Olympic Sponsorship Trends to Look out For in Paris 2024

With the Paris 2024 Olympics on the horizon, the opportunities for brands to connect with an audience has never been more promising. Showcased on the world stage in such a prestigious array of talent as the Olympics promises to be, a brand is handed the ultimate opportunity to increase exposure and reach hundreds of thousands of eager spectators.

So, in this rapidly changing world we find ourselves in, the successes of various sponsorships are ever fluctuating as they reflect changes in consumer behaviour, technology and societal values.

Here at Sport Endorse we look at the top 4 trends to look out for this Summer in Paris 2024 Olympics:

1. Sustainability and Social Responsibility

Sustainability has moved from a buzzword to a core component of corporate strategy as our awareness of our ecological footprint has never been greater. Brands sponsoring the 2024 Olympics are expected to emphasise their commitment to environmental and social responsibility. For example, Coca-Cola, a Worldwide Olympic Partner, has committed to installing 700 water fountains across Olympics sites in an effort to reduce single-use plastics. Sponsors are increasingly integrating sustainable practices into their campaigns, from eco-friendly packaging and carbon offsetting initiatives to supporting local communities. Furthermore, EDF France, a new and premium partner of Paris 2024 and responsible for powering the games, has placed huge emphasis on their use of offsite wind and solar farms as opposed to the traditional diesel powered generators. This commitment is just one of the many steps that have been taken to reduce the carbon footprint of an event as big as the Olympics. Expect to see more partnerships that highlight the use of renewable energy at Olympic venues or collaborations with NGOs to promote global health and wellness.

Credit: Coca Cola/ Sport Societe

2. Technology and Innovation Showcases

Olympic sponsorships are a prime opportunity for brands to showcase their latest technological innovations. From wearables and fitness apps to advancements in sports equipment and broadcasting technology, the 2024 Olympics will feature cutting-edge products and services. Sponsors are expected to highlight how their innovations enhance the Olympic experience, whether through improved athlete performance, enhanced viewer engagement, or sustainable solutions. For example, Intel is committed to enhancing the Olympic experience for athletes and spectators through integrating its innovative AI technologies. Their initiatives include immersive AI-driven fan activities, AI-powered 3D models for navigation, and the debut of 8K live streaming broadcasts using Intel Xeon processors. This technology will provide faster, more personalised content delivery, to provide highlights instantaneously.

Source: Intel

Credit: Paris 2024/ Florian Helleu

3. Influencer Partnerships and Athlete Ambassadors

In the wake of TikTok, Instagram and Snapchat, the accessibility for anyone to become the next best influencer and flourishing brand ambassador has never been easier. For athletes, already popular figures with huge fan bases, their influence and success as a brand is something that company’s are keen to tap into so as to increase exposure of their product. These influencers provide authentic and relatable content that resonates with their followers. For example, Visa has signed some 117 athletes onto their Olympic roster, spanning across 40 different disciplines so as to reach a diverse audience. This included athletics’ new hot-shot Noah Lyles, who has been generating huge amounts of excitement as he sets a new 200m record after winning the 100m at the US Olympic trials. One can almost feel the wonder and awe that followed legends such as Usian Bolt being echoed in Lyles‘ upcoming appearance and thus, his influence has never been more powerful. For the 2024 Olympics, expect to see more athlete-led content, behind-the-scenes footage, and personal stories shared across various social media platforms.

Source: Rachel Axon/ Sports Business Journal


Credit: AP Photo/ George Walker IV

4. Diversity and Inclusion

Diversity and inclusion are critical values for modern audiences, and brands are reflecting these principles in their Olympic sponsorships. Campaigns are increasingly showcasing athletes from diverse backgrounds and promoting messages of inclusivity and equality. For example, Sanofi, a global healthcare and pharmaceutical company has not only been named as a premium partner for Paris 2024, but launched a campaign that strives for diversity and inclusion, in an effort to raise awareness against many social injustices that take place within our world. They‘ve named 14 athletes the ‘Ignitors‘. This is a group which represents 10 sports and 7 different countries and will act as a catalyst for change. Their voices represented change against racism, LGBTQ+, accessibility and much more.  This trend not only aligns with the Olympic spirit but also resonates deeply with audiences who value representation and social justice.

Source: Sanofi


So, with that all being said, Sport Endorse looks forward to the upcoming Olympics as an exciting platform from which both brands and athletes can join together to create impactful partnerships that correctly reflect both the contemporary state of affairs and the core values that hold dear to the Olympics. Watch out for these trends and how they will impact the success of brands and athletes alike. It‘s going to be a thrilling couple of weeks in Paris this summer!

Source: Paris Games Live