The brand games at Paris 2024

Having missed Tokyo 2020 due to the pandemic, and with London 2012 being the standout sporting event I've ever attended, I approached Paris 2024 with high expectations—and they were fully met.

Spending a week at the greatest show on earth is an experience like no other. To illustrate, two of my personal highlights were the modern pentathlon and archery—sports I had never watched in full before, nor did I know the rules.

While major events like the Rugby, Football, and Cricket World Cups are great, they tend to have relatively homogeneous fan groups, predominantly male and representing a maximum of 32 countries.

What sets the Olympics apart is its sheer magnitude, diversity, and the unity it fosters among people from around the world, all within a small geographic area. Paris 2024 featured 762 sports sessions across 32 sports, resulting in 329 events over 19 days of competition, with 206 nations represented.

One of the most notable differences compared to London was how Paris utilized existing facilities, making the event highly accessible, with numerous events held in iconic locations throughout the city.

Another aspect I love about the Olympics is the sponsorship campaigns. Given that it's a clean stadium event, sponsors must earn their value through creative initiatives.

However, I found the worldwide partners' campaigns to be somewhat underwhelming this time around. One exception was Airbnb, which focused on promoting sustainable and inclusive travel experiences that aligned with the values of the Games. Their initiative included offering unique stays and experiences hosted by locals in France, aimed at enhancing the visitor experience while promoting eco-friendly tourism. This approach also made attending the Games a far more affordable option for thousands of people.

Coca-Cola’s "It’s Magic When The World Comes Together" campaign didn’t resonate with me as much as previous iterations, but they excelled with their on-the-ground presence. The Coca-Cola Food Fest at Invalides was brilliant—a 1000m² food court offering recipes from around the world, created by 10 chefs recognized for their expertise, authenticity, and creativity. Subsidized by Coca-Cola, this event was more than just about food; it featured daily music performances by artists and DJs, including an Amapiano slot with Amapiano France & Danseur Andy Dlamini. It was fantastic to see sport, food, and music intersect in such a vibrant way.

One surprise was the implementation of Visa-only accepted vendors at every site. While this exclusivity was notable, I think a better approach would have been offering discounts to those paying with Visa cards. This would have encouraged fans to switch to Visa for the perks without inconveniencing Mastercard users, who had to obtain temporary Visa cards.

Among the local partners, LVMH, the prominent French luxury goods company, stood out with their exceptional showcase. Their involvement seamlessly integrated cultural and artistic elements into the Games. LVMH was responsible for creating the Olympic and Paralympic medals, crafted by Maison Chaumet, one of LVMH's prestigious jewelry brands. These medals were not only symbols of athletic achievement but also masterpieces of design, reflecting French craftsmanship and artistry.

In addition to the medals, LVMH contributed to the cultural program, aiming to highlight French art, fashion, and heritage on a global stage. Their involvement emphasized the importance of blending luxury, art, and sport, underscoring the cultural significance of the Olympics.

Outside of the official sponsors, Nike stole the show with the most impressive on-the-ground activation in Paris. They partnered with the Centre Pompidou, one of the city's most iconic and progressive landmarks, for a celebration of sport and culture, rooted in a shared history of innovation.

Their "Art of Victory" exhibition celebrated the story of Nike Air innovation at the site that inspired the radical design of the Air Max 1 nearly 40 years ago. Nike transformed the Centre Pompidou’s iconic façade into a moving film canvas that showcased their athletes at the Games and told great stories of sport. This space also hosted a series of sport experiences for the public, with daily programming that included running, basketball, football, skateboarding, and breakdancing activities.