The Olympics Go Gen Z: Engaging a New Generation of Fans
The 2024 Paris Summer Olympics are just around the corner, and this year’s games are set to be more Gen Z-friendly than ever. With new sports, innovative digital strategies, and influencer partnerships, the Olympics are evolving to captivate the next generation of fans.
Let’s dive into how these changes are reshaping the games and what it means for brands looking to connect with Gen Z…
“Sabrina Carpenter Has Too Much Espresso in NBC’s Olympic Ad”, via Design Rush
“‘Call Her Daddy’ host Alex Cooper heads to Paris to help NBC win women” via The Washington Post
The Rise of Digital Engagement in Sports
Social Media and the Gen Z Athlete
Today's student-athletes are more than just competitors; they are digital natives who understand the power of self-promotion. Platforms like Hudl allow high school athletes to create and share highlight reels, while social media offers a stage for building a personal brand. Zion Williamson, for example, gained millions of Instagram followers as a high school basketball player, long before being drafted into the NBA. This shift reflects a broader trend: Gen Z athletes are leveraging digital platforms to gain recognition and build their brands from an early age.
Gen Z’s Viewing Preferences
Traditional sports broadcasting is facing stiff competition from digital platforms. According to McKinsey & Company, one in five Gen Z sports fans don’t watch live sports. Instead, they prefer engaging with sports through video games, e-sports, fantasy leagues, and digital collectibles. They also consume sports content via social media clips and discussions rather than full broadcasts. This shift in consumption habits highlights the need for sports media to adapt and offer more interactive, real-time content.
This video about Olympic Spirit on @paris2024officiel ‘s TikTok account has garnered more than 12 million views, and counting.
The 2024 Paris Olympics: A Gen Z Playground
New Sports for a New Generation
The inclusion of sports like breakdancing, surfing, rock climbing, and skateboarding in the 2024 Olympics is a strategic move to attract younger viewers. These sports resonate with Gen Z's love for dynamic and unconventional activities. Athletes in these sports are also stepping into influencer roles, creating content that blends athleticism with lifestyle, much to the delight of their followers.
Influencers and Social Media Takeover
This year, platforms like TikTok, Snapchat, and YouTube are betting big on the Olympics. Influencers such as skateboarder Yam Behar and Podcast sensation Alex Cooper of ‘Call Her Daddy’ are set to flood Paris with unique, behind-the-scenes content that traditional broadcasters can’t match. This strategy aims to make the Olympics more accessible and engaging for Gen Z, who prefer personalised, real-time interactions over conventional viewing formats.
Creating Shared Cultural Moments
The Impact of Digital Engagement
Digital engagement is redefining how sports are consumed. The shift towards platforms like TikTok and YouTube highlights Gen Z’s preference for immersive experiences. These platforms allow for personalised content, real-time updates, and a level of interactivity that traditional sports broadcasting struggles to offer.
Sports as Lifestyle Ecosystems
For Gen Z, sports are more than just competitive events; they are integral to their lifestyle. The inclusion of lifestyle sports in the Olympics and the rise of athletes as influencers reflect this shift. Brands can leverage this by sponsoring events, athletes, or creating content that aligns with the dynamic nature of these sports.
Case Study #1: Sabrina Carpenter’s Olympic Ad
Pop sensation Sabrina Carpenter stars in NBCUniversal’s quirky new ad campaign promoting the 2024 Paris Olympics. Set in a dainty Parisian café, the ad features Carpenter in a whimsical dialogue with an animated songbird, showcasing her excitement for the upcoming games. The playful ad, set to her chart-topping single "Espresso," seamlessly blends Carpenter’s pop culture appeal with the Olympic spirit, effectively capturing the attention of Gen Z viewers. The campaign's innovative approach highlights how integrating popular music and relatable personalities can make global events like the Olympics more engaging for younger audiences.
Case Study #2: Nike On Air
Outside the Palais Brongniart, all Parisians were invited to view and interact with colossal AR-enabled statues of six titans of sport, poised in midair and glowing in signature Nike orange: Nike athletes LeBron James, Alexia Putellas, Bebe Vio, Kylian Mbappe, Sha’Carri Richardson and Victor Wembanyama.
Each statue was between 8 and 11 meters in height and had an augmented reality interface that unlocked the athletes in action and their Air-powered footwear.
Complementing the Air immersion rooms was the Nike On Air performance. Forty elite athletes from around the world joined Nike to unveil the latest Nike Air footwear and team kits for the summer and present the future of athlete co-creation with iconic and visionary looks that highlighted their self-expression and incredible athleticism.
What This Means for Brands
Leverage Emerging Sports
Brands have a unique opportunity to connect with Gen Z by associating with new Olympic sports. Collaborations with athletes in sports like skateboarding or surfing can create exclusive content and limited-edition products that appeal to a younger audience.
Foster Community Through Experiences
Hosting local viewing parties or online watch-alongs can tap into the communal aspect of sports. Brands can also sponsor local sports groups, similar to Nike’s Run Clubs or Lululemon’s workshops, to build a sense of community and engagement.
Multi-Sport and Multi-Event Storytelling
Gen Z is drawn to narratives that span multiple sports and events. Brands can maintain engagement by creating content series that cater to Gen Z's diverse interests and short attention spans. This approach can position the brand as a central part of the broader sports narrative.
Conclusion
The 2024 Paris Olympics are set to be a watershed moment for engaging Gen Z. With new sports, influencer partnerships, and a focus on digital engagement, the Olympics are evolving to meet the preferences of this digitally native generation. Brands that understand and leverage these trends will be well-positioned to connect with Gen Z, build lasting relationships, and drive engagement.
As we gear up for the games, it's clear that the future of sports viewership lies in embracing digital platforms, fostering community, and creating authentic, relatable content. The Olympics are going Gen Z, and it's time for brands to follow suit.
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