AMBITION
The First Effect: A new metric of Olympic success
The Olympic Games have always been a symbol and measure of human physical achievement. Since 1896, the Olympics have provided a stage where long awaited athletic breakthroughs have opened the door for more athletes to do the same.
But in sport, first isn’t just about winning, it’s about leading.
Deloitte and the International Olympic Committee (IOC) share a commitment to creating a better future through sport, shared purpose and transformation.
The first co-branded campaign, The First Effect, unveiled 100 days out from the start of Paris 2024, celebrates the impact of trailblazing Olympic and Paralympic athletes who have accomplished feats that have never been reached before, and the legacy these triumphs have helped create.
ACTION
First goes beyond the podium
The First Effect campaign is not all about gold. The campaign tracks the impact of firsts that happen at the Olympic and Paralympic Games - from athletes like Abdellatif Baka, the first Paralympian to outpace the Olympic gold medalist in Rio 2016, to helping pave the way for a more connected world through the first internationally televised Olympic Games in Tokyo 1964.
There are stories like Sarah Attar, the first female athlete to represent Saudi Arabia in athletics at the Olympic Games, who proved that a last place finish can change the trajectory of women’s sport and overall health. And Natalie du Toit, who turned a 16th place finish into first as the first-ever amputee swimmer to qualify for the Olympic Games.
The Deloitte Access Economics and research teams applied technical and analytical expertise to each of these inspiring moments to quantify the ripple effect. Research found that Sarah Attar’s participation in the Olympics helped inspire a 149% increase in women participating in sport in Saudi Arabia — a formula we can continue to apply to other revolutionary firsts that haven’t yet happened.
ACHIEVEMENT
Stories of heart, with measured impact
The result is a heartfelt campaign connected to the humanity and spirit of the Olympic and Paralympic Games.
During the Olympic Games Paris 2024, Deloitte's economists and creative storytellers worked to identify new firsts – including first of their kind athletes, performances and technology – to predict how they’ll shape humanity in the years to come.
Deloitte’s partnership with the IOC runs through to 2032, so there is further opportunity to track the impact of human achievement at the Olympic Games.
A long game – one that will see a story of human progress unfold in real time.
Learn more about the incredible athletes that pushed the boundaries of what it means to be first and their impact on the world here.
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