Paris Olympics 2024 Advertising

In 2024 Paris is not only going to play the hosting country for the Olympics but it is going to welcome an ode to advertising too! Picture this- a fusion of athletic prowess and artistic fusion, a combination where every advertising surface – the billboards, the screens, the flyers – are all narrating stories that resonate with inspiration and an individual’s creativity. 

As the city of lights continues to glow and the world looks at it, brands are set to race to the bleachers, creating campaigns that are not only relevant but enchanting, from the alleys of Montmartre to the stairway to Sacre-Coeur. Prepare for more flamboyance where advertising in Olympics is a dance that only Paris can offer!

The Evolution of Olympic Advertising

As Paris eagerly prepares for the vibrant 2024 Olympic and Paralympic Games, we can’t help but notice that the event signifies more than just an extraordinary sporting spectacle. It marks a hundred years since the city last hosted the Olympics in 1924, making this celebration deeply meaningful and historically significant. While this achievement is the recognition of Paris’ history, it is also the recognition of the impressive change of the Olympic movement during the past one hundred years. 

The 1924 Summer Olympics, officially known as the Games of the VIII Olympiad, brought a special vibrancy to Paris, France, from May 4 to July 27, 1924. These Games celebrated the 100th anniversary of the first modern Olympics held in Athens in 1896 and were the last to see the influential hand of Pierre de Coubertin, the visionary founder of the modern Olympic movement. Paris, with its rich history and charm, became the first city to host the Olympics twice, having previously welcomed athletes in 1900.

The 1924 Olympics were a remarkable gathering, with 44 countries sending around 3,089 athletes, including 135 women, to compete in 126 events across 17 sports. This edition of the Games introduced the innovative concept of the Olympic Village, where athletes from around the world lived together, fostering a unique sense of camaraderie and unity. The opening ceremony became more formalized, featuring the athletes’ parade and the iconic Olympic oath, adding to the grandeur of the event.

Pierre de Coubertin founded the International Olympic Committee (IOC) in 1894. He dreamed of reviving the ancient Olympic Games as a modern global celebration of sport. Over the years, the Games have grown immensely, welcoming more countries and adding new sports. The IOC introduced beloved traditions such as the Olympic Village in 1924, creating a home for athletes, and the iconic Olympic Flame and Torch Relay in 1936. Based in Lausanne, Switzerland, the IOC is guided by an Executive Board and holds annual meetings to shape the future of the Games. Although a non-profit, the IOC is financially robust, thanks to its commercial partners and media rights holders, whose support is crucial for the success of the Olympics.

Olympic Advertising in Numbers

Let’s talk numbers! The IOC generated a substantial USD 7.6 billion in revenue from 2017 to 2020/21, demonstrating the global commercial appeal of the Olympics. Each day, over USD 4.2 million is distributed to support athletes and sports organizations worldwide, with 90% of all revenues directly reinvested into sports and athlete development.

The concept of Olympic sponsorship dates back to the first modern Games in Athens in 1896. This tradition has evolved significantly, particularly after the 1948 London Olympic Games, which were the first to award broadcast rights, heralding a new era in Olympic media and advertising strategies.

It should also be noted that sponsorship constituted an essential part of the Olympic Movement from its inception. Most of the actual forms of sponsorship were evident in the first modern Olympics held in Athens in 1896. In 1948, the Olympic Games held in London were the first to entertain the concept of broadcast rights, which was a great transition in respect to Olympic advertising.

Thus, it can be stated that the Olympic Games have never been simply about competition. They are regarding unity of the world, sporting achievements, and last but not least, they are also regarding the creativity with which these values are introduced to the people through the concept of marketing and sponsorships.

Technological Advances in Paris Olympics 2024 Advertising 

The Olympic Games are a global spectacle, and the Paris 2024 Olympics promise to be no different. At the heart of the broadcasting effort is the Olympic Broadcasting Services (OBS), the host broadcaster responsible for delivering live television, radio, and digital coverage of every Olympic event and ceremony to media rights holders (MRHs) worldwide.

