Paris Olympics 2024: Robust brand support for the Games and for Team India

The COVID-19 pandemic cast a shadow over the Tokyo 2021 Olympics, but the upcoming Paris 2024 Games are poised to restore the grandeur of the world’s premier sporting event. Scheduled from July 26 to August 11, the Paris Olympics is set to be the largest since the 2016 Rio Games, presenting unprecedented opportunities for brands to engage with global audiences.

Sponsorship Surge

Official sponsorships remain a prime avenue for brand visibility, with the International Olympic Committee (IOC) having already secured $1 billion in sponsorship revenue. In a significant move, the IOC has relaxed restrictions on individual athletes’ endorsements, allowing brands more diverse opportunities to connect with the Olympic spirit.

Indian Brands Join the Fray

Indian companies are making significant strides in their Olympic partnerships, investing heavily in deals with the Indian Olympic Association (IOA). As per industry sources, agreements worth Rs 50 crore have been finalized, with major players like Reliance Foundation, JSW, Yes Bank, Ebco, Puma, and Adani Sportsline leading the charge. These brands plan to amplify their presence with substantial marketing spends, expected to exceed Rs 150 crore.

Aditya Birla Capital Ltd has partnered with the IOA as the Official Sponsor of Team India for Paris 2024. Their menswear brand, Tasva, alongside designer Tarun Tahiliani, will serve as the Official Ceremonial Dress Partner for the Indian team. Gautam Adani, Chairman of Adani Group, expressed his optimism for India's best-ever medal haul on social media platform X (formerly Twitter).

Global Partnerships and Campaigns

Worldwide sponsors are also stepping up their game. Coca-Cola has launched its “Celebrate Everyday Greatness” campaign, while Panasonic Connect Co, Ltd. will provide advanced AV solutions for the Games. As a long-standing Olympic Partner, Panasonic aims to ensure seamless event operations.

Media and Broadcasting

Sports18 and JioCinema, the official broadcasters and streaming platforms for the Paris Olympics in India, are finalizing sponsorships and advertising deals. Reports indicate multiple sponsorship agreements, including with JSW, are already in place.

Historic Achievements and Future Prospects

Ninety-four Indian athletes have qualified for the Paris Olympics, with more expected to join. The previous Tokyo Olympics saw India secure seven medals, including a Gold by Neeraj Chopra. Experts are optimistic about surpassing this tally in Paris, potentially reaching double digits.

BPCL’s Four-Year Commitment

Bharat Petroleum Corporation Limited (BPCL), a Fortune Global 500 company, has announced a four-year partnership with the IOA, spanning from Paris 2024 to Los Angeles 2028. This collaboration underscores BPCL’s commitment to supporting Indian athletes, many from humble beginnings, and fostering national pride.

BPCL’s campaigns will aim to rally nationwide support for the athletes and inspire future generations. The company’s Managing Director, G Krishnakumar, emphasized BPCL’s dedication to nurturing sporting talent and celebrating the achievements of Indian champions on the global stage.

Anticipation Builds

As the Paris Olympics approach, the anticipation is palpable. This is the third time that the Games are being held in Paris, with London being the second city to achieve this feat.

There are high expectations from Team India, after Indian athletes made history with first-time qualifications in various categories and with promising prospects across disciplines.

With robust brand support and extensive marketing campaigns, the stage is set for India’s most successful Olympic outing yet, highlighting the relentless pursuit of excellence by Indian athletes on the world’s grandest sporting stage.