The Gen Z athletes at this year’s Olympic Games have worked hard to build a social media presence and create buzz for their sponsors. However, there have also been some standout viral internet moments unintentionally created by less social media savvy competitors. Who should brands look to invest in after the Olympics come to an end?

The Olympic Spirit 

It wasn’t the gold medal winning performances of these athletes that made social media fall in love, it was the characters behind the performances. The Olympic spirit was personified by athletes who were, in many instances, not even on social media. Consumers fell in love with the authenticity of these moments that captured a global audience of commentators, who, through the power and reach of social media, were able to become part of something bigger than the competition.

Unlikely Hero of the Games 

‘Pommel Horse Guy,’ as he quickly became known, is the US athlete Stephen Nedoroscik. He seemed to be having a nap before he whipped off his glasses to smash out a near perfect performance on the pommel horse to help the US men’s gymnastics team with a bronze medal. The moment went viral, and the ‘nerd’ who solves Rubik's Cubes to relieve stress became an overnight sensation as people celebrated the Clark Kent of gymnastics. 

Stephen is using his newfound fame to bring attention to his eye condition, Strabismus, the reason he needs glasses. His authenticity and relatability makes him an ideal brand ambassador. Afterall, he ‘doesn’t look like an Olympian’ according to many social media commentators, which makes his world seem more accessible to the general public, he simply makes them feel represented. 

An eyewear partnership would seem like the obvious product line for the Olympian to launch, but as we gain greater access to him through the media, his back story may provide some more unexpected future sponsorship or brand partnership opportunities. 

Package Deal Speculation 

Just speculation around who Olympic social media stars should partner with are giving brands exposure before any deals have even signed.  

Rumours are rife that an adult entertainment company offered 21-year-old French pole vaulter, Anthony Ammirati, $250,000 to work for them after his ample manhood knocked down the bar causing him to fail to reach the final of the pole vault competition. He may not have made the final but the video made him an overnight internet sensation. He gained hundreds of thousands of extra followers as a result and no doubt there will be brands offering him lucrative ‘packages’ to partner with him in the future! 

A Backstage Pass

Athletes creating content behind the scenes in the Olympic village is giving their followers unique access to the Olympics like never before. It’s a backstage pass to a world that the normal person on the street has never been able to feel connected to in such a way previously. 

Articles have circulated talking about beauty stations being introduced to the Adidas and Nike athlete houses. However, according to a contact at Nike, these beauty stations have been around for many years, so it appears that these are just now gaining attention due to the content being put out by athletes. This year it’s all about the USA’s Sha’Carri Richardon’s bedazzled nails and Maher’s lipstick. 

Olympian Nutrition

Henrik Christiansen, a 28-year-old Norwegian swimmer, broke four national records in his discipline, but he may forever also be remembered as the muffin man! Henrik took to TikTok to review the food at the Olympic Village, which hasn’t been well received this year. His 11/10 chocolate muffin rating and subsequent entertaining TikTok videos about his love for the sweet treat that went viral, and in turn, grew his account by hundreds of thousands of followers. 

Brands take note, this incredible athlete simply ate chocolate muffins, it made people feel represented and it made him relatable, contributing to the feeling of connection people felt towards the athletes this year. Viewers at home even began baking their own chocolate muffins and sharing their efforts on the platform. Afterall, who doesn't love a chocolate muffin? 

Creating a Legacy

This year, Britain’s Andy Murray retired at 37, playing his last match as a professional in the Olympics men’s doubles quarter finals. Legacy Olympians make great brand ambassadors, but, because they have more time on their hands, they are also in a position to be able to build their own brands.

A few year’s ago Andy posted on Instagram: “After years of being miserable and incapable of smiling I wish I’d known that all I needed was a coffee.” ☕😁

Well Andy, can I suggest your very own coffee brand?