Just 24 hours until the Paris 2024 Olympic Games begin, running from 26 July to 11 August (the Paralympics from 28 August to 8 September). They promise to be a historic event: they mark the centenary of the last Games held in the French capital, in 1924, and bring innovations such as competitions in emblematic locations: the Eiffel Tower, the Palace of Versailles or the river Seine.
Being the chosen city brings value and innovation, as happened with Barcelona 92, which became a model of urban renewal and of integrating Olympic infrastructure into the fabric of the city. That legacy has inspired later hosts to look beyond sport, towards sustainable development and a lasting impact.
And they are also the ideal setting for companies promoting their brands worldwide during these dates, boosting global recognition and a lasting emotional connection with the public.
Olympic sponsorship: a high-impact strategy
Companies see the Games as a unique opportunity to connect with a global, diverse and passionate audience. Massive exposure that, used well, translates into more sales and more loyalty. Sponsorship is a common strategy among large companies: it not only provides complete visibility, but also lets them associate their values and products with the excellence and sporting spirit the Games represent.
Brands such as Coca-Cola, Samsung and Visa, along with sports brands, have been traditional sponsors, using the event’s visibility to strengthen their presence and generate emotional impact among consumers.
Inspiring advertising campaigns
Many companies develop specific campaigns for the Games, exciting and moving, that aim to capture the spirit of the event and connect deeply with the public.
Stories of effort, resilience and success resonate with Olympic values and help build a powerful narrative that translates into loyalty and sales. Telling impactful, authentic stories lets brands establish an emotional connection with long-term benefits.
The power of social media
Digital platforms play a crucial role in marketing strategies during the Games. With social media, companies reach millions of people quickly and efficiently, and relevant content related to the event keeps the brand present in consumers’ minds.
Creativity rules here: giveaways, contests, exclusive discounts, live videos. Endless formulas to be more present than ever.
E-commerce: a golden opportunity
E-commerce also gets a significant boost during the Games, and online stores can take advantage of the increase in traffic and attention to sell more. Offering related products, such as official merchandise, and creating special promotions turns interest into purchases.
One crucial aspect is intellectual property. Olympic and Paralympic symbols, such as the five rings or the three “Agitos”, belong to the International Olympic Committee, and using them in advertising requires its express consent, which also covers expressions such as “Paris 2024” or “Olympic Games”. Any unauthorised commercial use is prohibited and may lead to penalties.
It is a key period for e-commerce, where online stores can benefit enormously from exclusive promotions, discounts and themed products that capture sports fans’ interest.
Real-time interaction and the ability to measure the impact of digital campaigns give brands an advantage to adjust and optimise on the fly. During these dates, closer tracking of prices, shipping costs, delivery times and stock is needed, without losing sight of the market overview: who wins the buy box during this special sales period? Is the number of sellers on marketplaces growing?
With that data, and thanks to technologies such as affiliate marketing and retargeting, campaigns can be optimised even further. Data Seekers’ data capture and analysis tools simplify that work: they offer complete control of the data so brands and retailers are prepared and more agile in decision-making, improving customer experience and increasing sales.
In short, the Olympic Games are a golden opportunity for companies looking to expand their reach, consolidate their position and boost sales through sponsorships, inspiring campaigns and digital and sales strategies. With the right planning and execution, Paris 2024 is shaping up as an ideal stage for growth and commercial success. As its motto says, “Ouvrons grand les Jeux”: let’s open the Games wide.
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