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.