Cutting-Edge Technology for Enhanced Viewing

Special attention is being paid to the fact that, in the context of Paris 2024, OBS will create as much content as possible and attract an even greater number of viewers. See more focus on the athlete and behind the scenes than in the past. Redefining the narrative strategies will help engage the audiences with the Games in a brand new manner. Some of the technological advancements to look forward to include:

• Cinematic Lenses: These will enable a shallow DOF, thus placing the athletes and the spectators more into focus and increasing the visual merit of the images. 
• Dynamic, Data-Driven Graphics: These graphics will show how athletes are faring every minute making it easy for fans to make sense of events in the sports arena. 
• Multiple Camera Angles: Fans are going to get the sense that they themselves are the ones directly participating in all of the action, this is because teams of camera men are going to cover all angles and capture all the action of the chosen sports. 

OBS is also using Alibaba as the Worldwide Olympic Partners global cloud facilities. OBS Live Cloud will be the primary way of transmitting live broadcast signals for remote activities during Paris 2024. This gives MRHs a more intelligent, lean, and very effective distribution strategy. 

Additionally, OBS will utilize:

• Ultra High Definition (UHD): Offering four times more detail than full HD.
• High Dynamic Range (HDR): Providing more life-like details, vibrant and vivid colors, and greater contrast and sharpness for a more natural picture.
• 5.1.4 Immersive Audio: Offering viewers a more realistic, three-dimensional sound experience.
• Multi-Camera Replay Systems: More than double the number used for Tokyo 2020, providing stunning freeze-frame slow motion replays.
• Four-Point Camera Systems: Capturing smooth and dynamic aerial tracking shots and bird’s-eye views of the host city.
• First Person View (FPV) Drones: Equipped with UHD HDR cameras.
• Expanded Athlete Moments: Bringing athletes and their loved ones together virtually right after competition.

The Numbers Behind Paris 2024 Broadcasting

• 11,000+ Hours of Content produced by OBS, a 15.8% increase from Tokyo 2020.
• 130+ Broadcast Organizations ensuring global coverage.
• 30+ Media Rights Holders delivering content to various platforms.
• 8,300+ OBS Games-Time Personnel working tirelessly to bring the Games to life.
• 15 Drones and 3,800 Microphones enhancing coverage with unique perspectives and high-quality sound.
• 1,000+ Camera System capturing every moment from every angle.

With these innovations and efforts, Paris 2024 is set to redefine how viewers around the world experience the Olympic Games, bringing them closer to the action than ever before.

Who’s Watching? Understanding the Paris Olympics 2024 Audience

The Paris Olympics 2024 is set to captivate audiences worldwide with unprecedented coverage across multiple platforms. Let’s dive into how different regions are gearing up to bring the Games to their viewers. 

India

In India, Viacom18 has secured the exclusive media rights to broadcast the Paris Olympics 2024. They will provide extensive multi-platform coverage, including free-to-air television, through their various channels and platforms. JioCinema, a streaming service under Viacom18, will offer comprehensive live coverage, making the Olympics accessible to millions of Indian viewers on their devices. This coverage aims to inspire and engage fans across India, showcasing the pursuit of sporting excellence by athletes from around the world.

Europe

Warner Bros. Discovery will be the primary broadcaster for Europe. They are rolling out an extensive coverage plan that includes both their linear TV channels and digital platforms, such as Max and discovery+. Viewers can enjoy 3,800 hours of live action, making it easier than ever to catch every moment of the Games. Eurosport will also contribute by offering nonstop live coverage across its channels and a dedicated microsite on Eurosport.com, available in 12 languages for a localized experience.

China

In China, the China Media Group (CMG) is the go-to source for Olympic coverage. CMG will broadcast events around the clock on three TV channels. Their mobile platform, CMG Mobile, will also stream every event and ceremony live, delivering more than 180 hours of digital content daily.

