The curtain has fallen on the Paris 2024 Olympics, leaving us with memories of unforgettable moments and remarkable achievements. While the athletes were the stars of the show, the sponsors behind the scenes played a crucial role in making the Games a grand success.
Major brands seized the opportunity to showcase their products in innovative ways that seamlessly integrated into the Olympic experience. With the Paris Paralympics, which most Olympic Sponsors are associated with, underway, let’s take a closer look at some of the sponsor activity which truly shone at during the Olympic Games.
Coca-Cola, a long-time Olympic partner, was once again overtly active in leveraging its association with the Games. Marketing and interactive fan experiences, including the “It’s Magic When the World Comes Together” campaign, extended beyond the Olympic competitions with the placement of a ‘Coca-Cola Village’ in each of the 65stage towns for the Olympic Torch Relay.
As well as making products available to fans, competitors, media, VIPs, and staff in the Games venues, Coca-Cola also utilised product placement for increased visibility. Powerade and Coke Zero brands featured front and centre on press conference tables, ensuring Coca-Cola’s presence was felt not just in the stadiums but also across social media, where it engaged millions of fans.
Coca-Cola’s marketing activity included a global multi-channel advertising campaign celebrating the power of hugs, an Olympic anthem sung by Gwen Stefani and Anderson .Paak, and a months-long food festival in the French capital where guests could sample cuisines from around the world.
According to Nielsen Report, around 54% of Olympic fans globally are aware that Coca-Cola was one of the sponsors for Paris 2024.
Toyota, the official mobility partner of the Olympics, showcased its electric vehicles and sustainable transportation solutions as it sought to tap into a growing community interest in environmental responsibility.
The automotive manufacturer partnered with the International Olympic Committee to launch the “Mobility for All” initiative, aimed at promoting accessible and inclusive transportation for people with disabilities. In Paris, Toyota provided around 450 personal battery electric vehicles –seated C+walkS, standing C+walkT and wheelchair pullers to enable ease of movement for people of different abilities. The seated version was provided to athletes, organisers, and volunteers, whereas the standing version was distributed to staff and volunteers to facilitate their movement around the Paris 2024 venues.
The “Start Your Impossible” campaign highlighted not only remarkable Olympic and Paralympic athletes but also shone a light on the heroes behind their success — the coaches, teammates, parents, and fans that make up the community that fuels their journey. It inspired viewers to overcome challenges and achieve their dreams.
According to Nielsen Report, around 36% of Olympic fans globally are aware that Toyota was one of the sponsors for Paris 2024.
Samsung brought cutting-edge technology to the forefront of the Olympics with its “Open Always Wins” campaign, which emphasised the importance of inclusivity and accessibility. This showcased its latest technology, including the recently launched Galaxy Z Fold 6 and the Galaxy Z Flip 6. The latter was given to each athlete to capture and share their Olympic experiences. Samsung stated that their use by athletes for selfies on the sporting field and during medal ceremonies drove increased awareness and sales of the device.
Samsung also provided advanced Galaxy devices, immersive VR experiences, and sustainable technology solutions which ran on 5G networks provided by another Games sponsor, Orange. This included using Galaxy S24 Ultra smartphones to provide broadcast footage from the boats involved in the Opening Ceremony on the river Seine and the Olympic Regatta. These contributions enhanced connectivity, spectator engagement, and environmental responsibility.
According to Nielsen Report, around 38% of Olympic fans globally are aware that Samsung was one of the sponsors for Paris 2024.
Accor, the French based hospitality group, sought to use the Games to solidify its position as a global leader in its market segment. As an official premium partner, Accor played a pivotal role in ensuring the event’s success, delivering accommodation experiences to athletes, spectators, and media alike.
Accor provided accommodation for both athletes and media in the Olympic and Paralympic Villages, drawing on its experience and extensive network of hotels to personalise its offering, including tailored amenities and dining options.
Aligned with the Paris 2024 Games’ sustainability goals, Accor implemented eco-friendly practices in its operations including reducing waste, conserving energy, and supporting local communities.
According to Stephanie Dartevelle, Accor’s vice president of sponsorship for Europe and North Africa, Accor’s hotels in Paris were at 85% occupancy during the games and they expect the business to benefit from tourists who will now want to visit or return to France on the back of the event.
LVMH, the world-renowned luxury goods conglomerate, was highly present during the Paris 2024 Olympic Games. As a Premium Partner, LVMH leveraged its creative expertise and craftsmanship to enhance the event’s grandeur and celebrate French heritage.
Its campaign, titled “The Art of Crafting Dreams,” sought to highlight the synergy between sports and craftsmanship. Several iconic LVMH brands were involved in various aspects of the Games:
The 2024 Paris Olympics allowed sponsors the opportunity to highlight their products and brands. By aligning with the values of the Olympic Movement and leveraging innovative strategies, brands were able to connect with audiences on a global scale. For the next Olympics we look forward to seeing how sponsors continue to evolve and adapt to the changing landscape of community values, technology and sports marketing. Contact IPSEM Squared today to discover how to best leverage your own sponsorship opportunities and activities, plus make the most of any sponsorship investment as a Sponsor, Rightsholder or Host.