Martina Dapena Garay, Regional Leader Southern Cone of another, a strategic communication agency with the largest offer in Latin America, points out that the meeting will have unique moments, where the brands will also hang their own medals.
For example, this will be the first time that athletes will be able to thank their sponsors. Previously this had restrictions based on Rule 40 of the Olympic Charter, however, Paris 2024 will set the tone for athletes to express their gratitude towards their sponsors, but with certain limitations.
The reality is that hundreds of athletes manage to attend the Games through their own and private sponsorships, but in previous editions they could not thank them for this support due to the protection of the sponsors of the International Olympic Committee (IOC). From July 26 to August 11 this will change, even if just a little. That is, now athletes could post messages of gratitude on their social networks, but without including videos, or advertising any product or service.
Dapena Garay comments that the above shows a small window of the significant changes in sports marketing, which has billed $2.28 billion of the organization's $7.6 billion total revenue between 2017 and 2020, according to figures published by the IOC.
The specialist stressed that with a wide coverage of sponsors activating campaigns that advocate gender equality, responsible consumption and sustainability, there is an ideal scenario to promote innovative and socially conscious marketing strategies.
The Olympic Partner (TOP) program offers brands the unique opportunity to obtain exclusive global marketing rights for the Olympic and Paralympic Games, as well as Olympic teams around the world. This level of sponsorship is a unprecedented vision and allows brands to associate themselves with the unique values and emotions of the Olympics.
The importance of the support of the business community in the organization of the Games and operations within the Olympic Movement is undeniable. Companies are essential to making the world's largest sporting event a reality, from financing to technical services and products.
At Paris 2024, a particular focus on innovation and sustainability is expected, with campaigns promoting electric vehicles and inclusive mobility solutions. This represents an opportunity for brands to demonstrate their commitment to the environment and social responsibility, aligning their marketing strategies with the Olympic values of excellence and respect.
Inclusion has also not taken long to achieve strong viralization ahead of the Olympic Games. A formidable case was the video with more than 3 million views on YouTube of the dancer and choreographer Sadeck Waff, who created an inspirational milestone with 128 dancers in wheelchairs, sign language and a dancer with a bionic arm. In September 2021, Waff managed to wave 256 hands behind him, along with choreography that barely took a week. Some of the professional dancers included people in wheelchairs, 10 deaf and mute people, and a 15-year-old boy with a bionic arm.
This video was broadcast during the Closing Ceremony of the Tokyo 2020 Olympic Games, and demonstrated the perfect synchronicity, creativity and commitment to inclusion that we will see in the 2024 Paralympic Games.
In addition, several brands will seek to be present in a silent but intelligent way, taking advantage of creative and unconventional strategies to associate themselves with the largest sporting event in the world.
One of the strategies they could employ is intrusive ambush marketing, which involves small gestures within the event itself to gain visibility. For example, giving products to prominent athletes to use during competitions, which could generate exposure in the media and social networks.
Another important strategy for brands is to build strong relationships with athletes. By partnering with well-known athletes, brands can leverage their image and popularity to stand out during the Olympic Games.
The reality is that the main sponsors and brands will be saturated when facing an event as titanic as the Olympic Games. Dapena Garay invites marketing experts to find a balance when working with strategic partners, such as agencies and more staff dedicated to covering this meeting, which will undoubtedly generate a lot of conversation in the coming months.
Fuente: Another.