The Olympic Games end on Sunday, but several major competitions this weekend will have an impact on the medal table – and on the brands.
Sunday’s men’s basketball final is the most exciting of the remaining games, with the USA looking to win its fifth consecutive gold medal after escaping a scare against Serbia in the semifinals. A subplot in the final against France is that LeBron James (above)Kevin Durant and Steph Curry – three of the biggest basketball stars of this century – face off against 20-year-old Victor Wembanyama, one of the top candidates to be the sport’s next torchbearer.
The U.S. women’s basketball team plays its semifinal match on Friday, but unless Australia pulls off a surprise win, it could be fighting for its eighth consecutive gold medal on Saturday.
The United States women’s soccer team faces Brazil on Saturday morning, looking to regain its dominance after failing to win the last two Olympics. In the men’s competition, Spain is looking to beat the French team and claim gold less than a month after winning UEFA Euro 2024.
Other major events on the final Olympic weekend include women’s golf, men’s and women’s volleyball, and the men’s and women’s marathon.
Nike’s formula for success
The Swoosh has had a tough year, struggling with layoffs and a share price drop of over 30%.
Nike is banking on its Olympic athletes to revive brand equity, launching the “Winning Isn’t For Everyone” campaign ahead of the Olympics to spotlight its biggest stars. The Games didn’t exactly get off to a smooth start for the brand, with the likes of Sha’Carri Richardson and Carlos Alcaraz narrowly missing out on the gold medal.
But Nike could have a great weekend in store. The men’s basketball crown is already secured – either James and Durant or Wembanyama will take the gold. A win for the US women’s basketball team would put the spotlight on A’ja Wilson, who has been the best player so far and will launch her own shoe in 2025.
Other Nike athletes in contention for gold include U.S. soccer player Sophia Smith, world number one golfer Nelly Korda, who is seeking her second consecutive gold medal, and Eliud Kipchoge, who at 39 is seeking to become the first marathon runner to win three consecutive gold medals.
NBCU also wins
Viewership of the Paris Olympics was excellent for NBCUniversal, despite the caveat of its new audience measurement format, which combines prime-time audiences in France and the United States.
The first weekend of the Olympics averaged 34.5 million viewers in primetime, which NBC said is 79% more than the Tokyo Games. And given the number of U.S. teams and athletes still in competition this weekend — and the closing ceremony on Sunday — NBCU should expect another strong weekend of viewers.
In 2014, NBCU renewed its rights deal for the Summer and Winter Games through 2032 for $7.65 billion.
