Tag: Olympic Games
A NEW WAY FOR FRANCETV PUBLICITÉ TO SELL CONTEXTUAL VIDEO ADVERTISING
27. 3. 2026 FranceTV Publicité (FTP), the advertising sales house for French public television, has introduced Context.IA into its digital video offer. The solution uses programme context to decide when an ad should appear, instead of relying only on fixed scheduling. That makes Context.IA a new commercial tool inside FranceTV Publicité’s own video inventory. Context.IA links programme cues to ad delivery Context.IA uses a multimodal AI model to analyse image, text, audio and video within broadcast content. It identifies editorial cues and connects them to ad switching, so a campaign can appear when those cues are detected. The mechanism is simple to describe: define the cue, connect it to the creative, and deliver the ad when the condition is met.
WHEN ADS DON’T STOP THE RACE: HOW BRANDS CARVE OUT A PLACE IN WINTER SPORTS STORYLINES?
22. 2. 2026 | 11 min read Winter sports events are more than just ad space for brands – they are fully formed worlds with a distinct atmosphere, visual identity, and an audience that knows exactly why it is watching. That’s why campaigns work best when they don’t try to overpower the action but instead build on it. From the nighttime energy of the Winter X Games to the alpine precision of the World Cup, to the calm intensity of the biathlon range, it’s clear that when a creative concept respects the event’s pace, aesthetics, and values, advertising stops being an interruption. It becomes a continuation of the experience. Progressive prime-time revolution Anyone who considers themselves a fan of modern winter sports like snowboarding or freeskiing undoubtedly knows the Winter X Games. Held every year – usually in January – in Aspen, Colorado, they serve as a key showcase of the very best in Big Air, Slopestyle, SuperPipe, and many other disciplines. A significant portion of the programme takes place in the evening and at night, meaning the event is designed from the start for television prime time. The schedule is carefully planned well in advance to fit ABC and ESPN broadcast slots while also accommodating streaming on ESPN platforms. This setup aligns with the established aesthetics of the event and explains the enormous interest from advertisers wanting to be visible at an event of this scale.
TV ADVERTISING WITH A TASTE OF ITALY: BRANDS LIKE FERRERO, APEROL, FIAT AND GUCCI CONQUERED THE WORLD
16. 2. 2026 | 7 min read It’s gloomy outside, and even in Italy, where the XXV Winter Olympic Games are underway, the weather isn’t looking much better. Still, Italy has its unmistakable, unique atmosphere, one that resonates emotionally and can be conveyed from the screen into our homes through TV ads that feel warm, gently slow down time, and celebrate not just the product but the lifestyle around it. But what about Italians? What is the history of Italian advertising, what makes it distinctive, and which Italian brands have conquered the world through TV ads?
“GO!” THE CZECH OLYMPIC COMMITTEE LAUNCHES A NEW MOTIVATIONAL CAMPAIGN FOR THE WINTER OLYMPIC GAMES IN ITALY
29. 10. 2025 | 3 min read Pojď! (Go!) This Word rings out from stadiums and living rooms when fans wish Czech athletes well. But also an inner voice that reminds everyone why it makes sense to move regularly, even if it sometimes means overcoming laziness or adversity. It is with this double meaning that the Czech Olympic Team's campaign for the 2026 Winter Games in Italy works.
STADIUMS AS SUMMER ADVERTISING LABS. THE IMPACT OF MEGA SPORTS EVENTS ON BRAND MARKETING
29. 8. 2025 | 12 min read The biggest summer sporting events are not just competitions for trophies. There are also moments when advertising becomes a pop culture event. Wimbledon, the Tour de France, the US Open, the EURO and Formula 1 are not only the highlights of the sporting season but also comprehensive advertising laboratories. Each of these events offers a completely different media space – from the aristocratic minimalism of Wimbledon to the pop culture spectacle of the US Open to the technology-oriented branding of Formula 1. The common denominator is the effort of brands to achieve deeper audience engagement through new formats, digitalisation and personalised experiences. It is no longer just about reaching an audience – the goal is to create a cultural moment that resonates across channels, generations and markets. The Tour de France and the power of film aesthetics For many years, the Tour de France has rightly maintained its reputation as the largest and most-watched cycling race in the world. This Grand Tour, which takes place every July, is not only a sporting event but also a global advertising platform where many brands test the effectiveness of innovative formats. Live broadcasts of the Tour are provided by more than a hundred television stations in over 190 countries around the world, with a cumulative audience of over 3.5 billion viewers. The individual stages are filmed from the air, from motorcycles and from stationary cameras, making the Tour an ideal space for advertising and product placement. The race thus boasts a distinctive cinematic aesthetic.
STUDIE USA: STREAMING, LINEAR TV SET NEW VIEWING RECORDS
7. 2. 2025 | 5 min read Streaming was up by 56% in the second half of 2024 but traditional TV also grew by 8%, highlighting the importance of live events.
TRENDS IN SPORTS SPONSORSHIP
13. 1. 2025 | 3 min read The growing influence of artificial intelligence, the increased visibility of Olympic partners or Nike's aggressive journey back to relevance. These are some of the trends that are expected to be evident in global sports sponsorship in 2025.
