By Louise Johnson The Paris 2024 Olympics marked a cultural shift in how brands connect with global audiences, with the games being dubbed the “TikTok Olympics” due to many sponsors’ digital-first approach. As the International Olympic Committee (IOC) acknowledges an ageing fanbase—the average age has risen by approximately 10 years in just a decade—the need to captivate younger consumers has never been more pressing. This urgency has driven brands to rethink their strategies, moving towards innovative campaigns that blend cultural relevance, human stories, and digital engagement. Olympics sel…