The Power of Sports: The Olympic Games Marked by Inclusivity and AI

There is nothing in the world that speaks a more universal language than sports. It breaks down cultural and linguistic barriers, connects nations and generations, inspires and motivates, unites in joy, celebration, and cheering. The strength of its power is recognized, of course, by brands that connect with competitions, national heroes, and heroines through their sponsorship agreements and/or communication to embed themselves into the global audience. It is therefore not surprising that huge budgets are invested in major sporting events, especially the largest among them, the Olympic Games. This year’s Summer Olympics, which will take place from July 26 to August 11 in Paris, are no exception – they will serve to raise visibility and strengthen corporate brands, as well as the brand of the French capital.

According to currently available data, the Olympics will attract more than fifteen million guests to Paris, and around one billion people will follow the broadcasts on small screens. The opening will take place in front of half a million viewers (live!), and competitions in 32 sports will be held in 329 events. So far, around one billion euros in sponsorship money has been secured. As the budget for the Games has risen to 8.8 billion euros, this will be the most expensive Summer Olympics to date. Standard partners such as Airbnb, Intel, and Coca-Cola have been joined by French companies LVMH, which is sponsoring the Games for the first time, Carrefour, and Accor. In addition to investments in organization, this global sporting event, marketing media claim, will bring a series of innovations in sports marketing as it will rely more than ever on the miraculous technology known as artificial intelligence.

Chinese AI Tools

As stated on the blog of the Dotdigital platform, this summer the spotlight will be directed at the latest technology as much as at athletic excellence. This is partly due to the Chinese brand Alibaba, which has not only created the world’s largest shopping event, Singles’ Day, but has also become a serious player in the artificial intelligence industry. The International Olympic Committee (IOC) has entered into a partnership with this company, whose AI cloud tools and its AI-based multi-camera replay system are expected to revolutionize the way the global audience follows the competition. This technology, already tested at the Winter Olympics in Beijing, uses machine learning and deep neural networks to create high-quality 3D models from strategically placed cameras, which, according to Alibaba, guarantees a completely new viewing experience with better reproduction, shots from new angles…

In addition to this technology, some sponsors have also ensured new experiences, which, according to Dotdigital, have elevated the Olympic marketing strategy to a completely new level. They highlight Nike, which, media reports, plans to invest a record budget in the Paris Games. The company has invested additional money in the uniforms of the teams it sponsors – offering a range of models and cuts that ‘guarantee comfort and instill confidence in the players who wear them’. Each package of uniforms and sportswear is tailored to the identity of the athlete and the cultural background of the nation and sport. On the field, fifty different clothing pieces and twelve styles will be visible. No sports brand, Nike will boast, has adapted so thoroughly to individual preferences and specific sports. The goal is to show how well the company understands athletes and wants them to feel good and achieve the best results.

The largest global advertiser P&G has not directed attention (and money) only to the audience and viewers but also to events behind the scenes. Thus, athletes are already waiting for a package with well-known company products after disembarking from airplanes, and in the Olympic Village, they can find a Pampers baby room, an Ariel laundry, a dental clinic with Oral-B products, a salon with many brands from the portfolio… As the company stated, their goal is to meet the needs of competitors before, during, and after the competition.

Out of the Box

A long-time partner of the Games, the technology brand Samsung, has launched the ‘Open Always Wins‘ campaign promoting exclusivity and openness. In addition to traditional advertising, it has placed innovative billboards for the Galaxy Z Flip 5 in strategic locations, popular Parisian spots such as Boulevard Haussmann, Palais Garnier, and La Défense. These positions guarantee excellent visibility not only during the Olympics but also during the Paralympic Games, which will take place in September this year. Deloitte has launched the ‘First Effect’ campaign with the Olympic Committee, aiming to redefine success at the Games. According to them, the most successful athletes are not those who have won the most medals, but those who have left a mark at the Olympic and Paralympic Games.

The campaign debuted a hundred days before the opening and will be highlighted in key Deloitte global markets, the Committee’s digital channels, Meta’s social platforms, TikTok, and X, and will last as long as the competitions. It consists of stories of five inspiring athletes who have made history. For example, global consumers will have the opportunity to get to know Nicola Adams, a British boxer who became the first Olympic champion in her sport at the London 2012 Olympics. Her success sparked a rise in interest among women in boxing and significantly changed the perception and representation of women and girls in that sport. The campaign also tells the story of Sarah Attar, the first Saudi woman to compete in the Games, Naralie Du Toit, the first swimmer with an amputation to qualify for competition, as well as important events such as the first live broadcast of the Olympic Games in 1964 in Tokyo.

An Opportunity for Local Brands

The aforementioned advertisers who have chosen different strategies this year should be joined by the luxury giant LVMH Group, which is sponsoring a sporting event for the first time and plans to spend 150 million euros on it. For this occasion, the company has launched the ‘The Rooftops’ campaign, showcasing ‘the magic of the Games against the stunning Parisian backdrop’. The video features swimmers, tennis Paralympians, gymnasts, and rugby players training on Parisian rooftops with views of Parisian landmarks such as the Eiffel Tower or the Arc de Triomphe. In addition to small screens, 30-second and 60-second films will be displayed on billboards set up at the Games’ stadiums, in print media, and, of course, on social platforms. LVMH, as ‘artisan of all victories’ (English: artisan of all victories), will showcase its top quality and craftsmanship during key moments of the Games in partnership with the organizers because, as the media reports, it wants the whole world to witness French excellence.

Of course, these are just some examples of advertisers, highlighted by Dotdigital, which will strengthen the connection with the global audience through marketing activities of this largest among sporting events. The Olympic Games are not only an opportunity for sponsors to stand out but also for local brands. Of course, there are limitations (brands that, simplified, do not pay the organizers cannot associate with the Olympic brand), but also undeniable opportunities. Local brands can help elevate the atmosphere, support national athletes and teams, and, whenever possible, respond to current events and viral moments with clever and smart real-time marketing. The common themes of this year’s Games, in marketing terms, are empowerment, inclusivity, innovation, and new experiences, so it would not be a bad idea to integrate these elements into communication, becoming part of a story that will, at least for a moment, connect the world’s nations.