The Olympics are one of the largest world sporting events. Last Friday, the 2024 Paris Olympics kicked off with an opening ceremony to start the Summer Games. Nearly 29 million people tuned in to watch the ceremony, the largest viewership since the 2012 London Summer Games. The 2024 Olympics have welcomed incredible athletes from 206 countries participating in 329 medal events.
The Olympic committees, staff members and athletes do a great job engaging prospective viewers. They do this by using beloved celebrities to reach new audiences, unifying messages through mascots, and athletes using their platforms to promote causes.
Celebrities Diving into New Depths
Ahead of the opening ceremony, Snoop Dogg carried the Olympic torch. The rapper is working as a special correspondent for NBCUniversals’ coverage of the Olympics and will regularly interact with Team USA throughout the summer. Fans are excited for him to take on this role. When celebrities engage with an event like the Olympics, it brings a new audience who might otherwise not watch. As part of NBC’s primetime coverage, Beyonce appeared in a video to introduce TEAM USA during the opening ceremony. On a smaller scale, nonprofits can replicate this by engaging credible local celebrities and notable community members to serve as ambassadors for the organization. This will help to attract more donations, supporters or volunteers to the cause.
Snoop Dogg at the 2024 Summer Olympics in Paris. Photo: Paris 2024 / Instagram
Unifying Messaging Through One Spokesperson
The Phryges, little red caps that are the mascots of the Paris Olympics and Paralympics, have taken over at the 2024 Olympic Games. According to Olympics.com, the Phryges are leading a mission of revolution through sports as strong symbols of the French Republic. They represent French liberation. On social media, the Olympics are using the red hats to share inspirational tips for becoming an Olympic athlete in gymnastics, cycling, skateboarding, fencing and more.
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The mascots serve spokespeople for the Games providing unified messaging on behalf of the International Olympic Committee. Like the mascots, organizations should use one or a few spokespeople to be the faces of your mission, helping to provide unified messaging to the public and build credibility.
Promoting Worthy Causes on The Big Stage
Employees are the biggest ambassadors for their employers. No one knows the ins and outs of their companies better than internal staff. The same goes for the athletes who represent their country at the Olympic Games. This year, athletes are standing up for what they believe in and using their platforms to promote charitable causes. Allyson Felix, Team USA winner of seven Olympic medals during her track and field career, led a push for childcare in Paris. Felix approached the International Olympic Committee with the idea of having a nursery in the athletes’ village to help other Olympic athletes balance being a parent and an Olympian. Procter & Gamble helped to make it possible this year in Paris. It is the first space to be set aside for athletes to “visit, play with and care for their children, who are not allowed into the athletes’ housing.”
The 2024 Paris Summer Olympics are bringing together viewers hoping to see their favorite athletes win a gold medal and others drawn to the event by celebrities. No matter why you’re tuning in, the Games are fun sporting events that make way for creativity on a big stage to celebrate our world’s cultures and incredible athletes.
