All About The Paris 2024 Olympic and Paralympic Games

The Paris 2024 Olympic and Paralympic Games lit up more than stadiums; they set social media ablaze. This year's Olympics racked up over 12 billion engagements on official accounts, far eclipsing the Tokyo 2020 Games. With a stunning 15.8% increase in TV and digital content consumption, Paris 2024 set new benchmarks across all metrics. Brand partnerships alone generated a whopping $163.3 million in Earned Media Value (EMV), bringing unprecedented visibility to athletes and brands alike. This recap dives into the digital impact of the Paris 2024 Olympics, exploring key moments, viral phenomena, and rising stars who captivated audiences around the world.

The First Spark – A Ceremonial Recap

The Olympic and Paralympic Opening Ceremonies in Numbers

The Opening Ceremonies for the Olympics and Paralympics, held in the heart of Paris, were grand spectacles that not only mesmerized viewers globally but also lit up social media platforms. The ceremonies, featuring breathtaking performances, state-of-the-art pyrotechnics, and a parade of nations, were shared in real-time through live updates, photos, and videos, amplifying the excitement and making the event a truly global experience.

This global enthusiasm was evident in the numbers. The ceremonies alone generated millions of posts, tweets, and shares, creating an initial surge of engagement that carried through the games. From Facebook to TikTok, users couldn't get enough of the stunning visuals and emotional moments that marked the beginning of this monumental event.

Overall, the Opening Ceremonies set the tone for what would come, driving massive interest and engagement across social media. The anticipation and excitement were palpable, as evidenced by the sheer volume of content generated by official channels and individual users.

The Olympics

The Olympic Opening Ceremony was a stunning event, featuring excellent performances by some of the top artists of the past decade and Olympic teams gliding down the Seine River. Together, the posts from all six performers generated $19.2 million in Earned Media Value (EMV) on Instagram and TikTok, with an impressive 24% average engagement rate. This rate is exceptional compared to the average influencer marketing campaign.

The top performers leading the charge on social media were:

1.@celinedion 

• EMV: $9.54M
• Engagement Rate: 67%

2.@ladygaga 

• EMV: $5.61M
• Engagement Rate: 2.81%

3.@ayanakamura_officiel

• EMV: $960K
• Engagement Rate: 20.3%

These top three performers generated $16.11M, or 9% of the opening ceremony's social media visibility.

The Paralympics

After the conclusion of the Olympics, the Paralympic Opening ceremony took place on August 28th. It included numerous performances by dancers, athletes, and musicians at the famous Place de la Concorde. The event generated significant buzz on social media, leading to a total of $835K EMV and an engagement rate of 9.06%. Although smaller in scale compared to the Olympic Games opening ceremony, the Paralympic ceremony showcased many emerging French artists who left a lasting impression.

The top performers leading the charge on social media were:

1.@sebastientellier 

• EMV: $69.4K
• Engagement Rate: 15.7%

2.@christineandthequeens     

• EMV: $30.5K
• Engagement Rate: 5%

3.@chilly_gonzalez     

• EMV: $19.3K
• Engagement Rate: 5.23%

The Most Viral Moments of the Olympic Games

The virality of these Olympic moments wasn't accidental; it resulted from strategic storytelling and timely sharing. Social media algorithms played a significant role, pushing popular content to wider audiences and encouraging engagement.

Traditional media outlets also highlighted these stories in their coverage, creating a cross-platform synergy that magnified the impact. The blend of digital and traditional media ensured that memorable moments reached viewers everywhere.

User-generated content further amplified the virality. Fans created videos, memes, and posts that added layers to the original stories, making them more relatable and shareable. This collective participation turned individual achievements into global phenomena.

Simone Biles Becomes the GOAT

Simone Biles' performance at the 2024 Paris Olympics reaffirmed her status as the greatest gymnast ever. Winning four medals, including a historic gold in the all-around and becoming the first to achieve two non-consecutive Olympic all-around titles, Biles' journey captivated social media. Her flawless performances and emotional victories were among the most talked-about events, with her Instagram and TikTok posts garnering 1.13 billion impressions, creating a ripple effect that extended far beyond sports communities.

"Pommel Horse Guy" Becomes a Sensation

Stephen Nedoroscik, known as "the pommel horse guy," quickly became a social media sensation for his unique role on Team USA. Unlike his gymnastics teammates, Nedoroscik participated in only one event—the pommel horse. Often spotted on the sidelines napping or solving a Rubik's cube during other events, his 40-second routine captivated audiences and earned him a bronze medal. His mesmerizing skills trended across multiple platforms, drawing millions of views and spawning countless memes, cementing his status as an overnight sensation.

The Chocolate Muffin Man

Norwegian swimmer Henrik Christian became an internet sensation as the "muffin man" of the Olympics, amassing over 500k followers on TikTok and garnering 91 million views. His enthusiasm and penchant for hoarding chocolate muffins in the Olympic Village and his post-event celebrations featuring his signature muffin quickly went viral. His genuine joy and relatable love for sweets struck a chord with fans, making him a beloved figure across social media.

