How Brands Were Aiming For Gold At The Olympics 2024

The Games are on!

Every four years, the Olympic Games gather thousands of athletes and millions of sport fans in an Olympic host city all around the world. Visitors are eagerly anticipating a large range of competitions, deciding on who is the best athlete of them all. This year, France welcomed them to Paris, where anticipation ran high despite controversies over spending and local concerns, like making the Seine swimmable.

In addition to athletes, sports enthusiasts, and the Olympic Committee, Paris has become a hub for brands, both local and global, who are capitalizing on the Olympic Games to connect with a vast audience. Over the past weeks, brands have been actively engaging with attendees. We’ve explored the dynamic brand activities unfolding in Paris and are excited to share our insights below.

Brands take the Podium

This year, the Olympic Games have secured the support of 79 sponsors, generating a substantial sponsorship income of €1.226 billion. These sponsors are categorized into various tiers, with prominent global brands like Coca-Cola, Airbnb, Deloitte, LVMH, and Procter & Gamble leading the way. The Olympics have strategically integrated their sponsors into the event, assigning them specific roles. For instance, Airbnb is offering unique accommodation experiences, Bridgestone is supplying tires and vehicle services, Procter & Gamble ensures athletes have access to personal care and household products, and Coca-Cola is providing a range of non-alcoholic beverages.

The extensive investment by renowned companies in sponsoring the Olympics goes beyond simply capitalizing on their love for sports. While brand building and reputational enhancement are significant benefits, a key driver for these sponsorships is the opportunity to showcase new products and services to a global audience. The Olympics offer a unique platform to introduce innovations and engage with a diverse crowd.

For instance, Visa is leveraging its sponsorship by presenting the new Visa Go mobile application during the Games. This app provides exclusive discounts and offers throughout Paris, capturing the attention of attendees and encouraging them to explore what’s new. By aligning with the Olympics, these companies not only enhance their brand visibility but also directly connect with potential customers, making the most of this high-profile international event.

The Olympics attract significant spending not just from official sponsors but also from various brands seeking to leverage the event's global stage. Although only official sponsors are permitted to advertise directly around the Games, there are numerous creative ways for brands to make an impact. The Olympics serve as a prime example of how businesses can capitalize on the unique opportunities presented by such a high-profile sports event. Brands engage in a range of activities, from hosting themed events and pop-up experiences to launching exclusive products and promotions. These strategies allow them to connect with audiences, enhance their visibility, and drive engagement, all while aligning with the excitement and global reach of the Games.

Brands Take the Podium: Side Events

This summer, a range of side events surrounding the Paris 2024 Olympics is captivating both locals and visitors. 

The prestigious hotel Le Royal Monceau – Raffles Paris is offering guests a unique experience by transforming its lobby into a miniature Paris, complete with iconic landmarks and a giant screen for watching the games. Alongside, the hotel’s Le Bar Long is serving specially crafted cocktails inspired by past Olympic host cities, adding a touch of global culture to the Olympic excitement.

Dior has relaunched its Dior Spa Cruise on the Seine to coincide with the Paris Olympics. This two-week floating spa offers tailored beauty and wellness treatments that draw inspiration from athletic preparation and recovery, highlighting Dior's luxurious approach to wellness. This experience is part of LVMH’s broader sponsorship initiative, which includes various cultural pop-ups across Paris, blending French luxury with the Olympic spirit through art installations and exclusive brand showcases.

The Decathlon Playground at Parc de la Villette brings together artists, athletes, and visitors for a series of DJ sets, sports demonstrations, and culinary experiences, all designed to celebrate the Paris 2024 Games in a lively and engaging atmosphere.

Air France has also created a special side event at Palais de Tokyo, offering a unique culinary journey that mirrors the in-flight dining experience of their Business class, with a menu crafted by Michelin-starred chef Arnaud Lallement. This event allows sports enthusiasts to indulge in a gourmet experience while celebrating the Olympics. Air Canada in comparison came up with a flight deck concept, inviting attendees to a space dedicated to the passion of aviation.

