Advertising in full sprint as Olympics 2024 begins in Paris
Manu Bhaker' medal win on day two of the Paris Olympics 2024 is not only a promising start for the Indian contingent, but also a boost for advertisers who are betting on the global spectacle. Despite not being a high-decibel event in India like the cricketing ones, the international multi-sport event has garnered significant interest of advertisers this time as they are counting on the Indian athletes. According to industry experts, the increased buzz around the Olympics this year is driven by India's impressive performance and the potential to exceed past medal counts. Advertisers are captivated by the positive feelings and national pride the Olympics inspire, which can greatly enhance their brand image and create lasting bonds with consumers, said experts.
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According to Viacom18, the official broadcaster of Paris Olympics 2024, the advertiser interest is 70% more than the last edition. The network has strategised the extensive coverage of the Games to get maximum traction both on digital (JioCinema) and linear channels.
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To ensure a better reach on television, Viacom18 broadcast the opening ceremony on 18 of its channels, including those from Colors Entertainment Bouquet as well as MTV and VH1, said Siddharth Sharma, Head of Content, Viacom18 Sports. “I think the advertiser's response has been very encouraging. In fact, it's been something that's really enthused us because this shows an appetite for non-cricket sports also. And it's been very heartening. “The interest for the Olympics is up by 70 % from the previous edition. And it's also a testament to the strong showing that India had at the last Olympics and that recognition and the story of how the Indian athletes, some of them look so solid that there is a clear anticipation that they will have strong showing at the Olympics and we will have a better showing on the podiums also. And that has probably gravitated a lot of sponsors and advertisers towards non-cricket sports,” Sharma told exchange4media. “To really ensure that the TV’s reach is phenomenal, we have our 14 channels that will showcase the opening ceremony. These are the 14 channels from the Colors Entertainment Bouquet as well as MTV and VH1. Because of the presence in various markets, these are a bouquet of channels plus four Sports18 channels…So a total of 18 channels showcased the opening ceremony on the Viacom 18 sports network,” he said. Compared to its last edition, this year, Olympics has drawn more attention of advertisers, with experts attributing it to factors like individual journeys of athletes, the streaming of the Games on JioCinema and big players like PV Sindhu, Neeraj Chopra and many more becoming household names. Manesh Swamy, MD and CCO, LS Digital, said, “Imagine 117 athletes. Some of them are already superstars and they have helped build big brands. I’m sure there are a lot of brands who are seeing merit in these sporting events and the new stars of India. We all know how Neeraj Chopra became the darling of the ad world 4 years back.” “Some brands like Edelweiss, JSW, and Gatorade have been investing in the Olympics and the journey of these sports individuals for years, which gives them a differentiating factor and makes them stand out of the clutter. Also, with the broadcast of the Olympics moving to JioCinema, I’m sure the viewership will see growth, and hope that at least in Indian-specific events, it will get more traction,” he added. A marketing expert said the Olympics being a global spectacle, draws massive attention and that “many athletes, who have become household names, are attracting more brands as they have a loyal following.” Sharing a similar view, Abbas Akhtar, Executive Director (PR & Brand), BPCL, said the Olympics offers advertisers a golden opportunity to connect with a wide and captivated audience. “This year, the buzz is even greater with India's promising performance and the potential to exceed past medal counts. Advertisers are attracted by the positive emotions and surge of national pride the Olympics generate, which can significantly boost their brand image and foster strong connections with consumers. “What generally works for advertisers is linking their brand to the compelling stories of athletes, capitalizing on the vast viewership, and aligning with the Olympic values of excellence, dedication, and teamwork. These elements enable brands to resonate deeply with the audience, creating a lasting and impactful presence,” Akhtar said. According to Sharma, brands have immense faith in a property like Olympics and a testament to it is the association of big brands. “For example, if I can share who have been our early advertisers and sponsors on board, SBI and JSW Group have come on board as co-presenting sponsors. Thums Up and Herbalife have joined as associate sponsors, while Amphi, MRF, Bacardi, Punjab National Bank are special partners. “Aditya Birla Capital is our highlights partner. It just goes to show the interest that exists in the market for Olympic sport and the belief that they have in this property and India's showing in the sports,” he said. The Indian Olympic Association (IOA), governing body for the Olympic Movement and the Commonwealth Games in India, has onboarded around 12 Indian Olympic Partners. Bharat Petroleum Corporation Limited (BPCL), Reliance Foundation, Adani and Aditya Birla Capital are the principal sponsors for Team India at the Paris Olympics. While Yes Bank has come on board as the Banking Partner, Dream Set Go and Herbalife will be the official Travel Partner and Nutrition Partner respectively. EBCO, Borosil, AMUL and INOX Leisure are the associate partners. JSW Inspire is the official SportsWear Partner and PUMA the Sports Footwear Partner. TASVA has come on board for the ceremonial kits for the Indian Contingent. Among the worldwide sponsors, there are 14 names on board, including Coca-Cola, Airbnb, P&G, Panasonic and Samsung. What are brands expecting from the Olympics? According to Swamy, brands advertising or associating with Olympics for the first time want to capitalize and celebrate every medal won by India. “We Indians celebrate every medal won for the nation, and every time the Indian national anthem is played on the winning podium, we swell with pride. And I am sure as brands we want to capitalize, celebrate, and engage with our audience. I have seen a lot of brands unofficially riding on the trending moment this year. It will be interesting to see if this Olympic season, we might have a new Neeraj Chopra or a new PV Sindhu,” he said. BPCL’s Akhtar said that it is their brand ambassador Neeraj Chopra and the anticipation to surpass the medal tally that has them all geared up for this edition. “BPCL has a rich history of identifying and nurturing sports talent. Since 1987, we have inducted over 200 sportspersons across various disciplines, providing them with the support needed to realize their aspirations and receive advanced training both domestically and internationally. “We are particularly excited about Neeraj Chopra, our brand ambassador for premium petrol Speed, defending his gold medal and our very own Deepika Kumari excelling in archery,” he said. The Olympics is slowly moving into popular live sports events in India. While the popularity of cricket has not dropped, other sports are slowly becoming prominent in sport viewers watchlist. “Apart from the official sponsors of the Indian squad like JIO, Reliance Foundation, JSW, Thumsup, SBI, Herbalife, Tasva, some others like Yes Bank, Visa, Adani and a few others have joined the contingent. However, it has not reached a level of how IPL or other cricketing events attract brands. It is still a positive sign that big national moments like the Olympics are also becoming a regular marketing event,” said Swamy.
What has pulled more advertisers this time?
He added that the nation eagerly anticipates surpassing its previous medal tally, with seasoned athletes and rising stars poised to make their mark across various sports.
Tags : Olympics 2024 Paris Pv Sindhu Advertising Neeraj Chopra Marketing