‘A golden opportunity’: 11 marketers reveal how brands can keep their Olympic marketing on track

The 2024 Paris Olympics is well underway, with the first week of competition drawing to a close and track and field stars beginning to dust off their spikes.

Drawing over three billion viewers globally, the Olympics presents an undeniable opportunity for marketers to get their brands in front of new audiences. However, with so many different channels on offer, it can be difficult for marketers to decipher which ones will work best for their organisation. 

To help, Campaign's sister publication, PMW spoke to several industry experts to uncover how advertisers can go the distance when it comes to their Olympic marketing. 

“A golden opportunity for brands to tap into the raw, core emotions of sports fans.”

 Mike Fantis, VP Managing Partner at DAC Group, said:

“The  Olympic Games are a golden opportunity for brands to tap into the raw, core emotions of sports fans and forge connections with an increasingly diverse audience. The inclusion of niche sports such as skateboarding, break-dancing and surfing in this year’s Olympics gives marketers the means to forge relationships within new and very specific audiences and subcultures. We’re already seeing an interesting crossover between fashion, lifestyle and sports performance brands in the athletes’ clothing hauls on TikTok. 

“Social media marketing – sponsorship opportunities in particular – will play an increasingly important role in how brands approach sport. Take the Rugby Sevens as an example, while these athletes’ follower counts are relatively modest now, they will grow fast over the course of the games. 

“The next wave of athletes are digital natives who create authentic content that resonates with their audience – so brands would do well to engage with them early. As many sports and athletes aren’t hugely funded, brand ambassadorships can help support rising stars financially, while increasing the profile of their sport overall, making it an equitable value exchange for both parties. 

“Many of tomorrow’s global sports stars will come to prominence at this year’s Olympics. Now is the time for brands to build mutually beneficial relationships with the sporting talent that will resonate with their customers over the longer term.”

“Sometimes you don’t have to play the big brands at their own game to win big.”

 Hannah Thompson, Partner, Addressable Product and Strategy, KINESSO UK&I, said:

“In order to drive a sale, a click or the desired engagement with target consumers, brands need to engage their audience with the right content at the right time, in the right environment. 

“During the Olympics – historically reaching over three billion TV viewers around the world – the biggest global brands have the budgets to reach millions of people by partnering with key broadcasters, teams and Olympians themselves. But not everyone has that luxury. 

“However, there are a myriad of other media activations to reach key audiences outside of these key publishers – from using clever social media targeting, to levelling up your brand assets and SEO through a swathe of highly relevant search terms and content. 

“Micro-influencers with hyper-relevance to your audience and that have a crossover with the Olympics is another great way to get involved with the current sporting interest. Sometimes you don’t have to play the big brands at their own game to win big.”

“We’ve already seen strong campaigns from the likes of Aldi, Coca-Cola, Visa, and Allwyn.”

 Alex Brown, Head of Sport and Entertainment UK at EssenceMediacom, said:

“With the Olympics underway, brands and athletes alike will be looking to put in their best performances. We've already seen some epic sporting moments, including a nail-bitingly tight final of men’s 100m breaststroke settled by a 0.002 second difference. 

“Brands too, will be looking at gaining that crucial advantage, and the European-friendly timing of the games makes it easier to tap into the key moments and engage with a multitude of different audiences and demographics. 

“The sense of wall-to-wall excitement, anticipation and drama offers golden opportunities to capitalise on the reactive moments and connect with audiences in real-time. We’ve already seen strong campaigns from the likes of Aldi, Coca-Cola, Visa, and Allwyn, and while some of the initial activations around the games seemed fairly quiet, I’m sure we’ll see brands accelerate to 100mph as more sports get underway.”

“Your brand can still gatecrash the Olympic party.”

 Matt Bennett, Co-founder and ECD, at Ultra, said:

“Your name might not ‘officially’ be on the list but your brand can still gatecrash the Olympic party. Creating a buzz definitely requires an understanding of the games’ regulations – the IOC’s Rule 40 for example – but there are plenty of ways brands that aren’t affiliated with this mega event can compete alongside official sponsors.  

“The key is to get cut-through by letting your creativity run wild, whether it’s through a clever use of iconic sporting quotes or leaning heavily on the cultural impact of the Olympics – how it brings people together, sharing in athletes’ passions and desires to win.

“But don’t get lost in the sea of sameness that’s sure to fill the airwaves with togetherness and ‘purposeful messaging.’ No one wants to be lectured and the beauty of sport is that it can move into other conversations that brands can tap into authentically, without breaking the strict Olympics affiliation rules, yet still taking part.”

“Loyalty is more important than ever.”

 Josh Graham, Co-founder at Airtime, said:

“The summer’s packed sports agenda is providing Brits with more reasons to celebrate together, and should give a boost to the retail and hospitality sectors. The upcoming Olympic Games provides a huge opportunity for marketers and retailers alike to captivate sports fans  before, during and post the event. 

“In the current environment, loyalty is more important than ever. No matter whether fans choose to stay put or head out, there is a real opportunity for the hospitality and retail sectors to think creatively to reach their customers and deliver exceptional experiences to attract and retain customers.”

“The key thing is not to fall foul of the tight regulation of Olympic IP.”

 Rik Moore, Managing Partner, Strategy at The Kite Factory, said: 

‘There are nuances to it, but overall, huge potential, particularly with an Olympics like this one, where the time difference to British Summer Time is minimal. The key thing is not to fall foul of the tight regulation of Olympic IP. It’s nothing out of the ordinary to any IP management situation, but it is rigorously enforced in the case of the Olympics. As you would expect, there are a host of things you simply cannot say or include without being an official partner.

