If you are skeptical, check out Airbnb's site, which is one of the IOC's most unique partners, and you will see many other options for $115, $167, or $285 per night! Places in good locations, places with good ratings, and places that were even cheaper when you measured them in USD, EUROS, Pounds Kronor, won, or yen. Many Parisians plan to be away for the entire games. 

With the Olympics just a few weeks away, I want to dispel one of the most significant urban myths about them: they are expensive. That statement is both accurate and false; it all depends on when you ask the question and who you are.

The cost of attending the Olympics is a tricky exercise, comparable to a gymnast's floor routine, however I have an unscientific economic construct to share with you to explain the pricing scenario. Allow me to suggest three broad cohorts attend the Olympics. Cohort 1, we will call VIP. Cohort 2, we will call Super Fan. Cohort 3, we will call Undecided.

Cohort 1 consists of guests of sponsors, governments, federations, partners, and vendors. This group pays a premium price for everything and usually has it all confirmed some six to twelve months out. Their spending ensures they get the best seats, smooth transportation, and bookings at the right restaurants. Olympic hospitality is a massively complex and lucrative business if you do it right. In 2021, The IOC partnered with On Location for the next three Games to roll out a new model and ecosystem to centralize hospitality packages and create new revenue opportunities. That said, dozens of industry suppliers still build bespoke trips, tours, and events in collaboration with these partners. All are in service to Cohort 1, and their packaging, while great products for those who can afford them, adds to the perception of pricing extremes.

Cohort 2 consists of the Super Fans. I am going to lump both the veterans and the first-time Olympic-goers here. These people make attending the Olympics their hobby or are fulfilling a lifelong dream. They sign up for multiple community travel groups on social media, register with the office ticket platforms, and scout for flight and hotel deals. Often, they are willing to cue up (virtually) and pay face value to attend the sport, round, and venue of their choice, understanding they will save in other areas. Many savvy planners overbook on ticket orders, sometimes accommodation, and often with flight choices as early as possible to shape their trip as their Games trip comes into focus. This group knows the Games are an investment worth making and prioritizes organization and optimization of their time.

Cohort 3 is not just the undecided but also includes the hedgers. That is what I am. I learned the hard way from my first Olympics that while securing the prime tickets and accommodations you want early makes sense, the best deals are often available late. Very late. At each of the three Olympics and Paralympics I have attended, last-minute purchases have marked my trips, invites to events, and even unexpected extended stays. For Paris,  I booked hotels for my family and team a year ago as we knew we were running a conference during the Games. However, two weeks ago, I dumped my hotel for a fantastic three-bedroom, two-bathroom Airbnb that was less than half the price, in a better location, and capable of hosting as a unit. Now, we watch the weekly official Olympic drops (on Thursdays) for access to new tickets and other venues such as museums.

Traditional and social media is full of articles communicating that hotel and accommodation deals are appearing, and resale ticket sites, including the official Paris 24 app, have many products to gather. Before I dumped my Airbnb, I checked out all.com, the multi-brand booking site for the official hotel partner Accor. I went on again this morning and wanted to see how much it would cost per night to stay inside the Boulevard Périphiqué (periphery), often called the Périph. This ring road designates Paris's administrative limit. I wanted to see what was available during August 7-10, and there were dozens of hotels ranging from $ 150 to $ 400 a night. Again, all in Canadian dollars!

I understand that a trip that costs you a few thousand dollars isn't something everyone can undertake. My point today is to dispel the myth that you must spend tens of thousands of dollars per person to attend.

As a person who feels spoiled to attend three games and a Paralympics, I can attest that sports fan or not, there is nothing that matches the joy of cheering on your country, meeting people from every part of the Globe, and enjoying a world-class city strutting itself, is nothing short of amazing. 

From Global to Local: Exploring A Multifaceted Olympic Partnership

August 7 | 9am - 11pm Sessions @ Canada Olympic House

The Coca-Cola Company holds the distinction of being the longest-standing partner of the Olympic Movement, supporting every edition of the Olympic Games since 1928.

