{"id":147760,"date":"2024-08-15T14:08:52","date_gmt":"2024-08-15T13:08:52","guid":{"rendered":"https:\/\/www.vuelio.com\/uk\/?p=147760"},"modified":"2024-08-15T14:15:46","modified_gmt":"2024-08-15T13:15:46","slug":"winners-and-losers-who-placed-on-the-pr-podium-for-the-2024-olympics","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/winners-and-losers-who-placed-on-the-pr-podium-for-the-2024-olympics\/","title":{"rendered":"Winners and losers: Who placed on the PR podium for the 2024 Olympics?"},"content":{"rendered":"

There are no medals for PR at the Olympics (yet), but comms teams across the world were busy bigging-up sponsorships and superstar athletes throughout the 2024 event in Paris. Which PR campaigns<\/a> were successful and deserving of plaudits, and which could have done better? <\/strong><\/p>\n

With the Paralympics (and a whole new load of PR moments) on the way, here is our overview of what worked, and what didn\u2019t, at this year\u2019s Olympics\u2026<\/p>\n

Our gold medal goes to\u2026 cheese<\/h3>\n

Probably an unsurprising choice (if you\u2019ve been online at all throughout the games) is Italian gymnast Giorgia Villa\u2019s partnership<\/a> with cheese brand Parmigiano Reggiano. Sponsored by the cheese since 2021, Villa\u2019s past photoshoot with wheels of the good stuff was rediscovered by X users at the end of July, to widespread joy and social virality.<\/p>\n

\"X<\/p>\n

As said by one X user: \u2018Dunno how much the Parmigiano-Reggiano Cheese Consortium has been paying Giorgia Villa since this deal was arranged in 2021 but they’re certainly getting their money’s worth this week\u2019.<\/p>\n

Will Villa further build her own brand with other tie-ins, like Usain Bolt, George Forman, and Mo Farah have in recent years? It\u2019s a solid PR strategy for sportspeople<\/a>, and the brands they work with<\/a>, for getting attention online and press coverage<\/a>.<\/p>\n

Silver goes to\u2026 Mongolia\u2019s opening ceremony uniform<\/h3>\n

Way before the serious sporting even started for this year\u2019s Olympics games, competition was rife among the countries taking part\u2026 around the release of their uniforms.<\/p>\n

While Team USA had tagged in fashion heavy-hitter Ralph Lauren to clothe their competing athletes, it was Mongolia\u2019s uniform that received the majority of attention online, as shown by analysis of social and news platforms using Pulsar<\/a>.<\/p>\n

\"Olympic<\/p>\n

A common feeling among the takes on Mongolia\u2019s uniform – positivity for the nods to tradition, careful crafting, and textile choices.<\/p>\n

\"X<\/p>\n

Reaction to the US\u2019s uniform – perceived laziness for the choice of \u2018dated\u2019 brand Ralph Lauren.<\/p>\n

\"X<\/p>\n

Mongolia\u2019s uniform got the public talking, with pleasant surprise. All this, despite the lack of a big PR and comms function behind the team.<\/p>\n

When looking at brands involved in the Paris Olympics, Ralph Lauren received plenty of mentions on social and news write-ups – both prior to and post-competition – much of it negative.<\/p>\n

\"Brand<\/p>\n

There\u2019s a lesson here for those tasked with tie-ins and team-ups for the upcoming 2028 Olympics: find out what your intended audience actually wants to see by researching their interests. Integrating cultural relevance into branding was effective in this case. Well-researched choices can spark those watching at home – an average of 30.6 million people watched coverage of the Paris Olympics on Comcast Corp.\u2019s US media outlets, by the way – to dive into the conversation.<\/p>\n

Bronze goes to\u2026Snoop Dogg and Flavor Flav<\/h3>\n

Bringing \u2018delight to the games\u2019, as reported by The Guardian<\/a>, was superstar Snoop Dogg, who served as a special correspondent for NBC\u2019s Olympics programming.<\/p>\n

Plenty of celebrities featured at the Paris Olympics – including, confusingly, the Minions<\/a> during the opening ceremony – but none got quite the same level of fondness in their press write-ups. Apart from Flavor Flav.<\/p>\n

Fellow musician and memetic star Flav\u2019s signing of a five-year sponsorship deal with the US women\u2019s and men\u2019s water polo teams, and help<\/a> with landing sportspeople brand deals, has strengthened his profile. AND, more importantly, is sure to help more people of colour into the sport – a hope he shared during an interview with NPR.<\/p>\n

And the \u2018better luck next time\u2019 award goes to\u2026 a well-intentioned misstep in memeing<\/h3>\n

Shout-out to the PRs who flagged this one – a brand post aimed at highlighting inspirational female athletes\u2026 with subtitles related to relationships<\/a>.<\/p>\n

\u2018I mean, it’s 2024, right? […] It\u2019s sad to see this stereotype being used yet again. Are we not past the point of thinking women are only interested in men and relationships?\u2019 was one take on LinkedIn. The company later deleted their Instagram post – a wise strategy when a piece of PR isn\u2019t winning over the audience.<\/p>\n

Want to connect with journalists who\u2019ll be reporting from upcoming sporting events, and track your coverage? Try Vuelio\u2019s Media Database<\/a> and Media Monitoring<\/a>. <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

There are no medals for PR at the Olympics (yet), but comms teams across the world were busy bigging-up sponsorships and superstar athletes throughout the 2024 event in Paris. Which PR campaigns were successful and deserving of plaudits, and which could have done better?<\/p>\n","protected":false},"author":423,"featured_media":147754,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[7365,7272,3714,3725,3729],"tags":[],"_links":{"self":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/147760"}],"collection":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/users\/423"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/comments?post=147760"}],"version-history":[{"count":5,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/147760\/revisions"}],"predecessor-version":[{"id":147775,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/147760\/revisions\/147775"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media\/147754"}],"wp:attachment":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media?parent=147760"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/categories?post=147760"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/tags?post=147760"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}