There’s much to discuss about the brand, product, and overall experience. From the logo and mascots to the cut-through social media activations, the Paris Olympics are setting new standards in how the Games are presented to the world. We’ve gathered our team’s different perspectives across all things Olympics. Whether it’s the aesthetics, accessibility, or the digital experience, there’s a lot to delve into and dissect as we make our way through the events.
Here’s what our team has to say…
Growing up, the Olympics were the main focus of global attention. Now, it seems today’s abundance of content choices and increasingly fragmented attention spans have shifted this dynamic. Despite catching glimpses of the opening ceremony and a few basketball games, I haven’t tuned in as much as I’d like to.
What captured my attention? Snoop Dogg and Martha Stewart providing commentary on various events and dressing in fashionable, event-driven outfits. Intrigued, I did some digging, which led me to discover that Snoop is earning an impressive $500,000 per day for his commentary. This strategy appears to be effective, as NBC reported 35.4 million viewers last Sunday.
This raises an intriguing question: Are the highly-trained Olympians, who have dedicated their lives to this moment, no longer sufficient to maintain our attention? To sustain viewership, must brands now tap into cultural icons and personalities that resonate with us more deeply?
– Jordan Heber, Strategy Director, Los Angeles
The amount of TikToks and content that is coming out of the Olympics is consistently rising (I think even the US gymnasts after winning were heard saying what TikTok they should post) continuing the rise of sports people being their own brands. Ilona Maher also making a big splash with many stating she will probably get a big beauty brand deal by the end of the Olympics.
What is going on with the IP restrictions on video and why is Google serving content that you can’t watch in your own country. Searchability for key videos could be easier. Content feels modular and displaced. Hard to find if you are not constantly watching it on your TV. It feels fragmented and inaccessible if you are not a paid subscriber to a platform like Discovery plus or Eurosport.
Interesting to see many sharing how much countries pay each athlete if they win an Olympic medal (e.g. UK & Sweden $0), Spain ($102,000), Hong Kong ($768,000). Also the amount of funding that goes to some athletes across the world for their sport vs others. Is it ever fair game?
– Cici Baxter, Senior Strategist, London
The 2024 Paris Summer Olympics is going to be one of the most watched events of our time. The Olympics have been changing a lot over the years – especially in terms of how many people watch and follow the event. Back in the 2012 London Olympics, digital coverage exceeded TV coverage for the first time and since then streaming grew exponentially in Rio 2016 and Tokyo 2020.
What I’ve noticed – and I’m super happy to see this as a UX practitioner – is that this year providers are really focusing on evolving needs of users in their digital experiences. Here are 3 cool things I really liked this year:
1. The BBC is all about giving a connected experience across broadcast, Sport, iPlayer and social for Paris 2024. iPlayer lets you catch Team GB’s live moments and must-see finals where they won medals, while BBC Sports remains your go-to for schedules, results and (of course) latest news. Compared to previous years, there’s more curated content and a diverse range of formats for different audience groups across all of their platforms.
2. Eurosport and Discovery+ have made their product experience user-friendly and intuitive for Paris 2024 – live and upcoming action is right there and it’s easy to browse through different categories. I particularly loved their notification system which keeps you in the loop with all live events like ‘gold medal alerts’ so you won’t miss the big moments.
3. AI is playing a big role behind the scenes in Paris 2024: The Olympic Broadcasting Services (OBS) are using AI-powered multi-camera replay systems to track motion and create 3D models to give athletes and viewers deeper insights. Intel’s Automatic Highlights Generation system quickly generates videos from key moments in live action. In the US, NBC’s Peacock platform auto-creates 10-minute highlight playlists every day tailored to each user’s favourite sports.
I am excited to see how live and digital experiences for the Olympics will continue to improve and become more integrated and personalised. I look forward to seeing more instant and interactive data visualisation for all sports. Can’t wait for LA 2028!
– Sahin Gumus, UX Director, London
It’s no surprise that volleyball tickets have become some of the most coveted of the games. Positioning the volleyball court in front of the Eiffel tower is a smart marketing move. That’s an in person experience you won’t get at any other Olympic games and for viewers around the world it is a constant reminder of what, and where, you are missing out.
