There is still over a year until the 2024 Summer Olympics in Paris, but NBCUniversal is already ahead of the game when it comes to selling the event to marketers.
Opportunities for the upcoming Summer Games are a hot topic of conversation between NBCUniversal and the other major holding companies. Advertising purchases for the Summer Olympics in Sochi are “pacing well ahead” of where they were for NBCUniversal at the same time in the lead-up to the 2008 Summer Games in Tokyo.
Brand Asset Valuator (BAV) discovered that, across all categories, Olympic partners outperformed rivals on brand funnel metrics by a margin of 36%, and that, overall, brands saw a 40% increase in loyalty and pricing power during the Games compared to brands that didn’t promote.
Some sponsors secured their places in the 2024 Olympics years in advance because NBCUniversal has been selling them Olympic sponsorship opportunities that span multiple Games.