2024 Paris Olympics – Week 2 Briefing

The Paris 2024 Olympics are shaping up to be a milestone event for environmental sustainability, setting new standards for how major global events can be organized with a minimal carbon footprint. Paris 2024 is being promoted as the greenest Olympics in history, with a commitment to greener games evident through various innovative measures and sponsorship contributions, while also highlighting challenges.

Positive Contributions from Sponsors

• Several sponsors have made significant contributions to the success of Paris 2024. Allianz, for example, is insuring the games and supporting over 160 athletes and para-athletes. Their marketing efforts include digital banners and local activations in more than 40 countries, demonstrating their strong commitment to the event.
• Coca-Cola is taking steps to address plastic pollution by introducing a beverage fountain for the games, which is expected to cut plastic use by 50%. They are also working towards using reusable plastic packaging, though single-use plastic bottles will still be used for a portion of their beverages.
• Samsung’s involvement highlights its strategic focus on innovation and brand visibility. By partnering with the International Olympic Committee (IOC) to stream the opening ceremony via Galaxy S24 Ultra smartphones and establishing an experience center on the Champs-Elysees, Samsung is reinforcing its position as a leader in technology. The distribution of 17,000 Galaxy Z Flip 6 Olympic edition devices to athletes further underscores Samsung’s effective marketing strategy.
• Toyota is contributing 500 hydrogen-fuel cell vehicles, which produce zero tailpipe emissions, supporting the overall goal of reducing the games’ carbon footprint.
• Alibaba Cloud is also making strides with its Energy Expert sustainability solution, which will manage and optimize energy consumption across all 35 competition venues. This technology aims to enhance the IOC’s sustainability goals by consolidating real-time data and providing AI-driven recommendations to reduce waste.
• OMEGA continues its long-standing role as the Official Timekeeper for the Olympics. For Paris 2024, OMEGA will use advanced timekeeping technology to ensure precise measurements and has introduced special edition watches to commemorate the games.

Emerging Challenges

• Despite the positive strides, there are some emerging challenges and reputational risks associated with the Paris 2024 Olympics. Atos, a key technological provider, is facing significant financial difficulties, which raises concerns about its ability to fulfill its responsibilities for the games.
• There is also legal tension involving Logan Paul’s Prime Hydration, which is being sued by the U.S. Olympic Committee for unauthorized use of Olympic-related slogans. This is crucial for both the Olympics and its sponsors, since Coca-Cola has the exclusive right to use the aforementioned trademarks.
• Another potential issue is the lack of cancellation insurance for the Paris 2024 Olympics. This absence could pose financial risks if unforeseen disruptions occur, impacting ticket holders and event-related businesses.
• Additionally, while the commitment to sustainability is commendable, it presents reputational risks if the implemented technologies and practices do not meet expectations or lead to unintended negative environmental impacts. Sponsors such as Alibaba Cloud and Coca-Cola may face scrutiny if the sustainability goals fall short.

Conclusion

In summary, the Paris 2024 Olympics are setting a new benchmark for sustainability and technological innovation. However, the event and its sponsors must navigate several challenges to ensure the games are successful both in terms of environmental impact and public perception.