What all Brands can learn from the 2024 Paris Games

International sport events like the Olympics matter to all marketers, whether or not they sponsor the games. First, because it is the only sporting event that delivers true global coverage. Also because it happens every four years, it provides the industry with clear markers on the new cultural trends that matter to consumers, and technologies and media that advertisers rely upon to reach them. This year’s edition of the games will receive more support from the public, in sharp contrast with the Tokyo 2020 Games that became muted over concerns around Covid-19. At the time, Ipsos research showed that almost 6 out of 10 thought the event shouldn’t even take place because of the pandemic.

Download this paper for a better understanding of the three key takeaways from the 2024 Paris Games that marketers must pay close attention to:

1. Luxury brands will take center stage in Paris. Like any other brands, luxury ‘Maisons” need to reach new audiences so they keep growing. Fashion and luxury brands see the sports industry as a vehicle for success in the coming years.
2. Drive purpose…along with sales. After prioritizing its corporate brand over the last four Olympics (starting with the 2010 Vancouver games), global CPG (Consumer Package Goods) conglomerate P&G will shift focus to prioritize its product brands.
3. Reach younger fans. Even (or especially) the best-known global brands must stay relevant across generations. The International Committee is no exception; through this year’s edition, the committee kicked off a series of initiatives to make the games and its sponsors more appealing to GenZ.