How Brands Can Win Big with the Olympics: Insights from M&C Saatchi Sydney
This morning, industry leaders and sports enthusiasts gathered in Sydney for an exclusive breakfast Q&A hosted by M&C Saatchi Group. The event, titled ‘How Brands Win Gold with the Olympic Games,’ explored the Olympics' impact on brand marketing in depth.
The panel discussion featured a distinguished lineup, including former Olympic rower James Chapman, and was moderated by Nicole Thurston, managing director of sport and entertainment at M&C Saatchi Group.
M&C Saatchi Group, the official creative communications agency partner for the Paris 2024 Olympic Games, hosted the event to highlight the Olympics' powerful role in brand marketing. The discussion focused on how brands can leverage the global stage of the Olympics to connect with audiences and achieve significant marketing success.
The panel also included M&C Saatchi Group’s chief creative officer, Steve Coll, and TikTok publisher manager Wade Shipard. Each panelist brought unique perspectives on the evolving relationship between sports and branding.
Steve Coll shared his experience in developing Olympic and Paralympic campaigns for Woolworths, emphasising the importance of timely and impactful marketing.
“We’re hoping to have Mollie O'Callaghan’s win posted around the country on digital out-of-home as soon as we can,” he said, underscoring his enthusiasm for integrating Olympic successes into broader marketing strategies.
James Chapman discussed the evolving demands on athletes, noting that when he competed as an Olympic rower, his training schedule involved two sessions a day around his job.
“For me, it meant being at the training sheds by 5:15 am, finishing training, and taking public transport to the office,” James said. He highlighted how current athletes train up to three times a day, making it challenging to balance Olympic-level competition with a full-time job.
“To be internationally competitive, it’s essential to follow this rigorous schedule,” he said.
“Brands have an opportunity to support athletes by providing platforms for visibility and financial backing, which helps them focus on their training and performance.”
James added that this support not only benefits the athletes but also positively influences workplaces and community engagement in sports.
Wade Shipard noted the growing role of social media platforms like TikTok in exploring the personal side of athletes.
“We’ve really seen athletes stepping up by showing a different side of the Olympics through their social media platforms, particularly TikTok,” Wade said.
He provided an example of a recent Matildas' video that garnered 38 million views, illustrating the significant engagement these platforms offer.
“TikTok has become a hub for sports communities. It provides a platform for content that you can’t get on TV, offering an unfiltered look at athletes, and showcasing their personalities and interests,” Wade explained.
This shift in how athletes control their narratives highlights the growing influence of social media on sports marketing.
By aligning with the Olympics, brands have a unique opportunity to connect with audiences on an emotional level, celebrate human achievement, and drive their marketing objectives forward. M&C Saatchi Group plans to continue supporting brands through strategic and creative initiatives that leverage the global excitement surrounding the Olympic Games.
