What if hiring luxury venues during the 2024 Olympics were a good opportunity for brands, even small ones?  The Olympic Games are only six months away from now and I was wondering how much of an opportunity it was for brands and which ones. To find out I invited Tanya Bencheva, the CEO and founder of Native Spaces, to share her reflections on that subject. Little did I imagine, when I first contacted Tanya, that there were so many options for smaller brands. It’s certainly up for grabs and our readers should definitely give it a thought.  2024 Olympic Games in Paris: Luxury Venues are a Good Bargain for Smaller Brands What are the expectations six months ahead of the Games Tanya Bencheva. It’s certainly a very exciting event. I really hope for everybody and for the world that it’s going to be as big as we expect it to be because we are all in need of a reminder of the values brought together by the 2024 Olympic Games. How successful do you think will it be from a business point of view? It would be a no-brainer not to use that event to get more visibility. Now how big it will be, I couldn’t say precisely but there are a lot of expectations and buzz. What we know for sure is that a lot of property owners are increasingly coming to us to try and monetise their buildings and venues via this big happening. Why should a brand bother about luxury venues and the Olympic Games at all? There are many, reasons for this. There will be millions of people from all over the world and with a high level of income who will be staying in Paris during the Olympic Games. Hence it’s an excellent opportunity for visibility. On top of that, these people will share content with their communities, and that adds other millions of viewers to the lot. And then obviously the games are televised, therefore generating more listeners. So it’s an incredible possibility to build brand awareness. And beyond that, engagement. I think it’s a no-brainer. Is it just for big, renowned brands? I think they can all benefit in different ways. That’s a unique opportunity to advertise internationally. Established brands can bring together their fans, they will already be in town for the Olympics, so they can increase customer engagement. There are particular sectors that would be more prone to profit from this visibility, though. Anything that has to do with sports and also maybe apparel and consumer brands. But that being said, the Olympic Games are about much more than just sport. It’s a huge event that is based on positive values that any marque may want to be associated with. So, I think any label may try to find creative ways to align itself with the Olympic spirit. If I were selling plastic tarpaulins, could I jump on the bandwagon too? You could! There are always creative ways to grab the public’s attention. The Paris Olympic Games have a special focus on sustainability. This could trigger an idea for you, but you’d have to do that with authenticity, though. If you don’t live and breathe such values, it would be more difficult to align your brand with them. Are such luxury venues only for B2C businesses? Of course not! B2B companies can also resort to these kinds of events not only for visibility but mostly to show special attention to their larger clients. For instance, inviting key customers to join them in their private lounges. They can invite them to outstanding locations overlooking some of the sports venues or lavish apartments overlooking the river Seine. Or inviting their clients to watch the opening ceremony in a specially branded environment. How do brands,