Olympic Sponsors: Racing for Gold in Paris 2024
- December 18, 2023
- SponsorPulse Staff
As 2023 winds down, the world begins to gear up to witness the epicenter of human athleticism and performance at the upcoming Paris 2024 Summer Olympics.
Records will be broken, medals will be won, and champions will be crowned inside and outside the arena.
This global event represents a significant sponsorship opportunity for brands to connect with their passionate audiences. Per SponsorPulse data, the Summer Olympics rank as the 19th most valuable property for brands, reaching over 108 million people in the US with a significant 51% engagement.
To help brands maximize their exposure and engagement with their respective audiences, we leveraged SponsorPulse data and uncovered valuable insights that may help various brand sponsors make better decisions.
Understanding the Engagement Landscape
The Paris 2024 Summer Olympics have already secured a lineup of committed Worldwide Partners, including long-time favorites like Procter and Gamble, Panasonic, Toyota, Visa, and Coca-Cola.
Joining them are known international brands such as Bridgestone, Airbnb, Alibaba, Allianz, Atos, and Deloitte.
While these brands usually benefit from increased exposure to a diverse audience, we can only find the specificity and association to high-quality audiences within the data. When we looked at SponsorPulse data, we found some surprising insights:
Within American consumers of the Summer Olympics, survey respondents revealed that brands with the highest levels of Consideration among engaged viewers were Simply Juice (22% consideration), Bridgestone (22%), and Fanta (21%).
Brands like Tropicana, Crest, and Adobe exhibit the highest Excitement scores amongst Olympic viewers in the US — presenting a strategic opportunity for them to capitalize on the pre-event anticipation through targeted campaigns.
These numbers show that less traditional or specific companies in specific regions can explore partnerships that can yield sponsorship success and convert audience attention into potential customer interest.
Missed Opportunities Beyond the Usual Suspects
When thinking outside of the box or looking at untapped opportunities, some data points from SponsorPulse revealed a fascinating trend: users of new technologies display significant leadership in engagement levels with the Olympics — namely, users of the metaverse (80% engagement), NFTs (74%), and electric vehicles (73%).
These numbers suggest that a growing segment of tech-savvy individuals is strongly associated with the Olympic spectacle.
While many brands from countless domains are seizing the Olympic spotlight, data suggests companies like Meta, Tesla, Nio, Rivian, Nvidia, or Roblox — all with audiences deeply engaged in new technologies — risk missing out on substantial opportunities to connect with their user base during the Summer Olympics.
Navigate Olympic Sponsorship
As the excitement for the Paris 2024 Summer Olympics builds, brands have a golden opportunity to align with the event and connect with their target audiences.
While the sponsorship space for the Summer Olympics might already feel overwhelmed by big brands, data suggests specific opportunities exist for different partners in different regions.
Using the data and insights offers a strategic advantage for brands to time and tailor their campaigns to capture the attention of their engaged audience.
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