On July 26, the 2024 Paris Olympic Games will begin, and it is a great moment for big companies, as in Euro 2024. This sporting event, held every four years, will continue until August 11, attracting millions of viewers and highlighting the perfect stage for hundreds of brands to align themselves with sports values: camaraderie, effort, respect, cordiality, fair play, etc.
However, we do not need to wait until then to witness great campaigns related to this event. As often happens with such significant dates, companies and brands have been creating content well in advance of the competition. Therefore, today we want to review both the main sponsors of the Paris 2024 Olympic Games and the advertising campaigns created around them.
The chosen venue for this year’s Games is Paris. The French capital will host more than 10,500 athletes from over 206 National Olympic Committees and the IOC Refugee Olympic Team, competing in 329 events across 32 sports.
According to data revealed by the International Olympic Committee (IOC), the last edition of the Games, held in Tokyo in 2020, attracted 3.05 billion unique viewers who followed the competition through digital platforms or linear television. Additionally, the official coverage on the platforms of the Games’ broadcast partners generated 28 billion video views, which is 139% more than the previous edition in Rio 2016. Thus, the Tokyo 2020 Games became the most viewed on digital platforms.
Furthermore, the web platforms and Olympic apps for Tokyo 2020 managed to attract more than 196 million unique users, which was three times the amount of online traffic compared to the Rio 2016 Games. Similarly, the IOC’s social media channels recorded 6.1 billion interactions, including views, shares, comments, and likes.
All these milestones are partly a natural response to the evolution of the digital landscape from 2016 to 2021 (the actual year the competition was held due to the pandemic). In those years, and following the effect of the lockdown, the penetration of digital platforms significantly developed. This makes us eager to see the levels of audience and digital viewership that this competition will record three years after that date.
According to data from the International Olympic Committee (IOC), in 2021, it recorded total revenues of $4.161 billion. Within this figure, $835 million (30%) was obtained through the TOP sponsorship program. Additionally, 61% of the revenue ($3.107 billion) came from broadcasting rights.
Given the magnitude and scale of the Olympic Games, they have several categories of sponsorship, with the two main ones being Global Partners and National Partners (which include Premium Partners, Official Partners, and Official Sponsors). These companies collaborate with the IOC through various forms of support such as funding, and the provision of technical services and products.
Global Partners belong to the IOC’s TOP (The Olympic Partner) sponsorship program, which is the highest level of sponsorship and establishes long-term agreements (with a minimum duration of four years) between brands and the Olympic organizing committee. Created in 1985, its objective is to generate diversified revenues, which are distributed equally among the Organizing Committees and the Olympic Movement.
Companies benefit from this partnership by building their business and image, connecting with the public, and developing relationships with their consumers, among other advantages. Meanwhile, the IOC receives vital support for the development of the Games and essential services for athletes. Additionally, the IOC benefits from the global campaigns that promote and transmit Olympic values, and from the creation of innovative experiences around the competition for the public.
For this edition, there are 15 Global Partners of the Games: Airbnb, Alibaba, Allianz, Atos, Bridgestone, Coca-Cola/Mengniu, Deloitte, Intel, Omega, Panasonic, P&G, Samsung, Toyota, and Visa.
The accommodation platform for private tourist rentals became a Global Partner in 2019, with its contract extending until 2028. In addition to collaborating with its sponsorship, Airbnb aims to promote sustainable tourism and support the local economy by providing economically viable, sustainable, and socially inclusive travel options in locations near the cities hosting the Olympic and Paralympic Games.
Additionally, they have created a “Travel Grant” valued at $2,000 for 1,000 Olympic and Paralympic athletes who meet specific criteria. This grant serves as extra financial aid for staying in Airbnb homes or apartments, facilitating their attendance at training sessions or competitions.
Moreover, they offer a “Travel Stipend” valued at $500, allowing eligible athletes to enjoy accommodations for a few days off and discover new destinations.
The Chinese eCommerce giant supports the digital transformation of the Games and brings its expertise to attract a young and connected audience. Alibaba Cloud, its data intelligence division, acts as a global partner for cloud services, providing infrastructure and cloud services to improve Olympic operations and, consequently, the experience for athletes and the public.
Additionally, the combination of Alibaba’s expertise and the use of advanced technologies allows for the creation of an eCommerce platform for Olympic stakeholders to interact with fans worldwide, while also promoting the Olympic Channel in China.
The insurance company works with the IOC, IPC (International Paralympic Committee), and the Paris 2024 organization to provide innovative and integrated insurance solutions to support the Games, athletes, national teams, and the public.
Atos offers end-to-end cybersecurity solutions to support the organization of the major sporting event in this regard. Their goal is to help the Paris 2024 Games advance toward a more efficient way of facing these challenges, allowing all personnel to work securely at any time, from any place, and on any device.
