Paris 2024 Olympics: The greatest sponsorship opportunity on the planet?

The Paris 2024 Olympics get underway tomorrow with 10,500 athletes from over 200 countries competing for the chance to win gold in front of an estimated global audience of 3 billion. With an almost unparalleled reach and a reputation for history and success, we ask: Are the Olympics the greatest sponsorship opportunity on the planet?

To delve deeper into what makes a great sponsorship opportunity, The Sponsor conducted comprehensive research among its audience of brand leaders. The findings provide a clear picture of the key elements that define an ideal sponsorship opportunity. According to the research, the most desirable qualities brands most commonly look for in a sponsorship partner include: