Sports Marketing
The Evolution Of Sports Marketing At The Olympics : Spotlight On The 2024 Paris Games
By Richard Wanjohi
26th of June 2024 in the City of Light , along the Seine River , the world will be treated to the grand spectacle of the French at the Opening Ceremony - a first in modern time being done on water !
The Olympics have always been more than a global sports competition ; they are a stage for unity , excellence , and inspiration . As the world eagerly anticipates the 2024 Paris Games , sports marketing professionals are gearing up for what promises to be a revolutionary chapter in Olympic history .
The Paris Games are not just a return to a historic venue - Paris last hosted the Olympics exactly 100 years to the year - but they also represent a fusion of tradition and innovation , setting new benchmarks in sports marketing . The Games have long been a global stage where sports marketing reaches its zenith , blending athletic prowess with brand storytelling to captivate audiences worldwide . As we approach the 2024 Paris Games , the landscape of sports marketing is evolving in unprecedented ways . From innovative technologies to sustainable initiatives , let ’ s explore what sports marketing looks like for this iconic event .
Embracing Digital Transformation
One of the most significant shifts in sports marketing for the 2024 Paris Olympics is the robust integration of digital technology . The digital landscape offers unprecedented opportunities for brands to engage with audiences .
From immersive virtual reality ( VR ) experiences to augmented reality ( AR ) activations , the Games will be a playground for tech-driven marketing . Fans worldwide can expect to experience the Olympics in more interactive and engaging ways , breaking the barriers of geography and time zones .
NBC Universal , the official broadcaster in the U . S of the Olympic Games , plans to leverage its Peacock streaming service to offer extensive , on-demand coverage . This will allow fans to access events , highlights , and behind-the-scenes content at their convenience , enhancing viewer engagement and satisfaction . Furthermore , the use of AI and data analytics will enable personalized content delivery , ensuring that viewers receive highlights and updates tailored to their preferences .
Social Media : The Heartbeat of Fan Engagement
Social media continues to be a cornerstone of Olympic marketing strategies . Platforms like Instagram , TikTok , and Twitter will be buzzing with real-time updates , athlete interactions , and fangenerated content . The International Olympic Committee ( IOC ) and sponsors are expected to harness the power of these platforms to create viral moments and deepen fan connections . Hashtags , challenges , and interactive polls will not only drive engagement but also foster a sense of global community .
For example , the # Paris2024 hashtag is set to unify conversations , with athletes and fans sharing their journeys , experiences , and support . You can be sure that the records on X ( formerly Twitter ) and Tik- Tok will be easily broken by the audiences across the world .
Brands are already partnering with influencers and athletes to create authentic content that resonates with diverse audiences . These collaborations will play a crucial role in amplifying reach and driving brand loyalty . We saw a sneak peek of this in the launch of the official national sports wear for the Kenyan team in April 2024 .
Utilizing big data and analytics , brands can tailor their campaigns to specific demographics , ensuring personalized and relevant content delivery . This approach not only enhances viewer engagement but also maximizes the return on marketing investments .
Brands will utilize social media to engage with a younger , tech-savvy audience . Interactive content , live updates , and athlete takeovers will create buzz and maintain excitement throughout the Olympics . For instance , a campaign by Safaricom , Kenya ’ s leading telecommunications company in Kenya , could feature live social media interactions with Kenyan athletes , allowing fans to send messages of support and receive realtime updates from the Games .
Sustainability : A Core Message
The Paris 2024 Games are committed to being the most sustainable Olympics ever , a theme that is central to their marketing narrative . The organizers have pledged to significantly reduce carbon emissions , with over 95 % of venues being existing or temporary structures . This commitment extends to their marketing campaigns , where eco-friendly messages and sustainable practices are highlighted .
Brands associated with the Olympics are expected to align their marketing strategies with these values . This includes using sustainable materials for promotional merchandise , reducing carbon footprints
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