This tire brand became a Worldwide Olympic Partner in 2014 and a Worldwide Paralympic Partner in 2018. Their communication around these events is built under the slogan “Chase Your Dream, No Matter What.” With this message, they aim to encourage people to overcome difficulties and be persistent in achieving their goals.
As part of their commitment and agreement, Bridgestone engages in activities that benefit community service, social responsibility, the environment, and diversity.
This is a special case as it represents the first Joint TOP Partnership Agreement for the Games, signed in 2019 and lasting until 2032. Coca-Cola is the longest-standing sponsor of this event, supporting it continuously since Amsterdam 1928. Through this new joint category, it has partnered with the Chinese dairy consumer goods company Mengniu.
This new category includes non-alcoholic beverages and dairy products, with both companies responsible for refreshing Olympic athletes, workers, and the public during the major sporting event through their various brands.
Sportsmanship and camaraderie are two of the values that the Olympic Games seek to transmit, focusing on healthy competition. And this is precisely what Coca Cola has focused on with its campaign “It’s magic when the world comes together”, created by WPP OpenX and directed by the agency Ogilvy.
Deloitte will assist the IOC in enhancing its digital ecosystem and digital transformation strategy, personalizing the fan experience and improving digital services to connect followers globally.
Additionally, Deloitte will apply its expertise in sustainability, diversity, equity, and inclusion to support the Olympic Agenda 2020+5, addressing corporate governance, strategy, and athlete well-being. The partnership will also develop a “Center of Excellence” for best practices in managing national Olympic committees, promoting good governance and transparency.
Intel aims to improve fan connectivity and interaction. Since the PyeongChang 2018 Winter Games, Intel has collaborated with the Olympic Movement and other partners to integrate advanced technology into the Olympics. This includes 5G, immersive media, artificial intelligence, drones, esports competitions, and silicon solutions, all designed to enhance the Olympic experience.
The Swiss watch manufacturer and member of Swatch Group Ltd., has been developing advanced timing technologies since the 1932 Los Angeles Games and will continue to do so until 2032. At Paris 2024, Omega will be the official timekeeper for the 31st time in Olympic history.
Panasonic provides advanced digital audio and video equipment to the Olympic Games, including televisions, video cameras, DVD recorders, and professional audio and video equipment. Its technology plays a key role in transmitting the images, sounds, and emotions of the sporting event from the field of play to spectators on-site and around the world. Panasonic began its participation in the Olympic Games in 1984 in Los Angeles and became a Worldwide Partner in 1987 as one of the founding members of the TOP Program.
It has been a TOP Partner since 2010. P&G and the IOC have committed to a citizen-centric partnership focused on equality, inclusion, sustainability and community impact. P&G will contribute by providing products and services aligned with the Paris 2024 vision.
Samsung began its Olympic legacy in 1988 as a local sponsor of the Seoul Games and became a Worldwide Partner in 1998 in the category of Wireless Communications Equipment and Computing Equipment.
Samsung is dedicated to providing unique experiences and innovative technologies to the Olympic family, athletes, fans, and consumers, promoting a more connected experience. Along with the Olympic Movement, the brand shares the values of achieving the extraordinary and inspiring others to “Do What You Can’t.”
Toyota joined the TOP program in 2015 and is a Worldwide Mobility Partner, promoting mobility to improve quality of life. It also became a Worldwide Paralympic Partner in 2015. In line with the Olympic Agenda 2020 and sustainability, Toyota is working with Paris 2024 to offer sustainable mobility solutions for the Games.
Visa has been the official Worldwide Payment Technology Partner of the Olympic Games since 1986 and is one of the founding members of the TOP program. In 2003, Visa became the first Worldwide Partner of the International Paralympic Committee, sponsoring all Paralympic Games since 2002.
In addition to providing innovative payment services to Paris 2024 and Olympic and Paralympic spectators, Visa supports Olympic and Paralympic athletes and develops programs that teach young people the history, values, and ideals of the Olympic Movement.
As mentioned, these 15 are the Global Partners, but there are many more collaborators included in other categories. You can check the complete list of sponsors for the Paris 2024 Olympic Games here.
Thank you for this information. I will be spreading this through the internet to encourage all christians and all Godly people to boycott these companies until they withdraw their support. One righteous company has already done so
I haven’t watched the Olympics in decades, but I’m surely disappointed and disgusted to find out that these companies support such vile and nasty propaganda by the “liberals” who put on a display such as the opening of the Olympic games. What an atrocious spectacle. A band of freaks dangling their naked parts in front of children has nothing to do with athleticism and greatness. What a grotesque display of mockery of the last supper. I am not a fan of any of it and I’m an atheist. I can only imagine what traditional Christian people must think of this horror you call entertainment. I’m flabbergasted.
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