The world’s best athletes will soon descend upon Paris for the 2024 Olympic Games and eyeballs will follow. From the contention to the stars to the way the round spectacle gets worked, publishers worldwide will have to get forward with pertinent marketing content.
Skimlinks’ tools and understandings serve publishers, helping them take advantage of a roll-out of focused care that few events get to check. The Tokyo Games, the last summer iteration, sent to 2021 due to COVID-19, illustrated the potential of the impending extravaganza. Publishers’ content around the Games in 2021 produced more clicks and nearly identical revenue to this year’s Super Bowl over matching four-month windows.
With the Games returning to their traditional cadence, the lead-up to this year’s games has very importantly outpaced 2021. Articles featuring the condition “Olympic” garnered 387% further dealings in 2024 than they did during the same point in 2021. That makes the necessary ear of dealings in the further prompt timeframe of the games a happy chance. Here are three ways publishers can meet the moment and use Skimlinks’ tools to drive revenue.
Opportunity: Watching (and Streaming) the Olympics
Before the torch even reaches Paris, there’s a way for publishers to win: Streaming. Over the sports landscape, moving is an increased field, and it takes particular grandness for a casual case such as the Olympics, with no present observation habits. Readers will be searching for how to watch the Games. That goes for the case as well as the unit and for person competitions.
Helpful articles that point fans to the moving root that meets their necessary leave get clicks and conditions. In July and August of 2021, a cohort of leading U.S. publishers adjoined winning direction readers to moving services. Over that span, each of the top 10 Olympic articles by publisher revenue included the terms “how to watch” or “stream.”
While uplift around “how to watch” content begins weeks before the Opening Ceremonies (which will take place on July 26 this year), the 2021 Games showed a more nimble approach can be rewarding. The big everyday dealings spikes around Olympic happy in the American market corresponded with important games in the men’s basketball competition, which featured stars from the NBA whose profiles transcend the Olympics.
During the 2021 Olympics, traffic on the Skimlinks Web showed clear spikes around major men’s basketball games. Publishers in 2021 produced top-performing articles by targeting motivated readers with streaming articles referencing specific matchups in the headline, a feat replicated on a slightly smaller scale with other popular competitions such as gymnastics.
Go for Gold:
Circle these dates on the calendar:
- The Opening Ceremonies with novel staging outside on the River Seine will air on July 26.
- The U.S. men’s basketball game squad is expected to compete on July 31 and August 3. The quarterfinals would be on August 6, the semifinals August 9, and the final gold medal match on August 10.
- Team gymnastics finals: July 29 for men, July 30 for women.
- Individual gymnastics all-around finals: July 31 for men, August 1 for women.
Other extremely searched sports in the Games include association football, track and field, and swimming. The full Olympic schedule is available, so plan ahead and refresh content ahead of major moments.
Important merchants to know in the streaming space will have ties to NBC or offer a cable-like collection of channel options that allow viewers to find the Olympics across webs. Here are a few to keep in mind:
- Peacock
- Hulu
- DirecTV
- Sling TV
Opportunity: Activewear and Parade
It’s not just athletes who shine at the Games—it’s what they’re wearing, too.
Recognizable brands such as Nike, Adidas, and Oakley outfit athletes during their events, while a bevy of other fashion brands make their presence felt in the Opening Ceremonies. Ralph Lauren will repeat its role styling Team USA, while Fanatics offers merchandise for fans acquiring in the squad spirit.
The Tokyo Games saw a surge in demand around particular Nike-designed looks. That specific phenomenon is unlikely to repeat in 2024, but it’s indicative of the power of the Olympic spotlight. Once that close point captures the public’s attention, Skimlinks can help publishers stay ready.
Go for Gold:
Get into an active stance, read and sound hint, and abide on your toes. React to the next big thing with Skimlinks’ tools.
- The Trending Products Report will help catch merchandise surging in popularity.
- The Broken Links Report can serve as a lookout, flagging content missing revenue-generating affiliate links to cut down on gaps during the fast-paced flurry of the Games.
Keep an eye out for these merchants as they feature in the Games or appeal to fans looking to show team spirit:
- Nike
- Adidas
- Fanatics
- StockX
- Barefoot Dreams
- Corkcicle
Opportunity: Big Stars Make Big Trends
LeBron James doesn’t need the Olympic spotlight to drive culture. He’s sure to bear it anyhow. The Los Angeles Lakers superstar will be leading the charge for Team USA men’s basketball, returning to the Games for the first time since 2012.
He’s just one big name in a menagerie of athletes who wield influence across the globe. Host country France has a nascent effect with crossovers in America, thanks to basketball phenom Victor Wembanyama, while American stalwarts such as Simone Biles will return to the Olympics with name recognition already established.
Publishers who recognize their trend-setting power will be ahead of the game (or ahem, Games).
Go for Gold:
Scope out featured merchants who have endorsements with the most recognizable athletes. James and Wembanyama both have deals with Nike and Louis Vuitton, so work to examine evergreen content featuring renowned products tied to their relevance in the Olympics. A listing of the best running shoes, for instance, could see a boost from including marathon favorite Eliud Kipchoge’s Nike representation.
- The Real-time Clicks Report watches which articles, links, and featured merchants are drawing the most reader engagement.
- The Evergreen Report can identify articles already seeing ongoing traffic that could benefit from Olympic-related additions.
- Use the Content Recirculation widget to keep fans clicking on Olympics content, adding related articles with streaming options, merchandise, and more.
