The Olympics are heavily driven by corporate sponsorship, with companies like Coca-Cola, Omega, and Visa being long-term sponsors of the Olympic Movement as part of the International Olympic Committee’s TOP Program. Airbnb is the only company in this program related to travel, with a focus on unique accommodation products and experiences. However, there are other ways for companies to be associated with the Games without being a TOP Partner, such as sponsoring national Olympic and Paralympic teams.
Airlines like Delta, Air Canada, Qantas, Wizz Air, and Air France have all leveraged their sponsorships of their home countries’ teams to showcase their brands and support the athletes. Delta, for example, painted one of its planes with a ‘Team USA’ design to mark its partnership with the United States Olympic and Paralympic Committee. Air Canada painted one of its Boeing 777 aircraft in a golden scheme to support Team Canada, and Qantas unveiled a ‘Go Australia’ design for its Boeing 787 Dreamliner.
Wizz Air, a low-cost airline based in Budapest, painted one of its planes in a striking gold design for its sponsorship of Team Hungary, allowing passengers to travel alongside the athletes on regularly scheduled services. Air France, as an official partner of Paris 2024, expects to carry a significant number of international athletes to and from the tournament, with its A350 aircraft named ‘Paris’ in honor of the host city.
Despite the significant airline sponsorships for the Olympics, one notable absentee is British Airways. This year, Eurostar is transporting Team GB to and from Paris due to the high-speed rail link between London and the French capital. Eurostar has partnered with sporting organizations in Belgium, Germany, and the Netherlands, with special golden trains traveling throughout the network and Olympic-themed chocolates and cocktails available in their lounges.
Overall, airline sponsorships play an important role in supporting national Olympic and Paralympic teams and showcasing the brands of the companies involved. These partnerships help promote the Games, support athletes, and provide unique opportunities for passengers to engage with sports stars. While some airlines go above and beyond with specially designed aircraft and promotional events, others focus on providing essential travel services for the athletes during the Games.
