Unlike events in sports, entertainment, or other domains, these global and national gatherings have become a pivotal stage for brands to capitalise on and gain visibility. The Summer Olympics, a modern iteration of the ancient Games, commenced in 1896 in Athens, Greece. Since then, it has evolved into a premier international event that commands attention and respect from both brands and audiences worldwide. The Olympics heavily rely on sponsorship for crucial funding and resources, offering sponsors unparalleled global visibility and engagement opportunities. However, managing this partnership requires careful alignment of commercial interests with the Games’ core values of athletic excellence and unity.
For athletes, the Olympics represent the pinnacle of competition, providing them with the ultimate platform to showcase their skills and compete at the highest level. Meanwhile, for spectators worldwide, the Games serve as a unifying celebration of sport and cultural exchange, fostering connections across borders and cultures.
The 2024 Summer Olympics, officially known as the Games of the XXXIII Olympiad, are set to take place in Paris, France. This marks Paris’s third time hosting the Summer Olympics, with previous editions held in 1900 and 1924. Scheduled from July 26 to August 11, 2024, the event will showcase iconic Parisian landmarks such as the Eiffel Tower and Champs-Élysées as venues for a diverse array of sports.
According to a report by PYMNTS, sponsors have demonstrated an 18% increase in their investment for the upcoming Olympics compared to the 2021 Summer Olympics.
The 2024 Paris Olympics have a diverse lineup of brand sponsors categorised into different levels of partnership: Worldwide Olympic Partners, Premium Partners, Official Partners, and Official Suppliers.
The IOC holds the worldwide media rights for the Olympic Games, covering television, radio, and digital platforms. It negotiates agreements with media companies globally to allocate these rights.
Worldwide Olympic Partners include Airbnb, Alibaba Group, Allianz, Atos, Bridgestone, Coca-Cola-Mengniu Dairy, Deloitte, Intel, Omega SA, Panasonic, Procter & Gamble (P&G), Samsung Electronics, Toyota, and Visa. Premium Partners consist of Accor, Carrefour, EDF France (Enedis), Groupe BPCE, Le Coq Sportif, LVMH, Orange S.A., and Sanofi.
OMEGA, the longstanding Official Timekeeper of the Olympic and Paralympic Games since 1932, has unveiled its latest global advertising campaign for the upcoming Paris 2024 Olympics. This campaign, which extends across television and digital platforms, introduces a unique portrayal of Paris as a dynamic athletic arena.
Official Partners feature Air France–KLM (Air France), ArcelorMittal, CDC, Cisco, CMA CGM, Danone, Decathlon, FDJ, GL Events, Groupe ADP, ÎDF Mobilités, and PwC International.
Official Suppliers and Supporters include ABEO, Airweave, Air Liquide, AkzoNobel, Arena Group, Bouygues, Canon Inc., Carlsberg Group (Kronenbourg Brewery), DXC Tech, Egis Group, ES Global, EssilorLuxottica, Fnac Darty, Highfield Boats, La Poste, Loxam, Lyreco, Myrtha Pools, OnePlan, Optic 2000, Proman, Randstad, RATP Group, Re-uz, Rigby SCC, RGS Events, Saint-Gobain, Salesforce, SLX H&E, Sodexo, SNCF, Technogym, TF Scientific, Vinci SA, and URW (Viparis).
Iconic locations such as the Eiffel Tower, Champs-Élysées, and Seine River will serve as venues for various sports, showcasing Paris’s landmarks. The programme will feature traditional Olympic sports as well as newer additions like skateboarding, sport climbing, surfing, and breaking (breakdancing). There will be a total of 329 events across 32 sports. Over 10,000 athletes from more than 200 countries are expected to compete.