29 Oct 2024 06:43am
Australia’s position as an emerging hub for major international sports events took centre stage at the recent Activations Showcase conference.
The panel session, titled "Activating Major International Sports Events," featured prominent industry figures who shared insights on how brands can strategically approach partnerships and activations leading up to events like the Brisbane 2032 Olympic and Paralympic Games.
The panel included Thomas Staunton, CEO of SoldOut Events, Jess Hurford, director of partner servicing and fulfilment at SportFive and head of commercial for the Australian Olympic Committee, Tom Hickey, director of business development for the Brisbane 2032 Olympic and Paralympic Games Organising Committee, and Stephanie Taylor, senior manager of PR and communications at Swisse Wellness (H&H Group).
The discussion covered key learnings from past international events, strategic insights for upcoming games, and opportunities for brands to leverage sponsorships effectively.
Staunton, who had recently returned from the Paris 2024 Olympics, emphasised the importance of localised activations to create a vibrant and engaging event atmosphere.
“Paris did a great job of clustering groups and venues,” said Staunton. “The organisers used iconic sites, such as the Eiffel Tower, to host events like beach volleyball, creating an engaging and scenic backdrop that became synonymous with the Games.”
He highlighted how these strategic clusters helped keep the momentum going across multiple sites, enhancing the overall visitor experience.
One of the most crucial takeaways from Paris, according to Staunton, was how brands could creatively convert operational needs into opportunities for engagement. “Apparel brand Decathlon, which provided uniforms for 50,000 volunteers, turned a logistical necessity into a viral sensation when their hats became a cultural emblem of the Games,” he said. He also pointed to the nightly cauldron lighting provided by EDF, a French energy company, as an example of how operational roles were transformed into memorable, marketable moments. “It wasn’t just an opening ceremony event; it became a nightly spectacle that drew crowds and was broadcast worldwide.”
The panel also offered insights into the preparations for Brisbane 2032 Olympic and Paralympic Games and underscored the importance of early engagement for brands aiming to partner with the event.
They said despite the major event being over seven years away, brands need to start planning now as the timeline is actually shorter than it appears. With the Olympic flag handed over to Brisbane from Los Angeles in three and a half years, the global spotlight will shift to Australia.
Jess Hurford provided perspective on the differences between sponsoring ‘home’ and ‘away’ games and how brands can strategically navigate these variations. “During away games, sponsors of the Australian Olympic team can activate locally in Australia, delivering community and staff engagement campaigns. However, at home games like in2032, the scope for dynamic, widespread engagement is significantly broader,” she explained. “It’s a moment in time that unites a nation, and brands have the opportunity to become a part of that lifelong memory. We saw this with Sydney 2000, where companies could tie themselves to the cultural narrative of the Games.”
Hurford also discussed how sponsorship deals have evolved to allow brands more flexibility in their activation strategies. “The structure of Olympic sponsorships allows for both global sponsors, signed up by the IOC, and local sponsors who can work directly with national teams and games organisers,” she said. “This dual system enables brands to engage on different levels, from localised community-focused campaigns to grand, sweeping activations that have a global reach.”
Stephanie Taylor of Swisse Wellness shared how the brand leveraged their sponsorship of the Australian Olympic Committee during the recent Paris Games. “We identified an opportunity to engage millennials and Gen Z by focusing on emerging sports that resonate with younger audiences, such as skateboarding, surfing, and breakdancing,” said Taylor.
“Our campaign, which featured popular digital influencers like the Inspired Unemployed, was primarily executed on social media platforms like TikTok, Instagram, and YouTube. We didn’t use any traditional media, yet we managed to achieve over 19 million views on TikTok alone.”
She described the campaign as a case study in how brands can pivot their strategies to appeal to younger, digitally native audiences, noting that their success in Paris sets a precedent for what could be achieved in Brisbane.
Taylor also highlighted the challenges and benefits of operating within the strict guidelines imposed by the IOC, particularly regarding clean venues. “We couldn’t film inside the competition venues, but we found creative ways to engage by focusing on the atmosphere and cultural moments around Paris,” she said. “The campaign went viral because we tapped into a feeling that resonated with people, not just a logo on a field.”
Looking ahead to Brisbane 2032, the panel stressed the importance of brands preparing well in advance, especially given the logistical complexities of Olympic and Paralympic partnerships. Staunton noted that brands need to consider every detail, from obtaining accreditation for team members to securing vehicle access permits for deliveries. “It’s about planning every part of your activation months, if not years, in advance. That level of preparation allows brands to execute seamless, memorable experiences for consumers,” he said.
The Brisbane 2032 Olympic and Paralympic Games are poised to present a fresh opportunity for brands to create meaningful engagements that extend far beyond traditional advertising. By starting early, securing strategic partnerships, and planning for innovative, community-centred activations, brands can become an integral part of Australia’s next big moment on the global stage.