Sponsorship Breaks the Olympic Record
The 5 Olympic Trends in Paris 2024: Citius, Altius, Fortius, Sponsorius
- Date
- Written by Nacho Bazarra
1. Urban Leisure Becomes a Sport
Athletics, wrestling, and equestrian are the only three Olympic disciplines we inherited from Ancient Greece. The Modern Games, born in 1896, introduced new sports disciplines, and today there are 45. Attempts were made to include sports like Basque pelota, baseball, and cricket, but they faded away, while paddle tennis, American football, and futsal remain in the waiting room.
The latest additions to the Olympics seem to reflect motivations that are not strictly athletic but rather the desire of Baron de Coubertin’s successors to blend sports with urban leisure. The goal is to bring the Games closer to what happens on the streets of major cities: a fusion of skills, urban music, and dance.
Breaking (or breakdance), which debuted in Tokyo in 2021, is solidifying its place in Paris to the extent that the competition will be held in the iconic Place de la Concorde.
Paris 2024 will also feature surfing, sport climbing, skateboarding, BMX, and 3×3 basketball, the street basketball we see in so many American movies. These are sports connected to nightlife, vacations, and even musical styles like rap and hip hop.
Brands have focused on these types of sports, which resonate more with younger audiences and feature athletes who have amassed millions of followers on social media and streaming platforms. Could this be a preview of the inclusion of eSports in the Olympics?
Miguel Ángel Hernández, CEO of FinalScore, highlights in an interview for this report the creation of the Park of Champions, a space for 13,000 people located at the foot of the Eiffel Tower, developed in collaboration with the athletes themselves, where visitors can enjoy live broadcasts, music, and celebrations of the previous day's medalists. "An innovative concept that speaks of openness, celebration, and closeness with fans," emphasizes the former Real Madrid Head of Media.
For Miguel Ángel Hernández, examples like surfing, skateboarding, and sport climbing "only serve to demonstrate that the IOC is paying attention to new trends among younger generations and has a long-term vision, something quite rare in sports."
2. The First Gender-Equal Games in History
It was in Paris 1900 when women competed for the first time in the Olympic Games. Paris 2024 will be the first Olympic Games with 100% gender parity: 5,250 men and 5,250 women. For a recent reference, in Barcelona 1992, women made up only 29% of the Olympic Village residents.
Aitana Bonmatí ⚽, Faith Kipyegon 🏃🏼♀️, Iga Swiatek 🎾, and Simone Biles 🤸🏾♀️, among others, will carry the torch from those 22 pioneers who competed in fencing, croquet, and tennis in the Paris of the Belle Époque.
There will be 5,250 men and 5,250 women in the Olympic Village.
The Olympics of Ancient Greece were reserved for men, who competed naked to demonstrate their masculinity and eliminate any chance of cheating. Women were not even allowed to attend as spectators. Instead, female athletes had their own event, the so-called Heraean Games, held in honor of Hera, Zeus's sister and wife.
One of the innovations in the Paris Games is not just that men and women earn the same monetary prizes for winning medals—a milestone achieved years ago—but that Olympic and Paralympic athletes will also receive equal compensation, at least in the case of Spain: €94,000 for gold, €48,000 for silver, and €30,000 for bronze.
Some of these Spanish Olympic and Paralympic athletes, such as Teresa Perales (Paralympic swimming), Desirée Vila (Paralympic long jump), and Naia Laso (Olympic skateboarding), are part of the Team Visa, which sponsors a hundred athletes at Paris 2024. “These types of events give us a unique opportunity to reach a massive audience and connect emotionally with people. They have the power to change perceptions and exemplify the values we promote as a brand,” explains Joao Seabra, Marketing Director of Visa in Spain and Portugal, for this Darwin & Verne report.
3. No One Wants to Be an Olympic Host City
Hosting the Olympics is no longer a profitable venture for the host city. It often leaves behind a trail of debt and grandiose projects that become burdensome once the events are over. For instance, only Paris and Los Angeles submitted bids for the 2024 Games. The International Olympic Committee (IOC), aware of this Olympic drought, awarded Paris the 2024 Games and Los Angeles the 2028 Games.
