Good news for consumers facing an Olympic-size hole in their viewing schedules and hearts.

Netflix was filming three projects during the Summer Games as part of a partnership between the IOC and the streaming service. Paris 2024 may be over, but the new era of sports storytelling is just getting started.

Sports storytelling is already heading for gold on the streaming platform. Simone Biles: Rising and Sprint dominate the most-watched list.

Sprint amassed 2.4 million views in its first week of being released. The series follows the highs and lows of some of the world’s elite sprinters in the build up to last year’s World Championships in Budapest, starring sprinters including Sha’Carri Richardson, Noah Lyles, Gabby Thomas and Shericka Jackson. The second season was filmed at the Olympics.

For brands, this cultural shift in sports storytelling was at the heart of marketing strategies. From authentic and raw content on social media, to embracing the power of purpose, brands ensured the legacy of the 2024 Olympics will extend well beyond the games. 

Samsung champions athletes that open up

The Openness Medal campaign celebrates those who face challenges and open up about failure. 

Speedo dives into purpose-led positioning

The complete rebrand on show on Australia's 2024 Paris Olympic swimming teams kit has been created by Anomaly and highlights the brand's love of swim culture.

British Gas celebrates the summer of sport

The new campaign, created by T&Pm and OMD UK, celebrates the power of sport and British Gas.

Toyota Paralympics campaign spotlights the every day impossible

The campaign from T&Pm uses humour to show that there is more to being a Paralympian than being an athlete.

M&M’s bring miniature magic to the summer of sport

The European launch of M&M’s Minis features miniature media and miniature athletes.

NatWest leans on Team GB in Challenge series

The social-first campaign from VaynerMedia EMEA sees 3 ex-Team GB athletes talk about their business ventures while taking on the sports they excel in.

Olympic couple wish Team GB good luck atop the London Eye

Ahead of the Paris Olympics Dame Laura and Sir Jason Kenny took to the skies atop of the lastminute.com London Eye to wish the athletes good luck.

Channel 4 challenges patronising attitudes ahead of the Paris 2024 Paralympic Games

‘Considering What?’ by 4creative lets the athletic excellence of Paralympians speak for itself.

Christian Aid join the race against climate crisis

During Olympics, Impero and Christian Aid raise awareness of the dangers of climate change and call on the help of audiences.

FIGS helps build Olympic champions

FIGS and Mother London show healthcare professionals as builders of bodies that break records.

Will the Paris Olympics mark a new era of inclusive, accessible sports storytelling?

We asked industry leaders their thoughts on the potential impact of the 2024 Games.

From playlists to performance: what music psychology reveals about athletes and brand engagement

Melissa Morton, Research Manager at MassiveMusic, on what brands can learn about connecting with audiences, from the 2024 Paris Olympics.