Brands and Athletes with the Most Digital Impact at Paris 2024. Women shined!

The Paris Olympic Games have ended, but many studies about the event continue to be published, highlighting the impact of the most digital Games in history.

Today's analysis presents incredible data from KORE which conducted an extensive study on brands and athletes´ digital media return during Paris 2024.

There were 438K posts, 2.7 billion interactions, and 21 billion video views. The value of digital media return reached US$ 689 million, compared to US$ 500 million for Tokyo 2020 — a 38% increase.

Despite the IOC's restrictions on posts featuring sponsoring brands, 45% of all brand return came from athletes.

Top Brands by Return

Nike leads digital media returns from the Paris Games by a wide margin, generating US$ 28.8 million. Nike's return is equivalent to the combined total of Omega, adidas, Samsung, Asics, Ralph Lauren, Puma, and Coca-Cola.

Digital Media Return- US$ million

Many brands spent heavily but saw very low returns in the digital, such as Visa , The Coca-Cola Company and Toyota Motor Corporation

Athletes with the Most Impact

Athletes play a key role in driving brand returns, and Simone Biles stands out as the top digital star by far.

The U.S. gymnast is the GOAT in every sense! Biles alone generated US$ 9.4 million in digital media returns, more than the combined return of the 20 next highest-earning athletes.

Digital Media Return- US$ million

Simone Biles and Female Athletes Shine

A highly relevant and exciting fact for advocates of women's sports is the dominance of female athletes in generating digital returns.

According to Kore's data, women led the way in terms of digital impact. Female athletes generated 123 million more social media interactions than their male counterparts and an impressive 1.3 billion more video views.

It’s gold for women!