Skift Take
Gold medals aren't the only prize in contention at Paris 2024. Airlines from around the world are using the Olympics to bolster brand recognition in a big way.
The Olympics are big business. Alongside broadcasting rights, merchandising, and ticket sales, corporate sponsorship plays a vital revenue-generating role. However, from a travel perspective, Airbnb is the only company currently in the International Olympic Committee’s TOP - or ‘The Olympic Partners’ - Program.
Organizations in this elite group are typically long-term sponsors of the Olympic Movement and include household names such as Coca-Cola, Omega, and Visa. Each has an exclusive category and is awarded with global rights over a given sector. For example, Airbnb's official status is ‘Unique Accommodation Products and Unique Experiences Services’ partner.
But that’s only half the story. There are plenty of other ways for a company to be closely associated with the Games, without breaking the bank with a TOP-level deal.
For airlines, one of the most popular methods is sponsoring their home country’s Olympic and Paralympic teams. While some seem content with a photo-call with athletes at the airport, others go a step further to leverage the deal.
As Paris 2024 gets underway, here are some of the most eye-catching airline campaigns from this summer’s tournament:
Delta Air LinesDelta recently signed a new eight-year partnership with the United States Olympic and Paralympic Committee. Notably, this covers the 2028 Games, which are due to take place in Los Angeles. To mark the agreement, the company painted one of its newest planes with a special design. Emblazoned with ‘Team USA’, it carries the Olympic and Paralympic logos, alongside the all-important ‘Official Airline’ messaging.
The Airbus A350 livery was created by Delta’s in-house art director Alessandra Rabellino and internal brand team, Window Seat. It is inspired by the jetstream of an aircraft, with the red, white, and blue imagery a subtle horizontal nod to Par