Olympic Games Paris 2024: Winning Marketing Strategies

The Olympics are here! An Athlete's Dream Event is one of the most iconic worldwide events from July 26 through August 11. We’re seeing new Olympic-themed ads and new ways NBC is trying to reach a broader network with its broadcast. After declining viewership in the previous Olympics, NBC has new strategies to bring viewers into sports.

According to Adweek, NBC will be airing more than 7,000 hours of content across every platform the media leader has. Of that, 5,000 hours will be on Peacock. By working with advertisers, there is a potential for record-setting ad sales and viewership in the works. Let’s look at some strategies that NBC is using, as well as strategies brands are using to playoff this iconic world event.

Celebrity Features

While celebrity endorsements and marketing are nothing new, NBC's use of major celebrities to attract viewers is a novel approach. These celebrities include Snoop Dogg, Peyton Manning, Kelly Clarkson, Jimmy Fallon, Leslie Jones and more.

And now, Snoop Dog has added 2024 Olympic torchbearer to his celebrity status. In a press release, he noted “I grew up watching the Olympics and am thrilled to see the incredible athletes bring their A-game to Paris”

NBC’s strategy with celebrities is in line with their goal of attracting younger audiences to the Olympic coverage. More than 150 commentators are joining the network’s coverage. NBC's efforts to rejuvenate the broadcast with added star power seem to be paying off. The U.S. Olympic Track and Field Trials featured Snoop Dogg, leading to record viewership numbers.

Social Media

Focused on big names, trends and storytelling, NBC has brought together 27 creators on TikTok, YouTube, Snapchat, Meta and Overtime to join them in Paris, covering the stories on the ground.

“They are going over to Paris with us so that they can tell the story of the Olympics through their unique lens,” says Jenny Storms, the CMO of entertainment and sports for NBCUniversal, adding that the creators will have “unprecedented” access at the games.

Additionally, the International Olympic Committee removed most of its guidelines against athletes filming content on the premises. This allows athletes to be able to create first-hand, raw content with a personal touch. While it is increased reach for the athlete and the brand(s) that support them, that following will grow with this kind of personal brand reach.

Storytelling

Yes, the broadcast has showcased the athletes in the past, but not at this level. With in-depth storytelling, as well as advertisers joining in, the focus is on the stories of the athletes. This is their accomplishment that we can all get behind cheering for.

Advertisers, such as Coca-Cola and Delta Air Lines are focusing their ads on the athletes, highlighting their brands in the background of their ads.

Programmatic Advertising Opportunities

For the first time ever, the Olympic and Paralympic Games are available programmatically, allowing brands of all sizes to connect with fans. Advertisers will also have the opportunity to connect with fans on social media through a partnership.

“Historically, the minimum spend required to appear in major live sports was very high, which made it untenable for anyone but huge brands,” Ross Benes, senior analyst of TV and streaming at eMarketer, told ADWEEK. “But dicing up the inventory programmatically will allow a greater number of brands, particularly smaller brands, to get in on the action.”

Instead of the usual advertiser/athlete/network relationship, this Olympics broadcast is shaping up to be a collaborative effort to showcase the sport and the athletes in new ways.

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