“Assuming official partners are already doing everything they can to maximise and amplify their association, the focus is on brands who aren’t official partners, but who still have opportunity to tap into the conversation. Each day of the Olympics has given us a wealth of engaging stories, that brands, if they are set up correctly, can tap into and show relevance to make themselves a credible part of the conversation.  

“To succeed here, brands need to ensure they have the sign off structures and empower their teams to move quickly to be part of the conversation. In doing so, you can make yourself part of that gold rush of excitement.”

“There’s scope to do something a bit more ambitious across multiple digital ad formats.”

 Amy Wright, Global Head of Strategy at Automated Creative, said:

“As media consumption habits become more fragmented, tentpole sporting events like the Olympics offer an unparalleled opportunity to gain visibility at scale. In practice, this means lots of brands will opt for big YouTube campaigns. 

“However, there’s scope to do something a bit more ambitious across multiple digital ad formats. This year I’m hoping to see more ‘in flight’ ads - in which ‘live’ creative is adapted to reflect the leader boards, big wins etc, but also in line with how consumers engage with the content.

“It’s a strategy that doesn't necessarily need new platforms, just a concerted effort by brands to adapt and test ads in a more agile and connected way. In practice, this means they need to be able to track live data and tweak their campaigns around the creative touchpoints that people respond to best. 

“Granted this approach does take a bit more effort and budget, but in our experience, an ROI uplift of - typically - around a fifth makes it very worthwhile.

“A unique platform for storytelling and brand engagement.”

 Julius Judah, Creative Strategy Director at eight&four, said: 

“The global reach and emotional impact of the Olympic Games create a unique platform for storytelling and brand engagement.

“Olympic audiences crave spectacular moments and the compelling stories behind the athletes who achieve them, evidenced by the popularity of Netflix’s (brilliant) sports documentaries ‘Sprint’ and ‘Simone Biles Rising’, in the run-up to the competition.

“Brands that embody the Olympic spirit – excellence, perseverance, unity – truly stand out. In contrast, those merely attempting to capitalise on the event often fall short. Authenticity is not just important; it's crucial.

“That said – capitalising on the Olympics is easier said than done. With such strict restrictions in place, creativity wins – no better exemplified than Nike during the London 2012 Olympics, cleverly featuring content from athletes in ‘London’ locations around the world, which outshone Adidas despite restrictions.

“Social media offers huge advertising potential for brands. The focus should be on capturing and sharing these Olympic moments and stories in a way only your brand can. Engage with audiences in real time, react with them, create content that resonates, and foster a sense of community.

“By aligning with the true essence of the Olympics, brands can enhance their visibility and build stronger connections with their audience.”

“The games offer multiple angles for brands to explore.”

 Tom Stone, Co-founder of re:act, said:

“The advertising potential of the Paris Olympics is enormous due to its unparalleled global reach and the diverse audiences it attracts. Brands and businesses have a unique opportunity to engage with millions of people in real-time, making the Olympics a prime platform for advertising.

“The games offer multiple angles for brands to explore, from leveraging the excitement of live results to creating narratives around the athletes' personal stories. This dynamic environment allows advertisers to craft campaigns that resonate on multiple levels, whether through real-time interactions or post-event storytelling.

“Furthermore, the Olympics generate conversations across a wide range of audience types, providing a rich landscape for targeted advertising. We recently conducted research around consumer sentiment and the Olympic Games, and found that almost two-thirds (62%) of respondents aged from 25 to 34 admit they use social media more than usual during popular events such as the Olympics. 

“Therefore, brands that align with the Olympics, can tap into the collective global enthusiasm, ensuring their message reaches a broad and engaged audience. This extensive reach, combined with the ability to tailor messages to different audience segments, highlights the immense advertising potential of the Paris Olympics.”

“Perhaps the last occasion for true, collective emotional investment.”

 Josh Dickins, Head of Consulting at Creature and White Crow, said: 

“In an ever-fragmenting media landscape, the Olympics provide perhaps the last occasion for true, collective emotional investment. The world is watching, simultaneously, and the world is feeling every lung-busting run, finish-line heartbreak and underdog triumph too.

“For advertisers, this collective emotion can be incredibly potent. But it needs to be harnessed well. The best brands will avoid the tried and tested ‘congratulations Team GB’ messages, where brand X blandly ‘aligns’ with success Y, and instead will show that they are going through the emotional rollercoaster too.

“Paris gives a rare opportunity for radically empathetic messaging. Don’t just sponsor, support or champion. Instead, show that you feel. Act humanely. Speak in the moment, rather than message in the slipstream of success. You won’t get the same chance for at least another four years.”

“The Olympic Games stands apart and delivers exclusivity and cache for brands.”

 Tom Gent, Head of Creative at Founder Creative, said:

“In what is a saturated sports market, the Olympic Games stands apart and delivers exclusivity and cache for brands. The whole world is watching, with the event capturing the imagination of core and casual sports fans alike. It’s ultimately mass exposure on a global scale. A sporting event where everyone’s invited

What’s more, the Olympics has a core focus on endeavour and sporting excellence. It’s seemingly normal people doing superhuman things. And typically, the audience finds these incredible human stories as more relatable than superstar footballers, who sometimes seem out of touch and much less relatable.

With every nation around the world represented, everyone is included, so for brands it’s an incredible platform to be involved with. Over 100 years on from its inception, the Olympic Games is still the global sporting event.”
 

The story first appeared on Campaign's sister publication Performance Marketing World.