The Olympic Games, renowned as the pinnacle of global sporting events, demand substantial financial backing to unfold seamlessly. While consumer brands like Airbnb, Samsung, and Visa are familiar faces in the realm of Olympics sponsorship, B2B companies are increasingly stepping into the spotlight, leveraging this massive platform to enhance their brand visibility and connect with broader audiences.
Since the first modern Olympics in 1896, which were supported by sales of commemorative stamps, the event’s financing strategies have evolved significantly. Today, the sponsorship landscape includes prominent B2B players such as French IT firm Atos, consulting giant Deloitte, and software leader Salesforce. Their involvement underscores a strategic pivot in the way live sports, particularly through connected TV (CTV), are viewed as a valuable medium for B2B marketing.
Shane O’Sullivan, managing director at Prism Sports + Entertainment, highlights the allure of CTV for B2B marketers: “As B2B marketers look for opportunities to deepen brand-building, engage mid-funnel audiences, and enhance cross-channel connections, the targeting and personalization of CTV are very appealing.” This sentiment is echoed by Kristin Gower, global president of the Essence Mediacom B2B group, who notes that B2B brands are increasingly adopting consumer-like strategies, seeking emotional resonance and fast awareness growth through large-event sponsorships.
B2B brands are not only sponsors but also partners in delivering the games. Companies like IBM, VMware, and Dell have demonstrated the value of showcasing their solutions in real-world settings. For instance, Dell’s support for the Chinese Olympics rowing team highlights how B2B companies are using their technologies to enhance sports performance, providing a practical demonstration of their capabilities.
The integration of B2B brands into the Olympics and other large sporting events illustrates a broader trend of these companies stepping out of the traditional confines of niche marketing. As the landscape of media and audience continues to evolve, B2B brands are finding new, innovative ways to engage with audiences, build trust, and drive business outcomes on a global stage. The Olympics, with its unparalleled reach and prestige, offers a prime venue for these companies to demonstrate their capabilities and connect with both existing and potential customers across the world.
References
https://www.linkedin.com/company/prismsport-entertainment/?originalSubdomain=uk
https://www.thecurrent.com/b2b-sponsorship-2024-olympics-marketing-live-sports