How brands are tapping into Paris Olympic Games

The Paris Olympics officially opened on July 26, with an opening ceremony that was quite controversial in China and other parts of the world. The official Olympic account even deleted the video of the ceremony. Additionally, one of the event's sponsors, the American tech company C Spire, announced that it would pull all its advertisements from the Olympics due to dissatisfaction with the ceremony's content.

C Spire, announced that it would pull all its advertisements from the Olympics. Image: Tencent news

Chinese netizens mocked that the naked blue singer made up as the Greek god of wine Dionysus in 2024 Paris Olympics opening ceremony “paid tribute“ to the Lion monster in classic HK TV Series Journey to the West II. Image: Xiaohongshu @可乐泡面 @Liar so

Even before the Paris Olympics began, there were many complaints about the event. Critics pointed to the "overly simple" facilities in the Olympic Village, concerns about the water quality of the Seine River, and somewhat expected strikes. However, despite these complaints, the Paris Olympics also have many highlights in the eyes of Chinese consumers. Firstly, this is undoubtedly the most luxurious Olympics ever. As the fashion capital of Europe, Paris has attracted numerous high-end sponsors. The LVMH Group is a major sponsor, providing CHAUMET medals, LV medal trays, Hermès equestrian equipment, and Moët Hennessy celebration wines.

LV designed the opening ceremony outfits for the French team.

Paris Olympics medals designed by France’s top jewelry brand CHAUMET.

LVMH-designed medal trays, medal cases, and Olympic torch cases for the awards ceremony.

Beyond the luxury, Chinese consumers have also noted that the Paris Olympics also exude French romance. The lavender theme has brought a wave of purple to the venues, with iconic locations like Notre Dame, the Eiffel Tower, and Versailles Palace transformed into Olympic sites. Many Chinese have also applauded the most equality-focused Olympics ever, with purple, symbolizing gender equality, featured prominently throughout. The Olympic emblem is designed in the image of a woman, and for the first time in the 128-year history of the Games, the Paris Olympics have achieved a perfect 1:1 gender ratio among participants.

French-style romantic outdoor designs showcased in Paris Olympic Games. Image: Xiaohongshu @建道筑格 ArchDogs

The Olympics, as a major sporting event, also serves as a grand stage for brands to capitalize on. Common strategies include sponsorships, and inviting Olympic athletes to be brand ambassadors in high-profile campaigns. Here are three we think are standout examples.

Yili: Lu Yu meme marketing

Yili’s marketing around the Olympics has become the stuff of legends. For its Tokyo Summer Games in 2021, its brand received 156.5 billion impressions across multiple platforms in China. These Olympics, it is hoping to do something equally impressive.

The Paris Olympics logo bares a stark resemblance to the face of the well-known Chinese host Lu Yu (鲁豫), and it has become a popular meme online. In response, Yili officially announced Lu Yu as the ambassador for the Paris Olympics.

Lu Yu’s Olympic logo meme. Image: Weibo

Yili's Lu Yu meme marketing. Image: Weibo @伊利

Yili's Youngfun (优酸乳) quickly invited Lu Yu to become the "Ambassador of Resemblance to Paris." They even designed a virtual spokesperson, Xiao You, based on iconic Olympics logo.

(Launched in 1997, Youngfun was China's first milk drink brand. Youngfun pioneered the fruit + yoghurt formula (yoghurt flavor) to deliver a nutritious yet trendy experience tailored for young consumers.)

Lu Yu x Youngfu collab. Image: Weibo @ 优酸乳

Youngfun‘s t Paris limited Edition yoghurt drinks. Image: Weibo @优酸乳

Youngfun has introduced new packaging for its "Gold Paris Limited Edition" fruit yoghurt drink. With the special Xiao You design, the product will embark on a promotional tour in cities like Jinan and Shenyang, using both physical products and offline events to ignite public enthusiasm for the Paris Olympics.

Youngfun's promotional tour in China. Image: Weibo @优酸乳

Youngfun tapped into the internet users' playful mindset, using this marketing campaign to heat up the Olympic atmosphere and continue the strong association between the brand and the Games.

Heytea: bring Chinese tea culture to Paris with a pop-up

Heytea has opened a special pop-up store called "Viewing Games Tea Room (观赛茶室)" in a high-density area of Paris. The store offers customers Heitea's popular classic drinks, including Juicy Grape, Mango Delight, Roasted Brown Sugar Bobo, and Cheese Green Tea.

HEYTEA's Paris pop-up store where customers were enjoying Chinese-styel Guzheng Performance. Image: Xiaohongshu @喜茶

Happy foreign customers outside HEYTEA's Paris store. Image: Xiaohongshu @喜茶

During its operation, the "Viewing Games Tea Room" will also feature exclusive Paris-themed merchandise, including Heytea Paris tea bowls, Paris badges, and newly designed paper bags and cup sleeves. The merchandise predominantly uses traditional Chinese red, with the running Heytea character reflecting the Olympic sports theme. The badges are specially designed to resemble championship medals, conveying an Eastern aesthetic and a festive viewing atmosphere.

HEYTEA Paris Olympics-themed merchandises. Image: Xiaohongshu @喜茶

HEYTEA has also collaborated with ANTA GUANJUN to launch the "Champion Slim Bottle." This product features superfoods like kale, which is rich in dietary fiber and vitamins. It also includes chia seeds for added satiety and a lightweight, slim feel.

HEYTEA X ANTA GUANJUN collaboration to launch Champion Slim Bottle. Image: Xiaohongshu @喜茶

Kuaishou: spark a national sports frenzy with "Village Olympics"

Tapping into the popularity of the Village basketball and football, Kuaishou held the "Village Olympics," visiting four locations across the country from July 5 to 7. The main competition took place in Rongjiang County, Guizhou, with regional events in Heze, Shandong; Wenzhou, Zhejiang; and Huizhou, Guangdong. The event aimed to blend the spirit of competitive sports with the enthusiastic participation of local communities, integrating sports into daily life and invigorating local sports engagement. It also highlighted the unique charm of sports in rural and regional settings.

Kaishou’s “Village Olympics“ (county sports gala) posters from Weibo @快手官方微博

As a signature project by Kuaishou, the "Village Olympics" included traditional sports such as football, basketball, table tennis, and athletics. Additionally, it featured eight unique events inspired by rural life, such as dry land dragon boat racing, high-stilt racing, rice planting on pressure boards, corn peeling, and chicken and duck capture challenges. These events translated everyday activities and interactions into competitive arenas.

Kaishou’s “Village Olympics“ (county sports gala) posters from Weibo @快手官方微博

Kuaishou continues to focus on grassroots sports development with initiatives like the "Village Olympics," "Village BA," and "Village VA," using these events to support regional cultural tourism and the promotion of local culture.

Wrapping up

As more people engage in sports and diverse ways of exercising emerge, sports consumption in China is also on the rise. This reflects the broader development of the sports industry in the country. A key ongoing discussion in China's sports sector is how to more broadly interpret the essence of sportsmanship and showcase the value of sports content IP. Given the widespread public attention and positive values associated with the Olympics, brands can achieve extensive exposure through their association with sports events. This not only helps in building a connection between sportsmanship and brand values but also assists brands in creating a positive image and enhancing consumer recognition.