With any global event, there will always be official partners, but often brands who are not official partners will create opportunities to engage in marketing surrounding the organised event. In doing so, their brand can ‘piggy-back’ on exposure and global reach.
With the Olympics in full swing and the eyes of the World on Paris, we look at which brands (official partners or not!) have taken the opportunity to get a slice of the action.
1. NatWest, official Team GB partner - Whatever your goals, let’s get going
NatWest's campaign uses a series of videos featuring Team GB athletes including Asha Philip, Emily Campbell and Duncan Scott MBE. NatWest uses ‘Whatever your goals, let’s get going’ to inspire the nation in true motivational team-talk style, their messaging is clear and builds on the bank’s ‘Tomorrow Begins Today’ existing campaign.
2. Aldi, official Team GB partner – Has Kevin met his match?
Kevin, the Nation’s favourite carrot is back on our screens! ‘Has Kevin met his match?’ is the latest Olympic Games advert to be aired from Aldi. The advert features Kevin lighting a match to use as the Olympic Torch, which he’ll bring with him to the Olympic Stadium, all whilst wearing a very trendy sports sweatband! Aldi’s clever use of Kevin the Carrot hopes to inspire young people to eat healthier. At the end of the advert, he says “carrots are fire” – this is Aldi using generational slang to encourage their younger audience to eat their carrots…
3. Coca Cola, Worldwide Partner Olympic and Paralympic Games – It’s magic when the world comes together
This advert from Coca Cola is so inspiring. The advert is based on a moment that happened in the Tokyo 2020 Women’s 200m Swimming event where Tatjana Schoenmaker broke a world record in breaststroke and her rivals Lilly King, Kaylene Corbett and Annie Lazor embraced her. Coca Cola’s messaging reminds us that no matter where you come from, or who you are, we can all relate to each other somehow because we are all human and we should celebrate each other.
4. Jacquemus – A sprinkle of fun to the Olympic Games
French luxury brand Jacquemus have taken their iconic Chiquito bags and photographed them on a running track. Models can also be seen holding oversized tennis rackets and playing table tennis on a rotating table. This fun campaign plays with Jacquemus’ roots whilst showcasing their gorgeous garments and accessories.
5. It’s a Penalty – Paris 2024
It’s a Penalty has campaigned around several major sporting events including Tokyo Olympic and Paralympic Games 2020, Super Bowl 2024, and Qatar World Cup 2022. The charity has produced a touching video featuring a variety of athletes to raise awareness and prevent the abuse, exploitation and trafficking of humans worldwide. They strive to combat human trafficking in Paris, across France, and globally throughout the Games.
6. Powerade, Worldwide Partner Olympic and Paralympic Games - Pause is power
Powerade, the child of parent company Coca Cola, has again reflected on the events of Tokyo 2020 in their latest campaign with Simone Biles – Pause is Power. At Tokyo 2020 Biles withdrew from the competition, and the advert highlights the importance of taking a pause, prioritising mental health and blocking out the noise, something we should all take note of. Powerade have also released a special beverage to honour the Games, Powerade Gold which promises to deliver a refreshing and energising taste to fuel and hydrate athletes.
7. Whole Earth, official Team GB partner
Whole Earth have taken their official partnership with Team GB to new heights, with phase 1 of their campaign offering customers the chance to win a trip to the Games, a prize package worth £10,000! The 2nd phase of the campaign offers customers the chance to win 3 outdoor active UK breaks between 1st July – 15th September. Throughout the campaign, you can check out their socials for fun challenges and talks with team GB athletes.
8. SKIMS for Team USA
Kim Kardashian has done it again, this time supporting Team USA with everything underwear, loungewear and sleepwear! SKIMS have levelled up their marketing, creating a pop-up shop where customers could purchase some of the #teamUSA merchandise. The campaign has been spread across social media and features athletes such as Gabby Thomas, Jessica Long and Fred Kerley.
9. Netflix
Netflix partnered with the International Olympic Committee to bring viewers 3 new series including:
- Simone Biles: Rising
- Sprint: The World’s Fastest Humans
- Olympic Men's Basketball
These series follow the lives of Olympians and build brand awareness for the Olympic Games. Without the consumer knowing it, Netflix are encouraging viewers to google ‘When is the [insert sport here] on?’. The series gives a unique ‘behind the scenes’ insight into the athletes’ preparation and aspirations for the 2024 Olympics, encouraging the viewer to watch the sports featured and cheer on the individual athletes throughout the Paris Games. This collaboration from Netflix and IOC is a great one.
Which campaign caught your attention? Some of my personal favourites are It’s a Penalty, Coca Cola’s ‘It’s magic when the world comes together’, and NatWest’s ‘Let’s Get Going’. All of these campaigns depict Olympians, who are at times seen as super-human, as relatable people and either encourage us to speak up, or motivate us to get going and celebrate everyone’s wins, big or small!