Airbnb Looks To Be Partnering With The International Olympic Committee
Sources state Airbnb is set to announce a multi-year partnership with the International Olympic Committee just before Tokyo 2020. Airbnb has previously had minimal involvement in the sports sponsorship industry; however as the company prepares for its 2020 IPO, there is no better place to heighten and strengthen its brand exposure.
Interestingly enough, Airbnb will be a part of the new ‘experiences’ category joining 13 other top-tier sponsors, including Via, Samsung, Cola-Cola, and Panasonic. The brand chose to focus on the experience aspect of Airbnb as opposed to placement within the hotel industry.
While the deal is not yet confirmed, reports state the partnership will run through the 2028 LA games.
Dan Tunna, a comms consultant with experience of working on Olympic Games, stated the deal would be “huge for Airbnb,” by far its biggest investment in sport.
“The eyes of the world will be on Japan in the summer of 2020, and strategically it makes a lot of sense, offering global brand exposure at a time when Airbnb is preparing for an IPO and in desperate need of a good news story to improve its perception, reputation, and credibility.”
Airbnb is looking to establish itself outside the accommodations business and focus its efforts on its new service Airbnb Adventure. Customers are given the opportunity to embark on one of more than 200 adventures across the world. Airbnb hopes to make travel available by democratizing the industry and giving individuals a wide range of housing price options.
“There are very few global platforms that offer brands such an opportunity to activate integrated marketing programmes and achieve multiple business objectives,” stated Jon Tibbs, founder, and chairman of international sports agency JTA.
Airbnb was created for events like the Olympics. All travelers need a safe and cost-effective place to call home, and many do not want the ordinary hotel experience.
“Many fans attending in Japan will be seeking a once-in-a-lifetime experience and Olympic host committees see the Games as the ultimate vehicle to promote the national culture alongside the sporting competition,” stated Tunna.
Airbnb must deliver meaningful campaigns showcasing its ability to provide a unique and location-specific authentic travel experience. The Olympic marketplace will always be crowded, so finding a unique way to engage is critical especially as they look ahead for their 2020 IPO.
