Paris 2024 might go down in history as the most memed sporting event ever. Traditionally, the International Olympic Committee (IOC) has focused on broadcast media such as free-to-air television as its primary medium, with rights holders paying big bucks.
In Australia, Channel 9 reportedly paid A$305 million to secure the rights to broadcast the next five games, through to Brisbane 2032.
In previous games, the IOC has also taken a strict approach to sharing and resharing content across platforms. However, this is beginning to change, with the committee unveiling a new social media policy for athletes, coaches and other staff ahead of Paris 2024. Importantly, this new strategy allows athletes to post about their sponsors, which helps them build their brand and make money.
All signs point to the IOC leaning into and encouraging viral social media moments – giving viewers a glimpse of the softer side of the Olympics, including behind the scenes action and athlete life.
We first saw this shift in the Tokyo 2020 summer games (which took place in 2021), with athletes creating and sharing content for fans on social media. One such athlete was the popular TikToker Ilona Maher, a member of the US rugby sevens, who has amassed some 2.3 million followers on TikTok and 3.6 million on Instagram.
In the right hands, social media has massive reach – even if you’re not a world-famous athlete like Simone Biles (12.5 million Instagram followers) or Usain Bolt (14.1 million followers on Instagram). Paris 2024 has proven this yet again.
The breakdancer and the muffin man
Perhaps you’ve heard about the muffin man? No, not that muffin man. I mean the Norwegian Olympic swimmer, Henrik Christiansen who went viral for his extensively documented obsession with the chocolate muffins served in the dining hall at the Olympic village.
Other athletes have jumped in with their own variation on the muffin man meme, such as by filming themselves trying or sneaking off with the infamous muffins.
Viewers at home also got in on the action by creating and/or consuming their own muffins.
The muffin man was quickly eclipsed by Australian breakdancer Rachael Gunn (aka “Raygun”), whose performance produced what can only be described as a meme storm across social media. Raygun’s breaking performance quickly drew comparisons to scenes from the Simpsons and Kath and Kim.
Raygun herself seems to be in on the joke, filming a video with The Inspired Unemployed to the tune of Snoop Dogg’s Drop It Like It’s Hot.
Memes matter
But why do memes matter for the Olympics?
For starters, the Olympics and Paralympics have been suffering from a bit of an image problem. They are expensive, disruptive and cities are increasingly less likely to bid for them.
The IOC’s strict rules around broadcasting rights also limit the reach of footage from the actual games, which risks disengaging young people – especially Gen Z – who don’t tune into traditional TV and consume much of their media through social media platforms.
Social media allows the human side of the games to shine through and reminds viewers, as corny as it may seem, of the Olympic spirit and the collective joy we can experience through sport. Meme-making is also a creative and participatory process and engages people beyond a traditional audience model.
Even though the IOC might not be directly producing some of these viral moments, they’re definitely creating the conditions for them to occur. And viewing figures from Paris 2024 suggest this strategy is working. The IOC’s primary commercial partner, NBC, recorded 34.6 million viewers across its digital streaming platforms and traditional broadcast – a figure that has eclipsed the Tokyo 2020 games.
In the first week of the games alone, the official Olympic social media channels generated 8.5 billion engagements (that’s before we got to the memes).
It’s the D-O-double-G!
This ratings gold has been further helped by NBC’s focus on celebrities and enlisting Snoop Dogg’s as Team USA’s unofficial mascot.
Snoop appeared at various events, including the equestrian with Martha Stewart – where they both wore equestrian outfits to watch the dressage, fully reported on the official Olympics website. He also inspired many of the Paris 2024 memes – his big name, big personality and expressive face making him the ideal candidate for meme-making younger viewers.
When celebrities such as actor Mariska Hargitay appeared as spectators, the cameras cut to them in the crowd and their interactions with athletes were documented for social media, drawing more eyes to the games.
All these factors have contributed to the impression of a friendlier, more relaxed and engaging competition. It seems the IOC is more aware than ever that allowing people to meme and share footage from the Olympics is good for their broadcast partners and their bottom line.
Athletes benefit, too. Since they aren’t paid for competing in the games, social media is one way athletes can sustain their careers in what is often a difficult funding environment. It offers a way for them to build their brand, gain partnerships and continue to do what they (and we) love – giving it their all on the world stage.
Naomi Smith, Lecturer in Sociology, University of the Sunshine Coast. This article is republished from The Conversation under a Creative Commons license. Read the original article.