Fewer and fewer cities are aspiring to host the Olympics: for the 1997 Games (Athens), there were 11 bids; for the 2008 Games (Beijing), 10; and for the 2012 Games (London), 9. Residents of Hamburg (Germany) rejected continuing their bid for the 2024 Games in a referendum. This lack of popular and political support, as mentioned, has changed the rules of the game: the IOC now proactively seeks bids. As a result, the 2032 Games will be held in Brisbane (Australia) through direct allocation.
The "relaxing cup of café con leche" ultimately ends up going to Starbucks.
Candidate cities have realized that the Olympics are synonymous with financial disaster and instead represent a lucrative business for the IOC, construction companies, and sponsors. They are aware that the "relaxing cup of café con leche in Plaza Mayor," promised by Madrid's mayor Ana Botella during the 2013 bid for the 2020 Games—which Tokyo won—ultimately ends up benefiting Starbucks. This was the sentiment in Hamburg when residents voted in 2015 against hosting the Games: “You provide the city, and the profits go to outsiders.”
Most of the Olympic Games' revenue (mainly distributed by the IOC) comes from television rights. Until Brisbane 2032, these rights will be held by the Warner Bros Discovery (WBD) consortium, which then sublicenses them by country and region. Each Summer Olympics generates approximately $3 billion for the IOC in television rights—a figure that, interestingly, matches the 3 billion unique users (from both traditional television and digital platforms) recorded during the Tokyo Games.
In the 2017–2021 Olympic cycle, for example, the IOC generated a total of $7.6 billion. Of this amount, 61% came from television rights, while 30% came from official sponsors, known as TOP sponsors (The Olympic Partner Programme).
4. "It's the Culture, Stupid"
France knows how to sell its culture and grandeur like no other. It understands what makes it great: its language, art, history, style, and way of life, which will be showcased over three weeks through a carefully curated program. The Games are moving out of the stadiums, and Paris will transform into an extraordinary stage for various outdoor disciplines.
Place de la Concorde will host BMX, urban basketball, breakdance, and skateboarding events, while the Eiffel Tower will provide some shade for beach volleyball. The Grand Palais will host fencing and taekwondo competitions. At Les Invalides, archery and long-distance athletic and cycling events will take place, while the River Seine will be used for aquatic sports, and the gardens of the Palace of Versailles will host equestrian events. Surfing will soar to Tahiti in French Polynesia, specifically to the Tehaupo’o Wave. This year’s events would delight the likes of Gauguin, Toulouse-Lautrec, and Degas.
But the best expression of that grandeur will be the opening ceremony: instead of being held in a closed stadium, it will take place on the Seine, reminiscent of Baroque water festivals. The delegations will parade on their own bateaux, and millions of people will be able to watch the naval procession from the riverbanks.
Grand, plural, and multicultural: the ceremony will be presided over by a mayor born in San Fernando (Cádiz), Anne Hidalgo, and opened by a star born in Mali who embodies that unparalleled culture blending tradition and modernity, center and periphery: Aya Nakamura. To get a sense of the charm and glamour of the ceremony, there’s no better reference than her recent performance at the Vogue party in Place Vendôme, where the themes of the July 26 event—fashion, gastronomy, and art—were previewed. In short, pure beauty.
Nothing is chosen at random in Paris 2024: each of the 5,000 medals awarded to athletes has been crafted by the jeweler Chaumet (established in 1780 at Place Vendôme) and will include 18 grams of iron extracted from the Eiffel Tower. The Games logo pays tribute to Marianne (the symbol of the French Republic), while the mascot, Phryge, is a Phrygian cap like the one worn by the revolutionaries of 1789.
Paris and France will masterfully dominate the screens of three billion people. French culture will be everywhere—even in the soup. À l’oignon, of course. Because, as that advisor to Bill Clinton once said, it’s not the economy that drives the world, but culture.
5. The Athlete-Ad: Athletes Will Be Able to Showcase Brand Support
Global sponsors contribute 30% of the Olympics' revenue, as mentioned earlier. This amounts to $3.3 billion, with sponsorship packages starting at $200 million. According to the IOC, these funds are used to support athletes and sports programs.
Who are the major sponsors of Paris 2024? They are 16 companies, known as TOP partners, that have signed massive marketing contracts with the IOC for the coming years.
