How we helped National Olympic Committees (NOCs) grow audiences, sharpen strategy and create long-term demand for Olympic sport.
The challenge
The Olympic ecosystem is fragmented. It has:
- 200+ NOCs
- significant disparities in digital maturity, budget and resource
- a singular global moment (in this instance Paris 2024) in which to connect, compete and grow
The Association of National Olympic Committees (ANOC) approached us with a challenge:
To equip every NOC with the tools to grow their digital performance – quickly, practically and globally.
This initiative wasn’t simply theoretical. Rather, it provided under-resourced teams with a clear, data-backed roadmap to drive real-time impact and long-term brand value.
Our approach
We created the ANOC Digital Accelerator Programme, a platform designed to level the playing field between Olympic nations.
The programme included:
- continuous measurement of all NOC social performance since 2021
- creation of a Social Media Playbook for Paris 2024
- live workshops with 100+ NOCs from around the world
- real-time analysis of 725+ social accounts over various regions and performance levels
Every tactic was built from real data and tailored to help those NOCs with limited time and fewer resources create a meaningful digital impact.
It was about achieving practical momentum at scale instead of merely following best practice.
The impact
Across the Olympic ecosystem:
- 10.6 million new followers gained collectively by NOCs
- 350+ million engagements: a +130% increase vs Tokyo 2020
- +88% total audience growth
Most importantly, the programme empowered every NOC, from global powerhouses to emerging teams, with the confidence and clarity to tell their stories with more speed, effectiveness and efficiency.
The programme has enabled a repeatable system for generating greater demand in sport creativity, built on data and shared insights.
