Sports Marketing Summit: How Snoop Dogg helped Nine focus on its eight-year Olympic plan
Of all the surprising elements of the 2024 Paris Olympic Games, Snoop Dogg was by far the most welcome, popping up during the opening ceremony, making cameos throughout, and then taking central stage during the closing ceremony, when the metaphorical and literal torch was passed to the 2028 host city, Los Angeles.
It was an amazingly deployed activation – and it got Nine execs thinking about their eight-year Olympic plan.
Nine delivered 5, 000 hours of content for the Paris Games, versus 300 in London in 2012. There were over 180 million stream starts and a total of 4 billion minutes consumed across the 9Now platform.
But, after the cheers faded and the Olympics left the city of love, Nine continued working to ensure that the halo effect continues for advertisers and the network alike.
Nine’s chief marketing officer, Liana Dubois, noted that the Olympics and Paralympics historically perform strongly for sponsors, who often choose to continue their association for decades.
