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With the Olympic Games captivating audiences worldwide, universities are seizing the opportunity to promote their student-athletes on the global stage.
These athletes not only represent their countries but also bring immense pride to their educational institutions.
Higher education marketers are making the most of this event with initiatives designed not only to highlight the athletes' accomplishments but also to foster school spirit and pride among students, alumni, and supporters.
Promoting Olympic student-athletes also provides a platform for universities to showcase their commitment to balancing academics and athletics.
By highlighting the rigorous academic programs their athletes are part of, universities emphasize the holistic development they offer. This dual focus on education and sports excellence can be a powerful draw for prospective students.
While many higher education institutions are making great use of social media to showcase their achievements of their students, others are doing even more, with virtual watch parties, news features, and entire website pages dedicated to the event.
Here are some examples.
1. Social media spotlights
Universities are harnessing the power of social media to shine a light on their Olympians.
Through dedicated hashtags, live updates, and engaging content, they keep their communities informed and excited about their athletes' performances.
Instagram stories, Twitter updates, and Facebook posts provide real-time coverage, while in-depth profiles and behind-the-scenes glimpses offer a personal touch.
University of Arizona
By actively using Instagram, Twitter, and Facebook to share real-time updates, athlete profiles, and training videos, the University of Arizona creates a vibrant, engaging online presence that keeps the university community and potential students invested.
They also promote their athletes through a dedicated website.
This strategy leverages the wide reach and instantaneous nature of social media to build excitement and foster a sense of pride among followers (Arizona International). Actively using Instagram, Twitter, and Facebook to share real-time updates, athlete profiles, and training video.
University of Arizona posts on Instagram
Loughborough University
Loughborough University's "Athletes on the Global Stage" page showcases its Olympians with detailed profiles, achievements, and inspiring stories of student-athletes, creating a strong narrative around their journey to the Paris 2024 Olympics.
They include social media cards with links and hashtags, videos, and recaps, to engage visitors and build a connection with the athletes.
Loughborough University's "Athletes on the Global Stage" page
University of California, Berkeley
UC Berkeley's Athletics Instagram account celebrates the achievements and daily lives of their student-athletes.
They feature everything from live updates and behind-the-scenes training to personal stories and spotlights.
This strategic use of Instagram not only keeps fans and the university community informed and excited but also humanizes the athletes, showcasing their dedication and the hard work behind their successes.
Cal Athletics’s Instagram page is celebrating all their student-athletes at the Paris 2024 Olympics
University of Florida
The University of Florida’s dedicated Instagram account focuses on inspiring content of student-athletes competing in the Olympics.
They feature athlete profiles and personal stories to real-time updates and how they started their Olympic journey.
This use of Instagram helps bridge the gap between the university and its global audience, ensuring that the Gators' Olympic spirit is shared and celebrated widely.
The official @FloridaGators account is featuring Gator Olympians
2. Dedicated web pages
The best way to go in-depth is to create dedicated web pages and blog posts so all information related to their Olympic athletes, making it easy to follow all the latest for those far away from France.
Many of these university Olympic pages often feature athlete bios, schedules, results, and interviews.
By providing a one-stop resource, universities ensure that fans, prospective students, and alumni can easily follow and support their athletes.
Stanford University
Stanford University created a comprehensive web page that lists their Olympian student-athletes, including profiles, achievements, and event schedules.
They also keep the site updated with live achievements and wins, as well as recaps of the events.
Screenshots from Stanford University’s Go Stanford Olympics page
University of Utah
University of Utah is not only keeping tabs on what’s going on in Paris this year, they’re also keeping a record of previous Olympic events (remember the 2002 Olympics in Utah?
They’re also getting ready for the 2034 Winter Games!).
With that comes a look back their legacy and at Utah’s Olympic medalists, with a gallery of inspiring photos and visuals.
Penn State University
Penn State University’s Olympics page on the Athletics site features attention-grabbing profiles, bios, and news, highlighting the student-athletes and their wins.
They also link to rosters, news stories, and social media hashtags to participate in the excitement.
Screenshot of the Penn State University’s Athletics page dedicated to the Olympics
The Cal Bears website also offers a roundup of the latest news
from the Olympics on a dedicated page.
3. Press releases and media coverage
Press releases and media coverage play a crucial role in promoting student-athletes at the Olympics.
Universities work with local and national media outlets to share stories of their student-athletes' journeys and achievements, not just for the Olympics but throughout the year.
These efforts not only boost the athletes' profiles but also enhance the university's reputation for nurturing top-tier talent.
For example, University of Columbia issues regular press releases highlighting their athletes’ progress and achievements, ensuring wide coverage. They also report internally on their own university news site.
4. Virtual watch parties and events
With the rise of virtual events, universities are organizing online watch parties and events to bring their communities together.
These gatherings offer a platform for students, faculty, and alumni to cheer on their athletes, fostering a sense of unity and school spirit.
Live chats, Q&A sessions with former Olympians, and interactive polls add an extra layer of engagement.
With a heavy roll call of Olympians with a connection to Texas, many of Austin’s venues and restaurants are hosting watch parties—as is the University of Texas, which is hosting virtual events for students, alumni, and faculty to come together to watch and support their student-athletes.
5. Alumni and donor engagement
Promoting student-athletes at the Olympics also provides a unique opportunity to engage with alumni and donors.
Universities send out special newsletters and updates to their alumni networks, highlighting the achievements of their Olympic athletes.
This not only keeps alumni connected but also encourages them to support athletic programs through donations and sponsorships.
University of Notre Dame, for example, is engaging with alumni and donors through exclusive updates and invites them to special events celebrating their Olympians, with a dedicated page on their Giving site, which complements the promotion the university is doing for their student-athletes.
Is your university doing some special promotion of your athletes at the Paris 2024 Olympics? Share it with us in the comments below or on social media.