As the global sporting landscape continues to evolve, brands are increasingly recognizing the importance of multicultural marketing. The 2024 Paris Olympics provided a prime example of how to effectively reach diverse audiences through sports. We can go as deep as possible with the Olympics from many layers. It is like a spider web where, in the center, lies the beauty of sports.
Key Insights from the 2024 Olympics:
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Record-Breaking Viewership
The 2024 Olympics surpassed previous records in terms of viewership across various platforms, with an average of 30.6 million viewers across NBCU’s platforms.
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Diverse Audience Interest
The games resonated with a wide range of demographics, from Boomers to Gen Z. 57% of US consumers expressed interest in the 2024 Olympics, with interest peaking for Boomers+ (61%) and Gen X (59%).
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Multicultural Appeal
Asian audiences were particularly engaged, with 76% expressing interest. African American (75%) and Hispanic (74%) audiences also showed strong interest.
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Targeted Language Coverage
The Olympics set the standard for localization of content distribution. For example, Telemundo Deportes’ extensive Spanish-language coverage showcased the Olympics to Hispanic viewers, deploying its largest Olympic commentary team with 40+ hosts, commentators, and in-country reporters. Multicultural audiences are more likely to consume sports content across multiple platforms. That’s why global events such as the Olympics are the stage for pushing culturally relevant messaging that resonates with these audiences. However, just a few international brands hit the spot on tapping into the passion points of every culture.
The Olympics, where 206 countries were represented has the uniqueness of hosting that many countries under one event. That’s what makes the global events as the olympics as the stage to push culturally relevant messaging to resonate with these audiences. However, just a few global brands hit the spot on tapping into the passion points of culture.
These are the ones that stand out from the crowd:
Airbnb (Host the World): There’s an organic intersection with this event. The brand strategically uses its global positioning to generate a creative that looks into the small communities and promotes hosting and unity that aligns perfectly with the Olympics brand attributes.
LA28 Flag Football: Successfully appealed to many football fans by leveraging the NFL’s global popularity at center stage and announcing that Flag Football would be played in LA28.
Coca-Cola: Consistently highlighted cultural connection and unity with its “It’s Magic When the World Comes Together” campaign
The 2024 Olympics is the best demonstration of the power of multicultural marketing in sports. By implementing effective strategies at both local and global levels, brands can connect with diverse audiences, build brand loyalty, and drive significant business growth. Tailoring strategies to local cultural nuances while maintaining a consistent global message is essential for maximizing ROI.
Sources: NBC Universal