How to Adopt the Spirit of the Olympics in Brand Building?

Are you one of the billions tuning into the Paris Olympics at the moment? If Snoop Dogg turning up to the Equestrian in full dressage regalia wasn’t enough to pique your interest, we’re sure the incredible sporting drama has got you hooked.

Recently, we saw Noah Lyles win the 100m by five-thousandths of a second, and we’ve certainly enjoyed several days of Léon Marchand ripping the roof off the Aquatics Centre!

There have been plenty of British medals to shout about too, and they’ve not been without their drama. Despite suffering a puncture, Tom Pidcock powered to a spectacular defence of his mountain biking cross-country Olympic gold medal, passing the eventual silver medalist from France towards the end of the race!

And what about Alex Yee’s stunning victory in the triathlon? The Briton closed a 14-second lead going into the final lap of run!

The Olympic Spirit is well and truly alive! And, this is something you can really embrace from a business perspective. Don’t let this moment pass you by. The Olympic Flame is still burning, so pass the torch onto your branding efforts. How, you ask? Don’t worry; we’ve got that part covered. Let’s dive into marketing during the Olympics in more detail.

What is Sports Marketing?

At its core, sports marketing involves leveraging the popularity and audience of sports events, teams, or athletes to achieve marketing goals. This can be done through various means, such as sponsorships, social media, emotional design, endorsements, advertising, and branded content. The aim is to create a strong association between the brand and the positive emotions that sports evoke.

The Advantages of Sports Marketing

Sports marketing offers a whole host of benefits that make it an attractive option for brands looking to make a significant impact.

Here are some key advantages:

• Wide reach – Sports events attract a massive global audience, providing brands with an unparalleled platform to reach millions of potential customers.
• High engagement – Sports fans are highly engaged and passionate, often demonstrating strong loyalty to their favourite teams and athletes. This translates to higher engagement rates for marketing campaigns.
• Emotional connection – Do you remember how you felt when England lost in the Euro final? Sports evoke strong emotions, from the thrill of victory to the agony of defeat. Brands that align with these emotions can create deep, lasting connections with their audience.
• Brand visibility – Did you know that 3.05 billion people watched the last Olympics? Sponsorships and advertisements during high-profile sports events ensure that brands are seen by a large and diverse audience, enhancing brand visibility and recognition.
• Targeted marketing – Different sports appeal to different demographics, allowing brands to tailor their marketing efforts to specific target audiences effectively.
• Positive association – Associating with sports, especially successful teams or athletes, can enhance a brand’s image, aligning it with values like excellence, teamwork, and perseverance.
• Increased sales – Effective sports marketing can drive sales, both through direct advertising and through the halo effect of positive brand association.
• Community engagement – Sponsoring local sports teams or events can enhance a brand’s community presence and foster goodwill among local customers.

Guidelines for Marketing During the Olympics

Now that you know all about the benefits of sports marketing, let’s hone in on the Olympics specifically.

Marketing during the Olympics is a unique opportunity that comes with its own set of rules and regulations. To make the most of this prestigious event, brands need to navigate these Olympic marketing guidelines carefully to ensure compliance and maximise their impact.

The Essentials of Olympic Marketing

Olympics marketing is governed by strict guidelines to protect the integrity of the Games and the rights of official sponsors.

Here are the key aspects brands need to be aware of:

1. Sponsorship and Partner Rights

Only brands that are official sponsors of the Olympics can use Olympic symbols, trademarks, and terminology in their marketing. This exclusivity helps maintain the value of sponsorships.

Category Exclusivity

Sponsors often secure exclusivity within their category, meaning no competing brands can advertise in the same space during the Games.

2. Use of Olympic Symbols and Terminology

Terms like “Olympics,” “Olympic Games,” the Olympic rings, and the event mascots are protected. Unauthorised use can lead to legal action.

Brands must avoid ambush marketing, which involves creating a false association with the Olympics without being an official sponsor. This can include indirect references or suggestive imagery.

3. Advertising and Promotions

There are specific windows during which Olympic-related advertising can be broadcast. Brands need to be aware of these timings to ensure compliance.

Even on social media, brands must follow guidelines regarding Olympic references and imagery. This includes hashtags, images, and athlete endorsements.

4. Athlete Endorsements

Under Rule 40 of the Olympic Charter, athletes are restricted from appearing in non-Olympic sponsor ads during a blackout period around the Games. Brands need to plan their athlete endorsements accordingly.

While athletes can have personal sponsorships, these cannot conflict with the official sponsors during the protected periods.

5. Content Creation

Content must be genuine and not misleading. Brands should avoid implying an official connection with the Olympics unless they have the right to do so. High-quality, relevant content that resonates with the Olympic spirit can enhance engagement and brand perception.

