What are sports activations?

Sports activations are marketing experiences that engage fans in meaningful ways — turning sponsorships into memorable moments that drive brand impact.

What types of sports activations can I run?

You can run in-stadium games, athlete meet-and-greets, digital contests, branded content, AR/VR experiences, pop-ups, giveaways, and more.

How do activations enhance sponsorship ROI?

They transform passive exposure into active fan interaction — increasing recall, emotional connection, and measurable engagement with your brand.

Can activations be tailored to my brand goals?

Yes. We design custom activations aligned with your campaign objectives — whether that’s awareness, lead generation, loyalty, or product trial.

Do you handle logistics and execution?

Yes. We manage everything from creative concepting to on-ground execution and post-event reporting — so you can focus on the big picture.

Delivering Olympic Countdown Campaign at Covent Garden Ahead of Paris 2024

In the final stretch before the Paris 2024 Olympic Games, one of the most symbolic media moments took place in the heart of London. To mark exactly 100 days to go, a striking campaign was unveiled at Covent Garden, capturing the spirit of the Olympics and showcasing official access to the Games.

The activation, delivered in partnership with our clients and collaborators, was supported by World Sports Advertising (WSA) as part of our ongoing work delivering global campaigns for high-profile sporting events. It brought together premium media placement, cultural relevance, and strategic timing—reinforcing how Out-of-Home advertising continues to play a powerful role in driving visibility for international moments.

Covent Garden: A Cultural Centre for Olympic Celebration

Covent Garden was selected as the host location for its blend of heritage, high footfall, and international visibility. As one of London’s most visited destinations, it offers a unique combination of global tourism, retail traffic, and media interest, making it an ideal canvas for a campaign celebrating the Olympic countdown.

At the 100-day mark, the space became a focal point for Olympic anticipation, offering passersby a visual preview of what was to come in Paris with a tank full of synchronised swimmers!

Designed to Inspire Engagement

The campaign itself was focused on raising awareness of official hospitality and travel access to the Paris Olympics, encouraging early engagement from consumers, corporates, and international visitors. With strict brand controls in place during any Olympic cycle, the campaign had to be creatively sensitive and strategically delivered, ensuring compliance while maximising impact.

World Sports Advertising worked with our partners to help bring the vision to life, overseeing the media brokering, planning, and campaign execution in a way that upheld both the prestige of the Games and the integrity of the messaging.

Olympic Countdown Campaign Paris Olympics 2024 - World Sports Advertising

Olympic Advertising: Why Location Matters

Olympic advertising is unlike any other media opportunity. It isn’t simply about scale—it’s about timing, relevance, and values alignment. The Paris 2024 Games were among the most anticipated in recent memory, and brands that aligned themselves with that momentum gained more than awareness—they gained meaningful cultural association.

Covent Garden’s centrality within London’s cultural and tourism ecosystem made it the ideal site for this milestone moment. Whether capturing foot traffic from local commuters or international visitors, the activation was situated at the intersection of audience, atmosphere, and anticipation.

WSA’s Role in Campaign Delivery

As the appointed media partner for the activation, World Sports Advertising managed the process from media sourcing through to deployment. Our work included:

Identifying optimal media sites in London to align with campaign goals
Negotiating access and creative scheduling with local operators and venue managers
Ensuring flawless campaign execution on the milestone date, in sync with global Olympic timelines
Coordinating campaign amplification across digital and earned media channels

Through this campaign, WSA helped ensure that the message—encouraging access to the Paris Games through official, premium routes—was communicated with clarity, authority, and visual strength.

A Showcase of Collaboration and Timing

The campaign not only reflected the Olympic ideals of unity and excellence, but also showcased what’s possible when brands, media specialists, and global events come together to deliver meaningful public-facing experiences.

Activations like this are not about volume—they’re about precision. With only one chance to capture the 100-day milestone, the creative, the messaging, and the location had to be perfectly aligned. Covent Garden delivered on all fronts, and WSA was proud to help make it happen.

Looking Back at Paris 2024

With the Paris Olympic Games now successfully concluded, the campaign stands as a memorable prelude to what became a landmark event. It served as a moment of connection between London and Paris, between global fans and their host city, and between official platforms and the audiences they aim to reach.

For World Sports Advertising, it also reinforced our role in helping clients tap into the world’s biggest stages—whether through long-term strategy or one-night-only cultural moments.

Celebrating a Global Sporting Legacy

The Covent Garden activation for the Paris 2024 countdown was more than an advert—it was a symbol of momentum, pride, and precision planning. By bringing the Olympic message to the streets of London, it reminded the public that major sporting events don’t begin with the Opening Ceremony—they begin with strategic campaigns that build energy, attention, and emotional connection.

World Sports Advertising is proud to have supported the delivery of this campaign, and continues to work with brands and institutions that want to make their mark on the moments that matter most.