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 * Olympics


PARIS OLYMPICS MARKETING BLITZ POWERED BY FEMALE ATHLETES

By Sheila Dang
July 17, 202412:07 PM GMT+2Updated 6 days ago
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Paris 2024 Olympics - Olympic Qualifier Series 2024 Budapest - Climbing -
Budapest, Hungary - June 22, 2024. Poland's Aleksandra Kalucka and China's di
NIU in action during the women's speed climbing semifinals REUTERS/Marton
Monus/File Photo Purchase Licensing Rights, opens new tab
July 17 (Reuters) - Global advertisers are hiring more female athletes to launch
marketing campaigns ahead of the Paris Summer Olympics, a move aimed at
capitalizing on recent record ratings for women's sports in the U.S. and Europe
to reach new audiences.
While the Olympics has long been considered the pinnacle of women’s sports,
increased attention leading up to the Games has prompted more brands to feature
female athletes in commercials, shape messaging toward women and increase ad
spending on women’s sports, ad experts said.
Advertisement · Scroll to continue

“What we’re seeing of late is an incredible aggregate of women showcasing skills
and breaking records in ways that are generating so much attention,” said Jenny
Storms, chief marketing officer for entertainment and sports at NBCUniversal,
which broadcasts the Olympics in the U.S.
Adam Schwartz, director of sports media at ad-buying firm Horizon Media, said he
estimates there are now double the number of brand campaigns featuring female
athletes compared to previous years. “Advertisers are actively asking ‘what can
we do to include ourselves with women's events,’” he said.
Advertisement · Scroll to continue

Advertiser demand for women’s sports has grown to a point where GroupM, one of
the world’s largest ad-buying agencies, is now working with NBCUniversal to
create new advertising packages that will allow some of GroupM’s brand clients
to specifically appear during women’s Paris Olympic events, the agency told
Reuters exclusively.
The fan frenzy for U.S. basketball player Caitlin Clark, whose success was
credited with driving higher ratings for the women's college basketball
championship than the men's for the first time, is one reason for the increased
attention on women’s sports, the ad experts said.

While Clark was not selected for the Olympic basketball team, she and other
female athletes are dominating sports-related ads ahead of the Paris Games.
Simone Biles, the most decorated gymnast of all time, is currently starring in
several brand campaigns including for diabetes drug Mounjaro and athletic
clothing brand Athleta, according to data from TV ad measurement firm iSpot.
In the Athleta commercial with the tagline “The Power of She,” Biles trains
alone in a gym, sticking a perfect landing after a flip as her voiceover says
“we are here ... for hearing yourself over the crowd and landing in your power.”

Olympic swimmer Katie Ledecky, who has seven gold medals, also features in
Athleta’s campaign on social media, as well as TV commercials for protein drink
Core Power and sportswear brand TYR.
The Paris Olympics begin on July 26.


DOUBLE SPENDING

In March, GroupM said it pledged to double its annual ad spending on women’s
sports, backed by some of its clients including Google, Mars and Unilever.
“I’ve had many conversations with clients who haven’t been involved with women’s
sports in the past, who are now thinking and acting on it,” said Matt Sweeney,
chief investment officer at GroupM U.S.

Beyond categories such as personal care items, advertisers in the travel,
pharmaceutical and insurance industries are increasingly interested in women’s
sports, said Mark Marshall, NBCUniversal’s head of global advertising and
partnerships.
Despite the growth in attention for women’s sports, the size of sponsorship
deals for female athletes are still far off from their male counterparts, said
Robert Müller von Vultejus, chief growth officer at sports marketing agency
Sportfive.
“The individual reach of an athlete like LeBron James is so outstanding, it’s
not yet comparable on the women’s side,” he said. “But in a couple years time,
it will get there.”
'PERFECT STORM'
Continued viewership and support of women’s sports beyond the Olympics will be
key to maintaining the momentum, said Kerri Walsh Jennings, a three-time Olympic
gold medalist in beach volleyball.
“If brands say they support female athletes, but don't put action behind it, it
falls flat,” she said. “I hope brands continue showing up and giving us this
platform.”
Jennings appears in a social media campaign beginning this week for Bingo Blitz,
an online game from developer Playtika, alongside two-time Olympic gymnast Aly
Raisman and American soccer player Alex Morgan. The three athletes each describe
a consequential time in their career as their “bingo” moment.
“Years ago, people would say no one really watches women's sports. That’s not
the case now,” said Nancy Atufunwa, senior vice president at sports marketing
agency Octagon, citing the popularity of college level sports and the WNBA.
“It’s the perfect storm at this moment.”

Get weekly news and analysis on the U.S. elections and how it matters to the
world with the newsletter On the Campaign Trail. Sign up here.

Reporting by Sheila Dang in Austin; editing by Kenneth Li and Anna Driver

Our Standards: The Thomson Reuters Trust Principles., opens new tab

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