The 2024 Summer Olympics open in Paris on Friday. Gender parity was a stated goal, giving women athletes a bigger stage than ever before. In the U.S., sports fans will be watching all the competition, and much of this attention will be on the stars of women’s sports. What does this mean for marketers?
“The visibility is increasing,” said Tania Salarvand, EVP of hospitality and entertainment for digital innovation company Globant. “Some would argue slowly, but it’s definitely happening. A lot of it is about media coverage, and more fans watching through streaming. Brands have the ability to leverage social media and these brand activations in a digital way, and this has changed the dynamic.”
With more visibility, women athletes are showcasing their star power in major brand campaigns, following in the footsteps of trailblazers like tennis legend, and four-time gold …