NBCUniversal Launches Fortius Program to Help Athletes Build Their Social Media Ahead of the Paris 2024 Olympic Games
NBCUniversal has launched Fortius, a production company dedicated to helping Olympic athletes strengthen their brands in preparation for the Paris 2024 Olympic Games.
Fortius will pair experts across NBCU’s portfolio of companies, including Bravo and NBC Sports, with 15-20 Olympic and Paralympic hopefuls to help them develop a content strategy, track performance metrics, and more. Athletes expected to be part of the program include volleyball player Jordan Thompson, surfer Carissa Moore, and Paralympic wheelchair rugby player Chuck Aoki.
Social Media Is A Must
While athletes prioritize their athletic performance, the increasing overlap between sports and social media necessitates allocating time to their digital brand and presence. With access to experts, athletes can kickstart or enhance their digital presence, enabling them to maximize one of the defining moments of their athletic careers.
Viewership and Engagement for the Olympics
NBCU's support for athletes is part of its strategy to optimize viewership and engagement for the Olympics, for which it has paid a hefty $7.75 billion for broadcasting rights until 2032. With a decline in US viewership for the Tokyo and Beijing Games and unprecedented coverage of the Olympics on NBC and Peacock this year, driving viewership and engagement will be key. Athletes can play a significant role in attracting viewers, especially younger audiences who primarily consume sports content on social media platforms. By sharing their stories and backgrounds on Instagram, TikTok, and YouTube, athletes can connect with these fans and encourage them to tune into events.
Major Sports Leagues Are Helping Their Athletes Too
Fortius mirrors initiatives implemented in major sports leagues such as the NFL, MLB, NBA, and NHL. These leagues have established dedicated teams within their marketing and player associations teams over the past few years to support their athletes in developing their social media presence, securing new revenue opportunities, and expanding their fan bases. Colleges and universities have embraced similar approaches with the passing of Name, Image, and Likeness (NIL).