This is the case with Visa, which brings to Paris a delegation larger than that of many competing countries: 117 athletes from 67 countries and 40 sports. “Digital platforms and social media are a structural part of our marketing strategy, and we are increasingly focused on being relevant, disruptive, and innovative in the digital environment,” explains Joao Seabra, Marketing Director of Visa in Spain and Portugal.
“The Team Visa athletes represent the brand's values but, at the same time, have the ability to reach and connect with millions of people through their inspiring stories. Today's sports heavily rely on these kinds of stories and the visibility of the athlete, because we know from our studies that there is a growing interest in individuality, their stories, values, and behaviors,” he adds in the interview.
According to Miguel Hernández, CEO of FinalScore, the changes we will see in Paris, both from a sporting and advertising perspective, “not only diversify the Olympic program but also open new commercial opportunities. Brands can now connect in a more authentic way with communities that previously didn’t follow the Games.” Furthermore, these new sports “bring fresh aesthetics and narratives that can revitalize the image of the Games and attract new audience segments.”
The TOP Sponsors of Paris 2024
- Corona Cero
- Airbnb
- Alibaba
- Allianz
- Atos (French technology company)
- Bridgestone
- Coca Cola
- Deloitte
- Intel
- Omega
- Mengniu (the Chinese dairy giant)
- Panasonic
- Procter & Gamble
- Samsung
- Toyota
- Visa
In Paris, two brands debut as TOP sponsors: Corona and Deloitte. Meanwhile, General Electric and the chemical company Dow Chemical are no longer sponsors compared to Tokyo. McDonald’s, which sponsored the London and Rio Games, did not return for Tokyo and is also absent from Paris. The burger stood no chance against sushi and haute cuisine.
In addition to the TOP sponsors, each Olympic event features local sponsors—in Paris, we’ll see brands like Carrefour, LVMH, and Accor—and sponsors of national Olympic committees.
In the Spanish case, we see major multinationals sponsoring the Spanish Olympic Committee (COE), such as Telefónica, Santander, Iberdrola, Joma, Sanitas, and Acciona, as well as globally recognized TOP sponsors like Toyota and Bridgestone. Additionally, there are more local or niche sponsors, such as the Catholic University of Murcia (UCAM), Crambo, Ibereólica, Technogym, BIOW, and Interactivity.
The innovation in Paris 2024 will be individual sponsorships: the IOC has authorized brands to sponsor their own athletes and will allow them to acknowledge that sponsorship during moments of visibility. This means an athlete can publicly thank their sponsor on camera and on their social media platforms.
Brands have selected their athletes not only for their competitiveness but also for their visibility on social media and their impact on specific target audiences. This is why sponsorships have focused on Olympic profiles with the highest number of followers on Instagram or TikTok.
Analysis
History of Sponsorships in the Olympic Games
The Olympic Games were not always financed through advertising. It was in Los Angeles 1984 that the current model of advertising and sponsorship began, complementing the revenue generated by television rights. As the Games have evolved, they have adapted to society, incorporating the business sector into the equation and serving as a showcase for products and services.
Athens 1896: In the first edition, the event's revenue came primarily from advertising during the sports days.
Stockholm 1912: This edition was a milestone, as exclusive rights for photography and memorabilia were sold.
Antwerp 1920: Corporate advertising was included for the first time in the official Olympic program.
Amsterdam 1928: Coca-Cola begins its sponsorship, becoming the longest-running sponsor to date.
Tokyo 1964: The global broadcast of the Games begins, along with 250 new sponsorships eager to capitalize on the exposure. A special tobacco brand, "Olympia," generates one million in revenue for the Olympic organizing committees.
Munich 1972: The first official products are introduced, with Texaco becoming the official motor oil and, in 1976, Brim becoming the official coffee of the Games.
Montreal 1976: The Games now feature 628 sponsors and suppliers.
Seoul 1988: The TOP program for official sponsors is established.
Barcelona 1992: The TOP program expands to include 12 advertising partners.
Beijing 2008: Exemplifies the shift from advertising focused on notoriety and excellence to a more emotional approach, redefining what it means to win.
As we can see, starting in the 1980s, a key milestone was the introduction of the Olympic Partner Program, or TOP, which today includes brands like VISA and Toyota. The program is designed for a limited number of sponsors, and the numbers have grown steadily over the years—from 8 in the 1980s to 10–14 from the 1990s onward, reaching 16 major sponsors in Paris.
