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After months of anticipation, the 2024 Paris Summer Olympics are now mere days away. Excitement is building as ongoing CivicScience tracking reveals a growing intent to watch. Traditional sports gymnastics and swimming look to garner much of the attention. Of course, the Olympics go beyond just sporting events. The athletes competing often make for compelling stories and draw interest on their own. Team USA’s 592 athletes are no exception.
Which athletes will Americans follow in Paris, and what impact do they have on consumer behavior?
Interest in following specific athletes is on the way up.
CivicScience data reveal that consumers are more inclined to follow specific Olympic events than particular athletes. However, interest in watching individual athletes has grown. Since the 2016 Rio Olympics, the percentage of people who prefer following athletes over events has risen by eight points to 25%. Adults under age 45 are far more likely to follow specific athletes compared to their 45+ counterparts.
Let Us Know: Are there any particular athletes you’re closely following during the 2024 Paris Olympic Games?
Highly decorated athletes lead in drawing interest, with Simone Biles leaps and bounds above the rest.
Team USA’s field of 592 athletes breaks down as 53% women and 47% men. Diving into some of the top Team USA competitors that are likely to capture attention reveals a clear standout – Simone Biles, who with a single medal of any kind will become the most decorated American Olympic gymnast. Decorated swimmer Katie Ledecky and track star Sha’Carri Richardson round out the top three athletes.
While men (48%) and women (49%) are nearly equally as likely to follow at least one of these athletes, exactly who varies. Women are significantly more likely to follow Biles, but men are slightly more likely to follow most other female athletes studied. LeBron James, who was named Team USA’s male flag bearer in the Olympics opening ceremony, is particularly more popular among men.
Why it matters:
Olympic athletes look to shape consumer behavior in a variety of ways. Here’s what CivicScience data show.
- Viewership: Due to the time difference, consumers may need to adjust their schedules to watch live competitions. Forty-nine percent of Olympic viewers are at least ‘somewhat’ likely to change their routines, with 16% being ‘very’ likely. Among those following specific athletes, 67% are likely to adjust their schedules, compared to 54% of those watching specific events.
- Merchandise: Viewership isn’t the only factor at play. Brands like Nike could gain from sponsorships as nearly a third of respondents plan to buy Olympic merchandise to support a team or athlete. Showing national pride, however, is the top motivator (down four points since April). Additionally, 29% intend to purchase gear for their own sports participation, a five-point rise since April.
- Olympic Motivation and Exercise: Home exercise equipment sales may also see an Olympic-related boost. Twenty-two percent of U.S. adult say that Team USA Olympic athletes inspire them to engage more in sports and physical activities. Among those inspired, 35% need home exercise equipment upgrades, and 9% are looking to buy new equipment soon.
Take Our Poll: Do you believe US Gymnastics will medal in Paris?
The times have been particularly heavy for Americans lately, with an upcoming highly polarized election and extreme weather across the country. The Olympics offer an escape with athletes to look up to and inspire, especially for young adults. Brands and retailers that can tap into that support for American Olympians could be primed for a win of their own in the weeks ahead.
