2024’s summer of sport will benefit those brands who take the opportunity to leverage the huge excitement and national pride surrounding the Olympic and Paralympic Games as well as Euro 2024.

Not only is it a great time for brands to connect with existing fans but, there’s also a chance for them to reach new audiences, some of whom may have never engaged with sports before. For example, breakdancing or ‘Breaking’ is a new addition to the Olympics this year which will bring with it an existing fanbase and continue to diversify the Olympic landscape. On top of this, Paris 2024 is aiming to make these the most sustainable Games to date. The potential is huge for brands aligned with this ambition to activate around this.

It’s important to recognise that while brands may jump at the chance to get involved in the commercially appealing Olympics, it will be a competitive and crowded space. So it’s worth considering the benefits of the Paralympic Games. Paris is expected to reach its largest ever audience, with total broadcast revenue increasing by more than 20% compared to the previous Games. This additional exposure inevitably creates more sponsorship opportunities and space for brands to play. An example of this is the British Gas campaign featuring Ellie Simmonds.

Lastly, let’s not forget, Paris is only a 2-hour train ride from the UK, with only a 1-hour time difference. So, from a UK/Europe targeting point of view there’s significant potential for brands. They should be assessing their marketing efforts and looking how they can target untapped spaces to ensure cut through during what is as close to a home Games as the UK will get for a while.

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