into the many innovations showcased in Paris in our newest report on the future mega sports events here: ➡️ https://lnkd.in/d9x3N6Pz #RolandBerger Alia Sabala