United States

NBC Universal has massive plans for Olympic coverage in the USA. The NBC broadcast network will air more programming hours than any previous Olympic Games, ensuring at least nine hours of daytime coverage. Peacock, NBC’s streaming service, is set to provide the most comprehensive Olympic experience in US media history. Fans can stream every sport and event, including all 329 medal events, and access full-event replays, curated clips, virtual channels, exclusive original programming, and more.

Australia

Australian viewers can look forward to comprehensive coverage courtesy of Nine. They plan to deliver around 10,000 hours of content across their linear TV channels and the 9Now streaming platform. Additional content will be available on Nine’s audio and digital publishing platforms, ensuring that Aussies won’t miss a second of the action.

Canada

CBC will be the central hub for Olympic coverage in Canada, offering over 3,000 hours of live content from every venue. Their coverage will span across multiple platforms, including TV broadcasts on CBC, TSN, and Sportsnet. Additionally, viewers can stream live events daily on the free CBC Gem service, as well as access content on CBC’s Paris 2024 website and mobile app for Android and iOS. 

Sponsorship and Partnerships at Paris Olympics 2024

The Paris Olympics 2024 will be a spectacular event, thanks in part to the incredible sponsors and partners supporting it. Let’s take a closer look at some of the key worldwide partners making this event possible:

Airbnb

• One of the world’s largest marketplaces for unique accommodations and activities, Airbnb offers over 7 million options across 191 countries.
• Airbnb empowers local hosts, boosting community-based tourism and economic benefits.
• The platform has facilitated over 750 million guest arrivals, fostering connections and trust globally.

Alibaba Group

• Alibaba supports the Olympic Movement with its digital expertise, enhancing the Games with cutting-edge technologies.
• Alibaba Cloud will provide world-class cloud infrastructure, optimizing and securing the experience for athletes and fans.
• The partnership includes creating an e-commerce platform for Olympic stakeholders and adapting the Olympic Channel in China.

Allianz Group

• A global leader in insurance, Allianz offers comprehensive services across 70 countries.
• Allianz provides innovative insurance solutions for the Olympic and Paralympic Games.
• The company’s extensive network ensures high-quality advice and support for millions of customers worldwide.

Atos

• As the Worldwide IT Olympic & Paralympic Partner, Atos has been supporting the Games since Barcelona 1992.
• Atos will manage core IT systems like accreditation, athlete entries, and competition schedules for Paris 2024.
• They also deliver official Olympic results and provide essential digital services to ensure the event’s success.

Bridgestone

• Bridgestone, the world’s largest tire and rubber company, became a Worldwide Olympic Partner in 2014.
• Their partnership promotes the “Chase Your Dream, No Matter What” message, inspiring perseverance.
• Bridgestone is committed to community service, environmental leadership, and diversity.

The Coca-Cola Company

• Coca-Cola has been sponsoring the Olympic Games since 1928, the longest continuous partnership in Olympic history.
• Their partnership with Chinese dairy company Mengniu extends their support until 2032.
• Coca-Cola refreshes athletes, officials, and spectators with its extensive range of beverages during the Games.

Deloitte

• Deloitte will enhance the IOC’s digital ecosystem, supporting the Olympic Movement’s digital transformation.
• They will help personalize the fan experience and improve digital services, connecting fans worldwide.
• Deloitte will also assist with sustainability, diversity, and athlete support initiatives, driving progress on critical challenges.

Intel

• Intel integrates technology and innovation to enhance the Olympic Games experience.
• Since PyeongChang 2018, Intel has been involved in areas like 5G technology, artificial intelligence, and immersive media.
• Their technologies aim to create deeper connectivity and interaction for Olympic fans globally.

OMEGA

• OMEGA, the prestigious Swiss watchmaker, has been the Official Timekeeper since Los Angeles 1932.
• They will measure and record every moment at Paris 2024, ensuring precise timing for the 31st time in Olympic history.
• OMEGA’s advanced technologies have revolutionized Olympic timekeeping.

Panasonic

• Panasonic provides state-of-the-art audio/video equipment for the Olympic Games.
• Their technology enhances the excitement from the field of play to spectators, delivering high-quality broadcasts globally.
• Panasonic has been a Worldwide Olympic Partner since 1987, playing a vital role in the Games.

