The 2024 Summer Olympics are set to kick off on July 26th in Paris, marking the first time in 100 years that the games will be taking place in the French capital. On the less exciting end of the Olympic milestone spectrum, this will be the second Summer Games in a row where alcohol won’t be available for sale or purchase at stadium venues, following 2021’s events in Tokyo. (Due to the pandemic, fans weren’t in attendance, so the lack of booze wasn’t much of a letdown.) That said, the events won’t be entirely dry: in accordance with France’s 1991 Evin’s Law, exceptions will be posed for catered hospitality areas and VIP suites.
Given these circumstances, many booze brands are taking a slightly different approach to their advertising tactics at this year’s games, with many opting to showcase their newest NA offerings to a global audience. Some familiar faces from the soda and energy drink spaces are joining in, too. And it’s all likely money well-spent: in terms of sponsorships, partnerships, and advertising, few events capture an audience as massive as the Olympics, or offer a chance to pitch to so many international markets at once.
