Game Changer: IOC’s New Social Media Rules Transform Olympic Engagement
The 2024 Paris Olympic Games is arriving at a pivotal moment in sports content consumption. While not the first Olympics to occur in a world of mainstream social media use, social is increasingly rewriting the playbook on sports engagement for younger audiences. And it’s not just the sport-obsessed who are tuning in — as tracked in our trend Sport-Curious, lifestyle content is piquing the curiosity of young adults who may have thought sports “aren’t for me.”
We surveyed Americans on their Olympics and sports viewing patterns and found that of those who were interested in the Olympics, 83% said they enjoy sports content that explores the deeper stories behind the players, teams, and culture.* The emotional, human element of sports doesn’t always make the cut for primetime broadcasting but it thrives on social, and this year, the International Olympic Committee is taking note.
83% of those interested in the Olympics enjoy sports content that explores the deeper stories behind the players, teams, and culture.
Game-Changing Rules
At this year’s games, athletes will enjoy an improved set of social media guidelines encouraging them to share more personal and intimate aspects of their Olympic journey. Unlike previous years, there is a more lenient approach to what athletes can share on social media during the games. Viewers can expect an array of content beyond the limits of traditional broadcast, ranging from behind-the-scenes glimpses of athletes’ daily lives to real-time updates and personal reflections shared directly from the Olympic Village.
This year, athletes can:
Take photographs and/or record audio/video both inside and outside accredited areas such as the Olympic Village and competition venues.
Post audio/video up to 1 hour before competitions start, giving fans an inside look at the opening and closing ceremonies, training venues, practice areas, and competition venues.
Personality Players
The abundance of Olympic social media content will not only reshape how fans consume the Olympics but also inspire a new breed of athlete influencers who leverage their social media platforms to connect with global audiences and build their personal brands in new ways. As the games near, viewers can expect daily content from athletes like USA rugby star Ilona Maher, who has one of the largest athlete platforms with over 1 million followers on TikTok.
Maher recently gave fans a glimpse of life in the Olympic Village and showed fans a wholesome interaction in which she traded pins with members of the Dutch Olympic team. US diver Tyler Downs has engaged young viewers by blending Olympic content with culturally relevant trends, recently posting a TikTok that calls out to the ongoing “Brat Summer” phenomenon. Downs’ relatable and playful approach to social helps draw in fans who may not otherwise be aware of the 21-year-old relative newcomer.
Athletes have also given viewers-turned-fans an inside look into the more serious — sometimes heartbreaking — process of getting to the games. US women’s track and field Olympic qualifier Anna Hall has become a fan-favorite among viewers who have cherished witnessing her resilient Olympic journey — after a foot injury ended her Tokyo Olympics dream in 2021, Hall has cataloged her comeback on social media with everything from training footage to personal anecdotes including snaps of journal entries. Her story is among many that have resonated with scores of viewers who are now eager to watch the athletes they have come to know as people perform superhuman feats on the world’s biggest stage.
What this means for brands
This shift in sports content presents brands with unprecedented opportunities to align themselves with athletes in compelling ways that extend far beyond the Olympic Games. By tapping into the influence of athlete social media channels, brands can reach highly engaged audiences and cultivate meaningful connections that transcend traditional advertising methods. Clothing companies like Skims have leveraged increased social content, promoting a new Olympic-themed line made for Team USA athletes and available to the general public. But brands from all categories can take it a step further: Finding ways to weave the rich storytelling opportunities of individual athletes with your authentic brand narratives can create meaningful connections with new audiences.
*Source: Horizon Media, Finger on the Pulse fielded 6/14/2024 – 6/18/2024, n = 1,112