The Olympics stand as one of the most significant and celebrated events in the world, drawing in global audiences, cities, brands, and athletes alike. From their rich history to their unparalleled diversity of sports, the Games offer a platform for stories that can resonate for generations. Here, we explore insights from world sports branding expert John Davis, who highlights the immense potential the Olympics bring for cities, brands, and athletes, while stressing the importance of long-term vision, careful planning, and the power of storytelling. He recently spoke at an event at Brand Exchange in conjunction with Brand Finance.
Long-Term Branding: A Key to Success
One of the key messages from John Davis is the importance of long-term branding when it comes to major sporting events like the Olympics. Brands often fall into the trap of viewing their investment in the Games as a one-time affair, focusing solely on a single Olympic cycle. According to Davis, this short-term thinking is flawed.
He explains that the most successful brands understand the Olympics as a long-term, enduring investment.
“The best brands don’t just focus on one Olympic cycle; they see it as a long-term investment over multiple quadriniums. By consistently investing across both Summer and Winter Games, they build lasting brand identity, awareness, and strengthen their reputation. A single cycle? It’s just not enough.”
This approach allows brands to leverage the ongoing global attention that the Olympics command, ensuring their presence is ingrained in the minds of audiences over time, rather than fading away once the Games conclude.
The Challenges and Opportunities for Host Cities
Host cities face unique challenges when it comes to organising the Olympics. While the spotlight is on the city during the Games themselves, the true challenge is what happens after the Olympic flame has been extinguished. According to John Davis, very few cities have effectively leveraged the post-Olympics momentum to maintain the benefits of their investment.
“Cities must master not only the pre-Olympic planning and during-event execution but also the post-Olympics activation. How do they build on the legacy of stories that captivated the world? Very few cities do this effectively, but those that do can leverage incredible opportunities.”
Davis stresses the importance of a robust post-Olympics activation plan. Without a solid strategy in place, cities risk losing the momentum generated by the Games. However, with a well-thought-out plan, cities can continue to benefit from the Olympic legacy, attracting tourists, investment, and international recognition long after the Games.
LA 2028: A Prime Example of Smart Planning
John Davis shares his excitement for the upcoming Los Angeles Olympics in 2028. LA has a proven track record, successfully hosting the Olympics in 1932 and 1984. One of the key reasons for their 1984 success back then was their ability to reuse existing facilities, which significantly reduced costs and ensured the sustainability of their infrastructure.
“Back in 1984, LA did a remarkable job of reusing existing facilities. It looks like that’s part of the same plan going forward, which is a smart move from a city planning and budgeting standpoint.”
In addition to infrastructure, LA’s position as a global media hub will provide athletes with a platform like no other to share their stories. Athletes today are not just competitors; they are influencers and content creators in their own right. The 2028 Games will provide a unique opportunity for these athletes to build their personal brands on the world stage.
“LA is a major media market globally, and so it’ll be a remarkable opportunity for athletes to share their stories. At the end of the day, the Olympics are about stories—this was true 3000 years ago when they were first founded, and it’s true today.”
The Magic of the Olympics: A Showcase of Diversity and Excellence
Ultimately, what makes the Olympics such a unique event is the sheer diversity of sports and talent. With over 300 events across 28 different sports in the Summer Games and a slightly smaller number during the Winter Games, no other event brings together such a wide range of disciplines and showcases the best human athletic talent.
“To me, the Olympics are the most exciting event in the world. Over 300 events, 28 sports at the Summer Games, and a showcase of diverse disciplines and extraordinary athletic talent. The Olympics are an enduring example of how humanity rises to display the very best of itself.”
Davis believes that this diversity is unmatched by any other global sporting event, making the Olympics an enduring example of how people from all walks of life can come together to display the pinnacle of human achievement.
The Olympics can be a platform for success
The Olympics provide athletes, cities, and brands an incredible platform to tell their stories, create legacies, and build lasting identities. John Davis’ insights into long-term branding strategies, the challenges and opportunities for host cities, and the magic of the Games all highlight how much potential lies in this global event.
Whether it’s learning from the success of past Games like LA in 1984 or planning for the future in LA 2028, the key to making the most of the Olympics lies in viewing it as more than just a one-off event. It’s about building lasting legacies, creating enduring stories, and celebrating the diversity and excellence of the human spirit.
Speak to Brand Finance about how cities and commercial brands can rise to the challenge and make the most of the next Olympic opportunity.