Beyond the Podium: How Brands Won Big at the Paris Olympics

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The Branding Stars of Olympics

The 2024 Paris Olympics sparked global buzz, with online news highlighting both the athletes' achievements and the brands that used the event to boost their visibility and connect with audiences.

These brands attracted unprecedented interest from the global audience, from LVMH’s premium partnership to collaborating with athletes.

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LVMH: A National Showcase into a Luxury Advertisement

Louis Vuitton, a key Paris Olympics sponsor, gained significant mentions, especially during the 26 Jul opening ceremony. This prominence was enhanced by designing the Paris 2024 torches and Olympic medals, symbolising athletes’ greatest achievements.

While LVMH’s integration into the ceremony was seen as a brilliant move to gain free advertising”, it raised concerns among the IOC’s long-term partners, who invested significantly for association without direct product visibility.

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Nike's Paris Olympics Strategy Drove Sales

Nike made a significant investment in the Paris Olympics, launching new products like the Jordan 4 Retro SE and the Olympic Electric Pack. The brand also offered exclusive coupons for limited-edition sports shoes on its website and app, giving consumers discounts with special codes, which further boosted engagement and sales.

Nike's strategy led to increased demand. The Jordan 4 Retro SE Paris Olympics Wet Cement became the top-selling Olympic product on StockX.

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VISA Paints Paris: Street Art Campaign Brightens Olympics

Visa generated significant brand visibility, gaining 1.2 Billion Potential Impressions, during the Olympics. Its innovative campaign featured nearly 30 vibrant street art pieces across Paris and surrounding host cities.

This global artistic initiative not only added a dynamic and colourful element to the Olympic festivities, but also brought an international perspective to the celebrations, effectively engaging both locals and visitors.

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Brands Tapping into Filipino Pride

Carlos Yulo’s historic Olympic win created an ideal opportunity for brands to tap into the national pride and excitement surrounding his achievements.

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• McDonald’s Philippines drew a parallel with their iconic golden arches.
• Colgate focused on the joy and pride he brought to the nation, aligning with the brand’s emphasis on bright, confident smiles.
• AIA drew an analogy between the ups and downs of gymnastics and the unpredictable journey of life, reinforcing its message of support and stability.
• Dunkin' Donuts congratulated Yulo with a clever play on words, effectively blending cultural relevance with their brand identity.

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Brand Endorsements Soars for Manu Bhaker

Manu Bhaker, the first Indian to win two medals in a single Summer Games, became one of the most sought-after athletes for endorsements.

• With interest from around 40 brands across sectors like beverages, electronics, and banking, Manu Bhaker’s broad appeal is evident.
• Coca-Cola has signed Bhaker for a year-long Thums Up Cola endorsement, aligning the brand’s campaign with the support she received from her coach, family, and fans.

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