Why Brands Are Embracing Side Events 

Side events surrounding the Olympics 2024 are highly popular because they provide an opportunity to extend the Olympic experience beyond the sports venues. These events offer a blend of cultural, culinary, and entertainment experiences that resonate with the diverse interests of both locals and international visitors. They allow brands and organizers to create memorable, immersive experiences that capture the essence of the Olympic spirit while also showcasing the unique culture of Paris. By offering exclusive and tailored experiences, these side events enhance the overall excitement and engagement surrounding the Games, making them an integral part of the Olympic celebration.

Brands Take the Podium: Pop-Ups

The 2024 Paris Olympics have inspired a wave of creative pop-ups that blend sports, culture, fashion, and technology, creating immersive experiences for visitors. 

Samsung's showcase on the Champs-Elysées, "Olympic rendezvous @ Samsung," offers fans a journey through iconic Olympic moments while introducing them to the latest Galaxy innovations, including the Samsung Galaxy Flip. This pop-up allows visitors to relive the excitement of past games and explore cutting-edge technology.

Brazilian footwear brand Melissa has launched an immersive pop-up in the Marais, showcasing its iconic jelly sandals in a multi-sensory experience that includes non-alcoholic fruit drinks, engaging all five senses. 

Hello Kitty, celebrating its 50th birthday, has teamed up with Galeries Lafayette Haussmann for a nostalgic and playful pop-up store featuring exclusive products and collaborations with French brands. Guess Jeans has also set up a temporary display at Galeries Lafayette’s Champs-Elysées branch, highlighting the brand’s denim heritage and introducing new eco-friendly laser wash technology with customization options for visitors.

Moët & Chandon has collaborated with Michelin-starred chef Yannick Alléno and fashion designer Charles de Vilmorin to create a vibrant summer pop-up that celebrates the Olympics with a blend of luxury and artistry. The pop-up features colorful decor designed by de Vilmorin and offers a unique culinary experience in Paris.

Wingstop has opened a "House of Flavor" pop-up restaurant in Paris, offering free wings and marking the brand's expansion plans in France.

JBL has returned to Paris with a pop-up store in the Sentier district, offering music and sports enthusiasts a chance to explore the latest JBL products and participate in events with celebrities and e-sports professionals. OMEGA, the official timekeeper of the Olympics, has inaugurated its exclusive OMEGA House in Paris, providing a luxurious space for VIPs and athletes to celebrate the games with exhibitions and entertainment.

Why Pop-Ups Are the Go-To Strategy for Brands 

Pop-ups surrounding the Olympics 2024 are popular because they offer a unique way to engage with the Olympic spirit surrounding the actual tournaments. These pop-ups create memorable experiences by merging luxury, technology, and cultural elements, making the Olympic celebration more accessible and diverse. They allow brands to showcase their innovations, connect with a global audience, and tap into the excitement surrounding the games. Additionally, these temporary spaces offer visitors exclusive, one-of-a-kind experiences that enhance the overall atmosphere of the Olympics, blending the excitement of the games with the charm and culture of Paris.

Brands Take the Podium: Product Placement

At the 2024 Paris Olympics, product placements have reached new heights as brands seize the opportunity to showcase their offerings on a global stage. 

LVMH's luxury influence is evident in various Olympic elements, from the Chaumet-crafted medals and Louis Vuitton trays used in ceremonies to Berluti-designed uniforms for the French team. Samsung enhanced the medal moment by providing athletes with flip phones for "victory selfies," a symbol of the evolving landscape of product placement at the Games. 

Nike, known for its powerful Olympic marketing, introduced an extensive range of data-driven, culturally reflective uniforms that emphasize athlete comfort and expression. 

Meanwhile, Coca-Cola kept spectators refreshed with innovative pop-up stations featuring sustainable packaging and interactive experiences, and Toyota supported the event’s sustainability goals with a fleet of hydrogen-powered and electric vehicles. Sequel, a company catering to female athletes, capitalized on the Olympic spotlight by partnering with Athleta and distributing period product samples at key events.