Among the TOP partners, we find advertisers from all sectors: technology, telecommunications, financial services, consumer goods, and automobiles, among others. Each sponsor obtains exclusive rights within their product or service category, allowing them to use the Olympic symbols in their global marketing.
Contracts are signed for four-year cycles and cover both the Summer and Winter Olympic and Paralympic Games within the same period. This allows partners to plan long-term and maximize exposure and return on investment.
To increase revenue and adapt to local contexts, domestic sponsorships were also introduced. These allow local brands to sponsor not only the event itself but also to partner with athletes and national teams in their key markets.
The next step for domestic sponsorships was to move to individual sponsorships. That is, agreements between brands and specific Olympic and Paralympic athletes. This format allows brands to connect with specific profiles at the local level and align them with their values and personality.
It’s a win-win, as both athletes and minority sports can receive funding, and smaller brands can have their moment of glory on a global stage.
However, these individual sponsorships have caused conflicts in the past, as the organization had set limits (until now) on brands that do not directly sponsor the Olympics. These advertisers and their athletes were restricted in mentioning their sponsors before, during, and after the Games, even on Instagram. A case in point is the feed of American swimmer Katie Ledecky.
Now we see signs of openness with some new developments. The most striking is the permission granted by the organization to athletes to send thank-you messages to their own sponsors during moments of maximum visibility. For sponsors, this could be a single-shot opportunity with many creative possibilities in the most high-profile events.
This event has served as a stage for iconic advertising campaigns.
The Olympic and Paralympic spirit permeates these campaigns, reflecting a blend of excellence, respect, and camaraderie. There are brands that have maintained a consistent presence at this event, turning their ads into an essential part of the Olympic and Paralympic backdrop.
As we saw earlier, the 2000s marked a turning point in the type of advertising. Previously, advertisers sought exposure and connection with the more competitive side of the Games and its motto "Faster, Higher, Stronger."
COCA COLA – Sed de Medallas (Atlanta 1996)
VISA – El mundo se mueve con VISA (Barcelona 1992)
Brands have also worked on the territory of tolerance and the unity of peoples: campaigns like VISA's Go World in 2008, P&G's Thank You, Mom for 2012, or Nike's Find Your Greatness, have shifted the focus towards more humanistic values and a more emotional tone. The characters become everyday people with a spirit of overcoming obstacles, connecting with the virtues of athletes and Paralympians.
VISA – Go World (Pekin 2008)
Joao Seabra, Marketing Director of Visa in Spain and Portugal.
Q: Some sponsors come and go, but Visa has always been there in the Olympic movement. It started in 1986 and will continue at least until 2032 (Brisbane). Perhaps it's the most global sponsor; it’s present in almost every corner of the planet. What does this support bring to the brand? Does it strengthen its global character?
A: Partnering with major events like the Olympic movement represents much more than just a global visibility platform for us. On one hand, it allows us to demonstrate Visa’s support for these events, and especially for the values associated with these sponsorships, which are aligned with our purpose of helping people get to where they want to be, with a strong commitment to equality, inclusion, and acceptance. On the other hand, these types of events give us the unique opportunity to reach a massive audience and connect emotionally with people. These events have the power to change perceptions and exemplify the values we promote as a brand.
These sponsorships are, of course, also generators of business opportunities, where we work hand in hand with our clients, such as financial institutions, merchants, and fintech companies, to develop initiatives that drive growth for both their businesses and ours.
Q: Visa also sponsors 117 Olympic and Paralympic athletes, including Spanish athlete Teresa Perales. We've seen that the Team Visa includes athletes from disciplines like surfing, breaking, and skateboarding. Is there an explicit intention to reach new sports and connect with a younger audience that doesn't follow the more traditional sports as much?
A: Within our Team Visa, a program created in 2000 to support Olympic and Paralympic athletes, and more recently also female football players, we currently have a very diverse team that represents different audiences and environments. For Paris 2024, we have the largest group of athletes in the history of Team Visa, with athletes from 67 countries and 40 sports. It's true that one of the challenges we face as a brand is connecting with younger audiences, which is why this year we have added Desireé Villa and Naia Laso, two very young super athletes competing in Paralympic long jump and Olympic skateboarding, respectively.
