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Stories From A Summer Of Sports... Why 2024 Was A Big Win For Brands Engaging In Sporting Events

September’s done – quite a summer, wasn’t it? No, not the weather—that was as British as ever. We’re talking about sport. The Olympics, the Paralympics, Wimbledon, the Euros. This summer was a series of sporting hits, captivating audiences worldwide as they watched some of the most impressive athletic feats in recent history.

The power of sporting events for brand engagement 

2024 wasn’t just about the athletes. This summer saw brands leveraging major sporting events to connect with their audiences in ways that transcended traditional marketing. These events provided golden opportunities for brands to reach audiences in their happy place—engaging them when they’re most open, passionate, and emotionally invested.

From the Olympics to the European Championships, and the timeless charm of Wimbledon, this summer provided the perfect backdrop for brands to transform sporting events into global cultural phenomena. Let’s explore how key events from the summer provided brands the opportunity to tap into this power through clever activations. In our review, as always, we’ll be guided by our MARVELS framework.

The Summer 2024 Paris Olympics

This year, the Olympics kicked off with an opening ceremony that was as much a celebration of global unity as a showcase of storytelling. The event was a masterclass on how to merge physical and digital experiences, and the entire city of Paris became the backdrop for the opening ceremony. No stuffy stadium here: performers dangled out of buildings, shredded guitar solos from national landmarks, and lined the (admittedly slightly soggy) Seine as the Olympic Flame wound its way through the city before the games began.

Brands found all sorts of ways to tap into the Olympic spirit. Among the standout activations was Pampers’ “Olympic Village Nursery,” which offered a unique digital experience for parents and children on-site. This initiative not only connected with families but reinforced Pampers’ brand values of care and comfort. Similarly, Oakley’s ‘Exoplanetary Bunker’ captivated audiences with its blend of physical installation and augmented reality. Positioned as a safe haven for athletes and fans alike, the bunker allowed participants to explore a virtual world while enjoying the tangible experience of being part of the Olympic spectacle.

How the Euros ignited football fever 

The UEFA Euro 2024 tournament was another highlight, whipping fans in Europe and beyond into a frenzy. However, the tournament played out as much online as it did on the grounds, with endless conversations on social media amplifying the sporting message. Even (perhaps especially) when England crashed out…

As a key partner, Adidas took full advantage of this phenomenon with a series of bold activation campaigns that turned fans into active participants rather than just spectators. It’s hard to pick just one event, but in Hong Kong, they pulled off a particularly nice activation that turned urban spaces into football playgrounds. This campaign not only engaged fans on a local level but also connected them to the global football community. By creating experiences that were both relevant and culturally resonant, Adidas exemplified how brands can use the energy of major sporting events to deepen their connection with consumers.

The legacy of the Euros is also living on beyond the tournament, and recently the COSM sports bar in Los Angeles gained worldwide recognition for the latest attempt to capture the passion of football. Videos of the bar’s gargantuan screen went viral as it brought Old Trafford to fans on the other side of the Atlantic, offering a pitch-side view experience that mirrored the intensity and excitement of being at the match itself.

These activations highlighted Relevance by aligning with the personal interests and cultural values of the audience.

Wimbledon: where tradition meets innovation

Strawberries and cream. Pimms. Pressed white Fred Perry. Over the years, Wimbledon has become almost as much about the brands and pageantry as the sports itself, and 2024 was no different. This year provided a perfect blend of tradition and modernity, attracting fans who value the prestige of the tournament and the experiences that come with it.

Brand activations reflected this, mixing timeless elegance and cutting-edge engagement. Ralph Lauren’s partnership continued to highlight the brand’s alignment with the tournament’s classic appeal, while new activations like Barclays’ sponsorship of the queue and Lavazza’s fan zone further enhanced the on-ground experience. We also made a special shoutout to Babolat’s interactive booth, which was the ultimate fusion of sport, technology, and fan engagement on our LinkedIn page.

These efforts demonstrated Adequacy by ensuring the experiences were smooth-running, professional, and exceeded expectations.

Building meaningful connections with fans

At We Are Collider, we understand that memorable brand experiences aren’t just about being present, it’s about being magical. This summer, some of the more successful activations were the ones that tapped into the magic of sport: the emotions, stories, and shared experiences that bring fans together.

Take Decathlon’s ‘Decathlon Playground’ at Parc de la Villette in Paris. This activation embodied Sociality by fostering a sense of community and belonging among participants with an immersive experience that invited people to try out new sporting goods through play, exploration and connection. By aligning with the values and emotions evoked by the Olympics, Decathlon created a space that resonated deeply with fans, turning casual visitors into brand advocates.

The fan experience extends far beyond the stadium. Social and digital platforms play a crucial role in amplifying the reach and impact of brand activations. Adidas, once again, set the standard during the Euros by leveraging social media to create a platform where fans could engage with content, connect with athletes and share their stories. By incorporating augmented reality (AR) and virtual reality (VR), brands like Adidas are able to enhance the fan experience, making it more interactive and personal. This not only kept fans engaged but also allowed them to become co-creators of the story, a powerful way to encourage loyalty.

Building meaningful connections with fans

This summer demonstrated the incredible potential for brands to engage with passionate fans through thoughtful, strategic activations. Whether through the grandeur of the Olympics, the passion of the Euros, or the heritage of Wimbledon, sporting events provided a unique opportunity for brands to connect with audiences in their happy place.

For brands, the lesson is clear: by harnessing the power of sporting events and using frameworks like We Are Collider’s MARVELS strategy, they can create experiences that resonate, engage, and ultimately win the hearts of consumers all over the world.

Until next summer!