The 2024 Olympics in Paris stand as a pinnacle of global sportsmanship and cultural celebration, drawing attention not only for athletic prowess but also for the immense marketing opportunities they present. The games represent more than just a gathering of athletes; they are a global spectacle watched by billions of individuals transcending borders, languages, and cultures. As such, the marketing strategies employed during this event are crucial in shaping not only brand perception but also societal impact. Multicultural engagement in these strategies is paramount, as it allows brands to authentically connect with diverse audiences worldwide. The hosting of the Olympics carries profound implications for the global image of the host country, showcasing its capabilities on an international stage. Below, our experts share the considerations for multicultural engagement marketing strategies for the 2024 Olympics and how this can translate to longer-term strategies beyond the summer games. 

Leveraging Diverse Athletes and Global Influencers 

Central to effective Olympic marketing is the utilization of diverse athletes and global influencers. By featuring athletes from various backgrounds, brands can appeal to different demographics, fostering inclusivity and representation. For instance, Reese’s and Powerade have spearheaded campaigns for the 2024 Summer Olympics featuring Olympic gold medalists, Paralympians, and aspiring athletes, sharing their personal stories to highlight resilience and dedication.  

Simone Biles’ partnership with Powerade exemplifies this approach, focusing not only on athletic achievement but also on mental health advocacy, a topic resonating deeply with today’s global audience, Gen Z in particular. Such campaigns not only enhance brand credibility but also foster emotional connections with consumers, as authenticity becomes a cornerstone in brand-consumer relationships. 

Local athletes also play a pivotal role in enhancing cultural connections. Incorporating these athletes into marketing efforts not only resonates with local audiences but also enriches the global narrative of the Olympics, showcasing the host city’s unique cultural tapestry. LVMH’s partnership with the 2024 Olympics integrates luxury into the global sporting arena, blending couture with athletic excellence. This collaboration not only enhances the cultural exchange by celebrating local craftsmanship but also elevates Paris’s unique blend of elegance and sportsmanship on a global stage. 

Similarly, luxury fashion brands leverage regional aesthetics and cultural motifs to create collections that resonate globally. By intertwining local influences with global appeal, these brands not only celebrate diversity but also foster a deeper appreciation for cultural nuances among their international clientele. 

Global influencers further amplify these efforts by humanizing brands and bridging cultural gaps. By collaborating with influencers who resonate with specific audiences—whether through niches of fashion, lifestyle, or social issues—brands can effectively expand their reach and engagement. These influencers create personalized content that builds trust and authenticity, crucial in an era where consumer skepticism toward traditional advertising is high.  

For example, influencer and Call Her Daddy podcast host Alex Cooper partnered with NBC to create content surrounding the upcoming Summer Olympics. She will be hosting celebrities, narrating watch-alongs, and answering questions. While Alex Cooper doesn’t currently have a big name in sports, she hosts a highly successful podcast geared towards younger women; involving her as a host partnered with NBC will likely drive her audience who may not normally watch these games to still tune in.  

Aligning Messaging with Global Areas of Focus 

Understanding regional nuances is crucial for crafting targeted marketing messages. Preferences among audiences vary significantly across continents: while North America tends to prioritize family values, Europe leans more toward political and societal issues. 

A compelling case is Procter & Gamble’s 2016 “Thank you, Mom” campaign, launched ahead of the Rio Olympics. Specifically tailored for US consumers, the campaign featured partnerships with several American Olympians and their mothers. This approach resonated deeply with American viewers, capitalizing on the nation’s strong emphasis on family values and offering an intimate, authentic glimpse into the lives of beloved Olympians.  

 It’s imperative for brands to adjust their messaging to align with these cultural subtleties, ensuring relevance and impactful engagement across diverse markets. 

Strategies for Various Streaming Services & Social Platforms 

The shift toward digital platforms and streaming services marks a significant evolution in Olympic marketing. With the 2024 Paris Olympics expected to surpass previous records in streaming viewership, especially among younger and female viewers, brands are leveraging these platforms for targeted advertising and real-time engagement. NBC’s programmatic approach on Peacock exemplifies this trend, allowing advertisers to purchase spots quickly based on viewership and current engagement. This will undoubtedly contribute to a more personalized viewer experience and maximize their advertising effectiveness.  

Different social media platforms also serve distinct purposes in Olympic marketing: Instagram for visual storytelling, TikTok for engaging short-form videos, and X (Twitter) for real-time updates. Utilizing user-generated content (UGC) on these platforms encourages audience participation and community building, enhancing brand visibility and consumer loyalty. With the 2021 Tokyo Olympics garnering over 6.9 billion views of TikTok, the usage of influencers and UGC to amplify content on the platform for the ongoing Olympics is a vital aspect of any marketing strategy. 

Looking Past the 2024 Olympics 

The marketing strategies for the 2024 Olympics underscore the importance of multicultural engagement and diversity in fostering global connections and present a unique opportunity for brands to showcase their commitment to multicultural engagement. By leveraging diverse athletes, global influencers, and tailored messaging, brands can transcend cultural barriers and resonate authentically with a global audience – of all generations – for the ongoing Olympic games and beyond.  

As businesses and marketers continue developing their marketing strategies for the future, embracing diversity not only enhances brand impact but also contributes to a more inclusive and connected world. If you’re interested in guidance on multicultural marketing strategies for your brand, connect with us today.