X is gearing up for the 2024 Paris Olympics, set to begin in just 29 days, and it sees this global event as a prime opportunity for brand tie-ins. The platform anticipates a surge in Olympics-related discussions, leveraging its reputation for real-time engagement during significant moments.

X claims a higher concentration of sports fans among its user base compared to other platforms, positioning itself as a hub for live sports commentary and community interaction.

Despite stagnant overall user growth, X remains a pivotal platform for live event coverage, especially in sports. This strength is crucial as the Olympics approach, promising to keep users informed and engaged with daily updates from the Games.

X highlights its enhanced video ad capabilities, noting that video consumption now accompanies 4 out of 5 user sessions. The platform’s Amplify feature allows brands to integrate pre-roll ads with official, brand-safe content from global broadcasters, enhancing the interactive viewing experience for fans.

However, the decision to utilize X for advertising during the Olympics involves careful consideration. Some brands may hesitate due to concerns over the platform’s evolving moderation policies and controversies associated with its owner.

Despite these considerations, X’s unique ability to capture a highly engaged sports audience and its advanced video ad offerings present compelling opportunities for marketers seeking to connect with global sports enthusiasts during the Paris Olympics.

X is poised to capitalize on the 2024 Paris Olympics by facilitating extensive discussions and providing comprehensive coverage through its platform. Marketers looking to engage with a fervent sports audience may find X’s tailored ad solutions and real-time engagement capabilities particularly advantageous despite potential reservations tied to the platform’s operational challenges and public image.