This year’s Paris Olympics won’t just be a stage for athletic endeavors — they’re a milestone in sports advertising.
Perhaps the biggest change, alongside the introduction of streaming platforms and programmatic ad buying around the Games, is a platform the U.S. Congress voted to ban just a few months ago. TikTok’s hold on younger audiences, the possibility of integrating e-commerce elements into media plans — and the shifting fortunes of platforms like X, previously an important arena for sports-adjacent marketing — are persuading advertisers to devote more of their media budgets to the short-form video platform.
Robert Anderson, group head of social media marketing for British retail bank NatWest, told Digiday he believes the Paris Games will be “the first real social Olympics.” Although he didn’t divulge how much NatWest will be spending, Anderson said that alongside TV, outdoor and influencer activity NatWest plans a “significant” flurry of activity on Facebook, Instagram and TikTok.
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