The world is eagerly awaiting the start of the Paris Olympics and Paralympics. Media coverage is set to reach new heights, using advanced digital platforms and innovative broadcasting techniques to bring the event to a global audience like never before. The games are expected to attract over 4 billion viewers worldwide, setting new viewership records.
Sponsoring any major global event presents a unique and enormous opportunity for brands to align with a prestigious and widely viewed event. Events like this can help to:
1. Build salience for your brand - get your name out there on this global platform.
2. Make people like you a little more - through the association and borrowed equity linked to a worldwide event at this level.
So how can brands make sure they make the most of the opportunity?
At Luma we collect and analyse data to help our clients make better decisions about their ads + brands. Here are some of the tips from what we have learnt from testing 100s of sponsorship ads….
The Olympics stand for excellence, friendship and respect and the Paralympics represent courage, determination, inspiration and equality. Make sure your campaign messaging reflects these values and be authentic as viewers can easily discern if a brand's association feels forced or disingenuous.
Remember P&G's "Thank You, Mom" campaign that resonated deeply with audiences and celebrated the role mothers play in the lives of Olympians. The campaign aligned perfectly with the Olympic values of family & support, and it created a very strong emotional connection.
Storytelling is a powerful way to generate engagement and emotion. Many successful sport sponsorship ads have focused on athletes’ journeys to generate interest. The story needs to fit with the brand’s identity to ensure the campaign generates salience.
The Toyota ‘Start Your Impossible’ campaign from 2021 engages with compelling stories while also leaving people feeling positive about Toyota. It leaves people with a strong sense of why Toyota is different to other auto brands.
Sponsorships also provide an excellent platform for demonstrating how your brand is contributing positively to society. We have seen many successful campaigns highlighting brands’ support for the promotion of particular sports (like we saw in the Women’s World Cup Soccer), healthy lifestyles, diversity and importantly environmental sustainability.
In 2021, HP used the Olympics’ global stage to get the message out on its goal of becoming the world’s ‘most sustainable and just technology company’. The ad addressed the climate change threat and illustrated how the brand is using ocean-bound plastic in its product portfolios.
Olympic sponsorship isn’t just about the one-off event. Most of the major sponsors have built long-term relationships with the Olympics over many years. For example, after the Tokyo Olympics, Samsung committed to supporting every edition of the games until at least LA in 2028, which helps enhance brand credibility and loyalty among consumers.
It is also important to do this at a local level. During the last Olympics and Paralympics, brands like Woolworths ran successful local community events, social media, and instore promotions like ‘Aussie Heroes’ coins and collectibles. Supporting local and national initiatives enhances the brand's connection to the Paralympic movement and highlight the brand’s commitment to inclusivity, perseverance and diversity while also building positive brand feelings.
So, as we eagerly await the first events, we also can’t wait to see which brands are going to win gold with their sponsorship campaigns…