Credit: Girish Sangammanavar via Unsplash
Agencies with Olympic ambitions can now pitch for a place on Brisbane 2032’s marketing roster, with the organising committee calling for expressions of interest across creative, media and brand experience, AdNews can reveal.
Several work packages are on offer, including formal partnership deals offering category exclusivity in return for commercial investment or value-in-kind support, a potential pathway to official Games Partner status.
Released as part of a buyer briefing, the opportunity gives agencies early insight into how the Brisbane Organising Committee for the 2032 Olympic and Paralympic Games (BOCOG) plans to shape its brand in the lead-up to and during the Games.
The announcement comes as AdNews prepares to unearth the runway of opportunity to Brisbane 2032 at the Brisbane Live conference on November 19.
It marks a significant shift from planning to delivery, with BOCOG seeking long-term strategic collaborators, not just campaign suppliers, capable of integrating into its Olympic marketing framework.
Among the most competitive briefs is the National Market Research and Insights Package, due in the December quarter of 2025.
Targeting media, strategy and data-led agencies, it covers audience profiling, national sentiment tracking and campaign effectiveness.
BOCOG is demanding ethical research practices, privacy compliance and secure data systems.
Agencies must provide live dashboards and actionable insights to guide marketing decisions in real time.
The work will span demographic, behavioural and attitudinal profiling across Australia to inform the Games’ communication strategy.
The Creative Production and Content Delivery Package, due in the June quarter of 2026, calls for cross-platform storytelling and multimedia content aligned with the Brisbane 2032 brand.
Agencies will need to navigate strict IP rights, approvals and cybersecurity protocols while ensuring content is accessible, adaptable and technically compatible with Games-time systems.
BOCOG is expecting full-service capabilities, from scripting and production to formatting and post, plus clear plans to measure creative performance.
As with all Olympic creative, turnaround will matter.
Agencies must respond to high-pressure campaign windows and shifting priorities across social, broadcast and digital.
Also opening in Q2 2026, the Event Strategy and Experience Design Package seeks agencies to create immersive experiences across live and digital environments.
From fan activations to milestone events, the brief calls for culturally relevant work that brings the Olympic narrative to life.
Agencies will be expected to work closely with government, cultural and community partners, offering creative strategy, production planning and post-event reporting.
BOCOG is placing particular emphasis on audience experience and cultural identity, with experiences expected to reflect Queensland’s character while meeting global expectations.
The Installations and Olympic Emblem Displays Package, set for the June quarter 2026, covers large-scale public art and emblem displays across high-traffic venues and precincts.
It includes concept development, engineering, fabrication and site integration, plus long-term maintenance.
Visuals will need to balance impact, safety and legacy, while meeting Games design standards.
In the September 2027, the Flags, Banners & Backdrops Package opens for suppliers to dress Olympic venues with branded materials.
The scope includes production, rigging and structural support for both indoor and outdoor environments.
Agencies will need to work within tight timelines and strict branding guidelines, with accessibility a non-negotiable.
Across all briefs, BOCOG is favouring agencies that can pair creative skills with delivery infrastructure and systems integration.
These are not one-off assignments but multi-year, operationally complex partnerships.
All procurement falls under the Queensland Procurement Policy 2023, which mandates ethical sourcing, inclusive design and a strong preference for local suppliers.
Each work package also includes the chance to secure exclusive rights through a formal partnership arrangement, reserved for agencies offering significant financial or value-in-kind support.
This approach is seen as a key strategic lever, giving selected partners prestige alignment with one of the world’s most valuable sporting events.
BOCOG is expected to attract attention from global holding groups as well as independent players with integrated capability.
Submissions are now open via the ICN Gateway, the mandatory first step to be considered for future tenders.
BOCOG encourages agencies to express both service credentials and partnership interest in the same submission.
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