THIS YEARS OLYMPIC MOMENTS THAT'LL IMPACT THE SPORTS MARKETING INDUSTRY

Image: Jérôme Brouillet / AFP via Getty Images

By Team TSB

Not sure about you, but at TSB we are desperately looking for ways to fill the huge hole left in our lives after the 2024 Paris Olympic Games closed last Sunday. What are we going to do during breakfast now we’re not shouting at the TV about rhythmic gymnastics, speed climbing or synchronized diving? (Kayak Cross was a particular office favourite)

And while luckily the Paralympic Games are just around the corner for yet more amazing sporting magic, we’ve already started reminiscing on the events of recent weeks in the city of love. As ever with the Olympics, it’s far more than just sport and there were some stand-out moments we predict will have a big impact throughout sports marketing and beyond. We put it to the team to get their thoughts and opinions, as well as to allow us to keep pretending it’s not over just yet…

SIFAN HASSAN WEARING THE HIJAB ON THE PODIUM - Lisa Parfitt, Co-founder

For me my favorite moment of this Olympic Games was one of the very last – Sifan Hassan being presented with her Marathon gold medal proudly (and you may say defiantly) wearing her head scarf.

This was the Games where the French athletes were banned from wearing the hijab (federation led, not IOC). What’s the marketing link…well, I believe there are some aspects of hosting an Olympic Games (like this ban which adheres to France's 2004 Law on Secularism) that massively damages the IOC’s brand, particularly on inclusivity.

Local culture is an important aspect of the host cities of different Games. However, certain elements of this local culture (or indeed legislation) may need to be evaluated in future hosting agreements, to ensure better alignment with the IOC's core values of Excellence, Leadership, and Friendship.

STEPH CURRY’S FOURTH QUARTER TAKE OVER - Joshua Olutunfese, Intern

My favourite moment was Steph Curry’s takeover in the fourth quarter of the gold medal men’s basketball match against France. He led Team USA to victory almost single handedly - scoring 24 points with half of his 3 pointers coming in the final three minutes. With the game going right down to the wire, his last 3-point shot, which cemented the win, was followed by his iconic ‘night night’ celebration.

His performance was adored all over social media with past and current NBA players alike commenting on his excellence. After the game he was seen with a French translation of the celebration – donning a ‘nuit nuit’ hoodie, highlighting his impressive performance to local French fans.

A perfect response to a massive moment, showcasing the importance of building a personal brand and how it can transcend across cultures. Unfortunately, despite its popularity the hoodie is exclusive, and the designer (Mike Fogg) said there’s been no retail plans as it was a custom project for Curry. Nevertheless, what a way to seal off a gold medal performance.

THE ALL-BLACK GYMNASTICS PODIUM - Kiran Dhaliwal, Senior Account Executive

Gold Medallist Rebeca Andrade (Brazil), Silver Medallist Simone Biles (USA), and Bronze Medallist Jordan Chiles (USA) made up the first all-Black gymnastics podium in Olympic history in this year’s floor event.

Being an ethnic minority myself, it is inspiring to witness other minorities being represented on such a huge platform, especially those who have faced struggles in the past; Andrade grew up in poverty, Biles has been incredibly open about her mental health battles and Chiles regularly speaks about the racism and body-shaming she's faced throughout her career. Yet all three athletes have overcome such massive hardships to get to where they are today.

How will this impact the sports marketing industry? While eventually Jordan Chiles was unfortunately stripped of her bronze medal, seeing the response at the time across search engines, fan reactions and media engagement is enough to be reassured that ethnic minorities in sports will continue to inspire through articles, adverts, and campaigns.

Social media was flooded with reactions from fans witnessing the historic moment:

https://x.com/anseldeangelo/status/1819078958522224786

https://x.com/Reading8Rainbow/status/1820454107611906364

https://x.com/aiyanaish/status/1820479306273091889

Not only were social channels taken over by the moment, and that iconic photo on the podium, but tons of news articles across nationals and lifestyle media showcased their positive response. My favourites were from the likes of Popsugar, Cosmopolitan, BBC, and The Telegraph.

LÉON MARCHOND’S SWIMMING POOL DOMINANCE - Bogdan de Berg, Account Manager

Putting aside the historic British rivalry with the French, I could not help but be inspired by the success of the home nation’s swimming sensation Léon Marchand. The Frenchman’s four gold medals and one bronze propelled him to national hero status, perhaps making him the most famous man in France for a fortnight, and at least remaining in that bracket for a few years to come.

However, his decision to skip the popular late-night show, Quels Jeux! did cause a stir, reminding us that managing the biggest stars in the limelight is not always straightforward. The show, known for its fun and personal questions, has been a hit for many, but Marchand declined to appear, saying it “didn’t align with his values."

Marchand prefers to keep a low profile, focusing on his craft rather than chasing commercial opportunities. He’s openly stated that he wants to avoid becoming a “walking advertisement” and needs time to “get his feet back on the ground” after his Olympic success.

This offers a fresh perspective on marketing athletes, with his selective approach to fame and endorsements going against the grain of taking the bag when the spotlight is on you. Arguably this has made his brand even stronger, reminding us of the importance of staying true to your own beliefs and values. Brands aligning with athletes’ true personalities remains vital in successful partnerships.

SNOOP DOGG - Jonny Kehoe, Senior Account Director
Need I say more?

The man was everywhere. Well, it felt that way at least. From carrying the Olympic torch and opening the b-girls' pre-qualifier battle or watching the dressage with Martha Stewart whilst dressed as if he was about to ride himself.

It really felt like these were the D.O. Double G Olympic Games at times.

But what a stroke of genius from NBC. Yes, they paid a hefty price for the privilege, but their man on the ground featured on pretty much every global broadcast at some point and everyone was talking about him. And with Snoop’s prominent role in the LA28 Olympic Games Handover Celebration, it already feels like NBC’s fingerprints are all over a Games that is still four years away.

Could this be a blueprint that others follow? Will we see Hugh Jackman or Rebel Wilson running around LA? Only time will tell.