How to Use Athletes in Your Olympics Marketing Strategy

The Olympics represent a global celebration of athleticism and human spirit—prime real estate from a marketing perspective. At this global event, brands have the opportunity to connect with diverse audiences, attract more consumers, and harness the power of athlete influence.

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Naturally, athlete marketing becomes key. So, how exactly can your brand incorporate athletes into your Olympics marketing strategy? As a leading experiential marketing agency, we’re here to tell you how. We rounded up the top ways you can use athletes to make the most of this prestigious event. 

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Use Strategic Partnerships

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When it comes to Olympic marketing, not just any athlete will do. The right Olympic athlete should reflect the brand's identity and resonate with your target audience if you want to strengthen consumer trust and amplify your brand’s message authentically. For instance, if your brand messaging focuses on speed and agility, partner with a runner.

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Image Source: Shutterstock

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Embrace Diversity

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Speaking of choosing the right partner for your athlete marketing strategy, here’s a tip: diversity is your not-so-secret weapon, so use it. The Olympics brings together athletes from all corners of the world and attracts a global audience. Becoming Olympic sponsors to athletes from different countries, sports, and backgrounds will not only widen your reach but also show your brand values diversity and can resonate with people from all walks of life.

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Tell Compelling Stories

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Once you’ve chosen the perfect partner for your athlete marketing, it’s time to put the partnership to work. One of the most powerful aspects of athlete marketing is the opportunity for storytelling. 

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Olympic athletes often have inspiring journeys filled with dedication, perseverance, and triumph over adversity. By sharing these stories, you can create emotional connections with your audience beyond traditional advertising.

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You can use these stories in an Olympic commercial, mini-documentaries, blog series, or even podcasts that delve into the lives and experiences of your sponsored athletes. Weave them into your broader Olympics marketing strategy, providing content for the rest of your marketing channels and activations.

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Leverage Social Media

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As far as marketing channels for Olympics advertising and marketing go, there’s nothing quite like the powerhouse of social media. It's the digital equivalent of the arena—buzzing with energy, packed with potential, and ripe for moments waiting to go viral.

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Athletes often have large, engaged followings on platforms like Instagram, Twitter, and TikTok. By collaborating with athletes on social media campaigns, you can tap into their fan base and increase your brand's visibility.

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Consider these strategies for social media:

• Have athletes share exclusive glimpses of their training (think of what Simone Biles did with NBC) or Olympic experience for exclusive behind-the-scenes content 
• Let athletes take over your brand's social media for a day to create authentic, engaging content
• Host virtual events (live streams, viewing parties for key Olympic competitions, etc.)
• Create viral challenges that encourage user participation and brand engagement
• Launch Olympics advertising campaigns featuring your sponsored athletes
• Connect with audiences worldwide in real-time during the Olympic Games

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👟Pro Tip: You need engaging content to properly use social media and other digital channels for your Olympic marketing, the perfect time to put your athlete stories to use!

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Host Events and Activations

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If you want to enhance your brand visibility and engagement during Olympics season, take your athletic partnerships outside of the games. Host events and activations that leverage the influence of your partners. It’s a surefire way to make a lasting impression on your target audience.

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For example, you can try:

• Hosting exclusive meet-and-greets or live Q&As featuring your sponsored athletes
• Creating pop-up shops in high-traffic areas or near Olympic venues
• Arranging sports clinics or workshops led by your sponsored athletes
• Curating exhibits showcasing items from your athlete marketing partner 
• Hosting PR events or press conferences with your sponsored athlete at the center
• Partnering with local events or organizations hosting Olympic-themed gatherings

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By hosting a variety of engaging events and activations leveraging the influence of your athletic partnerships, your brand can create memorable experiences, deepen connections with consumers, and capitalize on the global reach and excitement of the Olympics season.
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Image Source: Shutterstock

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Experience the Olympics with Concierge Club

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If you want to set new records with your athlete marketing, you need to partner with a team that knows how to go for gold. Concierge Club is the experiential marketing agency that will help you sprint past the competition with immersive activations, engaging events, and unforgettable brand experiences.

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We're not just event marketers; we're your personal dream team of marketing Olympians. We’ll help you create a tailored Olympic marketing strategy while maximizing your athletic partnerships.  

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No need to be an official sponsor to win at Olympic marketing. With Concierge Club, your brand can spark Olympic fever anywhere! Contact us to start planning today.