Saatchi & Saatchi (We Are Saatchi)’s Post

How Brands Will Help the Paris 2024 Paralympic Games Go for Gold

Today I’ve been doing some reflections on why Paralympic athletics is struggling to gain any momentum. We’re stuck in a vicious cycle. To get financial support from meets and brands we need to be in high profile competitions in the main schedule. The issue is, mainstream agents refuse to take on Para athletes - I have first hand experience in several occasions. When we get an event at a World Tour / Diamond League we often don’t have the strongest line up - because the top Para athletes don’t have mainstream agents to get them in to the race. Because of this, we can’t grow. Low quality race = meet organisers not willing to support the following year. If we’re not in high profile races, Para athletes can’t get exposure. If we can’t get exposure, brands don’t want to support us. The cycle continues. Agents, competition organisers, media, brands, we all have to pull together and grow the sport collectively. If the chain breaks, it’s the athletes who suffer. For clarity, I’m sponsored by Puma and they’re great. This post isn’t for personal gain. I’m very passionate about the sport and I want to help drive it forward. We have to work together and not be selfish.

Para Powerlifting: Structuring the Paralympic ecosystem? In our dynamic world of sports, change is not just inevitable, it's essential for progress. The decision by the International Paralympic Committee (IPC) to transfer the governance of Para powerlifting to an independent body marks a significant milestone in the evolution of Paralympic sports. Para powerlifting has long been a cornerstone of the Paralympic Games. Since its inclusion in 1984, Para powerlifting has truly captivated audiences worldwide with awe-inspiring displays of athleticism from para-athletes representing over 100 nations. With the decision to spin off from the IPC, Para powerlifting gains the freedom to chart its course, set its priorities, and pursue initiatives tailored specifically to its development and growth. This independence will bring a sense of responsibility and accountability. As Para powerlifting assumes control of its governance, the teams will have to uphold the highest standards of integrity, transparency, and ethical conduct: governance structures, stakeholder engagement and priority to the welfare of athletes, from grassroots to Paralympians. But this decision of spin off isn't just about empowering the sport—it's a strategic move that could significantly impact sponsorship dynamics within the Paralympic movement. By transferring governance responsibilities, the IPC might be aiming to free up budget and administrative burdens, shifting the financial and sponsoring responsibility onto one of its disciplines. It's a pragmatic move, but it raises a hard-hitting question: Will sponsors follow? The answer isn't as clear-cut. While Para powerlifting boasts a passionate fan base and inspiring athletes, without the IPC's umbrella and the allure of multi-sport events, will sponsors still be as eager to invest? The reality is, Para powerlifting might struggle to attract the same level of sponsorship interest as before. Sport is a tough market out there, and brands are increasingly scrutinizing their investments. They want maximum visibility, impact, and alignment with their values. Without the IPC's backing, Para powerlifting may find itself fighting for attention against other sports with broader appeal and established track records. This spin-off presents a considerable risk but is also aligned with the values of sport: ambitious goal are served by consistent effort. I am confident Para powerlifting will definitely secure new sponsorship deals, differentiate itself in a crowded marketplace and will prove its great worth to skeptical brands. #governance #sport #budget #sponsoring #Paralympics #Parapowerlifting #strategy

WHAT IS WHY SO MANY OLYMPIC HOPEFULS ARE RUNNING IN ALL-BLACK, UNBRANDED GEAR AND HOW DOES IT WORK An army of unsponsored athletes at the U.S. Track & Field Olympic Trials, supported by Bandit Running's Unsponsored Project, is challenging the traditional sponsorship model. Bandit Running provides these athletes with all-black, logo-less gear and short-term endorsement deals to help cover expenses and highlight their availability for longer-term sponsorships. Athletes like Courtney Okolo and Brandee Johnson are finding new opportunities through this initiative, which aims to uplift amateur and sub-elite competitors. #sportssponsorship #athletesupport #trackandfield https://buff.ly/3We66jQ

