- Presence in the cycle boosts Games impact
- Olympic ecosystem integrates brands and services
- Purpose-driven entertainment keep the flame alive
This week I had the opportunity to take part in the panel “The Olympics are all year round” at Rio Innovation Week.
I shared the stage with Manoela Penna, Marketing and Communications Director at the Brazilian Olympic Committee (COB), Gustavo Herbetta, CEO of agency 1896, and Henrique Avancini, former professional cyclist.
The main theme of the discussion was how to build an ecosystem in which Olympic sport is not in the spotlight only once every four years, during the Games.
When we look at sponsor investment, media visibility, and digital conversations, the drop in impact is evident.
This Google Trends chart illustrates the situation well, showing the search trends for star gymnast Simone Biles.
The conversation brought some key insights:
- Olympic saturation. The brands that achieve the greatest impact in an Olympic year are those that build a journey throughout the whole cycle. With that relationship already established, they play with an advantage when associating with the event and creating emotional bonds with fans. Frequency and consistency make the difference when it comes to generating sponsorship returns.
- Natural integration into the business. The Olympic ecosystem allows brands’ products and services to be integrated with frequency, reach, and depth. OMEGA’s timing technology is present at the Summer and Winter Olympics, the Paralympics, and the Youth Olympic Games.
- Community building. Keeping the Olympic flame alive throughout the cycle means creating experiences and content that combine purpose and entertainment. Good examples are the virtual game Olympic World on Roblox, supported by Visa, and the content with Tom Cruise and Snoop Dogg for the Paris–Los Angeles transition.
- Commercial responsibility. To attract and retain companies in the Olympic world, it is essential to design projects that address brands’ real challenges, understanding the context of their sector. In addition, the journey should generate returns from the very first year of the cycle, integrating multiple events and opportunities to connect with fans and athletes.
- Business–purpose sensitivity. Understanding and celebrating Olympic values is essential to enter the conversation naturally and credibly. Sales generation should be the result of putting products at the service of the Olympic movement. Corona beer, from AB InBev, is a good example: integrated organically, it launched a special edition to celebrate gold moments in the Olympics and in life, reinforcing inclusion and togetherness.
For both the future legacy of sport and business results, a long-term vision is essential.
Only with this approach can we build genuine, lasting relationships with fans.
The Olympics are all year round, and so should the ROI be.
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