IOC unveils new plan ahead of Paris 2024

Ahead of the Open­ing Ceremony of the Paris 2024 Olympic Games on July 26, the Inter­national Olympic Committee (IOC) has introduced a new brand platform called, ‘Sport. And More than Sport.’

The initiative kicks off in the People’s Republic of China with an inspiring short film that embodies the dis­tinctive spirit and emotion of the Olympic Games. “Sport. And More Than Sport.” is a new Olympic brand positioning that highlights the multifaceted nature of the Olympic experience and the wide-ranging impact of sports and the Olympic Games on individuals both on and off the field.

It celebrates not only the thrill of competition but also the deeper values of be­longing, human connection, personal growth, and the pursuit of dreams. It aims to bring the Olympics closer to people’s hearts and lives by emphasising the joy and entertainment of sports and the fan experience.

It was established to invite notable individuals from outside the sports world to join the Olympic Movement and promote its values. Actor, Jackson Yee, from the People’s Republic of China features prominently in this brand platform as an Olympic Friend and con­tributed to the design of the local ‘Sport. And More Than Sport.’ logo.

By focusing on ‘friend­ship,’ ‘unity,’ and ‘happiness,’ he infused his personal insights into the logo, aiming to capture the Olympic spirit and its significance beyond sports. Participants in the Olympic Games mini-pro­gramme on ‘WeChat’ have a chance to win prizes, includ­ing the official mascot of Paris 2024, the Phryges.


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