How Airbnb Creates Games' Legacy

by Mark Harrison

Recently, Ricardo Fort posted the following regarding Airbnb's sponsorship of the Olympics -

"One of the highest ROIs in the history of sponsorships (opinion): Airbnb x International Olympic Committee – IOC.

By becoming a TOP sponsor and supporting the Games in Tokyo, Beijing, Paris, Milano-Cortina, and Los Angeles; the company might have delayed local regulations that limit their freedom to operate (see examples from New York 2023 and Barcelona 2029).

It is unlikely that a Host City would impose such a damaging regulation on one of the IOC's TOP partners. The sponsorship helps them build their brand, support athletes, and protect their business in all future hosts.?

The investment might have saved them billions. Very well done."

Ricardo's words brilliantly sum up why Airbnb is one of the most unique sponsors of the Olympic movement. In this era of partnership marketing, where, as an industry, we are searching for new types of measurement, the outcome of impacting government policy should not go unnoticed. Sponsorship has an extensive, sometimes paradoxical, history of being a leverage point with governments and policymakers. This global partnership, though, seems like a strong argument for alignment and collaboration between an international brand, a multinational rights holder and a world-class host city.?

The opportunity for Airbnb to measure its impact on the Olympic and Paralympic Games is multidimensional, as its products and services are a fantastic value proposition for fans, volunteers, participants, and supporting organizations. Each of those cohorts, plus the thousands of Airbnb hosts, has specific needs which Airbnb can address.?

One of the most critical outcomes for a brand such as Airbnb is its impact on the legacy of the Games. Airbnb supports athletes on their Olympic and Paralympic journeys even before the Games by assisting with training and qualification costs. This impact on access and achievement for athletes is vital.?

Airbnb also creates a legacy with its legion of local hosts looking to welcome visitors to their city, earn extra income, and utilize their property if they have a supplemental place to stay. These Airbnb hosts are an essential part of the brand's legacy-making as they embrace the vibrant Games atmosphere, opening their homes and cities to share in the excitement of the world's premier sporting event (I think the Paris Olympics will be the third time I have taken advantage of Airbnb for extended Games stays. )

Airbnb ensures its solid and intentional commitment to preserving the legacy of the Games in host cities and elevating the Olympic and Paralympic Games experience by embedding its platform into the Games. They have a clear vision for leveraging travel locations to engage local hosts and promote international travel experiences for athletes and their supporters. Ultimately, an advantage of this is an opportunity for Airbnb to enrich the Olympic and Paralympic experience for hosts, athletes and fans, fostering global connections and unforgettable moments in cities worldwide.

The Paris Games will also provide a learning legacy for the future. In 2026 and 2028, thousands of new hosts will provide accommodation and authentic local experiences to athletes and fans visiting future host cities such as Milano-Cortina and Los Angeles. I am eager to understand how Airbnb will apply the Paris experience to create learnings for these next-up cities.?

In his keynote address at SponsorshipX Paris, Felix Vo, Government Affairs Lead, OCOG/NOC/NPC Relations, Olympics and Paralympics at Airbnb, will answer these questions. Felix will share his thoughts on opening worldwide doors to?enhance?experiences and engagement when the Olympic and Paralympic Games come to town and provide an insightful discussion on the company's nine-year, five-Games partnership with the International Olympic Committee (IOC). A key topic will be understanding why the Olympics became their first global sponsorship deal and what it was about the Olympics that drew their attention.

Felix will be onstage at SponsorshipX Paris on Friday, August 9th.?

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