How Brands Are Leveraging the Paris Olympics for Global Reach

Going For The Gold

Viva La France! Thanks for the Olympics 

The Olympic games have come home to the country responsible for (re)inventing them. In 1896, French educator and historian Pierre de Coubertin spearheaded the modern Olympics to promote peace and international understanding through sports.

Driven by a desire to revive the ancient tradition of the Olympic Games, which were held in Olympia, Greece, from 776 BCE until 393 CE, Coubertin was inspired by the ancient Greek ideals of physical and mental excellence and believed that the modern Olympics could foster a spirit of cooperation and friendly competition among nations. In 1894, he founded the International Olympic Committee (IOC), which decided to hold the first modern Olympic Games in Athens in 1896, honoring the origins of the ancient Olympics.

The ancient Olympics were primarily a religious festival held every four years in honor of Zeus, featuring athletic competitions among representatives of various city-states. The games included events such as running, wrestling, boxing, and chariot racing, and they played a significant role in Greek culture and society. While we don't have chariot racing - we do have fencing, basketball, soccer, and this year - even break dancing.

The revival of the Olympics in 1896 was seen as a way to celebrate human achievement and bring together people from different cultures and backgrounds. This vision continues to guide the Olympics today.

Photo Credit: NBC Universal 

Whatever Floats Your Boat...A Sport For Everyone

For the Paris 2024 Summer Olympics, there are 32 sports on the Olympic program. This year's news is the effort to provide women equal billing, with broadcasts timed to give women as much prime-time screen time as men.   Sports competitions include aquatics (swimming, marathon swimming, diving, water polo, and artistic swimming), archery, athletics, badminton, basketball (both 3x3 and traditional basketball), boxing, break dancing, and canoeing (including both canoe sprint and canoe slalom). Cycling features BMX freestyle, BMX racing, road cycling, and track cycling. Equestrian events include eventing, dressage, and jumping.

Other sports include fencing, football, golf, gymnastics (artistic, rhythmic, and trampoline gymnastics), handball, hockey, judo, modern pentathlon, rowing, and rugby sevens. The list continues with sailing, shooting, skateboarding, sport climbing, surfing, table tennis, taekwondo, tennis, triathlon, volleyball (including beach volleyball and traditional volleyball), weightlifting, and wrestling (Greco-Roman and freestyle).

Medal Count Summary

I was curious to dive in and better understand each country's historical standings, especially after seeing how drastically Team USA has trounced the rest of the world in earning medals.

• The United States has historically led the pack in Olympic medals, boasting a total of 2,980 medals, including 1,179 gold, 960 silver, and 841 bronze medals.
• Russia (including the Soviet Union era) is the second-ranked country in Olympic medal counts after the USA. It holds the second-highest number of bragging rights with 1,204 medals (473 gold, 376 silver, 355 bronze).
• Germany has accumulated 1,408 medals (428 gold, 444 silver, 536 bronze). This count includes medals won by athletes from East Germany, West Germany, and the unified German team.
• Great Britain follows with 948 medals (296 gold, 320 silver, 332 bronze).
• France rounds out the top five with 874 medals (248 gold, 277 silver, 349 bronze).
• Italy has 742 medals (257 gold, 230 silver, 255 bronze).
• With its impressive rise in recent decades, China has 696 medals (262 gold, 199 silver, 235 bronze).
• Sweden, a consistent performer in both the Summer and Winter Games, has 661 medals (204 gold, 227 silver, 230 bronze).
• Australia, known for its strong showing in swimming and athletics, has 562 medals (165 gold, 173 silver, 224 bronze).
• Japan completes the top ten with 555 medals (156 gold, 158 silver, 241 bronze).

That's a lot of medals and pride from countries that consistently demonstrate success across multiple sports disciplines and each nation's athletic power.

Photo Credit: Sky Sports

USA! USA! USA!

While the competition is fierce, the red, white, and blue Team USA athletes consistently bring their A-game, embodying the spirit of competition, resilience, and unity. So why do we win so much?

Team USA's dominance in Olympic medals is attributed to our larger population and talent pool, extensive sports infrastructure and technology, advanced medicine, significant private and corporate investment, and a strong cultural emphasis on sports. In short, we have the money to invest and attract talent and focus on being the best of the best.

The United States also has the honor of having the most brands headquartered in the country as sponsors across the Olympics. The Olympic Partner Programme (TOP) features several high-profile U.S. companies as global partners. Notable American sponsors include Coca-Cola, Intel, Procter & Gamble, Visa, and Dow. These companies provide significant funding and support for the Olympic Games, contributing to the event's success and reaching a global audience.

In addition to these global sponsors, many American brands also sponsor specific teams, such as Team USA, and particular Olympic events. Brands like Airbnb, Deloitte, and Airbnb also play a prominent role as sponsors, showcasing the substantial involvement of U.S.-based companies in the Olympic movement. This extensive corporate sponsorship underscores the strong connection between American businesses and the global platform that the Olympics provide.

