Marketing gold: Brands that impressed at Paris Olympic Games 2024

The Olympic Games have long been a stage not just for athletic prowess but also for the world’s biggest brands to showcase their marketing brilliance. The 2024 Paris Olympics proved no different, with companies pulling out all the stops to capture the attention of the global audience. 

Let’s explore the brands that excelled in marketing during the 2024 Olympic Games and how they capitalised on this grand event to elevate their exposure.

Leveraging a global audience

The Olympic Games is not just a sporting event – it’s a global spectacle that captivates billions of people across the world. For brands, it offers a platform to reach a massive and diverse audience. Marketing during the Olympics is a high-stakes game where visibility, creativity, and emotional resonance can significantly boost a brand’s global standing.

The association with the Olympics can elevate a brand’s image, associating it with values such as excellence, perseverance, and global unity. The multi-week event provides ample opportunities for brands to engage with consumers through various touchpoints, from broadcasts and social media to sponsorships, on-ground activations, and more.hem. Studies reveal that increasing customer retention by just 5% can boost profits by up to 95%.

How these brands won marketing gold

Marketing during the Olympics goes beyond traditional advertising; it’s about creating memorable experiences, building emotional connections, and, increasingly, leveraging technology to engage consumers in innovative ways. 

With the 2024 Paris Olympics, brands have once again proven how strategic marketing can redefine their image and create lasting impressions on a global scale.

LVMH: Luxury at the forefront

One of the standout performers in Olympic marketing this year was LVMH, the French luxury conglomerate. LVMH’s involvement in the Paris 2024 Olympics went far beyond simple sponsorship, it was a full-scale brand integration. 

The company, which owns iconic brands like Louis Vuitton, Dior, and Berluti, took centre stage in multiple aspects of the Games.

• Designer uniforms 

The French Olympic team’s uniforms for the opening ceremony were designed by LVMH, adding a touch of haute couture to the event. This wasn’t just about clothing, it was a statement of French elegance and luxury, reflecting the spirit of Paris as the host city.

• The Rooftops campaign

LVMH’s “The Rooftops” campaign was a major highlight, showcasing the beauty and culture of Paris from the city’s iconic rooftops. This campaign created a deep connection between the brand and the host city, emphasising Paris as the epitome of luxury and style.

Source: LVMH

• Olympic medals and presentation trays

Jeweller Chaumet, another LVMH brand, was tasked with designing the Olympic and Paralympic medals. These medals weren’t just awards but pieces of art, symbolising the pinnacle of achievement with the craftsmanship that LVMH is known for. The presentation trays were also crafted by LVMH, ensuring that every aspect of the award ceremonies reflected the brand’s luxury ethos.

• Hospitality programs 

Moët Hennessy, the wines and spirits division of LVMH, provided their finest products as part of the hospitality programs during the Olympics. This not only elevated the guest experience but also aligned the brand with the celebration and festivity of the Games.

LVMH’s comprehensive involvement in the 2024 Olympics demonstrated how a brand could leverage a global event to showcase its range and reinforce its position as a leader in luxury.

Fenty Beauty: Inclusive beauty on the global stage

Rihanna’s Fenty Beauty has been a trailblazer in the beauty industry, and its involvement in the 2024 Olympics further solidified its reputation for inclusivity and innovation. Fenty Beauty saw an opportunity in the Olympics and capitalised on it in a way that resonated with the event’s spirit of diversity and global unity.

• Makeup kits for volunteers 

Fenty Beauty provided makeup kits to 600 volunteers responsible for awarding medals. This move ensured that the brand was visibly present during key moments of the Games. The volunteers, who were often in the spotlight, represented the brand’s commitment to diversity and inclusivity, as Fenty Beauty’s products cater to a wide range of skin tones.

• Beauty advice 

Along with the kits, Fenty Beauty also offered expert beauty advice to these volunteers, ensuring that they felt confident and looked their best during their important roles in the Games.

This strategic move by Fenty Beauty was about product placement and aligning the brand with the values of the Olympics—diversity, confidence, and excellence. The brand’s presence during medal ceremonies left a lasting impression on viewers worldwide, establishing Fenty Beauty as a brand that celebrates all forms of beauty.

Nike: Empowering athletes with data

Nike has long been synonymous with athletic excellence, and its marketing efforts during the 2024 Olympics were no exception. The brand took a data-driven approach to design, ensuring that its products not only looked good but also enhanced athlete performance.

• Diverse team uniforms

Nike introduced a diverse range of team uniforms, emphasising both athlete comfort and individual expression. The spectrum of styles approach meant that athletes could choose uniforms that best represented their personal style, making them feel more confident and empowered on the world stage.

• Data-driven apparel

The 2024 collection was touted as Nike’s most data-driven and visually unified effort ever. Using advanced data analytics, Nike tailored each piece of apparel to optimise performance, comfort, and style. This commitment to innovation underscored Nike’s dedication to empowering athletes and pushing the boundaries of sportswear technology.

Nike’s marketing during the 2024 Olympics wasn’t just about showcasing new products, it was about reinforcing the brand’s position as a leader in innovation and athlete empowerment.

Deloitte: Celebrating inspirational stories

Deloitte took a unique approach to its Olympic marketing by focusing on storytelling. In partnership with the International Olympic Committee (IOC), Deloitte launched a campaign which highlighted the stories of five inspiring athletes who have defied barriers and made history.

• The First Effect campaign 

The First Effect campaign was all about celebrating the power of perseverance and the impact of firsts in the world of sports. By sharing the journeys of these athletes, Deloitte connected with audiences on an emotional level, showcasing the resilience and determination at the heart of the Olympic spirit.

• Global reach

The campaign was not only broadcast during the Olympics but also amplified through digital and social media platforms, ensuring that Deloitte’s message of inspiration reached a global audience.

Deloitte’s focus on storytelling and inspiration during the Olympics was a masterclass in brand marketing. By aligning itself with the values of perseverance and excellence, Deloitte reinforced its image as a brand that champions human potential and achievement.

Air France: Elevating the Olympic experience

As the official airline partner of the Paris 2024 Olympics, Air France had a unique opportunity to enhance the overall Olympic experience for visitors. The airline’s marketing campaign was centred around French hospitality and pride, ensuring that every visitor felt welcomed from the moment they arrived in Paris.

• Welcoming campaign 

Air France’s campaign included visual elements and messaging that emphasised French hospitality, making visitors feel like they were part of the Olympic celebration from the moment they stepped off the plane. 

• Video campaign

Air France also launched a video campaign that highlighted the beauty of France and the excitement of the Olympics, reinforcing the connection between the brand and the host country. This campaign not only promoted the airline but also enhanced the overall Olympic experience by adding a layer of national pride and celebration.

Air France’s marketing efforts during the 2024 Olympics were a perfect example of how a brand could enhance an event’s experience while promoting its own values and services. By focusing on hospitality and national pride, Air France positioned itself as an integral part of the Olympic journey, ensuring that visitors had a memorable experience from start to finish.

A podium finish

The 2024 Paris Olympic Games was a showcase not only of athletic excellence but also of marketing brilliance. Brands leveraged the global platform to elevate their image, connect with audiences, and create lasting impressions. 

Each brand approached the Games with a unique strategy, demonstrating that Olympic marketing is about much more than just visibility; it’s about creating meaningful and memorable experiences that resonate with audiences long after the Games have ended.

Paula Ferrai