Paris 2024: Pressure is on brands to produce in big moments as the games begin

Winning an Olympic medal is the product of years of backbreaking dedication and grueling training, yet sometimes what makes the ultimate difference is brilliant in-the-moment guile or a critical strategy change. 

Many marketers and PR pros are probably happy to avoid the long hours in the gym, on the track or in the sculls. But it’s also a combination of long-term preparation and quick thinking that results in medal-stand-worthy campaigns during the Summer Olympic Games for brands that are not official Olympic sponsors.

Days before the cauldron is lit in Paris, MikeWorldWide’s Bret Werner, himself a communications veteran of major sporting events, says Olympic marketing success comes from months of preparation and activating quickly in response to new sporting sensations. 

“The truth is the Olympic Games are won 100 days before and right after the events. That’s the window to activate,” says Werner, MWW’s president, who has worked quickly to reach deals with athletes in the moments after they’ve won a medal. “It’s time for some fresh faces as well as the heroes we already have.” 

Sean Flynn, co-leader of the sports practice at Praytell and a self-described “Olympic geek,” says he’s watching how brands take advantage of the games’ unscripted moments. He recalls how the Macarena took over the 1996 Summer Games in Atlanta or when the “adopt, don’t shop” conversation became a centerpiece of the 2014 winter games in Sochi, Russia. 

“Paris 2024 is going to be one of the biggest moments of the year. I don’t think the conversation is necessarily about ‘what is our Olympic campaign going to look like?’ but knowing that all the attention will be there, how do we insert ourselves into the conversation, or be able to react when something does happen?” he says. “The biggest opportunity for non-sponsors are in the cultural moments you can’t really predict.”

Flynn cautions that brands must be thoughtful when deciding what moments and athletes to associate themselves with. While American gymnast Simone Biles, for instance, will be one of the few most-talked-about athletes at the games, her decision to pull out of the 2020 Tokyo Summer Games to prioritize her mental health means marketers should only insert themselves in a conversation about her if they can do so authentically, he says. 

Non-official-sponsor brands will have more opportunities at the Paris games than any previous Olympics due to rule changes in how they can partner with athletes and teams. While official sponsors such as Airbnb, Procter & Gamble, Visa and Bridgestone Tires will have their branding splashed around venues and on screens — often for a fee in the hundreds of millions of dollars — many other companies will also be active. However, they are limited in the language and visuals — no Olympic rings — they can use. 

A loosening of what the International Olympic Committee calls Rule 40 allows for companies to be a team sponsor or to attach themselves to one or more of the national Olympic governing bodies. Brands with long-standing relationships with athletes — think U.S.A. Basketball’s LeBron James or Stephen Curry with Nike and UnderArmour, respectively — can market their stars but with less freedom than official sponsors. Current or former college athletes can also continue to profit from their name, image and likeness deals during the games, while their partners benefit from the athletes’ participation. 

“Four years ago, NIL didn’t exist,” says Jon Schwartz, MD and head of sports at Prosek Partners. “Now you have the opportunity to put surround sound [around a participating athlete].” 

One example of a brand making its mark on the games despite not inking an official sponsorship deal is fintech company and Prosek client Broadridge, which has a unique partnership with the U.S. women’s rowing team. It employs about one-third of its members and gives them the time to travel and train during the year. 

“They allow these athletes to work part-time to help them with funding and have the flexibility to go and train,” says Schwartz. 

Many Olympic athletes, such as Biles, swimmer Katie Ledecky or the roster of household-names on the U.S. basketball team, need no introduction to audiences watching at home. Others like American track medal hopefuls Sha’Carri Richardson and Noah Lyles will be introduced thoroughly to viewers who are not avid sports fans. And moments like the 100- and 200-meter races are can’t-miss events to sports fans, as are the opening and closing ceremonies. 

What are the other things marketing experts are keeping an eye on from the moment the Olympic Torch enters the City of Lights on July 26 until the closing ceremonies on August 11? 

One partnership Werner has his eye on is Glossier’s tie-up with the U.S. women’s basketball team. It’s the first time the team — gold medal winners in seven consecutive Olympics — is partnering with a beauty brand, and it takes place as women’s basketball is enjoying a cultural moment in the U.S.

Flynn adds that the Paris games promise to be the most fashion-forward yet, and they’re sure to produce eye-catching sartorial moments as athletes walk to venues and watch other events from the stands. 

While many people view the games as a joyful diversion from work and professional social media, Werner says he’s also watching LinkedIn to see what stories of strategy and sports business are revealed on the platform. 

Schwartz says it’s not too early to imagine opportunities for the 2028 Olympic Summer Games in Los Angeles, where flag football will debut alongside other new events such as lacrosse and squash. Cincinnati Bengals star quarterback Joe Burrow has expressed interest in suiting up for the inaugural U.S. flag football team. 

Yet what brand is under the most pressure during these Olympic games? Werner says it’s that of the Olympic Games itself, adding that it must prove its value to sponsors as Toyota ends its $835 million backing of the games after this year. 

“The Olympics has a job to do to convince brands that it is a very unique platform to reach a global audience,” he says.