- August 29, 2024
- Student Blog
The Paris Olympics 2024 was a great success, and as a student of marketing, I was super curious and eager to see how brands are leveraging this global spectacle to enhance their visibility. As the Olympics aren’t just about sports; they’re a massive marketing opportunity where brands can shine on a world stage.
And after doing some research here’s how some of the smartest brands are making the most of this event.
Costa Coffee: The Official Coffee Partner
Imagine sipping a cup of Costa Coffee while watching your favorite athlete compete. Costa Coffee has smartly positioned itself as the official coffee partner of the Paris Olympics 2024. This partnership gives them massive visibility, aligning their brand with the spirit of excellence and global unity that the Olympics represent; by offering special edition Olympic-themed beverages and merchandise, Costa Coffee creates a buzz that extends beyond the event itself.
Nike: Beyond Sponsorship
It’s not surprising that Nike has a long history of Olympic partnerships, and the Paris Olympics is no exception. However, Nike goes beyond traditional sponsorships. They leverage cutting-edge technology to engage with fans.
For example, their “Nike Training Club” app offers Olympic-themed workouts and training tips from top athletes. This approach not only promotes their products but also fosters a deeper connection with their audience.
Coca-Cola: Sharing Happiness
Coca-Cola, a staple at the Olympics, focuses on storytelling. Their marketing campaigns highlight inspiring stories of athletes overcoming challenges. By associating their brand with these emotional narratives, Coca-Cola taps into the viewers’ emotions, making their brand synonymous with joy and celebration.
Social Media and Influencer Collaborations
Brands are also leveraging social media and influencers to amplify their reach. Adidas, for example, collaborates with popular athletes and influencers to create engaging content. They use platforms like Instagram and TikTok to share behind-the-scenes footage, athlete interviews, and user-generated content, creating a dynamic and interactive experience for fans worldwide.
In conclusion we could say that an event can bring up lot of marketing opportunities and brand recollection values and this year’s Paris Olympics 2024 showcases how brands can grabbing on to the marketing potential in global events to enhance their visibility and connect with audiences. So by aligning with the values and excitement of the Olympics, brands like Costa Coffee, Nike, and Coca-Cola create memorable and impactful marketing campaigns.
As marketing students, we can learn valuable lessons from these strategies and apply them to our future projects.
Niyati Vakharia
MBA Student
Universal Ai University
