Jun 17, 2024 / by Stephen Erhorn

Attending or partnering with a major industry event can easily be one of the marketing highlights of the year. It’s a chance for organizations to showcase their offer to a larger audience and a meaningful link to a renowned event can also add a certain je ne sais quoi1 to a brand’s image.

As the Paris 2024 Olympic and Paralympic Games are just around the corner, releases announcing partnerships and Olympic-themed products are very much en vogue2. We’ve compiled some releases, which highlight some of the exciting partnerships and services that are springing up around the ultimate sporting extravaganza. 

Let’s check out some of these ideas that make for an engaging press release about an event partnership!



#1: Put the benefit of your "service" at the forefront

Think about how your service creates value for your audience while linking that value to the event in question.

This release from the Île-de-France region and Île-de-France Mobilités outlines the ambitious transport plan that has been put in place to ensure seamless access to all competition venues at the Paris 2024 Olympic and Paralympic Games. 

In particular, this release highlights the fuss-free enhancements made to Paris public transportation sysem to facilitate easy access for those attending the Games. All, while tying into the goal of  creating a long-term positive legacy for the region. The text also features a quote from the President of the Île-de-France Region and Île-de-France Mobilités, which outlines her belief that “...the ultimate outcomes will undoubtedly benefit the entire region and country.”

By outlining the concrete benefits of the new infrastructure development for attendees of the Games, it is evident that the hard work from the by the Île  the Île-de-France Region and Île-de-France Mobilités has not been in vain, and their target audience will eventually get to enjoy the results of their labor.


#2: Consider what the event means for your audience

The Olympic and Paralympic Games not only represent the pinnacle of human sporting achievement, but they are also important examples of how people can excel when dedication and teamwork are present.

Toyota Motor North America’s release on the relaunch of the “Start Your Impossible” campaign of commercials emphasizes one of the core messages of the Olympic Movement – “No Journey Is Taken Alone”. 

The themes of teamwork and dedication are intrinsic to the Olympic and Paralympic Games. Toyota links this ethos to its own brand message through commercials, which show how mutual support has enabled world-class athletes to be the best versions of themselves.

In addition, the release explicitly highlights a “spark of endless possibilities that reside within communities all over the globe,” a notion that resonates perfectly with the Olympic Movement’s global message.

By referencing the famed values of the Games, this release puts the Toyota brand in a positive light, while cultivating a sense of belonging and connection within its audience.


#3: Bring a unique dimension by highlighting partnerships

Partnering with a major event is a great opportunity to give your product or service a unique pull that would be memorable for your audience. It could be in the form of a novel service offering or an endorsement from a household name, but the important thing is that your partnership stands out from the crowd.

The Hershey Company has embraced the hype around the Paris 2024 Games and used this press release to announce a special edition Reese’s Medal chocolate and peanut butter combination in partnership with Team USA.

By including images, which in this case,  features big- name product representatives, Hershey feeds into the desire among journalists to include pictures in their pieces. Our 2024 State of the Media Report found that 72% of journalists have used images in reports over the past year.

Although your brand may not have any big-name celebrity endorsements, leveraging a supporting statement from a respected industry figure can enhance your product’s profile. Such endorsements communicate a sense of third-party validation to your readers and reinforce your value proposition.


#4: Let your audience know how to follow up

During any ongoing event, any brand worth its salt will keep its audience up to date with the latest coverage.

This release from the IMAX Corporation unveils the exciting news that the Paris 2024 Olympic Games opening ceremony will be broadcast in over 150 IMAX locations across the United States for the first time in collaboration with the NBC Television Network. Audiences across the US will be able to experience the Olympics like never before.

Most importantly, the IMAX release includes hyperlinks as calls to action for readers to learn more about NBC’s programming information on the Olympic and Paralympic Games. Similar to our advice offered in our Definitive Guide to Crafting a Press Release, a press release is never a self-contained story and should invite readers to learn more about the topic through hyperlinks.



Et voilà3! These are some top tips that you can add to your repertoire when preparing your next release about an event partnership. There is no news too big or small! A press release distributed by PR Newswire can maximize the storytelling value of your involvement in a big industry trade show or a similar showpiece event.

Bear in mind the following pointers in your next press release on event partnership,

  1. Put the benefit of your ‘service’ at the forefront
  2. Consider what the event means for your audience
  3. Bring a unique dimensions by highlighting partnerships
  4. Let your audience know how to follow up

One last thing, as trademarked terms, such as “Olympics," “Oscars,” and other world-renowned events, have their rights well protected by their owners.

As such, , having a laissez-faire4 attitude towards commercial rights is a big faux pas5. Always acquire the proper authorization from the event organizers before incorporating the intellectual property of brands in releases. And with that, you should be all set!

It’s an expression of a quality that makes something or someone special, which can be hard to put into words.

2 In style or fanshionable.

3 It is a phrase to express, "There we are!"

4 Unwillingness to get involved in or influence other people's activities.

5 A significant or embarrassing error or mistake.


Speak to our trusty consultants today if you would like to find out about the ways that we can elevate your communication campaigns. 

About Stephen Erhorn

Stephen Erhorn is an editor at Cision, based in Beijing. He uses his communications and PR expertise to support clients in refining and distributing their press releases.