Cisco France celebrates signing on as a domestic partner of Paris 2024 with an epic online video amplified across its own social channels.
The social spot amplifies the brand’s pride in the partnership and states that the new Olympic and Paralympic Games sponsor is ready to meet Paris 2024 technological challenges to ensure that they are a connected, secure and inclusive event.
The moody, highly stylised, twilight- and night-shot 35-second spot blends shots of Paris at night with athletic imagery, Cisco tech products and celebratory firework and lightshow footage and a message about hope, light and opportunity.
Nous sommes prêts à relever les défis technologiques pour @Paris2024 ! Toutes nos équipes sont extrêmement fières de contribuer à faire des Jeux Olympiques et Paralympiques de @Paris2024 un évènement connecté, sécurisé et inclusif. #Paris2024 #WeAreCisco pic.twitter.com/hpzAMQYzFE
— Cisco France (@CiscoFrance) April 13, 2021
President of Paris 2024 Tony Estanguet commented: “Our ambition is to organise spectacular and innovative Games open to anyone who wants not only to watch the competition but also to interact with the athletes, get engaged in the project, join the Paris 2024 Club, become a volunteer, participate in the first Olympic and Paralympic mass events…that’s why we are thrilled to have Cisco supporting us.”
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The online video follows on from the 13 April announcement from the Paris 2024 Olympic and Paralympic organising committee that Cisco has been signed up to support the Games’ connectivity infrastructure and has become the Official Network Equipment Partner, Official Cyber Security Infrastructure Partner, and Official Conferencing Software Partner of Paris 2024 Games.
Cisco will work with IOC TOP sponsor Atos and top-tier domestic partner Orange, as well as with France’s National Information Systems Security Agency (ANSII) to protect the Games from potential cyber threats (a task for which the organising committee has already committed a €17m budget to).
This second-tier domestic sponsorship sees Cisco joins French lottery FDJ and equipment manufacturer Le Coq Sportif in the ‘official partners category’, with Groupe BPCE, EDF and Orange already signed-on as ‘premium partners’.
Cisco also sponsored the London 2012 and Rio 2016 Summer Games and is the official network equipment partner of the delayed Tokyo 2020 Olympics.
As well as the Olympic Games, other properties within Cisco’s sizeable sports sponsorship stable include a new tie-up with the NFL, as well as partnerships with the United States Golf Association, Manchester City (see our ‘Blue Moon Acapella’ campaign case study), the Los Angeles Dodgers and Riot Games.
“The NFL shares our view that over the course of the next few years connectivity will reshape the sports industry and redefine what is possible.”
Cisco SVP @markpatt dives into the latest partnership between #Cisco and the @NFL. ⬇️
: https://t.co/vgCAdmw8c7 pic.twitter.com/P6XvsGUxZH
— Cisco (@Cisco) April 13, 2021
The new deal follows the organising committee’s March move to enlist eight marketing agencies (from China, France, Switzerland and the UK) to boost the summer event’s domestic sponsorship programme which has a goal of raising €1.1bn in sponsorship revenue.
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