Brisbane’s Olympic Effect: A gold medal moment for brands
As the world’s attentions turns to Brisbane, local brands will have a chance to leverage global audiences, but they must be bold, creative and innovative, writes Publicis’s Simone Waugh.
The ‘Olympic Effect’ has long been a powerful catalyst for transformation – and Brisbane’s journey to 2032 is already rewriting the playbook for what a host city can become.
In just four years since Queensland secured the bid, Brisbane’s economy has surged past $200bn. Its hospitality scene is booming day and night, and domestic tourism is growing faster than any other Australian capital. The Olympic Effect is in full swing, and this is only the beginning.
Already crowned Australia’s top sporting city by the 2025 Burson Index, investment in Brisbane’s sports and events infrastructure presents a compelling opportunity for brands to engage with a destination on the rise. But this is bigger than sport. It’s about a city reimagining itself as a global hub for business, tourism, innovation and culture. Focusing on tech, inclusivity and sustainability, Queensland will attract a global audience like never before.
Global Olympic and Paralympic partners such as Coca Cola, Allianz, TCL, Deloitte and Visa will benefit from exclusive branding rights. Official 2032 partnership arrangements are slated to begin in 2027, giving brands a six-year runway to harness strategic thinking, creativity and communications to define why, where and how to play in this Olympic moment. At the same time, the invitation is open to any brand wanting to tap into the broader opportunity.
Think back to the 2012 London Olympics, when Nike captured global attention with its ‘Find your Greatness’ campaign, built around the idea of empowering individuals to achieve their personal best, regardless of who they are or where they live. Unable to use official Olympic imagery, Nike filmed in towns and cities around the world named ‘London’, sidestepping restrictions while still tapping into the Olympic spirit. It remains a standout example of how a brand can inspire and connect with audiences worldwide, even without official sponsorship. That same Games saw Channel 4 elevate the Paralympics with ‘Meet the Superhumans’, a campaign that shifted visibility, challenged norms and created fandom. Paralympics Australia is now on a mission to leave a legacy of inclusivity and create fandom like never before for Australia’s most loved team.
As the region prepares, the stage is set for brands to make their mark. Universities are investing early in sports-tech and athlete support. Global businesses are setting up shop, including Suntory’s $400m carbon-neutral production facility powering brands like V Energy, 196 and Jim Beam. Transport and tourism are being reimagined for all ages, cultures and abilities so that everyone can have the same Olympic experience. These partnerships go beyond logos. They’re about joining programs that deliver real impact in communities; creating measurable outcomes that align brand purpose with growth ambitions.
Brisbane is going to be a global case study in transformation, showing how the world’s largest sporting event can redefine a city’s future. We’re witnessing one of the biggest infrastructure builds Australia has seen over a short period of time – taking Brisbane from a quiet little town to a city welcoming the world. With the Games forecast to inject $70bn into the economy, Brisbane is emerging as a powerhouse of opportunity. And as the city steps onto the global stage, the real prize lies in the legacy it leaves behind. Sydney’s economy continues to benefit from the enduring legacy of the 2000 Olympic Games.
A Queensland Games will be a masterclass in creative thinking. How the world engages with the Games in seven years is yet to be determined, with technology evolving too fast to predict. What’s certain is that it will demand bold ideas and creative firepower. This offers brands more than just visibility. It’s an invitation to join a story of innovation, sustainability and growth. For those ready to seize the moment, the opportunity is now.
The torch is lit. Let the Games begin.
Simone Waugh is the managing director of Publicis Worldwide.
