If we learned one thing from this year’s Paris Olympic and Paralympic Games, it’s that we need more moments like it.

The past few months of competition in Paris will go down as one of the most successful international sporting events in decades. The increase in average Olympic viewership of 82% from the 2020 Tokyo Olympics was unprecedented. From inspiring athlete stories to a total audience delivery average of 30.4 million, the world’s biggest mega-event was a boon for the city, country and the global sports world – and for the advertisers and sponsorship partners that rely on these massive moments to build their brands and drive new revenue opportunities.

The excitement of the Olympics and Paralympics attracts not just the world’s best athletes, but decision-makers from hundreds of companies looking to capitalize on the moment. The mega-event setting provides a myriad of opportunities for companies to build relationships, thought leadership, showcase their products in unique ways, network, and reach the vast B2B and B2C audiences they serve. Most importantly, companies can associate their brands and products/services with a world event and powerful moments and content that inspire hope and unity for us all.

From boardrooms to high-profile venues across Paris, companies are not only experiencing the pinnacle of sports competition but also jockeying for their own place on the podium. For decades, Coca-Cola, Visa, Omega, Panasonic and others have built their businesses on the backs of these marque global events. The hustle and bustle of the Olympic experience makes it easier to get in the room with new and existing clients and customers to make the big pitch, all with a little more personality than you get through a computer screen. On top of that, there’s the unparalleled exposure an international mega-event like the Games offers: Companies can transcend borders and connect with key decision-makers from around the world, all in one place, leading to lasting impact for both businesses.

Three essentials that mega-events offer brands

Unification and Celebration: Mega-events bring the world together in a spirit of collaboration and celebration and inspire businesses to think beyond profit and consider their impact on the world. Brands can tap into that sense of unity to connect with consumers and customers on a deeper level. Whether these conversations are happening behind closed doors, at a sporting competition, or in the spotlight, the focus on social good and purpose-driven initiatives not only offer an opportunity for global impact but also a brand-safe environment.

Value and Exposure on a Global Scale: There is no setting that can offer the scale and value that the Olympics or FIFA World Cup can – delivering exposure not just across regions, but compelling demographics.  Mega-events engage millions of viewers from around the world through television broadcasts, online streaming platforms, and social media timelines with content that highlights the amazing, transcendent stories of competitors and the human spirit. This is in addition to the tens of thousands of people attending in person, creating an exciting and diverse atmosphere. From experiential marketing to product placement, brands can engage the current and next generation of consumers and customers alongside some of the best storytelling in sports.

Thought Leadership and Innovation: Beyond the networking and negotiating, mega-events can also serve as a platform. Showcasing products, participating in panels, spearheading larger-scale meet-and-greets – all these things can help a brand show up as a prospective partner and a leading voice at the event. Earning that sentiment on the ground will likely lead to new opportunities for your business long after things wrap up.

Making more mega-events happen

Despite the clear value mega-events offer, few organizations have stepped up to the plate to deliver more Olympic-style moments. These events are not just a moment, but a movement.  And that’s understandable: so much work goes into bringing tens of thousands of people, and hundreds of different industries, from all over the world, together.

But if we want to continue to advance as a collective, not just in sport but in technology, sustainability, medicine, and other key industries, we need to find more reasons to come together, foster new relationships, and break down the barriers that separate the world’s biggest change-makers from one another.

This is not just a commercial imperative. It’s an essential strategy for solving the biggest issues facing our world today. We don’t just need more Olympic moments; we need new global movements that give people, businesses, and broader industries a new way to connect, create, and make a difference in society.

It’s time to start thinking about what that looks like, how we can celebrate not only athletic achievement but technology and science advancements. Competition – whether in sports or innovation – fuels the human spirit, ingenuity, and brings the world together.

This op-ed was originally featured on September 17th, 2024 on advertisingweek.com.