The 2024 Paris Olympics was not only the global stage for athletic excellence but an even more significant moment in the world of content creation.
As social media and digital platforms played their biggest role yet, both Olympians and celebrities emerged as key content creators, shaping how the world experienced the games. From viral moments to influencer-driven campaigns, the Paris 2024 Olympics set a new standard for integrating content creation with sporting events.
The Paris 2024 Olympics saw a significant shift in how the games were marketed and consumed—for instance, NBCUniversal’s streaming business leveraged celebrity influencers’ power to boost visibility and engagement. Icons like Snoop Dogg, Flavor Flav, Colin Jost and Leslie Jones were not just spectators; they were central figures in Olympic coverage, bringing a unique blend of entertainment and commentary that resonated with diverse audiences.
Snoop Dogg, in particular, became a social media sensation with his humorous yet insightful takes on various events, making him a must-watch figure during the games. This strategy of involving well-known personalities helped connect traditional sports coverage with modern, influencer-driven content, making the Olympics more accessible and entertaining for a broader audience (not just sports fans).
Olympians As Content Creators
While celebrities brought their star power to Olympic coverage, the athletes did not disappoint in the content creation department. Athletes like Simone Biles and Jordan Chiles took to social media platforms to share their Olympic journey in real-time, bringing us along for the ride. A particularly viral moment was their respectful bow to Brazil’s Rebeca Andrade after the gymnastics competition, widely shared and praised on social media.
Biles and Suni Lee also supported Jordan Chiles publicly through their channels after her bronze medal was overturned. These moments humanized the athletes and allowed fans to connect with them personally beyond their performances on the field.
Rugby star and Olympic medalist Ilona Maher also gained a large following on social media through her frank and humorous posts about life in the Olympic Village. Her TikTok videos, where she playfully looked for love among fellow athletes, garnered millions of views and made her one of the most followed Olympians during the games. The trend of athletes doubling as content creators points to the changing landscape of sports media, in which athletes are increasingly seen as influencers.
Memes And Viral Moments: The New Olympic Highlights
The 2024 Paris Olympics were also a hotbed for memes and viral content, impacting the public’s perceptions and engagement with the games. From Simone Biles’ triumphant return to the competition to unexpected, hilarious moments, these memes provided a fresh and often lighthearted perspective on the Olympics.
In one of the most memorable viral moments, breakdancer Raygun stole the show with her signature “Kangaroo” move. As well as captivating audiences worldwide, her performance was shared and remixed on social media, where users shared and edited clips. Raygun’s viral moment was a bittersweet farewell to the discipline on the Olympic stage despite its overwhelming popularity and “virality” at the Paris Olympics.
Stephen Nedoroscik, affectionately dubbed “pommel horse guy,” became a social media darling after claiming a bronze medal, with his unique celebration and charming personality gaining him a loyal fan base overnight. The subject of another popular meme was Yusuf Dikec, the Turkish 10m pistol shooter who went viral for his “casual attitude” compared to other competitors’ high-tech outfits and stances.
Memes captivated both the athletes and the opening ceremony, provoking a wave of social media reactions. The Paris Olympics’ ability to generate meme-worthy content (intentionally or otherwise) added a layer of relatability and fun, making the games more engaging for younger audiences who primarily consume content through platforms like TikTok or Instagram.
The Intersection Of Marketing And Content Creation
For marketers, the Paris 2024 Olympics provided a masterclass in the power of content creation. Snoop Dogg’s involvement, in particular, was a strategic move that paid off immensely.
His genuine enthusiasm for the games and entertaining personality made him a perfect fit for the Olympic brand. Marketers leveraged his influence to create fun and highly shareable content, driving engagement across multiple platforms. Of course, his best buddy Martha Stewart also made an appearance.
The success of influencer-driven content at the Paris Olympics demonstrates the importance of authenticity in marketing. Snoop’s passion for the Olympics and his collaborative approach with brands helped create content that felt organic rather than forced, which resonated with viewers. This approach is a powerful reminder that authenticity is the key to content creation.
The Future Of The Olympics And Content Creation
As we look to future Olympic Games, the Paris 2024 Olympics will likely be remembered as a turning point in how the games are marketed and experienced. The seamless integration of athletes and celebrities as content creators and the power of social media to amplify their reach has set a new standard for Olympic coverage. This approach will likely continue, with athletes and celebrities becoming more involved in content creation and a wide range of media production activities.
While it has been traditional for ex-athletes to move into broadcasting specifically, this new wave of media coverage from athletes and celebrities alike will change how we experience the Olympic Games forever. As content creation becomes an increasingly central part of the Olympic experience, brands and athletes will need to adapt to this new landscape, where every moment has the potential to go viral and capture the world’s attention.
The 2024 Paris Olympics redefined the role of content creation in sports, showcasing the power of athletes and celebrities alike to shape narratives and engage global audiences. From Simone Biles’ viral moments to Snoop Dogg’s unforgettable commentary, these games proved that the future of the Olympics lies at the intersection of sports and digital media.
As the Olympic movement continues to evolve, content creation will undoubtedly play an even more significant role — making each subsequent game a unique blend of athletic excellence and digital storytelling.
