Observations & Opportunities for Brands Tapping into the Summer Games

It’s no secret or surprise that the attention of the world will turn to Paris this summer. The Games are one of the unique global sports properties that can not only galvanize fans from every corner of the world but also have brands (sponsors and non-sponsors alike) thinking and strategizing about ways to connect to the conversation surrounding the Games.

While every Games is different, understanding the complex landscape and thinking ahead to see around corners will give some brands a moment to stand above the rest when the world is watching.

As we countdown to Paris, here are eight key observations and opportunities for brands to keep an eye on — and take advantage of — leading up to, during and following the Games:

Paris Helps Revitalize Fan Interest in the Games: While the Games historically drive eyeballs and conversation, a few factors have blunted growth in recent years. Games in Sochi, Pyeongchang, Tokyo and Beijing brought time zone viewing challenges as well as criticism tied to human rights issues. COVID-19 threw a curveball into Tokyo and Beijing. The cost to host the Games has also made it more difficult for cities to justify submitting a bid. But Paris will become a major turning point in reinvigorating interest — from brands and fans —again. We’ll be reminded what a Games with fans in the stands can do to drive excitement and engagement. Brands are also looking at global fan excitement around Paris as a way to jumpstart and expand their businesses. Paris also starts a European swing of Games before landing in Los Angeles in 2028, so the time for brands to ride the wave starts in France this summer.

Female Athletes Will Shine Even Brighter on the World Stage: Women’s sports have experienced exponential growth, visibility and success over the last year. Of note, Paris is expected to reach a notable milestone with an equal number of female and male athletes competing for the first time in Olympic history. And according to Neilsen, while more men watch women’s college basketball and the WNBA than women do, female viewership has outpaced males over the past two Games. Paris will undoubtedly serve as a catalyst for even more conversation, exposure and brand partnership opportunities for thousands of female athletes. For brands that haven’t invested in women’s sports, the Games can also serve as a jumping off point to partner with rising female athletes once the Games are over to support and elevate their ongoing journey.

The Days of Your Mom and Dad’s Games Are Over: National governing bodies, media platforms and sponsor brands have always heavily protected the “voices” connected to the Games, meaning extra scrutiny was placed on celebrity, athlete and influencer partners appearing in marketing campaigns and activations. As the Games look to appeal to broader, more diverse and younger audiences, those stringent filters and criteria have softened. Ten years ago, you would not have seen Snoop Dogg or Alex Cooper on NBC’s talent roster or USA Water Polo embracing Flavor Flav as their official hype man. But the ability for culturally relevant entertainers and influencers to connect with new audiences will create more fans (and viewers) for the Games moving forward. We’ll also likely see sponsors tapping into celebrity and social influencer partners —– who might not have passed a traditional vetting process in the past — appearing in campaigns over the coming weeks.

AI Will Leave Us Wanting More: The Games have become a platform for brands, primarily official sponsors, to showcase new technologies and innovations on the world stage. Intel, a company known for microprocessors, famously flew 1,200 drones during the Pyeongchang 2018 Opening Ceremony that captured the world’s imagination and attention. NBC has already announced plans to use AI to recreate sportscaster Al Michael’s voice for daily recaps on Peacock. Other brand sponsors have also teased the use of AI to enhance the experience for on-site fans, athletes, organizers and viewers. While there will likely be some stumbling blocks in implementation and execution, AI will provide the general public a taste of what’s possible when it comes to sports consumption and engagement. And the brands at the forefront of communicating their technological contributions to the Games will become remembered.

A Brand is Waiting for their Real-Time Opportunity: Just like athletes spend years training for their one moment to shine on the world stage, brands are doing the same thing … they just might not know when or how their opportunity will come. When the Jamaican women’s bobsled team were left without a sled ahead of PyeongChang , Jamaican beer company Red Stripe stepped in to save the day and received positive reaction and global media coverage that far outweighed the cost of a new bobsled. Whether it’s the days leading into the Games or a moment that happens during the Games with an athlete, team or fan, a moment will undoubtedly present itself to a brand. The bigger questions are: Is it the right opportunity? Can they move fast? Does the situation authentically align with the brand? And can they bring tangible value to the moment? The brands that have already scenario planned around potential situations that might occur at the Games are already five steps ahead.

It’s Not Only About Podium Performances: Sure, high-profile athletes that win gold have tremendous value to partner brands. But the reality is that not every brand can align itself (nor afford) the biggest names in sport. Part of what makes the Games such an entertainment platform are the athletes’ stories of how they made it there. And as new sports are continually being introduced into the Games like surfing (Tokyo) and breaking (Paris), that provides even more opportunities for brands to align themselves with passionate fan bases and become part of the athlete’s story and journey … medal or no medal.

The Fashion Games: With the Games taking place in a city with such rich fashion heritage, fashion brands of all shapes and sizes will be connecting themselves with the Games and athletes in new ways. While clothing and apparel brands have always played a role in the Games, this year will likely be defined by the high-end and luxury brands that will use the Games to drive visibility and more importantly, sales. LVMH for example, created custom trunks that will transport medals and U.S. Gymnastics’ leotards will be covered in thousands of Swarovski crystals. Events like the Opening and Closing Ceremonies will become “see me” opportunities for athletes (and brands) to inject their own fashion sense when the world is watching. And celebrities, influencers and athletes not competing will use the Games to showcase their preferred fashion brands when attending competitions and events.

Not If, But When Will the Issues Occur: The Games are no stranger to issues. Every Games WILL have a variety of issues that could divert attention away from the athletes and on-field competition and bring official sponsors into the conversation. For Paris, that includes parliamentary elections, international wars, back-up plans for events in the Seine River, terrorism and cybersecurity, to name a few. However, with proper scenario planning to map out potential issues, executive and on-site training and real-time monitoring to identify emerging issues, brands can weather the storm and bring the attention back to the field of play.

Paris will become one of the more compelling Games in recent history and brands that have prepared appropriately but stay nimble in the moment will have the best opportunity to create brand marketing magic that resonates with their key audiences — positioning themselves to take home “gold.”

Steve Hickok is the global lead of FleishmanHillard’s Sports practice. He’s led global campaigns spanning nine Games for global and domestic sponsors including Visa, Samsung, Alibaba and Allianz.