Why brands are going for product placements 

Product placements at the Olympics are incredibly popular because they allow brands to tap into a massive, global audience that is highly engaged and emotionally invested in the event. The Olympics provide a unique platform where brands can align themselves with values like excellence, sustainability, and innovation. By integrating their products into the Olympic experience, companies can enhance their visibility, create memorable brand associations, and demonstrate their relevance to the themes of the Games. This not only boosts brand recognition but also fosters deeper connections with consumers who associate these brands with the inspiring and unifying spirit of the Olympics.

Brands Take the Podium: Innovative Activities Around the Globe

Beyond Paris, the excitement of the 2024 Olympics is being celebrated worldwide with dynamic brand activities, further amplified by exclusive coupon promotions aimed at attracting consumers. Major brands have introduced special offers to capitalize on the Olympic fervor. For instance, Nike launched exclusive coupons on its official website and mobile app, offering discounts on limited-edition sports shoes when specific codes are entered. Similarly, PUMA issued Olympic-themed coupons through both online and offline channels to encourage consumers to purchase its Olympic series products. Additionally, Anta distributed coupons to users who engaged in social media interactions, enhancing the brand's appeal and visibility.

These promotional strategies complement other global celebrations. NBCUniversal has transformed Rockefeller Center into an Olympic experience, featuring Parisian food, themed photo opportunities, and live coverage on large LED screens. In Melbourne, the Melbourne Quarter is hosting an Olympic-themed eclair pop-up, offering a variety of gourmet flavors to local visitors. Meanwhile, in Miami, OMEGA has created an Olympic-themed playground at The Design District’s Jungle Plaza, commemorating its 31-year role as the Official Timekeeper of the Games with an interactive, family-friendly space.

These global and digital activities underscore how brands are creatively integrating Olympic themes to engage audiences and drive consumer interaction, making the 2024 Olympics a truly worldwide event.

Why Brands are engaging consumers outside of Paris

Brand activities outside Paris are popular because they allow global audiences to engage with the Olympic spirit, even if they can't attend the Games in person. These events create localized celebrations that bring the excitement and prestige of the Olympics to different regions, making people feel connected to the global event. By offering unique experiences, themed attractions, and interactive opportunities, brands can enhance their visibility and foster emotional connections with consumers. Additionally, these activities generate buzz and media coverage, amplifying the reach and impact of the Olympics across various markets.

Insights and Implications for Experience Marketing

Promoting your brand during the Paris 2024 Olympics offered unparalleled exposure, positive brand association, and a significant boost in brand awareness. This year’s Games were reshaping the sports marketing landscape, with brands pushing beyond traditional strategies to create empowering, immersive and memorable experiences for a global audience.

The International Olympic Committee (IOC) is further revolutionizing the approach to sponsorship, focusing on subtle and organic ways to enhance sponsor visibility. By creating new promotional opportunities, the IOC enables sponsors to integrate their offerings into the Olympic narrative in a way that feels relevant and authentic. This strategic integration ensures that sponsors’ contributions are seamlessly woven into the fabric of the event, creating a more cohesive and engaging experience for audiences.

The Olympics present a unique opportunity for brands to elevate their visibility by integrating their products and services into this high-profile global event. Brands are seen moving beyond mere sponsorships, crafting immersive and impactful experiences that resonate with the audience. These activities extend the Olympic experience beyond the main venues, captivating diverse audiences. Luxury brands and interactive experiences are redefining how consumers engage with the Games, making these experiences both memorable and effective.

For experience marketing, this shift implies several key strategies. Brands should leverage major global events like the Olympics to launch and promote new products, ensuring that their presence is strategically integrated to offer meaningful and engaging interactions. Creating immersive engagements through side events and pop-ups that align with the events’ spirit while showcasing products in a compelling way can significantly enhance brand impact. Additionally, focusing on organic integration with event organizers allows for more authentic and seamless marketing efforts, aligning messaging with the event’s narrative.

As we look ahead to future events, including the upcoming Paralympics and the Los Angeles 2028 Olympics, the marketing landscape will continue to evolve. Brands are expected to remain agile and innovative, exploring creative ways to connect with audiences and make a lasting impact in both the sports and marketing worlds.