– Becky, Business Development, San Francisco
The opening ceremony was a novel concept that didn’t work for viewers (until Celine Dion appeared and belted out Edith Piaf from the Eiffel Tower). Chopping and changing to different activities in different places (and different times; including continuity errors) was hard to follow and lacked a cohesive narrative. But, the Games is fantastic and I am a huge fan. France have created a brilliant environment and transformed Paris whilst making the most of their iconic architecture. Britain have started strong and even Andy Murray used this as a platform for his Grand Depart. There seems to be an agenda with every Games to include the most obscure of sports, but with that comes the most unlikely of heroes (Turkish shooter, Gabriel Medina surf photographer). The coverage on iPlayer hasn’t been particularly user friendly with no specific content cut downs, meaning scrolling through a whole day of coverage. And Today at the Games is being aired live late at night. I would have liked more storytelling around athletes’ journeys a la ‘Drive To Survive’ etc, but that may have been available elsewhere. The flip phones at the medal ceremonies is aggressive product placement and the photos (ahem, content) are terrible more often than not as the athletes are not interested in genuinely using the phone to take a photo in that moment! I haven’t liked seeing so many empty seats, but I don’t know how organisers can prevent travel and accommodation businesses making prices astronomical.
The most controversial aspect, apart from Chinese swimming, has been the gender debate in women’s boxing. That’s not one to discuss here, but I suspect we will not see that again in 2028.
– Ben Somerset How, Head of Growth, London
I am absolutely loving the Paris Olympics! What a magnificent event to celebrate achievement in sports. For me, there’s no better summer than when the games are on and as much as I’m a huge football fan (and the Euros were equally brilliant this year) the Olympics just resonates on a whole other level. It could be because since childhood I’ve always loved seeing athletes across a myriad of weird and wonderful sports, step up to, do what they do best.
It’s hard to imagine only three years ago the Tokyo games were held during the pandemic when the stadiums, arenas and venues were empty. With Paris, all of that is a distant memory with the crowds bringing their best energy and the athletes yet again doing what they do best – bringing the grit, determination and human achievement on the biggest stage of all. And that’s even before I get to the branding which I have to say, for me, it has won a gold medal too.
From its playful logo to the iconic Art Deco typeface, it all feels so French but also very international. It has a timeless elegance to it which also feels very showbiz. Because the Olympics is as much about entertainment as it is about sports. One of the surprises (aside from Snoop Dogg) has been the social media content on Instagram, both in terms of messaging as well as tone of voice and graphic language. Capturing the spirit of the games on a live and daily basis for folks like me who aren’t glued to the telly all day to enable us digital armchair fans to catch up on the day’s events, geek out on Olympic knowledge, empathise with shock defeats and celebrate those that achieved the impossible. The socials have brought more attitude and hype to the sports in ways that extend beyond the core look and feel of the games. Roll on LA 2028!
– Rana Brightman, Head of Strategy, London
Key Olympians have always risen as stars during any Olympics season, but this year more than most, we have Olympians who have also become content creators whether on purpose or due to circumstance. And to me, it highlights that the brand winner of Olympics 2024 isn’t Paris, but rather individual Olympians. Because even with all their good and sustainable intentions, Paris became the butt end of a joke across social media from their meagre lodgings, mediocre food, opening ceremony blunders and questionable branding. While on the other hand, we grew to love the antics of Norwegian swimmer Henrik Christiansen and his love affair with chocolate muffins, revelled in the Bronze medal victory of social media darling Ilona Maher and the US Women’s Rugby team, and were entranced by the contrasting yet shared cool factor of Olympic shooters Kim Ye-ji of South Korea and Yusuf Dikec of Türkiye.
– Jea Hyun, Design Director, London
My excitement is already building for the 2028 Los Angeles Olympics, especially with the glimpses we’re getting through commercials that highlight the role of AI and advanced technology. The way these technologies are being positioned suggests that the Los Angeles Games could redefine the Olympic experience, blending the thrill of competition with cutting-edge innovations that will engage audiences in ways we’ve never seen before. It’s a thrilling prospect that underscores how the Olympics continue to evolve, reflecting the changing world around us.
– Shannon Cantor, Project Manager, Arizona
