Beyond the podium: Turning Olympic moments into lasting brand loyalty
09.05.25
Jon Paul Potts
SVP Strategy
Beyond the podium: Turning Olympic moments into lasting brand loyalty
The Olympic flame may only burn for a few weeks, but the memories—and marketing opportunities—can last far longer. In Part 1, we discussed why sports activations, particularly at the Olympics, create unforgettable emotional connections. Now, it’s about helping brands own every moment—before, during, and after LA 2028—through campaigns and experiential activations that sustain momentum, deepen engagement, and transform excitement into lasting brand loyalty – not just awareness.
Pre-games: fueling anticipation
The excitement around Olympic activations should start long before the opening ceremony. Brands can layer storytelling, digital teasers, and pre-event activations to build emotional momentum. As seen with Paris 2024, digital engagement climbed dramatically—content consumption during the opening weekend soared by over 65% compared to Tokyo, signaling how powerful early buzz can be (brandloungeme.com).
Ways Invision can activate your brand:
· Launch mini-activations or teaser pop-ups that align with Olympic themes—think future athletes, behind-the-scenes technology previews, or interactive content hubs.
· Use immersive media (AR filters, VR previews) to seed social buzz across platforms, priming audiences months ahead.
2. During the games: live activation + digital amplification
When the world is watching, your activation needs to shine in real life and online. At Paris, brands fused physical experiences with digital storytelling in compelling ways—immersive activations, sustainability themes, and athlete-driven narratives stood out (creativitymarketing.org).
Influencers also played an increasingly prominent role, delivering behind-the-scenes content that captures younger audiences on TikTok and Instagram (ft.com).
Ways Invision can activate your brand:
· Execute live activations—brand houses, pop-up experiences, watch parties, athlete meet-and-greets—that capture real-time fan energy.
· Integrate seamless broadcast-quality live streaming, influencer collaborations, and social-first content that scales your activation beyond its physical footprint.
3. Post-games: extending the legacy
Once the closing ceremony ends, public attention fades—but not if brands keep the momentum going. Research shows that without a post-Olympics strategy, cities—and by extension brands—risk losing the goodwill built around the Games (brandfinance.com). The same applies to brands: turn activation into lasting advocacy through thoughtful, ongoing storytelling.
Effective post-games strategies include:
· Share athlete stories, fan-generated content, and behind-the-scenes footage in compelling digital formats.
· Host community events or pop-ups that tap into Olympic themes (e.g., unity, perseverance, innovation).
· Develop loyalty programs or campaigns that reward fan engagement—like exclusive content, merchandise, or re-engagement experiences.
Ways Invision can activate your brand:
· Produce content-rich recaps and assets—video highlights, athlete interviews, social stories—to keep your narrative alive after the Games.
· Deploy pop-up tours or mobile activations that bring the Games-adjacent experiences to local communities, reinforcing the emotional connection.
· Integrate CRM tools to continue nurturing fan relationships long after LA 2028.
4. Measurement: proving long-term ROI
Momentum without measurement is just noise. To prove the value of sustained Olympic engagement, brands need robust tracking frameworks.
According to System1 data, Olympic sponsorship yields stronger happiness-driven responses than traditional ads—a key driver of purchase behavior (poole.ncsu.edu, ft.com, thebrandonagency.com, brandfinance.com). Additionally, Nielsen found that a 1-point gain in brand equity can translate to a 1% sales lift—and Olympic sponsors like Visa, Samsung, and Airbnb delivered measurable increases during Paris 2024 (nielsen.com).
Ways Invision can help:
· Design pre-, during-, and post-campaign surveys to benchmark shifts in awareness, sentiment, and behavior.
· Combine social media analytics, engagement metrics, and foot traffic data to build a full-scope results dashboard.
· Craft clear case studies that demonstrate emotional and financial impact—making your activation strategy an unquestionable investment.
The Olympic Games are more than a media spectacle—they can be a launchpad for emotional brand engagement that echoes for years. By activating before, during, and after LA 2028, brands can transform fleeting attention into meaningful loyalty.
That’s where Invision comes in: as your storytelling partner, we produce immersive experiences, scalable amplification strategies, and data-driven insights to make your Olympic activation a legacy—not a one-off.
Let’s talk about how we can help your brand perform beyond the podium. Reach out at info@iv.com.