Large global sporting events can elevate the visibility of a company with their enormous popularity, giving brands the chance to reach much wider audiences. The 2024 Paris Olympics presents a prime opportunity with viewership at the 2024 Olympics on the rise. Brands are capitalizing on this surge by creating dynamic activations. Leading the charge at the 2024 Olympics are companies like Uber, Samsung, and Michelob ULTRA, each harnessing the global stage to enhance consumer engagement and brand visibility.
Check out some of the brands activating at the Olympics in 2024 below, as outlined by Event Marketer.
Image credit: Rendering of Canada Olympic House/Canadian Olympic Committee
Image credit: Rendering of Canada Olympic House/Canadian Olympic Committee
Photo: Courtesy of Uber
Photo: Courtesy of Uber
Image: Courtesy of Wingstop
Image: Courtesy of Wingstop
Brand Activations at the 2024 Paris Olympic Games
National hospitality houses at the Olympic Games have evolved from simple meeting points for athletes, support staff, and families into dynamic hubs for partnerships and engagement. At the Paris 2024 Olympic Games, the Canada Olympic House features partner activations and experiences for athletes, coaches, staff, officials, and VIPs. Located in the Cité des Sciences within Parc de la Villette’s Park of Nations, the Canada Olympic House has pop-ups from iconic Canadian brand partners like Lululemon and Canadian Tire. The house also boasts a 60-foot projection wall and a studio for the CBC, Canada’s Olympic broadcaster.
Uber launched Uber Cruise in Paris, offering free one-hour electric boat tours along the Seine from July 12 to August 3. This service provides Olympic attendees with scenic views of landmarks like Notre Dame and the Eiffel Tower. Complete with a complimentary glass of wine, this innovative, interactive experience allows guests to bypass the Olympic crowds.
Wingstop’s House of Flavor in Paris “brings the flavor” with free wings in five iconic flavors at La Caserne from July 27 to August 10. The activation features basketball, dance battles, tattoos by local artists, a nightclub with Parisian DJs and a major hip-hop concert on August 8. This fun and interactive form of activation marketing is part of celebrations of Wingstop’s upcoming restaurant openings in Paris.
Samsung launched their Olympic Rendezvous @ Samsung on May 3, situated on Paris’s iconic Champs-Élysées. Designed by architect Jean Nouvel, this space mimics a Parisian salon and invites visitors to explore the AI capabilities of the Galaxy smartphone. Guests can engage in interactive activities like a Paris-themed photo zone, a mobile skateboarding game, and a breakdancing experience with FlexCam. Attendees can make the most out of their Galaxy phones with custom phone straps, lessons from influencers, and Galaxy AI workshops.
Kubik’s Legacy in Sports Event Marketing
Kubik has long established itself as a leader in creating dynamic sports event activations for global brands. With a track record of transforming major sports events into platforms for immersive brand experiences, Kubik’s projects capture the essence of each brand and its message. We’re proud to deliver impactful interactions that resonate with audiences worldwide.
Explore some of our sports activations from around the world below.
RBC Olympic Torch Tour
In anticipation of the 2010 Vancouver Winter Olympic Games, RBC travelled over 45,000 kilometres across Canada with the Olympic Flame, visiting over 1,000 communities. The tour featured “The Eco Home,” a mobile trailer powered by wind and solar energy, which Kubik outfitted with interactive exhibits and augmented reality systems demonstrating energy-saving practices. Emphasizing sustainability, the exhibits used recycled materials, LED lighting, and FSC-approved wood products.
Learn more about the RBC Olympic Torch Tour.
Invictus Games – Jaguar Land Rover
The Invictus Games is an international sporting event supporting wounded, injured, and sick servicemen and women. Jaguar Land Rover has been an ongoing sponsor for many years.
Kubik provided Jaguar Land Rover with sponsor activation services at the , which included a global design program, graphic production, account management, project management, engineering/CAD, fabrication, and installation and dismantling. This project created a narrative that aligned with the brand’s values and the heroic stories of the competitors, providing visitors with a meaningful and inspiring experience.
Explore the Invictus Games project.
Volvo Ocean Race – Puma
Kubik masterfully captured the spirit of maritime adventure with its activations for Puma at the Volvo Ocean Race. Kubik created a unique brand activation event for the PUMA sailing team as they travelled globally during the Volvo Ocean Race. The event featured four 40-foot shipping containers, transforming into a modern mobile merchandising store and providing hospitality, retail, and brand activation spaces. Highlights included the interactive ‘Mar Mostro’ experience, where visitors could virtually helm a ship and receive a branded photograph. Kubik provided design development, engineering, fabrication, logistics, and event execution services for the PUMA CITY pavilions, reaching over 2.4 million people across 10 ports of call.
Discover the Volvo Ocean Race installations for Puma
Super Bowl City
At Super Bowl City, Kubik created a vibrant retail and engagement space that immersed fans in the excitement of one of the biggest sports events in the United States. As a founding legacy partner of the San Francisco Bay Area Super Bowl 50 Host Committee, Levi’s offered an ultimate modular retail venue to shop the limited-edition Levi’s® Super Bowl 50 Collection, along with a second-floor chill-out lounge. MKTG approached Kubik to re-install a successful event container concept for Levi Strauss & Co., transforming it into a dual pop-up shop and lounge. The Levi’s® Lot became a nine-day hub of activity, resulting in record sales and providing the perfect spot for fans to shop and relax before the Super Bowl.
See more about the Super Bowl City project.
Nike World Cup Parks
For the World Cup, Kubik developed the Nike World Cup Parks, turning soccer passion into a series of interactive parks where fans could engage in the sport and celebrate its global culture. These parks were hubs of activity, featuring games, demonstrations, and displays that showcased Nike’s deep connection to soccer and its fans around the world. Kubik created a sponsorship activation plan and worked on five continents in 10 different languages to make this international vision come to life.
Explore How Kubik Brings Brand Stories to Life
Find out more about how Kubik brings brands to life at major events by visiting our Stories page. At Kubik, we excel in designing and executing innovative activations that capture the spirit of global sports events and enhance brand engagement. Discover our diverse portfolio and see how we can elevate your brand’s presence at your next big event.
Large global sporting events can elevate the visibility of a company with their enormous popularity, giving brands the chance to reach much wider audiences. The 2024 Paris Olympics presents a prime opportunity with viewership at the 2024 Olympics on the rise. Brands are capitalizing on this surge by creating dynamic activations. Leading the charge at the 2024 Olympics are companies like Uber, Samsung, and Michelob ULTRA, each harnessing the global stage to enhance consumer engagement and brand visibility.