There has been much discussion about whether interest in the Games is increasing or decreasing, so we’ve reviewed the months that led up to previous Games (Rio and Tokyo) to see how Paris 2024 is performing.

Search interest data clearly indicates that Olympic fever is back and bigger than ever. However, as we analyse the numbers, we can’t help but ponder a couple of weighty questions:

• can Paris truly rise to the occasion?
• can the array of sports on offer keep the world glued to their screens?

First, let’s consider some raw numbers in the run-up to the Games.

• Worldwide interest: we’re seeing a 47% uptick overall since Tokyo 2020, a strong signal that the Olympics is maintaining and growing its position.

• US: American interest in Paris 2024 has grown to 38% from an average of 31%. This 22% rise may have been partly fuelled by the country’s huge interest in basketball and could be the shot in the arm needed by the Olympic movement.
• UK & Germany: UK interest is up 14% vs Tokyo; Germany has seen a whopping 77% increase, likely due to its proximity to France.
• Australia: similar to the UK, Australian interest has ramped up from 30% to 40%. The Aussies always show up when it comes to sport!
• India & Brazil: on the flip side, India’s interest has dipped by 22%. Brazil, although down from its average, still shows more interest than it did during Tokyo 2020.

With the global gaze firmly fixed on Paris, there is monumental pressure on the city as it has set itself the ambitious target of hosting the most sustainable Olympics ever. Despite being a commendable goal, it’s also fraught with logistical challenges. Will the City of Lights manage the balancing act of innovation on the one hand and the nitty-gritty of event logistics on the other? Given the worldwide ongoing impact of the pandemic and fraught geopolitical tensions, it’s going to be a tightrope walk.

Front and centre of the Olympic spectacle are the sports themselves. While stalwarts like athletics and swimming are sure to draw crowds, it’s the new kids on the block –breakdancing, surfing, skateboarding – that are turning heads. These sports are not merely about athleticism; they’re about culture, about pushing boundaries. Whether they can keep the momentum going remains to be seen.

Paris 2024 needs to be smart in its digital strategy. It’s not only about broadcasting the Games; it’s about creating an immersive experience that puts athletes at the core, allowing them to shine on the global stage. Platforms such as TikTok and Instagram provide huge potential to engage with a younger, global audience. Paris must harness this digital landscape to keep the Olympic flame alive in the hearts and on the screens of millions worldwide.

As Paris gears up for the 2024 Olympics, the city isn’t just preparing for a major event; it’s poised to redefine the Olympic legacy. The surge in interest is palpable and is accompanied by high expectations. Whether Paris will triumph or buckle under this pressure is the billion-dollar question.

On a personal note, as an agency dedicated to making sports more relevant, we hope this Games will transform inspiration into intent and action, encouraging participation in sports and physical activity – to will positively impact global health.

Here’s to hoping Paris matches the hype with an unforgettable celebration of sports and culture.

Let the Games begin!