A Look Into the Most Visible Brands and Verticals at the Olympics

The Paris 2024 Olympics were a marketing goldmine for several brands and industries. Companies leveraged the global stage to enhance visibility and connect with audiences through strategic partnerships and campaigns.

Fashion

Ralph Lauren's dominance as the official outfitter for Team USA's opening and closing ceremony attire solidified its leadership in the fashion house category, capturing 27% of the total EMV in Fashion. SKIMS, another official Team USA kit brand, also demonstrated a substantial impact with an EMV of $13.8 million. Fashion brands were prominently featured throughout the games, with athletes showcasing stylish and innovative designs, as partnerships with top designers and labels ensured that fashion remained a central theme.

Sportswear

The top three brands dominated the sportswear vertical during the Olympics, with Nike, Adidas, and Lululemon collectively accounting for 71% of brand visibility. All three brands sponsored the jerseys of national teams, suggesting that collaborations with athletes and teams can significantly boost brand visibility. Nike and Adidas further maximized their presence by outfitting athletes and promoting performance-enhancing gear while amplifying their visibility through social media endorsements and influencer collaborations.

Tech and Banking

The Olympics provided a valuable platform for tech and banking brands to showcase their products, connect with athletes and fans, and sponsor critical events. Tech giants like Samsung and Google led the charge, highlighting cutting-edge technology and financial services that appealed to a broad audience. Samsung secured a dominant position with $22 million in EMV, representing 53% of the SOV, suggesting its highly effective Galaxy Z Flip 6 marketing strategy. Google followed closely with $15.7 million EMV, capturing 38% of the market.

Watch and Jewelry

Luxury watch and jewelry brands capitalized on the prestige of the Olympics, with sports and timepieces going hand in hand. As the Official Timekeeper since 1932, OMEGA commanded 84% of the W&J market share, generating $16.8 million in EMV. Korean actress Han So Hee and French swimmer Leon Marchand contributed significantly, generating $3.26 million and $1.1 million, respectively. Rolex captured 11% of the W&J market share, totaling $2.27 million in EMV, with Spanish tennis star Carlos Alcaraz being instrumental, contributing $1.43 million in EMV.

Airline and Automotive

Airlines and automotive brands effectively leveraged the global reach of the Olympics to promote travel and mobility solutions through strategic ads and sponsorships. Delta, a leading airline brand on social media, marked its eight-year partnership with the United States Olympic Committee by customizing an Airbus A350. The top 3 content pieces included Athlete-Generated Content, highlighting the unique experiences and cultural exchanges associated with the Olympics. Similarly, Uber and Airbnb capitalized on the Paris Games by promoting their services and partnering with celebrities to showcase the city and the games, ensuring their brands remained front and center throughout the event.

Food and Beverage

Food and beverage companies connected with audiences through creative campaigns and sponsorships. Top F&B brands like Coca-Cola, Powerade, and Monster accounted for 81% of visibility among brands measured. At the events, the official drink provider, Coca-Cola, extended its reach outside competitions with an experiential approach, inviting athletes to the "Coca-Cola House" and creating food-related experiences around Paris by partnering with chefs in ephemeral food courts. The brand also collaborated with Gwen Stefani to create "Hello World," the official song of the Olympics, generating $542k EMV through just four posts. Monster partnered with skate and BMX athletes, including Brazilian skate star Rayssa Leal, who generated $733k EMV for the brand, contributing 62% of Monster's visibility. From energy drinks to gourmet meals, these brands effectively tapped into the spirit of the games.

The Most Popular Sports on Social Media

high-profile athletes, dramatic moments, and intense competitions.

Gymnastics

Gymnastics, led by stars like Simone Biles, dominated conversations, with the sport's combination of skill, artistry, and drama making it a favorite among viewers. Nike and Adidas effectively leveraged this by featuring content about gymnasts, leading to the highest EMV among sportswear brands and demonstrating the importance of supporting athletes who achieve historic victories, enhancing their brand image and visibility.

Additionally, fashion brands like Skims and Ralph Lauren capitalized on the cultural moment by showcasing American gymnasts in their apparel during the opening and closing ceremonies and throughout their time at the Games. Brands can learn from these partnerships by creating collaborative strategies that sponsor athletes and actively integrate them into marketing narratives that resonate with global audiences during major sporting events.

Swimming

Swimming events captivated worldwide audiences, making the sport one of the most visible online during the Olympics, attracting both male and female viewers almost equally. Male swimmers generated 58% of the total EMV, while female swimmers accounted for 39%. Brands like Omega capitalized on this widespread attention by collaborating with French swimmer Léon Marchand, generating $1.1 million in EMV. Omega’s strategy of combining athlete sponsorship with physical brand activation highlighted the importance of immersive experiences and prominent partnerships for maximizing brand visibility. Speedo also leveraged the increased visibility of swimmers, particularly from Australia, Canada, and the U.S., to achieve an impressive average engagement rate of 30%, demonstrating the effectiveness of associating with athletes who resonate with the brand's values and target audience.

