Brands Score Big by Leveraging the Olympic Spirit

Are you looking to go for gold in marketing? The Olympics are the perfect playing field for brands to break free from old-school strategies and reinvent the creative wheel.

It's not just about wowing a global audience with unforgettable visuals. Brands are shaking things up by championing athletes, channelling shared moments, and crafting narratives that stick—making waves in both the marketing and sports worlds.

Read on to see what some global brands are doing differently this year.

1. Intentional focus on a diverse audience

The biggies are going all-in on diversity and inclusivity this year, aiming to expand their reach and connect with more fans. A great example is Team USA, targeting Gen Z with campaigns that emphasise togetherness and hard work, making it easy for them to relate to the athletes.

Coca-Cola's "Celebrate Everyday Greatness" campaign throws light on life's everyday moments—big and small—that contribute to an athlete's victories. Featuring athletes from both the Olympics and Paralympic teams, this ad is a big thumbs up on how to celebrate diverse stories.

2. Social media marketing for the win

According to a YouGov's report, the 18-24 crowd is all about those highlight reels and social media vibes with star athletes. Believe it or not, 9 out of 10 in this age group prefer getting their sports fix on social media over live games, with YouTube, Instagram, and TikTok leading the pack.

Brands are working hard to catch Gen Z's attention, and the Olympic organisation is right there with them, adding youth-centric sports like surfing and breakdancing—both with buzzing social media fanbases. Team USA is excelling at their TikTok game with content aimed at this demographic. A recent favourite post featured the U.S. Women’s Water Polo team at a Taylor Swift concert, rocking handmade friendship bracelets.

3. Go big or go home

Dubbed the “Social Media Olympics” by Hootsuite, the 2024 Paris Games are set to shatter records and cater to online audiences like never before, and the numbers from the crucial month leading up to the opening ceremony are testament to that. The games have garnered over 4.1 million mentions across social media—a whopping 46% jump from Tokyo 2020.

With this kind of buzz, brands are gearing up to splurge big-time, because the awareness payoff is going to be huge. Nike, always a major player in sports marketing, is going all out with their "largest media spend ever" for these games, according to Reuters. From sponsorships to exclusive uniform collections, they're all in on helping athletes shine on the Olympic stage. This also means a massive credibility boost for their quality.

The Summer Games are crafting an unmatched marketing playground for global brands. At the end of the day, it’s all about how deep their pockets are, how loud they can get, and how far they're willing to go to make a splash on both big and small screens. It's game time!