The Paris 2024 Olympic Games, which wrapped up on August 11, showcased an unprecedented level of product integration, marking a substantial shift in how brands engage with the global event. Major sponsors like Coca-Cola, LVMH, Toyota, and Samsung embraced the opportunity to highlight their products in inventive ways that melded seamlessly into the Olympic experience.

Coca-Cola, the Games’ longest-running corporate partner, expanded beyond traditional beverage offerings by unveiling gold-colored Smartwater bottles—a striking visual that mirrored the celebrations’ prestige—during the opening and closing ceremonies. Coca-Cola products like Powerade and Coke Zero were also front and center on press conference tables, ensuring maximum visibility across various venues and events.

French luxury conglomerate LVMH seized the Olympic stage to spotlight coveted  brands like Louis Vuitton and Dior. Iconic Louis Vuitton trunks were featured prominently during the opening ceremony—Pharrell Williams even placed a symbolic torch in one to kick things off—and also served as artfully crafted display pieces for Olympic medals. Further weaving opulence into the fabric of the Games, Dior dressed Celine Dion and Lady Gaga in haute couture for the opening ceremony, while LVMH outfitted the medal presenters in eco-friendly outfits inspired by the 1924 Paris Olympics.

Toyota—the Worldwide Mobility Partner of the International Olympic Committee (IOC)— contributed memorably with a fleet of autonomous field support robots, designed to retrieve javelins and other equipment. The small electric vehicles highlighted Toyota's innovation in robotics while making efficient retrieval a snap. As part of its commitment to showcasing innovative and sustainable mobility solutions in Paris, the brand also provided more than 2,650 electric vehicles at the event.

Samsung played a pivotal role in enhancing the athlete experience with its "Victory Selfie" initiative. In an Olympics first, medalists were handed a Galaxy Z Flip6 Olympic Edition on the podium to instantly commemorate their life-changing achievements. The photos were then uploaded automatically to the Olympics’ Athlete365 portal, where the winners could download them to share on their personal feeds.

These creative and strategic activations set a high bar for sponsors looking to make an indelible impression at future Games. For more on unique activations, check out our article on P&G.

At the 2024 Paris Olympics, P&G—a Worldwide Olympic Partner since 2010—and its sub-brands embraced a holistic approach to sponsorship, showcasing its support for athletes and their families, and fans worldwide. This across-the-board effort was characterized by a focus on everyday life, with P&G’s child brands taking center stage in Olympic Village, around Paris, and in a series of diverse TV advertisements and in-store activations across the globe. Prominent campaigns included Oral-B's "Brush Like a Champion," Head & Shoulders' "Gold Medal Against Dandruff," Gillette's rollout of an Olympics-inspired gold razor, and ZzzQuil's "Sleep Like an Everyday Champion." These campaigns were part of more than 30 P&G brand-specific Olympic initiatives, demonstrating a comprehensive commitment to enhancing the everyday lives of those connected to the Games.

P&G’s dedication extended beyond advertising, providing tangible support to over 22,000 athletes and the staff in the Athletes’ Olympic Village. Pampers introduced a Village Nursery—the first of its kind at the Olympic games—offering athlete parents a nurturing space to bond with their young children. 

In addition, the Beauty & Grooming Salon—featuring Pantene, Head & Shoulders, Mielle, Gillette, and Braun—offered complimentary beauty and grooming treatments, helping athletes look and feel their best.

Ariel supplied laundry rooms with cold water washing services, Oral-B set up a dental clinic, and Always and Tampax ensured products were readily available, all contributing to a supportive and comfortable environment for the athletes during their Olympic stay.

As another component of its Olympic sponsorship, P&G provided a Paris-themed reusable welcome kit filled with essentials from brands like Oral-B, Head & Shoulders, Aussie, Safeguard, and Febreze, to support athletes' health and hygiene needs. The “Athletes for Good” program also saw P&G support more than 100 athletes with financing and grants for their preferred charities. On the sustainability front, P&G helped create podiums, inspired by the iconic works of Gustave Eiffel, that were locally made from French wood and 100% recycled plastic—highlighting P&G’s enduring commitment to reducing plastic waste, accelerating sustainable packaging, and improving recycling systems. Collectively, these initiatives showcased P&G’s all-encompassing commitment to not only sponsoring the Games, but elevating the overall experience for athletes and the broader Olympic community.

