The power of celebrities in enhancing the reach of sporting events
In the run up to and during the Olympic Games in Paris, Snoop Dogg, the American rapper, has arguably been the face of the Games and certainly one of the most watched and reported on attending the games.
An ever present throughout most of the events, his inspiring outfits, motivational support of the athletes, the selfies and media coverage - his attendance has been nothing short of a stroke of marketing genius!
By using Snoop as an ambassador, NBC, the US broadcaster of the Olympics, created a “joie de vivre”, as the french say, a joyful feeling, a sense of fun which will have drawn millions of otherwise absent fans to the games, both via the telecasts and in person in Paris.
The culture of celebrity is hitting a new zenith, and the introduction of Snoop and others, including Martha Stewart and Flavor Flave, none of whom hold any direct association with sport but who are consummate entertainers and massive draws, has stirred the melting pot of fun and interest in the world’s biggest global sporting event.
Today the competition for people’s hearts, minds and attention, is stretched to the limits and if Olympic sports, most of which struggle to draw fans and interest outside of the Olympic Games itself, are to thrive (yet alone survive), they will need to be ambitious, take risks, spend appropriately, and align themselves with people who have the huge cross-over appeal to draw neutrals and die-hard fans alike to their sports. It will undoubtedly bring a new dawn - but let’s embrace it - draw the crowds - and keep the momentum moving forward.
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