Q: Team Visa has a community of 45 million followers on social media. And, as we've read, it seems that this is one of the goals of this sponsorship. Can global sport be understood today without that visibility?
A: Digital platforms and social media are a structural part of our marketing strategy, and we are increasingly focused on being relevant, disruptive, and innovative in the digital space. If we want to connect with new audiences, we have to be where they are, adapt to the way they communicate, see the world, understand their values, etc. Traditional video or outdoor advertising, where the message is one-way, has very limited relevance with newer generations. The key is to engage in their dynamics, but in a relevant way and with purpose. That’s why the athletes in Team Visa play a central role in our communication plans—they represent the brand’s values but, at the same time, have the ability to reach and connect with millions of people through their inspiring stories. Today’s sport depends a lot on these kinds of stories and the visibility of the athlete, because we know from our studies that there is an increasing interest in individuality, their stories, values, behaviors, etc. With programs like Team Visa, where athletes support the brand and the brand supports the athlete both on and off the field, the benefit goes far beyond financial support in exchange for access to their social media profiles. Personally, I believe it has a positive impact for everyone: the brand, the athlete, the sport, and, as a result, the consumers.
Miguel Ángel Hernández, CEO of FinalScore and former Real Madrid Head of Media.
Q: How do the Paris Games differ from other editions? In Tokyo, we saw empty stadiums due to the pandemic, which took away some of the energy from the Games. Now there will be people, color, and emotion front and center...
A: The Paris 2024 Olympic Games are returning to normality after the Tokyo 2020 edition, so we will once again see spectators in the stands and a festive atmosphere, typical of an event of this magnitude.
From my point of view, there are two components that clearly differentiate this edition from previous ones and set a path to follow in future editions: first, many events are moving out of traditional sports venues and into iconic locations around the city, offering a unique experience for fans who attend live and for those watching on television. Second, the creation of the Champion's Park, a space for 13,000 people located at the foot of the Eiffel Tower, developed in collaboration with the athletes themselves. This park will feature live broadcasts, music, and celebrations for the medalists of the previous day. An innovative concept that reflects openness, celebration, and closeness to the fans.
Q: The broadcasts of Tokyo were watched by 3 billion people, not just on television but also through digital platforms. How can brands better leverage that visibility during those massive moments of audiovisual consumption?
A: It’s a unique moment to tell inspiring stories with a strong emotional component: effort, overcoming obstacles, strength, etc., are terms intrinsic to sport that align perfectly with brands. While it's easy to associate with the concept of the winner, sometimes the story of the one who doesn’t make it to the podium has much more impact.
In general, my advice is not to stay on the surface, in the obvious, but to dig deeper to find the values that make a story evoke a real emotion in the fan. We must also remember that it is crucial to align with Olympic values and current trends such as sustainability and inclusion in order to resonate with an increasingly aware and diverse audience.
Q: In this Olympic edition, we will see surfing, breaking, sport climbing, and skateboarding. Even surfing will be held in Tahiti, in French Polynesia. This is changing a lot...
A: The modern Olympics have 130 years of history, and it is essential that they evolve and adapt to the interests of fans. Examples like surfing, skateboarding, and sport climbing only prove that the IOC is paying attention to new trends among younger audiences and has a long-term vision, which is rare in the world of sport.
These changes not only diversify the Olympic program but also open up new business opportunities. Brands can now connect in a more authentic way with communities that previously didn't follow the Games.
Additionally, these new sports bring fresh aesthetics and narratives that can revitalize the image of the Games and attract new audience segments.
Q: For the first time, the IOC allows athletes to explicitly share and thank the brands that sponsor them. There are athletes "powered by" VISA, Iberdrola, etc. How does this change Olympic sport? For decades, the IOC fought to maintain the amateur nature of Olympic sport, but it seems to have given up. Will a broadcast of the 100-meter final start to look like a Formula 1 race?
A: It was an obvious step, and for me, it still doesn’t go far enough. The economic reality of modern sport requires brands to support athletes so they can compete at the highest level, and it makes sense to thank them for their involvement.
As a sports marketing professional, I’m eager to see how brands take advantage of this opportunity and how they maximize their exposure, given the strict regulations of the Games.
Fortunately, I don't think it will reach the level of Formula 1 because the IOC will try to maintain a balance between brand presence while preserving the essence of the Games and their unique spirit.
