Paris Olympics marketing blitz powered by female athletes

Global advertisers are hiring more female athletes to launch marketing campaigns ahead of the Paris Summer Olympics, a move aimed at capitalizing on recent record ratings for women’s sports in the U.S. and Europe to reach new audiences.

While the Olympics has long been considered the pinnacle of women’s sports, increased attention leading up to the Games has prompted more brands to feature female athletes in commercials, shape messaging toward women and increase ad spending on women’s sports, ad experts said.