The 2024 Summer Olympics Opening Night

If you missed the opening night of the Paris Olympics, you missed an event full of unique themes, artistic displays, and sheer grandeur. Featuring over 10,000 athletes from more than 200 nations, the 2024 Olympic Games promise to be a spectacular event. As with every Olympic year, brands seize the opportunity to align themselves with the prestigious event and capture the global audience's attention.

The 2024 Paris Olympics presents a unique opportunity for brands to engage with a global audience and associate themselves with the games' prestige. From Louis Vuitton's luxury craftsmanship to Coca-Cola's immersive fan experiences, these partnerships exemplify how brands can creatively and effectively leverage their involvement with the Olympics to achieve international reach and recognition.

ControVersy Is A PR Machine

However, the opening ceremony did not come without controversy. The ceremony, held for the first time on the Seine River (in the rain), featured a highly criticized enactment that some felt resembled Leonardo da Vinci's "The Last Supper." This performance, involving drag queens and LGBTQ+ icon Barbara Butch, sparked outrage among Christian conservatives and religious groups worldwide, who felt it was a mockery of religious sentiments. The Paris 2024 organizers apologized, stating they intended to celebrate community tolerance and inclusivity.

Other issues also marred the event, such as security concerns leading to a reduction in spectator numbers along the Seine and logistical disruptions for Paris residents - including domestic terrorism by arson on the train line. Despite these controversies, the ceremony aims to offer a historic and inclusive spectacle, with a massive public turnout and significant security measures in place.

Photo Credit: The Guardian

Worldwide olympic partners

Brands have been gearing up to partner with the games for months and even years. These top companies have longstanding relationships with the Olympics and are solidifying their partnerships with the multinational event through sponsorship, support, and endorsements.

• Louis Vuitton: The iconic French luxury brand has designed an exclusive collection of travel trunks and bags inspired by the Olympic rings and the spirit of the games. Their involvement extends beyond fashion, supporting various artistic and cultural initiatives related to the Olympics. This strategic move highlights their craftsmanship and cements their status as a global luxury brand synonymous with French heritage.
  
  
• Coca-Cola: With a partnership history dating back to 1928, Coca-Cola offers immersive experiences for fans and athletes at the 2024 Paris Games, ensuring their beverages are a staple at every venue and event.
  
  
• Visa: Continuing its exclusive payment system sponsorship, Visa facilitates transactions and enhances the fan experience with innovative payment technologies. They have also launched Team Visa, featuring athletes from around the world who embody the Olympic spirit.
  
  
• Samsung: As a global partner, Samsung is set to showcase the latest in mobile technology and virtual reality, creating immersive experiences for fans at home and in Paris. Their sponsorship includes providing athletes with the newest devices to help them stay connected and perform at their best.
  
  
• Toyota: Focusing on sustainable transportation solutions, Toyota is introducing a fleet of electric and hydrogen-powered vehicles to transport athletes and officials, promoting eco-friendly mobility. Toyota's commitment to sustainability aligns with the Paris Olympics' goals of reducing environmental impact.
  
  
• Airbnb: Playing a crucial role in accommodating the influx of visitors to Paris, Airbnb is connecting guests with local hosts, providing unique lodging experiences beyond traditional hotel stays.

Photo Credit: Ipanovia

Official Brand Sponsorships and Brand Suppliers

Every four years, official brand sponsors, both local and global, support the games. These sponsors leverage their association with the Olympics to gain international attention and drive brand loyalty. French brands are taking full advantage of their home country's hosting of the Olympics. Companies like EDF (Électricité de France), Lacoste, and Renault are leading the charge with sponsorships and marketing campaigns tailored to highlight their national pride. Lacoste, for instance, is outfitting all French Olympic teams and has released a stylish campaign under the banner #SupportWithStyle.

Global brands such as Airbnb, Samsung, Nike, and Omega contribute as suppliers, providing essential services and products for athletes and organizers. In particular, Airbnb facilitates accommodation solutions in Paris, connecting visitors with local hosts and enhancing the overall Olympic experience.

• P&G (Procter & Gamble): P&G is continuing its tradition of supporting the Olympics with its "Thank You, Mom" campaign, which celebrates the dedication of mothers behind the athletes. P&G's sponsorship spans multiple brands, including Gillette, Pampers, and Tide, ensuring widespread brand visibility throughout the event.
  
  
• Intel: Bringing advanced technology to the Paris Olympics, Intel enhances the viewing experience with 3D athlete tracking and virtual reality broadcasts, providing fans with a more interactive and immersive way to engage with the games, both onsite and from their homes.

