Beyond Athletics: The Full Spectrum of Sports

As the countdown to the opening ceremony of the Olympic Games Paris 2024 ticks down to just 30 days, a new brand platform has been unveiled: Sport. And More Than Sport. This platform is designed to encapsulate the myriad facets of the Olympic experience and the impact that the Games have on individuals both on and off the field of play. It embodies the essence of sport as a source of belonging, personal growth, and the pursuit of dreams.

The aim of the Sport. And More Than Sport. campaign is to engage with a younger audience by showcasing the athletes, celebrating the joy of sport, and enhancing the overall fan experience. This platform seeks to create a deeper connection with the younger generation of fans who are passionate about sports, entertainment, and the Olympic movement.

A special short film has been created to introduce the Sport. And More Than Sport. platform, featuring a young breaking athlete, B-Girl Furia, and Olympic gymnastics legend Nadia Comaneci. The film follows the journey of a young athlete with big dreams and highlights the Olympic spirit as a magical, invisible force that connects people and evokes powerful emotions. Set against the backdrop of Paris, the host city of the 2024 Olympic Games, the film celebrates a mix of established and new Olympic sports.

Fans around the world can view the film, which is being broadcast globally on Olympic media rights holders’ networks and across the official @Olympics social media channels. This campaign aims to bring the magic of the Olympics to a new generation of fans and showcase the transformative power of sport beyond the competition.