Key Guidelines to Follow

The essential thing is not to fall foul of the stringent regulation of Olympic IP. It’s nothing out of the ordinary in comparison with any IP management situation, but it is strictly enforced in the case of the Olympics.

• Be clear and honest – Ensure that all marketing communications are clear about the brand’s relationship (or lack thereof) with the Olympics.
• Respect Intellectual Property (IP) – Do not use protected Olympic marks, logos, or terminology without permission.
• Plan ahead – Secure necessary rights and plan campaigns well in advance to navigate the restrictions smoothly.
• Educate your team – Ensure all marketing and social media teams are aware of the guidelines to avoid accidental breaches.
• Engage legally – Consider creative ways to engage with the Olympic spirit without infringing on protected rights, such as focusing on general themes of sportsmanship and excellence.

Staying Compliant

Navigating Olympic marketing regulations requires diligence and creativity. If you want to create a buzz around the Olympics, understanding the regulations is a necessity. However, there are lots of ways that brands that aren’t affiliated with this monumental event can compete alongside official sponsors.

Marketing and Branding Strategies to Use During the Olympics

With the Paris 2024 Olympics in full swing, brands have a golden opportunity to leverage the global stage for powerful marketing and branding.

And, many brands have been making the most of this! Just look at Coca-Cola, the longest-standing partner of the Olympic Movement – Since 1928, the drinks brand has supported every edition of the Games!

But don’t panic; while sponsorship opportunities may have been and passed for 2024, there’s still a chance to make the most of the Olympic spirit!

Here are some innovative Olympic branding strategies that you can implement to maximise your impact during this prestigious event.

1. Real-Time Social Media Engagement

Engage with fans by providing live updates on events, results, and memorable moments. Use platforms like Twitter, Instagram, and TikTok to share real-time content.

You can also conduct polls, Q&A sessions, and live streams with sports commentators or influencers to keep the audience engaged and involved.

The BET Network show how it’s done:

Simply showing your support and using Olympics hashtags, like Pop Mart has done, is a great way to engage:

Image Source: https://www.instagram.com/popmartuk/

2. Athlete and Influencer Collaborations

Another opportunity is to partner with athletes and influencers who are actively participating or commentating on the Olympics. They can share behind-the-scenes content, training insights, and personal experiences.

Perhaps your brand has a link with an athlete? No matter how loose the link may be, you can use this to your benefit!

Image Source : https://x.com/everton

Everton Football Club didn’t miss the opportunity to congratulate Toffee’s supporter Tommy Fleetwood on his Silver Medal in the Men’s Golf

Make the Most of User-Generated Content

Encourage fans to share their own Olympics-inspired content using a unique hashtag. Feature the best posts on your brand’s social media channels.

3. Reactive Advertising

Develop quick-turnaround ad campaigns that react to significant moments during the Olympics.

Highlight unexpected victories, record-breaking performances, or heartfelt stories. Trust us; there have been many of them already, and there are many more to come!

Tonight, Keely Hodgkinson is competing for gold in the 800m. If she wins, it will be a huge story!

Yesterday, Amber Rutter took home a silver medal in the shooting only four months after giving birth and her husband brought her little baby boy to Paris to surprise her.

Image Source: https://x.com/teamgb

After all, every athlete is a human. Every human has a story. There are many ways this can be captured and shared with others!

4. Engaging Storytelling

Paris gives a rare chance for you to make the most of radically empathetic messaging. Support. Champion. Show that you feel.

Highlight personal stories

Share compelling stories of athletes overcoming adversity, unique backgrounds, or their journey to the Olympics. Focus on themes of perseverance and unity.

Yesterday, refugee athlete Cindy Ngamba secured the first-ever medal for the Refugee Olympic Team. Her story is the ultimate in overcoming adversity!

We also love this story that the Guardian posted about mums who are going for gold at the Olympics. For any brands with mums as their target audience, mum athletes are definitely worth mentioning in your branding!

Image Source: https://www.instagram.com/guardian/

Visual content

Use short videos, infographics, and animated stories to convey these narratives in a visually appealing way.

5. Virtual and Augmented Reality Experiences

Use the latest trends to bring the Olympic Spirit to your audience. For fashion brands, you could develop AR filters for social media that allow fans to ‘try on’ Olympic gear or participate in virtual versions of Olympic events

6. Community Engagement and Local Events

Connect with local charities or sports programs and host fundraising events or donation drives during Olympic broadcasts.

Adopt the Spirit of the Olympics in Brand Building       

So there you have it: some of the exciting and effective ways you can still make the most of the Olympics Spirit in your branding! Don’t miss the opportunity to get involved. If you want to know how to make the most of huge sporting events in your branding, contact Appnova, a leading creative branding agency, today! We’ll be more than happy to take your brand to new heights.