The 2024 Paris Olympics presents a unique opportunity for brands to engage with a global audience and associate themselves with the prestige of the games. These partnerships exemplify how brands can creatively and effectively leverage their involvement with the Olympics to achieve international reach and recognition. Let'stake a look at some of the top Olympic sponsors across the globe.

Brand Sponsoring The 2024 Paris Olympics

Various brands are stepping into the spotlight, bringing innovation, sustainability, and style to this prestigious global event. Here's a comprehensive look at the brands sponsoring the 2024 Paris Olympics and their contributions.

• Accor - Transforming the hospitality industry by offering world-class accommodations for visitors.
  
  
• Airbnb - Facilitating accommodation solutions for visitors with unique lodging experiences, connecting guests with local hosts.
  
  
• Air France-KLM - Flying the Olympic spirit with enhanced flight services and promotions for the Games.
  
  
• Alibaba - Enhancing digital infrastructure for the Games with cloud computing and e-commerce services.
  
  
• Allianz - Providing insurance and financial expertise to ensure the safety and security of all involved.
  
  
• ArcelorMittal - Manufacturing Olympic and Paralympic torches and cauldrons with steel, showcasing their industrial strength.
  
  
• Atos - Providing IT services and solutions to ensure the smooth operation of the Games.
  
  
• Bridgestone - Official tire sponsor promoting mobility and safety with high-performance tires.
  
  
• Carrefour - Major retail partner providing essential goods and services for the event.
  
  
• Coca-Cola - Long-standing sponsor with immersive fan experiences, including customized Coke bottles and fan zones.
  
  
• Danone - Providing fresh dairy and plant-based products to support athlete nutrition.
  
  
• Decathlon - Supplying sports equipment and apparel for athletes and visitors.
  
  
• Deloitte - Offering professional services and consulting to enhance the operational efficiency of the Games.
  
  
• Dow - Official carbon partner working on sustainability initiatives to reduce the Games' environmental impact.
  
  
• EDF (Électricité de France) - Official energy supplier ensuring reliable and sustainable energy throughout the event.
  
  
• Groupe BPCE - Providing banking and financial services to support the financial operations of the Games.
  
  
• Intel - Providing 3D athlete tracking and virtual reality broadcasts for a more interactive viewing experience.
  
  
• Lacoste - Outfitting all French Olympic teams with stylish and functional apparel through its #SupportWithStyle campaign.
  
  
• Le Coq Sportif - Elevating sports apparel with their unique designs for the French team.
  
  
• Louis Vuitton - Offering an exclusive collection of travel trunks and bags inspired by the Olympic rings, emphasizing luxury and craftsmanship.
  
  
• LVMH - Premium sponsor with various luxury brands participating, showcasing French elegance and style.
  
  
• Microsoft - Providing technology solutions to enhance event management and fan experiences.
  
  
• Nike - Official supplier of sportswear and equipment, known for high-performance gear.
  
  
• Omega - Official timekeeper providing precise timing equipment and technology to ensure accurate results.
  
  
• Orange - Major telecommunications partner, ensuring robust communication infrastructure for the event.
  
  
• Panasonic - Providing audiovisual equipment and technology to enhance the Games' broadcasts.
  
  
• Procter & Gamble (P&G) - Running the "Thank You, Mom" campaign, which celebrates the mothers of athletes with brands like Gillette, Pampers, and Tide.
  
  
• PwC - Providing professional advisory services and analysis on infrastructural challenges to ensure smooth operations.
  
  
• Renault - Official mobility partner providing electric vehicles for the Games, promoting sustainable transportation.
  
  
• Samsung - Showcasing mobile technology and virtual reality experiences to create immersive fan interactions.
  
  
• Sanofi - Providing healthcare and pharmaceutical support to ensure the well-being of all participants.
  
  
• Symantec - Official cybersecurity partner ensuring data protection and security throughout the event.
  
  
• Toyota - Providing electric and hydrogen-powered vehicles for sustainable transportation solutions.
  
  
• Visa - Exclusive payment system sponsor with innovative payment technologies and support for Olympic athletes through Team Visa.
  
  
• Woolworths - Partnering to provide various services and support in Australia.
  
  
• Harvey Norman - Providing retail support and promotions for the Olympic Games.
  
  
• NRMA Insurance - Offering comprehensive insurance solutions to ensure the safety of all participants and spectators.

These brands represent diverse industries and contributions, each playing a pivotal role in shaping the Olympic experience for athletes, fans, and viewers worldwide. Most of these brands share one major thing: they are all household names.

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Eager To Learn More?

For more insights on strategic marketing and partnerships, check out these relevant articles from the Hollywood Branded team:

• The Secrets To Successful Brand Partnerships
• Olympics Celebrity Endorsement Ads 
• 12 Step Brand Guide To Post About The Olympics And Not Get Sued 
• Unveiling the Success of Product Placement in TV and Film
• Team USA x Polo Ralph Lauren

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