As the Paralympics extend the Paris Olympics hosting duties into September, Olympic brand sponsors are already gearing up for the next Games. The 2024 Summer Olympics were a huge success in terms of ratings and sponsorships, with the International Olympic Committee on track to reach its sponsorship revenue goal of $1.34 billion. In the United States, NBCUniversal was set to bring in over $1.2 billion in Olympic advertising commitments.
For many big brands, the Paris Games were just the beginning of a series of major U.S. sports marketing events in the coming years, including the 2026 North American World Cup, the 2026 Milano Cortina Winter Olympics, and the 2028 Los Angeles Summer Games. These events provide a platform for brands to promote upcoming campaigns and create a strong emotional connection with their audience.
One example of an effective campaign is Dick’s Sporting Goods’ “Big Moments Every Day” spot, which connected the Games to moments of joy in childhood sports. As a Team USA sponsor for 2026 and 2028 as well, Dick’s is setting the tone for future campaigns by embracing a broader and more connective theme beyond sports.
Other brands like Eli Lilly, Visa, and Delta are also winding down their Paris Olympics and Paralympics campaigns, but their universal messaging and foreshadowing put them at a competitive advantage for future sports spectacles. The Olympics remain a unifying event in our fragmented media landscape, making them an ideal platform for launching broader global brand campaigns.
Visa, a Worldwide Olympic Partner, sponsored over 145 Olympic and Paralympic athletes from more than 65 countries as part of its Team Visa initiative. Its campaigns didn’t just focus on the Games but also highlighted the stories of various individuals, setting the stage for future events like the 2026 FIFA World Cup and the 2028 L.A. Olympics.
Similarly, Team USA sponsors like Eli Lilly and Delta Air Lines are taking varied approaches to extend their messaging beyond the Olympics to ensure their investment isn’t wasted. By focusing on broader themes like health equity and athletes’ journeys, these brands are able to maintain consumer attention in a noisy ecosystem.
Looking ahead to the 2026 World Cup, Olympic brands like Anheuser-Busch InBev and Frito-Lay are already teasing future events in their campaigns. By using familiar faces and consistent storytelling, these brands are able to tie disparate events together and engage audiences over time. The strategy of using one event to set up future promotions not only leverages the initial event’s excitement but also builds a cohesive brand narrative that resonates with viewers.
In conclusion, Olympic brand sponsors are already planning for the next Games, using the success of the Paris Olympics as a springboard for future campaigns. By creating strong emotional connections with their audience and teasing upcoming events, these brands are able to stay relevant and engage consumers over a longer period.