Gold Standards: Examining Team Usa’s Paris Olympics Partnerships With Figs And Michelob Ultra

By examining two Team USA partnerships for the 2024 Paris Olympics and Paralympics, this thesis evaluates what makes a successful brand partnership through an in-depth case study analysis and qualitative research methods. This thesis explores the strategies employed by FIGS and Michelob ULTRA and the reactions from their inaugural partnerships. By identifying key strategies that contributed to successful partnerships, such as brand alignment, brand activations and social media content, this thesis offers valuable insights for future Team USA Olympic and Paralympic partnerships. Finally, it recommends a new brand partnership ahead of the Los Angeles 2028 Olympics and Paralympics.