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Another Olympic Games has come to an end and it’s time for the usual assessment. The 2021 Tokyo Olympics had a turbulent run, with Covid-19 forcing the public to stay away, creating a strange environment to say the least, but Paris promised light. The threat of terrorism was just that (or had been eliminated), and the program was well executed without major problems, with the exception of the pollution of the Seine River, which caused some delays and adverse health issues.
As always, this is an opportunity for brands to use a global presence to communicate with their audiences. After all, it’s not every day that you get to reach a potential audience of more than three billion people (audience members). Procter & Gamble alone has involved 30 of its brands in the exclusive event. The stratification of sponsorships puts the spotlight first on the global World Olympic Partners, with groups such as Allianz, Coca-Cola, Samsung, Toyota or Visa. Then there are local partners such as Accor, Orange or Sanofi, and official sponsors such as Air France, Danone or Decathlon. LVMH alone has announced an investment of around 150 million euros – another champion!
Besides his image simply appearing in the stadium, background and advertising banners, brands naturally seek more differentiated communications. Here again, the sustainability angle has a louder voice, despite the risks Greenwashing was elevated. The case of Coca-Cola is typical, as it is one of the main partners that seeks to reduce the use of plastic by 50% compared to the 2012 London Olympics. Even with the installation of 700 fountains, the fact is that most of the drinks during the event were served in plastic cups and bottles! Environmentalists such as the Noé Association have accused the brand of whitewashing, saying that its presence in Paris has not changed its business model in any way and that the company remains among the worst plastic polluters of the planet. The association took the opportunity to award Coca-Cola the Gold Medal Greenwashing.
Brands still have room to maintain their presence in the celebration of the Olympics on a local scale, with profits going mainly to the national partners of the Portuguese Olympic Committee. Finally, many other brands that do not have any type of contract or official connection with the event are still exploring the communication vein during the Olympics, finding creative ways to circumvent the IOC’s Rule 40 (which essentially prevents the use of images from the competition without payment).
Strategic Communications Expert
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