Olympic and Paralympic sponsorship season is upon us. The media is replete with announcements from Olympic and Paralympic sponsors. There is a lot to learn if you pay attention. Olympic & Paralympic sponsorship isn’t a mystery, but it also isn’t easy. It’s a transactional brand association, and when done well, it produces a bilateral benefit for the partner and Olympic & Paralympic brands. The secret lies in focusing on that sliver of space where the two Venn Diagrams depicting each party’s brand values overlap. But. ➡️ If the brand association isn’t authentic, it won’t work. ➡️ If the sponsorship rights and benefits don't support a sponsor's existing business strategy, it won’t work.  ➡️ If the sponsor focuses its Olympic & Paralympic promotional efforts only around the Games period, it won't work. ➡️ If the parties focus more on the terms of their sponsorship Agreement instead of the terms of their relationship, it won't work. ➡️ Finally, it won't work if there is no understanding (by the sponsor) of the Olympic brand's core values and consumers' expectations of commercial association with it - and, it won’t work if the Olympic & Paralympic parties do not understand or are unable to help their partners achieve the business goals that drive their sponsorships. My prediction (or hope): I think the next iteration of the Olympics’ commercial agreeemts will and should measure the ROI they receive from their partner relationships beyond the sponsorship fee, just as sponsors measure theirs. Anyone can write a check, the question is: “Do you believe?” International Olympic Committee – IOC International Paralympic Committee United States Olympic & Paralympic Committee LA28 Olympic & Paralympic Games Fondazione Milano Cortina 2026 Brisbane 2032 #olympics #paralympics #sponsorship

So many opportunities out of such a concise list.

JioCinema Jio Reliance Foundation - In the name of covering Paralympics and marketing themselves as an organization that cares, they are FOOLING US!! They are doing an absolutely SHAMBOLIC coverage. Reliance and Jio only have only done PR Marketing and gained brownie points by portraying themselves as the "partner/flag bearer" of sports in India!!! Half the events are not shown, including gold medal games. They have designated only 1 stream, so if 2 events are on - one can only watch one. Currently, badminton GOLD MEDAL match is on but nowhere to be seen on Jio. They are showing some random ARCHERY game (India in the event but not playing right now). IF ONLY they had added 2 screens, people had to option to watch what they WANTED to, not what JIO wanted to show. Its a SCAM they are running in the name of promoting and supporting sports/athletes. They thought people won't see the games, so no one will notice. Shame on you, if you won't show it - how will people watch? They will obviously lose interest. With so much at disposal, YOU CANNOT COVER PARALYMPICS WELL? With the money you have, YOU CAN DO ANYTHING - YOU JUST DON'T WANT TO. Thankfully, the Olympics website/app and You tube is streaming all events for FREE. You only want to do "Lehra Do" on screens. Nita Ambani - Lehra do karne se sport support ni hota, karo to theek se karo, PR karni aati hai bas.. Jio, Reliance, Ambanis - get your act straight. You cannot fool people. If you market it, you DO IT. SHAMEFUL!

CISM and Union Internationale de Pentathlon Moderne (UIPM - World Pentathlon) sign historic renewal of Memorandum of Understanding in the framework of the Paris 2024 Olympics ! Read more ⬇️ #friendshipthroughsport | #modernpentathlon | #sport | #UIPM | #MoU

With the Olympics now well underway, sports enthusiasts worldwide are enjoying a massive two weeks of elite athleticism. However, I can't help but notice the relative lack of attention the sportsbook sector has, once again, given to this global sporting spectacle.   Is it low betting demand, or the sheer complexity of managing so many niche events concurrently? I suspect it's a combination of both. Considering the billions of viewers tuning in, there's surely room for a couple of brands to establish themselves as the go-to destination for Olympics betting.   While I'm not holding my breath for in-play betting on Kayak Cross (although that would be incredible), I believe more could be done around track and field and cycling events, for example. These sports enjoy widespread familiarity among the general public and sports bettors alike, making them prime candidates for better betting offerings.   Perhaps the 2028 Los Angeles Olympics, coinciding with the expanding US betting market, will provide the impetus for this next step. In the meantime, good luck with your work output while fighting off your new found obsession with fencing/weightlifting.   #Olympics #sportsbetting #Paris #iGamingMarketing

How Nuanced Changes in a Message Can Shape Perception A month ago, we discussed a video with a team, and opinions were divided. At the time, I felt that the video's tone didn't align with the current zeitgeist. Winning isn't for everyone, and achieving it often requires significant sacrifices. Power, irrationality, selfishness — this "main-character energy." For example, was it right for Veltman to deliberately throw the ball at Rice to provoke him and get him sent off the field? For me, not. But winning is winning, right? The idea of winning is not for everyone—it's an incredibly big, emotional, and controversial platform, but in my opinion, the execution of this ad needed a breather. Contrast this with the execution in the Paralympic Games ad, highlighted by these solid statistics. Both ads share a discomforting "winner-takes-all" perspective—the same umbrella, different approaches—but in an uplifting and non-polarizing way. The one is clear. Everyone is an athlete. But winning is winning. An uncomfortable idea that makes you stop scrolling, think and discuss. And what else is needed for advertising?