The 2024 Olympic Opening Ceremony's Impact to the Olympic Brand
The 2024 Olympics opening ceremony faced backlash for a drag performance resembling “The Last Supper,” impacting the Olympic brand with negative publicity and sponsor withdrawals. The incident underscores the importance of cultural sensitivity and proactive crisis management for global brands.
The 2024 Paris Olympics, aiming to break new ground with its opening ceremony along the Seine River, encountered significant backlash due to a controversial performance (and yes, whether it was truly "controversial" is subjective to the viewer). This article explores the repercussions on the Olympic brand and the valuable lessons marketers can glean from this incident.
The Controversy
The opening ceremony’s performance included a skit resembling Leonardo Da Vinci’s “The Last Supper,” featuring drag queens. While intended as an artistic interpretation of the Greek God Dionysus to symbolize the absurdity of violence between humans, the visual comparison to “The Last Supper” offended many, especially among Christian communities and conservative groups. High-profile critics, including public figures like Elon Musk and Piers Morgan, voiced their disapproval, labeling the act as disrespectful to Christian beliefs.