Beyond refreshing Olympic athletes, officials, and spectators with its diverse portfolio of beverages, Coca-Cola helps build public excitement ahead of each edition of the Games through its global and local marketing campaigns and entertains fans on site in the host cities with its interactive activations. Join Brad Ross, VP of Global Sports & Entertainment Marketing and Partnerships at The Coca-Cola Company, for an enlightening session exploring the company's partnership with the Olympic Movement. Discover how Coca-Cola's involvement comes to life on a global scale, within local markets, and in host cities.

Uncover the strategies and nuances behind local and global sponsorship collaborations, dissecting the strengths and challenges of each. Gain a deeper understanding of how Coca- Cola's innovative approaches drive its successful, long-standing relationship with the Olympic Games, and learn how you can elevate partnerships on both local and global scales.

Unlocking Potential Through Sport – Preparing Athletes and Fans to Get Ready for The Best!

August 8 | 9am - 11pm Sessions @ Canada Olympic House

As one of the more recent TOP (The Olympic Programme) partners, Allianz officially launched an eight-year global partnership with the Olympic and Paralympic Movements in 2021, expanding their support for the Paralympic Movement, which began in 2006.

Their work extends beyond insurance; they aim to inspire people, prepare athletes for competition, and create a positive impact worldwide. Join Ana Shapiro Queenan, Global Market Account Management, Olympic and Paralympic Team, Allianz, for an engaging session exploring Allianz’s mission to inspire people and prepare them for everything life has to offer. Discover how Allianz leverages the Olympic and Paralympic Games to help over 150 athletes around the world prepare for competition and inspire customers, fans and employees with stories of great effort and achievement. Gain insights into strategies and best practices for building consumer trust worldwide. Learn about Allianz’s commitment around the world to support diversity, raise awareness about important social issues, and get the next generation moving with their MoveNow Program.

Don’t miss this opportunity to explore how Allianz’s partnerships embody their values of integrity, care, excellence, and respect, and be inspired by their efforts to prepare people for all that life has to offer, making a positive impact worldwide.

Opening Doors Worldwide: Enhancing Experiences and Engagement

August 9 | 9am - 11pm Sessions @ Canada Olympic House

When the Olympic and Paralympic Games come to town, locals welcome guests from around the world. With Airbnb, hosts embrace this vibrant atmosphere, opening their homes and cities to share in the excitement of the world’s premier sporting event.

Join Felix Vo, Government Affairs Lead, OCOG/NOC/NPC Relations, Olympics and Paralympics at Airbnb, for an insightful discussion on the company’s nine-year, five-Games partnership with the International Olympic Committee (IOC).

Explore how Airbnb elevates the Olympic experience by embedding its platform into the Games and enhancing accommodations and authentic local experiences for athletes and fans worldwide. Gain insights into Airbnb’s support for athletes on their Olympic and Paralympic journeys by assisting with training and qualification costs. Discover Airbnb’s commitment to preserving the legacy of the Games in host cities and its vision for leveraging future locations to engage local hosts and promote international travel experiences for athletes and their supporters. Take advantage of this opportunity to learn how Airbnb enriches the Olympic and Paralympic experience for hosts, athletes and fans alike, fostering global connections and unforgettable moments in cities worldwide.

People Power: The Key to Brand Champions

July 27 | 9am - 11pm Sessions @ Black's Pub

Brand champions can emerge from various sources, including employees, consumers, customers, and partners. These individuals are united by their deep affinity for a brand, driving them to actively promote its products or services to others. Whether they have experienced exceptional customer service, resonate with the brand's values, or love the products, brand champions play a crucial role in advocating for and enhancing the brand's reputation.

Join Andrew Greenlaw, Vice President of Sponsorship, Community & Brand at CIBC, for an insightful Q&A session on the power of people in brand advocacy. Gain valuable insights from Andrew as he discusses the key figures who embody brand champions for CIBC, sharing personal anecdotes that showcase the impact of clients, partners, employees, and the community in championing the CIBC brand.

