Purpose, not promo: How we’re using partnerships at Paris 2024 to help athletes

More than ever, the brands which sponsor the Olympic Games are helping to uphold this same community-first vision.

But, still often, the relationship between brands and rights-holders or athletes is transactional. Successful athletes, teams or federations lend their IP to sell products, receiving financial support in return. We’re used to seeing sponsorships that, on the surface, look like little more than a logo, a shiny billboard and a banner inside the stadium.

That no longer flies.

The new sports partnerships

Now, the emphasis of Olympic partnership is purpose. In recent years, the expectation of brand partnerships has grown, particularly among younger audiences calling for partnerships with visible benefits for the athletes and local communities surrounding the Games.

Brands too can see the potential, with 85% of businesses believing purpose-led partnerships build a stronger brand affinity​. Companies which harness the power of purpose in sport activations achieve better financial results, attract and retain the best talent, and build loyal customer relationships.

Which leads me to The Olympic Partner Programme (TOP): the highest level of Olympic partnership, granting global category-exclusive marketing rights to the Summer, Winter and Youth Olympic Games to a select group of partners. These partners provide the foundation for the staging of the Olympic Games, helping athletes from over 200 National Olympic Committees achieve their dreams. This year, one of their main focuses is on athlete support.

Why athlete support is so crucial

Alongside the pressures of performing, athletes face more challenges than ever – including stress, online abuse, juggling finances, career transition and caring for their families.

To address these challenges, the IOC’s Athletes’ Department is working with TOPs to empower athletes, providing meaningful support that promotes success both on and off the field of play.

For instance, Airbnb, in collaboration with the Athlete Travel Grant, opened up a new round of applications for athletes hoping to compete at Paris 2024 or Milano-Cortina 2026. The programme will support 1,000 Paralympians, Olympians, and aspiring athletes with a $2,000 grant to cover travel and accommodation expenses in their qualification journey to the Games.

Once they are at Paris 2024, the help of partners extends beyond competition. For instance, TOP Partner P&G is this year supporting the first Olympic and Paralympic Village nursery with baby and toddler brand Pampers. The nursery will provide a safe environment for more than 50 competing parents to spend time with their children. Pampers will also offer access to high-quality diapers and wipes while providing a non-residential nursery space for bonding.

Once again, it’s not just about handing out the product to an athlete but providing a meaningful service that addresses their needs.

Purpose on the global stage

The challenges athletes face reflect the issues communities around the world experience daily. Working with athletes to address them at the Games pulls this to the top of the global agenda, driving impact in other communities.

We’ve seen this at past Olympic Games, and it will be no different at Paris 2024. Coca-Cola has created the Athlete365 MindZone x Powerade, which offers athletes at Paris 2024 a space for relaxation and mental preparation. The space, which is equipped with stretching mats and tools - will provide personalized recovery activities, focusing on physical and mental health.

At its heart, the IOC is about promoting ‘Olympism’ throughout the world. The three values of that are excellence, respect and friendship. When brands work with us to deliver on those values, the benefits stretch far beyond any usual partnership.

Sponsoring the Olympic spirit

Show the current partnership details to a sponsor from a few decades ago, and they’d undoubtedly be shocked at the sheer amount of effort and careful consideration leveraged by the current Worldwide Olympic Partners.

But the Games have evolved. As they’ve done so, the IOC has evolved too, future-proofing them for future generations. Supporting athletes is a key facet of maintaining the Games, enabling them to become more sustainable and impactful. Toyota, for example, is providing a fleet of 2,700 low-emission, accessible vehicles that will transport athletes and staff throughout the Games, helping Paris with its goal to achieve a 50% reduction in CO2 levels compared with Tokyo 2020.

As much as we focus on the Games, support for athletes must continue once they are over. These partnerships give athletes the resources to do good in their own communities. P&G has launched the Paris 2024 iteration of its Athletes For Good scheme, which awards athletes with grants and resources to support charitable organizations of their choosing and drive purpose forward.

These purpose-driven partnerships are geared toward supporting athletes on and off the field of play – in their physical and mental health, with their family lives, and with the access to resources and funding they need to compete at the highest level.

As we strive to build a better world through sport, our Worldwide Olympic Partners are essential to delivering on this mission – providing the resources, expertise and passion to help us effect change across our spheres of influence.

For more play-by-play on sports marketing in 2024, check out our focus week hub.