STUDY USA: NEARLY 60M U.S. HOMES WATCHED THE OLYMPICS
12. 8. 2024 | 3 min read Household viewing of the Paris games was up 11% compared to the Tokyo games, Samba TV reported.
THE 2024 OLYMPICS IS A REMINDER THAT APPOINTMENT TV IS ALIVE AND WELL
9. 8. 2024 | 4 min read This summer, the world has been glued to their screens for the Olympics. Traditionally, these events have been synonymous with appointment TV, where viewers gather around the television to tune in at specific times.
UNDER THE FIVE OLYMPIC RINGS. GAME-CHANGING TV ADS
9. 8. 2024 | 12 min read The 2024 Summer Olympics in Paris are slowly heading towards the Closing Ceremony. As we already know, the Olympics are not only the pinnacle of professional athletes’ careers but also a very rewarding time for marketers to present their revolutionary ideas. World-renowned brands have always used and continue to use the emotional power of sport at Games time to spread positive values and connect people across continents. Olympic history is full of memorable ads that have not only defined global marketing but have also co-shaped the international Olympic movement. What are some of the most memorable ones? Coca-Cola – Celebrate Humanity (1996) When Atlanta, Georgia, hosted the 1996 Summer Olympics, it was widely expected that one of the largest global companies having its headquarters in the metropolis, Coca-Cola, would be heavily involved in the process. And indeed, the 1996 Olympic Games went down in marketing history as the “Coca-Cola Games”. The Coca-Cola Olympic City where some of the Olympic sports could be watched in virtual reality was clear evidence that the company, one of the oldest Olympic sponsors, was certainly not underestimating this opportunity. The company also launched its Celebrate Humanity campaign to mark the occasion and, predominantly, celebrate humanity and joy. The campaign’s message was presented through emotive stories and visuals that showed the athletes and their paths to success. The individual spots consisted of authentic footage from the Olympic Games, inspirational music and voiceovers, which were combined with images of the athletes and emotional moments from the Games. And, of course, localisation for each national market was an important element. The advertising spots were one of the most important elements of the campaign – they included inspirational quotes from athletes and worked with authentic footage from past Games. As a result, Celebrate Humanity has become an Olympic benchmark for Coca-Cola, and there is perhaps not a single Olympic ad that doesn’t take at least a small nod to this legendary campaign.
BEYOND THE PITCH – FUSE & SYSTEM1 STUDY REVEALS WINNING STRATEGY FOR SPORT SPONSORSHIP
6. 8. 2024 | 4 min read Brands can score a ‘Sport Dividend’ through effective sport sponsorship, according to a new study by global sports and marketing agency FUSE in partnership with creative effectiveness platform System1.
HALF OF CZECHS PLANNED TO WATCH THE OLYMPICS
2. 8. 2024 | 2 min read Before the start of the Summer Olympics, the majority of the domestic online population declared their interest in watching the Games. This is a comparable proportion to previous Olympic Games.
HOW BRANDS CAN USE SPORTING EVENTS TO SCORE NEW AUDIENCES
1. 8. 2024 | 4 min read A summer of sports gives marketers the chance to win big when it comes to audience engagement. But how can contextual advertising help them stay ahead of the competition?
FIVE TIMES MORE PEOPLE ARE STREAMING THIS YEAR’S OLYMPICS THAN THE FOLLOWING OLYMPICS
30. 7. 2024 | 2 min read American company Warner Bros. Discovery, which owns the streaming app Max and the Eurosport station, has released some data on viewership of the Summer Olympics. The biggest sporting event of the year helped it gain a record number of new subscribers in Europe.
OLYMPIC FESTIVAL BEGINS, LURES FANS FOR DOZENS OF SPORTS
26. 7. 2024 | 5 min read Along with the start of the Summer Olympics, the Olympic Festival starts at Lake Most, where individual sports and partners are presented.
A GOLD MEDAL FOR ADVERTISING DOESN’T HAVE TO BE UTOPIA! SYSTEM1 GIVES ADVICE AND A HELPING HAND
24. 7. 2024 | 6 min read Not only athletes deserve to stand on the winners’ podium. Making an Olympic ad that catches the eye, is memorable, and generates amazing sales results is also worth a medal, at least an imaginary one.
HALF OF CZECHS ARE INTERESTED IN THE OLYMPICS, ATTRACTED BY ATHLETICS AND TENNIS. SPORTS COLLECTIONS APPEAL ESPECIALLY TO YOUNG PEOPLE
24. 7. 2024 | 3 min read The Olympic Games start in Paris on Friday. In the Czech Republic, 52 per cent of the population is interested in the Games. The Czech team's sportswear collection has been noted by 71 per cent of Czechs, and is particularly liked by young people. Half of the Czechs are interested, while in the host country interest is lukewarm The sporting event of the year starts in Paris this Friday. Research by Ipsos in 34 countries has shown significant differences in the level of interest in the Games. People in Asia are most interested in the Games (China 86%, Thailand 77%, Indonesia 75%), while people in Belgium (38%), Japan (40%) and Hungary (44%) are least interested.
OLYMPICS COMING UP, PARTNERS LAUNCH THEIR ACTIVATIONS
23. 7. 2024 | 6 min read On Friday 26 July, the Summer Olympics will kick off in Paris. The Czech Olympic Team partners have prepared thematic campaigns and other activities.