THE ROLE OF INFLUENCERS AND DIGITAL MEDIA IN SHAPING OLYMPIC SPONSORSHIPS AND ADVERTISEMENTS: CASE STUDY OF TOKYO 2020 AND PARIS 2024

Abstract

The Olympics have long been a central platform for global sponsorships and advertisements, allowing brands to connect with audiences through sporting excellence. In recent years, digital media and influencers have reshaped how sponsorships and advertisements are deployed during these global events. This paper investigates the growing role of influencers and digital media in shaping Olympic sponsorship strategies, focusing on the Tokyo 2020 and Paris 2024 Games. It explores the shift from traditional media to digital platforms, analyzes the effectiveness of influencer partnerships, and identifies key trends in how brands utilize these tools to engage with younger audiences. Through an in-depth case study, this research outlines the significant impact digital media has had on Olympic advertising campaigns, offering recommendations for future sponsorship strategies in major global sporting events.