Rising Olympic Athletes by Follower Growth

Several Olympic athletes experienced significant follower growth during the Paris 2024 Games. Their performances and engaging personalities drew new fans, enhancing their digital presence.

1.@simonebiles

• Followers Gained: 4.9M
• Growth Rate: 69%

Gymnastics star Simone Biles experienced a significant follower surge due to her remarkable performances and inspiring journey. Her genuine personality and extraordinary talent connected with audiences globally.

2.@rebecarandrade

• Followers Gained: 3.6M
• Growth Rate: 133%

Gymnast Rebeca Andrade also gained a substantial following. Her dynamic performances and charismatic presence made her a standout figure, attracting fans from diverse backgrounds.

3.@ilonamaher

• Followers Gained: 3M
• Growth Rate: 582%

Rugby player Ilona Maher is expanding her digital presence, with her outstanding performances and motivational messages attracting new followers. Her consistent excellence and upbeat attitude have made her a beloved figure.

Rising Paralympic Athletes by Follower Growth

Paralympic athletes also saw significant follower growth, driven by their extraordinary performances and inspiring stories. These athletes exemplified determination and resilience, captivating audiences worldwide.

1.@ugo_didier

• Followers Gained: 11K
• Growth Rate: 187%

At the Paris 2024 Paralympic Games, Ugo Didier delivered standout performances, further cementing his status as one of France's top para-swimmers. His success resonated strongly on social media, where his inspiring journey and personal connection with fans drove significant engagement and expanded his audience reach.

2.@bruninha_alexandre

• Followers Gained: 34K
• Growth Rate: 171%

At the Paris 2024 Paralympic Games, Bruna Alexandre delivered a standout performance, showcasing her skill and determination in para table tennis. Her authentic connection with audiences on social media, particularly through sharing her journey and triumphs, further strengthened her role as an inspirational figure and boosted engagement with fans globally.

3.@alexa_leary

• Followers Gained: 48K
• Growth Rate: 98%

At the Paris 2024 Paralympic Games, paraswimmer Alexa Leary delivered outstanding performances, showcasing her determination and athleticism. Her inspiring journey and resilience resonated with audiences on social media, where she built a strong connection through her motivational posts and behind-the-scenes content.

The Olympic and Paralympic Closing Ceremonies

The Olympics

The Paris 2024 Olympic Closing Ceremony dazzled audiences with a star-studded lineup of performers who embodied the spirit of the Games and French culture. The performance was a celebration of artistry and sport, drawing attention not only from spectators but also generating significant online engagement. This echoed the impact seen at the Opening Ceremony, where the nine performers alone accounted for 57% of the total EMV from celebrity posts and represented 60% of all posts about the event. Their prominence underscored the power of celebrity collaborations in amplifying the visibility of the Games and driving global social media conversations. The Closing Ceremony, much like the Opening, leveraged the popularity of its performers to leave a lasting impression on the world stage.

The top performers leading the charge on social media were:

1.@billieeilish 

• EMV: $8.6M
• Engagement Rate: 2.5%

2.@angele_vl

• EMV: $3.2M
• Engagement Rate: 12.3%

3.@hermusicofficial

• EMV: $2M
• Engagement Rate: 3.4%

These top three performers generated $13.9M, or 51% of the closing ceremony's social media visibility.

The Paralympics

The Paris 2024 Paralympic Closing Ceremony was a vibrant celebration of talent and inclusivity, featuring the highest number of performers across all Paris Olympic and Paralympic ceremonies. With a performer count 37.5% higher than the Olympics Closing Ceremony, the event showcased a diverse array of acts, highlighting the artistic achievements of both disabled and able-bodied performers. The ceremony focused on themes of unity, resilience, and the power of sport to transcend boundaries, with dancers, musicians, and theatrical artists from around the world delivering breathtaking performances that captivated the global audience.

The top performers leading the charge on social media were:

1.@jesuissanta999

• EMV: $51.4K
• Engagement Rate: 18.7%

2.@nathalieduchene

• EMV: $39.7K
• Engagement Rate: 2.4%

3.@jeanmicheljarre

• EMV: $36.2K
• Engagement Rate: 1.1%

Conclusion

The Paris 2024 Olympic and Paralympic Games demonstrated the power of social media in amplifying global events. From viral moments to rising stars, the digital landscape was integral to the success and visibility of the games.

For social media managers, marketers, and sports enthusiasts, the insights from Paris 2024 offer valuable lessons in engagement, storytelling, and community building. The blend of digital and traditional media created a rich, interactive experience that resonated with audiences around the world.

As we look ahead to future games, the lessons from Paris 2024 will continue to shape how we engage with and celebrate major sporting events. Whether you're a brand looking to enhance visibility or a fan eager to connect, the power of social media remains a vital tool in bringing the magic of the Olympics and Paralympics to life.