The 2024 Summer Olympic Games in Paris could be the most watched televised event in eight years, attracting over 3 billion viewers worldwide. Amidst the thrill of competition, brands strategically deploy sophisticated marketing strategies to maximize their association with the Olympics and connect with a global audience.
Years before the Olympic torch is lit, brands engage in meticulous behind-the-scenes workstreams like insights gathering, data analytics, and strategic planning. These efforts inform their activations and ensure they resonate deeply with consumers.
Building Consumer Connections Through Passion Points
Coca-Cola is the longest continuous sponsor of the Olympics. This summer, their strategy is to create even deeper connections with consumers through passion point engagement.
Tim Dignard, Coca-Cola’s Director of Global Sports Partnerships, describes passion points as “…connecting with our audience, going where our audiences are, and being part of that experience with them…sport, music, or culture…more and more now we see [them] fusing together.”
QLI Passion Point Marketing Methods. Brands can utilize passion point marketing most effectively by leveraging qualitative research methods, especially one-on-one interviews and observational event research. These methods provide deep insights into how consumers participate with passion points to develop meaningful and authentic brand connections.
Creating Demand Through Product Innovation and Performance
Nike’s strategy for the Olympics focuses on enhancing athlete performance through cutting-edge product innovations. Nike’s Chief Innovation Officer, John Hoke, explains their approach: “There is a cascading effect [where] those technologies that help the elite athletes are then applied to the everyday. We take the ‘super shoe’ methodology and drive that into the Pegasus. We’re repackaging and reimagining that for the everyday.”
Nike’s product development process integrates extensive data and athlete insights, infusing biomechanics and real-world performance data into design decisions. Nike then applies these product technologies to create apparel and footwear for consumers.
QLI Innovation Methods. Qualitative methods such as targeted interviews and focus groups with elite athletes and influencers (the top 1-10% of users) provide critical insights that drive cutting-edge discoveries and shape future product offerings. Quantitative methods are then applied to gauge both relevance and purchase intent.
Developing Brand Resonance Through Athlete Sponsorship and Community Engagement
Visa’s sponsorship of the Olympics encompasses a comprehensive global strategy which includes financially sponsoring athletes, creating mentorship programs, and inspiring future generations to pursue their sporting goals.
“We continue to think about ways in which we can expand the program,” Visa SVP & Head of Sponsorships Andrea Fairchild said. “It’s about supporting athletes everywhere. What we’re really dedicated to this year is building a more inclusive world through sport.”
QLI’s Sponsorship and Engagement Methods. Brands benefit from gathering research through direct consumer and athlete feedback. Research methods such as surveys, communities, and forums are perfectly suited to help brands understand and meet the unique needs of each segment. In addition, tracking KPIs such as awareness, likeability, and relevance will shed light on how marketing programs build brand equity.
The Lasting Impact
Beyond immediate visibility and engagement, these strategies create brand loyalty, develop consumer trust, and accelerate market growth. The Olympics serve as a platform for athletic excellence that provides a catalyst for brands to showcase their commitment to innovation, relevance, and consumer-centricity. Through meticulous insights strategies and strategic activations, brands can elevate their presence and leave a lasting impression on a global audience.
At Quantum Leap Insights, we deliver bespoke, multi-method research plans that inform client marketing strategies and build brand relevance. If your team has an upcoming activation or campaign in mind, drop us a line. We’re born collaborators who love partnering with brands to bring their goals to life.