Gold Worthy Advertising — Olympics Edition

We’ve been loving the Olympics this year — from Simone Biles gold worthy comeback to exploring new sports such as speed climbing. We’re here for the thrill. And apparently so are millions of other fans. According to NBC, 41.5 million viewers tuned into the opening ceremonies and 33 million are continuing to watch primetime nightly as the games continue. What does this mean for advertisers? Exposure!

Months before the Olympics began, NBC had already sold $1.2 billion in ad commitments. For perspective, the 2023 Super Bowl estimated $600 million in in-game spending. That’s double the spending! Let’s dive into some of our favorites and why they are a hit. 

“I Made the Team” — DICK’s

What’s not to love about this incredibly simple, yet impactful ad? Nothing! It’s adorable and powerful at the same time, showing just how big those small moments are. This snippet was from a larger spot called “Big Moments” which is also just as great. DICK’s made this commercial relatable. Whether we have children or not, we all remember our childhood extracurriculars and how it felt to be on a team.

“The Journey” — Visa

Visa created their own Olympics coverage with Team Visa — highlighting athletes from around the world and their challenges and accomplishments. Team Visa builds international camaraderie while giving us a personal view of the athletes and their countries. All while subtly promoting Visa as a top banking choice.

“It’s Magic When the World Comes Together” — Coca-Cola

The greatest part of the Olympics is connection. Connection between countries and athletes around the globe. Connection and acceptance of different cultures and lifestyles. The world really does come together during the Olympics with Coca-Cola capturing the importance of the games, not only for the athletes who have worked tirelessly, but for society as a whole. 

“Changing Perceptions” – Citi

Another financial institution gets our nod as a top Olympic spot. Credit goes to Paralympians themselves for the concept who are often asked “What happened?” The unexpected answer highlights the achievements of each athlete, and changes the dialog to one of understanding and achievement instead of disability. We look forward to cheering on these athletes in the Paralympic Games.

So, what is the marketing take-away from these commercial spots? You don’t need to focus on your product to produce relatable and beneficial content. Visa doesn’t show a credit card in their commercials and DICK’s doesn’t promote a single product. It’s about brand emotion. Emotion that connects a company to its audience. And ultimately, the world to the Olympics. Well done advertisers and athletes! 

MLB loves connection too — we connect people to brands through thoughtful design decisions, strategic planning and exceptional service. Connect with us!

Read more about the importance of advertising in sports with our Sport of Advertising blog!