2024 Paris Olympics – Week 1 Briefing

The Paris 2024 Olympics are not just about athletic prowess; they’re a stage for global brands to showcase their values and innovations to the world. As sponsors leverage this prestigious platform, they’re highlighting themes of innovation, sustainability, technology, and supporting sporting excellence. Despite their efforts to shine, challenges abound for sponsors along the way.

What were the positive themes driving the conversation for the sponsors?

• Samsung introduces cutting-edge devices like the Galaxy Z Flip 6 and Z Fold 6, tailored to enhance athletes’ performance. Coverage portrayed the device as a symbol of technological integration in sports, with reports highlighting its AI features and the opportunity for athletes to capture “victory selfies” on the podium.
• Visa also joins the technology and innovation movement, engaging fans worldwide with initiatives aligned with Paris 2024’s eco-friendly goals. Coverage focused on Visa’s innovative solutions, particularly the Visa Go app, framing these technologies as enhancing the fan experience through exclusive promotions and rewards.
• Amid global environmental challenges, sponsors are stepping up with sustainable initiatives. Alibaba Cloud’s Energy Expert tool optimizes energy use at competition venues, showcasing Alibaba’s dedication to environmental responsibility. Meanwhile, Alibaba’s “Same Player, New Game” campaign celebrates entrepreneurial success and technological advancements, reflecting their commitment to innovation.

What were the potential reputational risks?

• Allianz faces concerns over coverage overlap with other insurers, potentially diluting its exclusive association with the games. The International Olympic Committee (IOC) buying insurance from London Lloyd’s indicates potential competition for Allianz’s exclusive role.
• Coca-Cola grapples with environmental criticism regarding plastic use, impacting its sustainability credentials. Concurrently, Coca-Cola launched an emotive campaign celebrating global unity at the Olympics, contrasting with historical controversies over its caffeine content, once banned by the IOC.
• Toyota’s choice of hydrogen-powered cars sparks debate on environmental impact and technological advancement as scientists argue that hydrogen technology, in its current state, could delay the energy transition and isn’t as environmentally friendly as electric vehicles pointing out that producing green hydrogen is currently limited.
• Visa’s exclusive control over payment systems at the Paris 2024 Olympics, raises fairness concerns among consumer groups and merchants. This exclusivity contrasts with norms where multiple card types like Mastercard, and domestic networks are typically accepted, creating inconvenience for consumers familiar with broader payment options.
• Samsung’s Unpacked event greatly enhanced its visibility, offering the company greater exposure. Yet, this heightened attention could impact its perception, particularly following content related to employee strikes in South Korea due to poor working conditions.

Conclusion

As the Paris 2024 Olympics unfold, the concerned sponsors continue to navigate challenges while championing their values on the global stage. Their innovations, commitments to diversity, sustainability efforts, and community engagement initiatives underscore their pivotal role in shaping the legacy of these games.

The dynamic media landscape associated with the Olympics offers valuable insights for PR and communications professionals across all industries, including the importance of anticipating potential risks, developing tailored communication strategies, and the need for open and honest communication.