As excitement builds for the Paris 2024 Summer Olympics, several major U.S. companies are seizing the opportunity to boost sales and brand visibility through new store openings and extensive marketing campaigns. Companies like Nike, Warner Bros, NBCUniversal, and Coca-Cola are betting on the global event to engage consumers and enhance their market presence.
NBCUniversal: Leveraging Streaming and AI
NBCUniversal (NBCU) is significantly investing in its Olympic coverage, utilizing its streaming service, Peacock, to capitalize on exclusive streaming rights. In April, NBCU announced a $2 per month price increase for its premium plans, aimed at maximizing revenue from Olympic viewership. Additionally, NBCU plans to integrate celebrities, social media influencers, and generative AI content into its coverage to attract viewers who favor streaming over traditional TV.
Nike: Record Investment for Maximum Impact
Nike has committed more funds to the Paris Olympics than any previous games, unveiling new Nike Air sneakers specifically for athletes. CEO John Donahoe emphasized the strategic importance of the event, stating, “The Paris Olympics offers us a pinnacle moment to communicate our vision of sport to the world. This is led by breakthrough innovation and announced by a brand campaign that you won’t be able to miss.”
Deckers Outdoor and Coca-Cola: Expanding Retail and Engagement
Deckers Outdoor’s Hoka brand opened its second European retail store in Paris, anticipating high traffic during the Olympics. CEO David Powers expressed enthusiasm, saying, “We were excited for Hoka to have a footing in this important market, particularly as the location expects to see high traffic during the upcoming summer Olympics.”
Coca-Cola has ambitious plans for over 70 markets, using the Paris 2024 event to engage consumers through various in-store experiences and Olympic programs. CEO James Quincey highlighted a global shopper activation across 60 countries to drive consumer engagement and increase sales.
Procter & Gamble and Uber: Targeted Marketing and Unique Experiences
Procter & Gamble (P&G), a long-time Olympic sponsor, is focusing its marketing on individual brands like Pampers, Gillette, and Ariel. Chief Brand Officer Marc Pritchard noted, “In the past, we’ve had both a P&G and a brand focus, and this time we just really decided we’re going to go focus, not 100%, but much more prominently, on brands.”
Uber is introducing innovative services to meet the expected surge in demand during the games. The ride-hailing giant will offer free “Uber Cruises” on the Seine River and special day trips with champagne tastings through its “Uber Bubbles” service.
Levi Strauss, On Holding, Airbnb, and Warner Bros: Enhancing Presence
Levi Strauss reopened its flagship store on Paris’ Champs-Élysées, one of the world’s busiest shopping districts. Similarly, On Holding, backed by tennis legend Roger Federer, will use its stores as hubs for the running community and to connect with sponsored athletes during the Olympics.
Airbnb has increased its Paris market supply by 40% year-over-year, with CEO Brian Chesky reporting a fivefold increase in nights booked for the Olympics compared to the previous year.
Warner Bros Discovery is set to launch its Max streaming service across 25 additional European markets. Independent Director David Zaslav stated, “Max will be the only place where viewers across Europe will be able to watch every part of the Olympic games.”
Visa: Global Marketing Campaigns
Visa, the world’s largest payments processor, is working with nearly 300 clients across 85 countries to activate its Olympic sponsorship. CEO Ryan McInerney anticipates that in Europe alone, Visa clients will issue over 5 million Olympic- and Paralympic-branded credentials before the games commence.
As the Paris 2024 Summer Olympics approach, these strategic initiatives by U.S. companies highlight the immense commercial potential of the event, promising increased consumer engagement and substantial boosts in sales.
Stay updated with all the cricketing action, follow Cricadium on WhatsApp, Facebook, Twitter, Telegram and Instagram
