Uncovering Key Strategies: Marketing Insights for Paris 2024 Olympics

In the world of sports marketing, few events command the global stage and captivate the collective imagination like the Olympic Games. As we eagerly anticipate the spectacle of Paris 2024, it’s an opportune moment to delve into the intricate web of strategies and partnerships that drive the International Olympic Committee’s (IOC) marketing efforts.

*The information, statistics, and details mentioned in the post are sourced from the IOC Paris 2024 Marketing Guide.

Olympics Marketing Overview

At the heart of the IOC’s operations lies a robust commercial strategy designed not only to sustain the Olympic Movement but also to propel it forward. Since its inception, the IOC has relied on innovative revenue models, primarily through media/broadcast rights, sponsorships, and licensing agreements. These avenues collectively generated a staggering USD 7.6 billion from 2017 to 2021, underscoring the Games' financial backbone.

The symbiotic relationship between the IOC and its partners is pivotal. Through the TOP (The Olympic Partner) global sponsorship programme and media rights agreements, the IOC not only funds the Games but also supports athlete development and global sports initiatives. This financial engine is crucial, as 90% of revenues flow back into the sporting community, ensuring a sustainable legacy of athletic excellence and global unity.

Olympic Broadcasting Services (OBS)

Central to the Olympic experience is OBS, the Olympic Broadcasting Services. For Paris 2024, OBS promises an unprecedented level of immersion and innovation in broadcasting. From cinematic lenses capturing intimate athlete moments to AI-driven enhancements like stroboscopic analysis in diving and automatic highlights generation, OBS is set to redefine how audiences engage with the Games.

Technological advancements such as UHD HDR, immersive 5.1.4 audio, and AI-powered replay systems will deliver a viewing experience that not only showcases athletic prowess but also enhances storytelling. OBS’s partnership with Alibaba for cloud-based operations exemplifies agility and efficiency, ensuring seamless global distribution of Olympic content.

Media Rights-Holders and Audience Engagement

The impact of the Games reaches billions worldwide through MRHs like NBCUniversal, Eurosport, and CBC, each providing extensive coverage tailored to regional preferences. For instance, NBCUniversal plans unprecedented coverage across broadcast and streaming platforms, while Eurosport will offer localized experiences in multiple languages throughout Europe.

Innovative digital strategies, including comprehensive streaming services and personalized content through platforms like Peacock (NBCUniversal) and Max (Eurosport), ensure that fans can engage with the Games like never before. These initiatives not only amplify viewer engagement but also expand the reach of Olympic values globally.

Worldwide Olympic Partners

Crucial to the success of each Games are the Worldwide Olympic Partners, whose support extends far beyond financial contributions. These partnerships, spanning technology, logistics, and consumer goods sectors, underpin the operational excellence of the Games. Partners like Omega, leveraging AI for real-time sports analytics, and Intel, facilitating automatic highlights generation, showcase how technology enriches the Olympic experience. The synergy between the IOC and its partners not only elevates the Games but also amplifies the Olympic spirit worldwide. These collaborations finance the Games and enhance their operational efficiency and sustainability, setting benchmarks in global sports events management.

“Long-term partnerships are the backbone of our commercial programmes and they enable the financial security of the entire Olympic Movement.” - Thomas Bach, IOC President

Licensing and Merchandising

Paris 2024 Licensing Programme

Each edition of the Olympic Games features an official licensing programme offering merchandise and souvenirs that feature the Olympic marks and the Games emblem. Through the sale of official products, the licensing programme helps to promote the Games and share the culture of the host country, while also giving members of the public the opportunity to purchase Olympic souvenirs. These licensing programmes are managed by the Organising Committees, under the supervision of the IOC, and help provide part of the revenues required to stage the Games, as well as an opportunity to generate business for companies that become licensees.

In addition to the licensing programmes that operate for each edition of the Olympic Games, the IOC has also developed a global licensing programme to strengthen and promote the Olympic brand, not only during the Olympic Games but between Games as well.

The Paris 2024 Organising Committee launched its first official products in October 2021, marking 1,000 days to go until the Olympic Games Paris 2024. Approximately 6,000 different products are now available in a wide range of categories, including clothing, accessories, pins, stationery, homewares, games and toys, luggage, and eyewear. This official merchandise is available online through the Olympic Shop and at approximately 30,000 points of sale throughout France.

Paris 2024 has chosen French companies to manufacture its official licensed products wherever possible, with approximately 90 percent of licensees being French small and medium-sized enterprises. In addition, Paris 2024 has worked with its licensees to help reduce their environmental impact and encourage them to adopt more responsible practices.

Expanding Merchandise and Retail Presence

The range of licensed products for Paris 2024 is extensive and diverse, catering to various interests and age groups. Key product offerings include:

• Sports Equipment: Official match and replica balls for volleyball, beach volleyball, water polo, basketball, and handball, produced by renowned manufacturers Mikasa and Molten.

