Article written by Sponsorship News on Tuesday 29th October 2024
So insightful, so prepared 🤓 Major International Sports Events, such as Olympic and Paralympic Games, offer unique activation opportunities that require a specialist approach to truly maximise impact and outcomes 🏟🥇
I hosted a panel alongside industry leaders;
– Jess Hurford from SPORTFIVE and Australian Olympic Committee
– Tom Hickey from Brisbane 2032
– Stephanie Taylor from Swisse Wellness (part of H&H Group)
As part of the Sponsorship News ‘Activation Showcase’ conference in Melbourne two weeks ago, we explored;
– how partners can maximise an Olympic and Paralympic Games partnership
– the importance and benefits of being prepared, early!
– size & scale of activation programs at major international sports events
– experiences that only the Olympic and Paralympic Games can offer partners
Some of the key learnings included;
Jess shared from her decades of experience supporting commercial partners to navigate the Olympics;
– benefits available across both ‘Home Games’ and ‘Away Games’ partnerships
– working with the dynamic of Games Delivery Partners
– IOC Top Partners and how to shine at Games times with authenticity
Stephanie shared her insights leading Olympic partnerships across multiple Olympic Games, including a hugely successful campaign throughout the Paris 2024 – Comité d’organisation des Jeux Olympiques et Paralympiques de 2024, and how brands should;
– think dynamically about an Olympic partnership to achieve multiple objectives
– take risks and think outside of the box with non-traditional activities
– leverage unique assets and rights to achieve cut-through at Games time
Tom shared outcomes from Brisbane 2032’s brand activations in Paris, and how brands can prepare now, to maximise the next 7yrs and make the most of every opportunity to build alignment with Brisbane 2032;
– plan now, to be ready when Brisbane launch their commercial program
– how can you position your brand/product/service to enhance the Games
– consider the activation delivery and implementation strategy upfront too…
Huge thanks to Jess, Stephanie and Tom for being so generous with their time, knowledge and experience!
