“Sport. And more than sport”: the new brand platform of the Olympic Games
Juan José Saldaña
June 28, 2024

After a hundred years of waiting, Paris receives the Olympic Games again and this time with new features. Just one month before the start, the International Olympic Committee (IOC) released its new brand platform: “Sport. And more than sport”, a message that will be responsible for opening the opening ceremony on July 26.

The launch of this motto seeks not only to highlight the sporting aspect, but also to synthesize the feeling, spirit and multidimensional character of the Olympic experience. “Sport. And more than sport” has a meaning beyond performance, encompassing personal development, opportunities and dreams.

IOC President Thomas Bach said: “Sport is the essence of the Olympic Games, but they are much more than that. The Games transcend competition, they involve living the Olympic values, feeling emotions, taking advantage of opportunities and sharing unforgettable memories. “This is the unique and perennial spirit of the Olympic Games, which we will soon see in Paris 2024 and in the future.”

The video presentation of “Sport. And more than sport” follows the Olympic spirit – represented by a magical force – through the streets of Paris and the world, showing the influence of the spirit on people. Among the athletes who appear in the filming, you can see Nadia Comaneci, the first gymnast to obtain a perfect result in an Olympic Games.

The objective of this initiative is to bring the Olympic Games closer to the hearts and lives of people around the world, highlighting the cultural and emotional importance of the competition. The campaign will be presented throughout the Games and also after them.

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