In an Olympic year, how are brands maximising their sponsorships? 8848’s MD James Garrison, follows the money.
Summer Spectacular
The Paris 2024 Olympic Games are fast approaching, promising to be a summer spectacular unlike any other. Get ready for weeks of world-class athletic competition, with 15 million visitors expected to descend upon the French capital and an estimated global audience of one billion viewers glued to their screens.
This year’s Games boasts an impressive 329 events across 32 sports, featuring four exciting newcomers: surfing (catching waves in faraway Tahiti), sport climbing, breakdancing making its Olympic debut as “breaking,” and skateboarding. With a budget of €8.8 billion, Paris 2024 is shaping up to be one of the biggest and most captivating Summer Olympics ever.
As the world gears up for the Games, a global sponsorship frenzy has naturally unfolded. Numerous companies are lining up to support this prestigious event and the participating nations. Prepare to be bombarded by a wave of campaigns. Here’s a few to whet your appetite, both here at home and planned for the Games.
Family focus meets brand activation
P&G’s Pampers brand is making a strategic play at the 2024 Paris Olympics by sponsoring the very first nursery within the Olympic Village. This initiative goes beyond just providing high-quality nappies and wipes (though that’s certainly a crucial element for athlete-parents with young children). It creates a unique platform for brand activation across P&G’s entire portfolio.
The conveniently located nursery (operating from 9am to 9pm daily within the Village Plaza) aligns perfectly with the IOC’s commitment to supporting parent-athletes. It fosters a family-friendly Games experience, ensuring top competitors can focus on their performance while knowing their children are well cared for.
Beyond Pampers – multi-brand approach
The Olympic spotlight isn’t just shining on Pampers. P&G is leveraging this global platform for broader brand initiatives. Always, the Official Period Product of Paris 2024, is launching the “It’s a New Period” campaign. It aims to tackle the often-overlooked issue of period anxiety in sports. This demonstrates P&G’s commitment to athlete well-being beyond just childcare.
Furthermore, over 150 retailers worldwide will be partnering with P&G for in-store and online activations around the Games. This multi-brand approach showcases the potential of the Olympics for B2B partnerships and consumer engagement. P&G is paving the way for successful marketing campaigns that will reach a massive audience, both physically in stores and online.
Aldi fuels athletes and the nation
Since 2015, Aldi has been a proud supporter of Team GB as the Official Supermarket. This partnership goes beyond just groceries; it’s about inspiring a healthy generation.
Aldi’s “Get Set to Eat Fresh” initiative is a shining example of this commitment. This free programme, delivered in schools across the UK, teaches children aged 5-14 about healthy eating on a budget. By bringing in Team GB and Paralympics GB athletes, the programme makes healthy choices relatable and exciting. The goal? To reach a whopping three million young people by the end of 2024. The aim? To give them the skills to cook nutritious and affordable meals for life.
Supporting athletes on their journey
Aldi doesn’t just support future champions; they are also fuelling the ones competing today. Through monthly food vouchers, Aldi has provided over 1,000 athletes with the energy they need to train and compete at their best. Familiar faces like Max Whitlock, Helen Glover, and Emily Campbell, have benefited from this programme on their road to Paris 2024.
Luxury brand sponsorship
Luxury giant LVMH has secured a strategic partnership with the Paris 2024 Olympic and Paralympic Games. The company will leverage its diverse brand portfolio to elevate the event’s image and create unique engagement opportunities.
Brand expertise takes centre stage
This collaboration goes beyond traditional sponsorship. LVMH brands will lend their renowned craftsmanship and heritage to various aspects of the Games. Here’s a breakdown of their key activations:
- Sephora – partnering for the Olympic Torch Relay, Sephora is creating engaging experiences for spectators along the route and at designated LVMH locations
- Chaumet – the esteemed jewellery brand is designing the coveted Olympic and Paralympic medals, imbuing them with a touch of luxury and Parisian flair.
- Moët Hennessy – the prestigious wines and spirits houses within Moët Hennessy will provide their products for hospitality programmes, ensuring a sophisticated experience for VIPs and guests.
Fashion houses step up
While details haven’t been unveiled yet, renowned fashion houses Louis Vuitton, Dior, and Berluti will also be involved in activations. Leading up to the opening ceremony, brands will likely showcase exclusive designs or athlete collaborations.
Athlete sponsorship and social impact
Demonstrating their commitment to French talent, LVMH will be sponsoring promising young swimmer Léon Marchand. This rising star recently made waves by breaking Michael Phelps’ record, solidifying him as a top medal contender for France.
LVMH isn’t stopping there. Partnering with long-time charity partner Secours populaire français, they’ll also support a social impact programme. The programme will provide access to sports for underprivileged children, promoting social inclusion through athletic participation.
8848
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