P&G

• P&G has been a TOP partner since 2010, celebrating athletes’ journeys and supporting those who help them.
• Their partnership focuses on equality, inclusion, sustainability, and community impact.
• P&G will contribute expertise and innovation to develop sustainable solutions for Paris 2024.

Samsung

• Samsung has been a Worldwide Olympic Partner since 1998, providing innovative technologies.
• They ensure a connected experience for the Olympic family, athletes, and fans.
• Samsung’s transformative ideas inspire people to achieve extraordinary feats.

Toyota

• Toyota, a global mobility company, became a Worldwide Olympic Partner in 2015.
• They provide sustainable mobility solutions, enhancing the quality of life through innovative vehicles.
• Toyota’s commitment to sustainability aligns with the vision of Paris 2024.

Visa

• Visa, the leader in digital payments, processes over 500 million transactions daily.
• As a partner since 1986, Visa provides innovative payment services for the Olympic and Paralympic Games.
• They support athletes and youth programs, promoting the values and ideals of the Olympic Movement.

On the home front, the Indian Olympic Association (IOA) has made remarkable strides. They’ve managed to secure around Rs 50 crore in sponsorship revenue from esteemed brands, nearly doubling the amount raised for the Tokyo 2020 Games. This is an astonishing 2,000% increase compared to the pre-Rio 2016 figures.

Whether it’s Worldwide Partners (members of the IOC’s TOP programme) or National Partners, their involvement is pivotal. These partners are integral to the successful delivery of the Paris 2024 Games. Their contributions in funding, technical services, and products are invaluable.

Advertising in JioCinema during Paris Olympic 2024

JioCinema is all set to make Paris Olympics 2024 the most-watched Olympics till date! Having expected viewership of 150 million viewers on the JioCinema platform only, this global carnival of sports is a branding gold mine for any brand which wishes to make a very early mark. 

Thus, JioCinema along with Sports 18 is revolutionizing the process of consuming sports in a perfect amalgamation of technology and content. This is how your brand can maximize its return on investment by advertising during Paris Olympics 2024: 

• Split Screen – Uninterrupted Sports: Communicate to your audience without having a break in the action. Our split-screen option guarantees that your ad airs together with the live proceedings, and thus the fans remain glued to their screens, and your brand right before their eyes. 

• Squeeze Back – Animation Enabled: Engage the audience with the extraordinary ads that are animated that pop up in a smaller and minimize screen mode. That is why this approach guarantees that your ability to convey your message is forceful without in any way posing a threat to the viewers’ mandate of watching. 

• Content Integrations on Live: Expand your reach through live Olympic programmes with a branded message in those. Young Olympic viewers are accustomed to live Olympic content and are interested in related content. This method ensures that your products are placed in a natural environment, which makes it easy for the brains of the customers to recall this information when they are making their decision to patronize your products. 

• Studio Presence: Your brand can get considerable exposure through the studio segments presented often in JioCinema. These segments are a part of the show that is aired live which gives several chances to engage the audience. 

• Celebrate Wins – Be on Top of the Topmost: This means that it is important to associate your brand with the very best of what exists in the world. They get most of the viewers, which can be referred to as the highest point of exposure or with the term ‘Prime Time’. 

• Enhanced Discoverability for the Fan: The branding during Olympics is unique leading to the “2 box – 6 box Branding” and this is strategic because this places your brand in front during moments that are crucial in the event. 

• Impact Banner and Co-Presenting Partner Package: Ensure your brand is well placed by incorporating it to our Impact Banner or go further and make your campaign sparkle as our Co-Presenting partner. Often, these intender-specific advertising packages are deliberately designed to be the most effective. 

Partner with The Media Ant to advertise during the Paris Olympics on JioCinema and ensure your brand shines on the world stage. Contact us today to secure your spot in this unparalleled advertising venture.

Source –
IOC 

International Olympic Committee Paris Olympics 2024 Report 

The Media Ant Olympic Advertising