The 18th edition of the Digital Accelerator Program by the Association of National Olympic Committees (ANOC) focused on a highly valuable tool for sports organizations: the Google Ad Grant program. This initiative offers up to $10,000 per month in free advertising through Google Ads for nonprofit organizations that meet certain requirements, opening up a range of opportunities to increase visibility and digital reach.

During the workshop, Troy Pugmire, a sports marketing expert and guest from the Gramercy agency, shared his experience on how to make the most of this grant. Pugmire presented key strategies to optimize campaigns and explained the fundamental steps in the application process, with a special focus on how National Olympic Committees (NOCs) can benefit from using this tool to promote events, recruit volunteers, or strengthen their online presence.

BENEFITS, CHALLENGES, AND BEST PRACTICES

Workshop attendees delved into the opportunities that the Google Ad Grant program can offer their organizations, especially in contexts where resources are limited. Through presentations and practical examples, it was demonstrated how well-targeted campaigns can generate tangible results, from increased website traffic to sustained growth on social media and event registration platforms.

The session concluded with an open dialogue where participants shared their own experiences with the program, highlighting both the successes achieved and the obstacles faced. The most common challenges included technical barriers and a lack of trained staff, especially in smaller countries. However, the consensus was clear: with proper planning and technical guidance, Google Ad Grant can become a strategic ally for communication and digital growth within sports organizations.