Paris Olympics marketing

Global advertisers are increasingly featuring female athletes in marketing campaigns leading up to the Paris Summer Olympics, leveraging the surging viewership of women's sports in the U.S. and Europe. Brands are focusing on gender-neutral language, boosting ad investments in women's sports, and tailoring messages to appeal to diverse audiences. Initiatives like Mercury/13 are rebranding women's football teams with a luxury approach to enhance commercial value, aiming to revolutionize women's sport marketing. Advertisers are capitalizing on the record-breaking achievements of athletes like Caitlin Clark and Simone Biles to drive engagement and viewership. While the sponsorship landscape for female athletes is expanding, experts anticipate further growth in the future.