Skip to content

This site uses cookies

By clicking "Accept", you agree to the storing of cookies on your device to enhance site navigation, analyze site usage and enhance user experience. Learn more

Blog

Olympics 2024: Countdown to the Countdown

Author Leigh Ireland
Published 02 May 2023
dylan-nolte-el6k8uirpse-unsplash-(1).jpg
Share:
Sports

The influence of sport is undeniable, reaching new heights and attracting brands keen to tap into its power. However, the business of sport is complex, navigating its intricate ecosystem – a network of fans, sponsors, and rights holders – requires experience and deep sector knowledge.

Other related content

Corporate Communications

Feeling boxed in as a business leader?

Corporate Communications

Rewiring Communication Strategies for 2023

Corporate Communications

If accountability is an enjoyable process, then the organisation isn’t doing it right

Find out how brands can use creativity to solve complex comms challenges during the event and earn an Olympic Halo.

The Paris 2024 Olympics are on the horizon and July marks ‘one year to go’ – a notable milestone which historically sees the shift in news agenda and brand activities into that period.

Whilst athletes continue their diligent training programmes and take on final major events before the big one, fans and the general public brace themselves for full saturation in the build-up to an Olympic summer. 

For brand and marketing professionals, we’re already running out of time.

The new normal has returned but mass gatherings still take place under a shadow of health considerations and crisis comms templates.
With the cost of living crisis, balancing sales messaging with ‘tone deaf' consumer lifestyle insights is a line to be trodden.

Higher expectations & deeper pitfalls

If your external comms strategy and activation planning are still in draft, or even if you have built it but need to sense check against audience trends and behaviours; now is the time to finalise it. 

Here are a few things to think about: 

  • The blackout. Training camps suck the life out of athlete-centric marketing campaigns through reduced access in the weeks approaching the event 

  • The ‘human’ athlete. The prominence of causes, issues and personal interests will undoubtedly come to the fore again as sportspeople advocate for change on the world’s biggest stage 

  • The first post-COVID Olympics. The new normal has returned but mass gatherings still take place under a shadow of health considerations and crisis comms templates. 

  • Cost of living. For brands putting products at the heart of their campaigns, balancing sales messaging with ‘tone deaf' consumer lifestyle insights is a line to be trodden.

Ambassadors and spokespeople will be held to high account for the associations they forge and the partnerships they make.

Using creativity to provide a solution whilst solving brand challenges  

Creativity is not a silver bullet or shorthand to replace the need for insight, strategy and activation. In fact, embedding it into every part of that process with fresh thinking and new ideas is the approach which will unlock a new perspective, or nuanced message, to appear within brand storytelling.  

It might come to life as an unexpected partnership, a left field audience focus or the use of a channel in a completely new way. However creativity presents in your campaign, a point to start from might be ‘What problem am I trying to overcome?’ 

We’ll all be singing our respective national anthems before we know it… 

We embed creativity across every specialism. Read some thoughts from our cross-team experts.

© Hanover Communications 2024, an AVENIR GLOBAL company. All rights reserved.

Search

Subscribe