A good performance on social media can secure Olympic riches
Marketplace All-in-One
Marketplace
4.5 • 1.4K Ratings
🗓️ 9 August 2024
⏱️ 8 minutes
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Summary
From the BBC World Service: There’s been a lot of talk about the Olympics’ boost to Paris’ economy, but what about the athletes themselves? The all-encompassing influence of social media looks set to create some surprising winners. And breaking — better known as breakdancing — makes its Olympics debut, yet it’s not in the line-up for the LA games in 2028. Now could be the chance to grab the spotlight and secure some funding.
Transcript
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| 0:00.0 | Economic Growth, local businesses, and athletes are all in their running for Olympic gold. |
| 0:06.6 | Live in the UK, this is the Marketplace Morning Report from the BBC World Service. |
| 0:11.1 | I'm Leanna Byrne and a very good morning to you. |
| 0:14.0 | As the Paris Olympics wraps up this Sunday, it's time to look at its economic legacy. |
| 0:19.0 | France is already seeing some big boosts, its National Institute of Statistics and Economic Studies |
| 0:24.8 | predicts that the games will lift France's GDP by three-tenths of a percentage point |
| 0:29.0 | in the third quarter. That's a pretty decent bump, Marie Barsec, the Director of Impact and Legacy for the |
| 0:35.2 | Paris 2024 Organising Committee for the Olympic and Paralympic Games, says Parisian |
| 0:40.6 | businesses were feeling the positive effects even before the games officially kicked off. |
| 0:45.6 | We already have a positive economical impact with lots of French companies. |
| 0:50.5 | 82% of our coal for tenders were won by those companies. |
| 0:54.7 | It means that its jobs and economical opportunity for French companies. |
| 0:58.8 | This is very concrete for people, especially in the north of Paris Paris where we concentrate our legacy. |
| 1:04.6 | Marie Barsec there, but it's not just France cashing in, many athletes are set to benefit |
| 1:09.8 | too. Let's speak to Misha Cher about this one. He's head of sports for essence |
| 1:14.5 | MediaCom, a global marketing agency. Hello, Meisha. |
| 1:17.5 | Good to be with you. |
| 1:18.5 | Meia, what trends are you seeing and how brands are choosing to partner with |
| 1:22.3 | athletes? They're definitely moving towards and how brands are choosing to partner with athletes. |
| 1:23.0 | They're definitely moving towards authentic and engaging storytellers. |
| 1:28.0 | We're past the point where brands are just looking at the highest profile athlete, |
| 1:33.8 | although some of that still exists. |
... |
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