Nine Upfront: A marathon of brand opportunities for Paris 2024

By AdNews | 6 September 2023

A world first united media content ecosystem allowing brands to reach 98% of Australians in a campaign window stretching nearly 10 months is the centrepiece of Nine's Olympic and Paralympic Games marketing offering.

Nine has specific content and opportunities that allow brands premium integration to share their stories and help build excitement on the road to Paris that covers the length and breadth of Nine’s assets.

Utilising Nine’s 20 million signed in users, brands can connect with audiences like never before. Nine’s first party data set has 68 different segments and nine Games verticals, with today’s announcement coinciding with the launch of a brand new set of 9Tribes segments.

As teams including the Matildas, the Dolphins and athletes and para athletes prepare for Paris 2024, Nine's total TV, total audio and total publishing assets will provide customisation through themed content and brand extension opportunities that weaves through every brand Nine owns.

Matthew Granger, Nine’s director of sales - sport, said the Olympics and Paralympics are no longer just a two week event for brands.

“The Games provide a year’s worth of activity where clients can lay out their marketing strategy with a clear vision and an objective to reach audiences and share stories to spread the Olympic spirit,' he said.

“We don’t use words like ‘global first’ or ‘unrivalled’ lightly - Nine is the only media company in the world with a suite of assets that covers every facet of mass media matched with an enviable first party data offering, and a long term vision for brands to make their Olympic journey a marathon.”

From documentary series showcasing the stories of athletes and sports, to special editions of Good Food, Traveller, 9Podcasts and WWOS radio, and extension opportunities across Domain, Drive and Pedestrian, there will be Olympic-themed programming running right through Nine’s television slate, with themed episodes of Australia’s favourite news and entertainment formats including Lego Masters, Married at First Sight, Tipping Point, The Hundred and Travel Guides.

The broadcast will feature two dedicated Olympic channels on Channel 9 and 9Gem filled with Olympic content 24 hours a day. 9Now will run 40 individual channels live and on-demand ensuring Australians do not miss a second of any event featuring an Australian, and will also feature an extensive curation of VOD highlights and full replays.

Nine’s Wide World of Sports will utilise a state-of-the-art studio located in the centre of Paris at the Trocadero with the Eiffel Tower as a backdrop.

Using broadcast technology, the studio will be complemented by Australian-first extended reality to make the space limitless allowing partner brand integrations to be more expansive, dynamic and all encompassing.

Driven by powerful AI engines, extended reality will compliment the iconic 'real world' Eiffel Tower backdrop to offer viewers a visually enriched experience, while at the same time creating increased presence and value for brands through more captivating and dynamic studio executions and storytelling.

Additional cameras inside the main venues and within the Olympic Village will capture behind-the-scenes action and provide exclusive access to athletes and the Australian team.

With brands able to access premium integration within the medal tally, in-studio branding, multiview and splitview, as well as leveraging Nine’s assets for home page takeovers and radio outside broadcasts, brands will be able to have impact at scale.

There will also be an Hour of Power from 7pm to 8pm during the 16 days of Olympic competition, delivering partners exclusive access to the first hour of live Olympic coverage.

From August 28, Nine will bring Australia extensive coverage of the Paralympic Games with live action and daily highlights shows across Nine’s assets including prominently on Channel 9, and on 9Gem with 9Now offering live and on-demand content.

With live coverage running from 6pm to 5.30am with a special edition of Wide World of Sports featuring Ray Hadley calling his 7th Olympic Games, all the overnight action will be picked up with special Olympic editions of breakfast radio programs across the Nine radio network.

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