As the 2024 Summer Olympics in Paris draw near, a spotlight shines on some of the top US athletes aiming for gold. These athletes not only excel in their respective sports but also wield significant influence through their extensive endorsement deals and massive social media followings. Leading the pack is Stephen Curry with 20 endorsement deals, followed by LeBron James, whose combined social media following surpasses 240M. Simone Biles stands out as the most followed Olympic gymnast with 12M followers. Their impact extends beyond the arena, underscoring the powerful role of athlete endorsements in enhancing brand visibility. Let's delve into the profiles of these exceptional athletes and explore the brands they represent.

• Stephen Curry - Basketball (20 deals, 95M followers) Curry leads the pack with 20 endorsements including deals with Under Armour, United Airlines, and Chase. Ranked #2 across NBA athletes by social media following, this makes him a significant figure in sports marketing. Under Armour is Curry’s most engaged post on social, with over 997K total branded engagements. His influence reaches beyond the court, driving substantial brand visibility.
• Coco Gauff - Tennis (11 deals, 3.2M followers) Gauff, a standout in women’s tennis, has 11 endorsements including deals with New Balance, UPS, and Rolex. With 3.2M followers, her most engaging post on social media is on Instagram with Rolex. Gauff's youthful energy and remarkable talent make her a favorite among brands targeting younger audiences.
• LeBron James - Basketball (10 deals, 240M followers) James, a true basketball legend,  had 10 endorsements including deals with Louis Vuitton, Nike, and LIFEWTR. He boasts the largest social media following from the list with 240M followers, ranking him #1 across the NBA social media. James’s influence in sports and culture is unparalleled, making him a top choice for brands. James has over 11M total branded engagements across his social over the past 12 months. A partnership post with Louis Vuitton is James’ most engaged social media post, with over 1.7M engagements on Instagram.
• Simone Biles - Gymnastics (9 deals, 12M followers) Biles, arguably one of the most recognizable athletes in women’s gymnastics, has 9 endorsements including deals with Visa, Athleta, and Powerade. With 12M followers, she ranks #1 across gymnasts. Her exceptional talent and inspirational journey resonate with fans and brands alike.
• Katie Ledecky - Swimming (8 deals, 1.2M followers) Ledecky, a dominant force in women’s aquatis, holds 8 endorsement including deals with TYR Sport, LaCroix, Ralph Lauren, and Target. With 1.2M total social media followers, Ledecky’s top 8 most engaged social media posts are with TYR Sport on Instagram.
  
  

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The Paris 2024 Olympic Games present an unparalleled opportunity for brands to engage with a global audience and elevate their market presence. As the world's premier sporting event, the Olympics offer a unique platform for brands to connect with diverse consumer segments through strategic sponsorships and innovative activations.

In this year's Olympics preview, we explore how leading brands—Visa, P&G, LVMH, Airbnb, and Delta—are redefining engagement with their innovative sponsorships and strategic initiatives. From Visa's athlete-focused content masterclasses to Airbnb's unique experiences during the Games, these brands are setting new standards in Olympic sponsorship and highlighting different strategies—strategies that include various levels of engagement (from partnering with the entire event to collaborating with specific countries or individual athletes).

We also examine the rising influence of heavily endorsed athletes and their social media presence. While athlete endorsements might lack the exclusivity of broader Olympic partnerships, they provide substantial brand reach at a more accessible price. The landscape has evolved significantly since the last few Olympic Games, with athletes now commanding extensive platforms to promote their brand endorsements. This shift enhances brand engagement opportunities for Paris 2024. Additionally, the Paris 2024 Games present different market dynamics compared to previous events, so we look at the shifting trends of sponsorship categories, along with emerging opportunities for brands leading up to LA 2028.

With a focus on the strategic moves of top brands and the rising influence of athletes—and with the host city in a more favorable time zone for US audiences than past Games—we’re excited to present our 2024 Olympics Partnerships Preview. This preview offers an overview of what’s to come and can help brands learn to effectively connect with global audiences to achieve their marketing goals. Authored by SponsorUnited’s Marketing, Research, and Analytics teams, the preview encompasses more than 430 athletes and 160 Olympic Committees from July 8, 2023 to July 15, 2024.

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Opening Ceremonies for the Beijing 2022 Winter Olympic Games took place today. Spotlighted are endorsement deals for some of the top competitors from around the world competing in the games.

Alexis Pinturault from France competes in his 3rd Winter Olympics as an alpine skier. Pinturault has 14 partnerships across 10 categories, including deals with Red Bull, Agence, Zoom, and Bollé.