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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