Discover how athletes like Connor Bedard and Connor McDavid have grown up with CIBC actively championing on its behalf. Leave with practical insights into the significant role that individual advocates play in championing a brand.

Breakfast With Brand Champions

July 27 | 9am - 11pm Sessions @ Black's Pub

Looking for fresh approaches to boosting brand advocacy? By leveraging the power of partnerships, brands can build deeper connections with their audiences. Join Jacquie Sestito, Director, Brand Marketing, RBC, Shelly Walia, Director of Marketing & PR, Sony Interactive Entertainment, John Pierce, Managing Partner, Player 2, and Ryan Hughes, Chief Strategy Officer and Head of Client Success, Humanity, for an interactive session to discover the power of partnerships in driving brand advocacy. Hear innovative strategies, participate in meaningful discussions, ask questions, and shape the discourse on effective strategies and exceptional partnerships. Don't miss the opportunity to gain inspiration and practical insights for enhancing brand advocacy through innovative approaches to sponsorship marketing.

Building Community One Individual at a Time

July 27 | 11am - 1pm Sessions @ Spruce Grove

Wearing many hats, Eliot Jackson exemplifies the role of a brand champion. With years of experience in community building, he has made a name for himself as a professional mountain biker and is celebrated for his downhill achievements. Beyond his racing career, Eliot is a brand ambassador and influencer, actively promoting the sport, collaborating with brands, and supporting mountain biking initiatives. He also co-founded the Grow Cycling Foundation, which promotes diversity, equity, and inclusion within the cycling industry.

Join Eliot Jackson for an engaging session on championing brands and growing communities from the perspective of a pro athlete, influencer, and company founder. Gain insights into how he builds communities one individual at a time, engaging and inspiring new riders and offering mentorship to foster a more inclusive cycling culture. Learn how he collaborates with partners like Red Bull, Thule, and Santa Cruz to help these brands authentically reach their target communities. Take advantage of this opportunity to hear how Eliot Jackson's multifaceted contributions and tireless dedication continue to drive the growth and inclusivity of the mountain biking community, making him a true exemplar of a brand champion.

Uniting Hearts Through the Power of Sports

July 27 | 1:30pm - 3:30pm Sessions @ Maury Young Arts Centre

The Invictus Games is a biennial multinational adaptive sporting competition that aims to inspire recovery, support rehabilitation, and generate a wider understanding and respect for those who serve their country. In February 2025, more than 500 wounded, injured and sick service personnel and veterans from over 20 nations, including competitors from Team Canada, will be warmly welcomed to Vancouver and Whistler to compete in a wide range of sports. Join Scott Moore, CEO of Invictus Games Vancouver/Whistler 2025, for an inspirational session on uniting hearts through the transformative power of sports. Listen to uplifting stories of champions who found solace and strength through participation in the Invictus Games.

Explore the power of emotional connections in nurturing loyalty and deepening human bonds, and gain insights into how to cultivate them effectively. Discover the remarkable collaborations sparked by shared values around the Invictus Games. Seize this exceptional opportunity to grasp the intricacies of forging emotional connections and uniting hearts through the unconquered human spirit.

A Playbook for Cultivating Brand Champions

Ready to revolutionize your sponsorship marketing strategy by using data and insights to cultivate athletes into brand champions? Join Stefan Wyman, Head of Sports Marketing, Canyon Bicycles and RJ Kraus, Head of Sponsorship Intelligence, KORE Software for an in-depth exploration of the Canyon playbook. This innovative session will feature Canyon’s four key steps to managing a portfolio of brand champions: identifying the right champions for your brand, activating your champions in the right way, justifying value, and making data-driven decisions. Leave this discussion with a more nuanced understanding of how to cultivate and manage brand champions using tools, data and insights to drive value.