• Finger Skateboards and Ramps: Developed with Spinmaster’s Tech Deck brand, these products allow fans to create their own Olympic skateparks, appealing particularly to younger audiences.

• Looney Tunes Merchandise: A co-branded collection with Warner Bros. Discovery Global Consumer Products, featuring apparel, pins, and accessories that combine the fun of Looney Tunes with the excitement of the Olympics.
  

The retail strategy for Paris 2024 includes a significant physical presence, with pop-up stores for the Olympic Torch Relay, stores in travel locations such as the Eiffel Tower, and shops within competition sites. The flagship megastore on Champs-Elysées, covering 1,000 square meters, epitomizes the grandeur and accessibility of the Olympic merchandise, ensuring fans have ample opportunity to purchase memorabilia and support the Games.

Social Media: Engaging Fans Worldwide

Social media will play a pivotal role in connecting global audiences to the excitement of the Olympic Games Paris 2024. With more than 25,000 planned posts across 40 Olympic-owned handles in nine languages, the IOC is poised to deliver an immersive experience that resonates with fans of all ages and backgrounds. This endeavor will be supported by round-the-clock operations involving teams and collaborators worldwide.

Given that Paris 2024 marks the first Games since the COVID-19 pandemic, anticipation is heightened, particularly among younger audiences who may not have previously experienced an Olympic event. The IOC aims to leverage this enthusiasm by curating engaging content that captures the magic of the Games and brings fans closer to the action in Paris. This includes bespoke, localized content tailored to different audiences, ensuring a diverse and inclusive digital experience.

Content Highlights and Interactive Features

The extensive social media coverage will encompass all sporting highlights, utilizing unique medal graphics to digitally celebrate every achievement during the Games. Additionally, content and activation highlights from Worldwide Olympic Partners will enrich the narrative, showcasing their contributions to the Olympic movement.

Collaborations with a curated network of artists and creators will foster daily creative exchanges, adding artistic flair and diverse perspectives to the storytelling around Paris 2024. Athlete-led content will play a pivotal role, offering personal insights and stories beyond the field of play, while also delving into the unique cultural backdrop of Paris.

To enhance engagement further, a variety of specially created filters and lenses will be available across social platforms, inviting fans worldwide to immerse themselves in the festive atmosphere of the Olympic Games, regardless of their location.

Direct Marketing Initiatives and Digital Partnerships

Direct marketing initiatives during Paris 2024 will dynamically engage global fans through tailored content delivered via newsletters and push notifications. These channels will serve as powerful tools to enhance fan experiences, forge deeper connections, and amplify excitement surrounding the Games.

Digital partnerships are set to revolutionize fan engagement by introducing over 15 immersive augmented reality (AR) features through the official Olympics app, on the Olympics’ official Snap handle, and across Parisian venues and streets. Fans can step back in time with AR experiences recalling the Olympic Games Paris 1924, and interact with Paris 2024 mascots, the Phryges, in their own spaces. Moreover, AR technology will animate the official Paris 2024 poster, bringing its intricate artwork to life digitally.

Collaborative Efforts with Digital Platforms

Collaborating with platforms beyond sports, such as Meta, YouTube, and TikTok, is pivotal in engaging new audiences. Initiatives include a first-ever Olympic creator program aimed at diversifying social media coverage, making it more accessible and inclusive. TikTok will feature a dedicated Olympic hub with interactive tools like trivia challenges and custom filters, fostering an interactive and festive atmosphere throughout Paris 2024.

Meta's suite of creative tools, including AR filters and a dedicated WhatsApp broadcast channel, will keep global audiences connected and informed with timely updates and engaging content. Google will promote Paris 2024 updates across its product ecosystem, while Microsoft will enhance fan experiences through its platforms.

Sport. And More Than Sport.: A New Brand Platform

With "Sport. And More Than Sport.", the IOC aims to showcase the diverse aspects of the Olympic journey. This fresh brand concept acknowledges the wider influence of sports and the Olympics, underscoring principles like inclusivity, interpersonal relationships, individual growth, and aspirations. By sharing carefully crafted narratives and compelling material, the initiative strives to connect with younger generations, uplifting athletes and honoring fans on a global scale.

Looking Ahead: Innovation and Sustainability

As we look forward to Paris 2024, the IOC remains committed to innovation and sustainability. Initiatives such as reducing broadcast complexities and carbon footprints exemplify this commitment, ensuring that future Games not only inspire but also leave a positive environmental legacy.

In conclusion, the IOC’s marketing strategy for Paris 2024 is a testament to its ability to blend tradition with innovation, leveraging partnerships and cutting-edge technology to deliver a truly global spectacle. As the world unites in celebration of athletic achievement and human spirit, the Olympics continue to serve as a beacon of hope and unity, resonating across cultures and generations.

The stage is set. Let the Games begin!

Resources: Olympics.com, nbcolympics.com