2024 Impact Report:
Olympic & Paralympic Fandom
America showed up for Team USA in 2024 – and the numbers proved it. Olympic viewership soared 82% compared to Tokyo 2020, with more than 30 million Americans tuning in. Paralympic audiences rose by 32%, and across digital platforms, Team USA saw content engagement more than double. The impact extended far beyond screens: a YouGov poll revealed that over 90% of Americans recognized the U.S. Olympic team, a signal of renewed national connection. With unprecedented levels of social interactions, growing Paralympic visibility and millions of new followers, fans didn’t just watch the Olympic and Paralympic Games, they experienced them.
Olympic & Paralympic Fandom#
30.6M / 1.2M
average daily Olympic / Paralympic Paris Games viewers, breaking viewership records
2.8M
new Team USA social followers during Paris 2024
123.9M
Team USA social engagements during Paris 2024
390.6K
overall earned conversations sparked online
Explore Olympic & Paralympic Fandom#
Road to Paris
The momentum behind Team USA didn’t begin in Paris – it was years in the making, driven by bold, coordinated efforts on the Road to Paris. The USOPC energized fans and media through milestone moments, including One Year Out, the Team USA Media Summit, the 100 Days Out celebration and a dynamic slate of Olympic and Paralympic Trials. Making Team USA, presented by Xfinity, stood out as a powerful platform to spotlight athlete journeys, build familiarity and drive early fan engagement. Lilly joined the Making Team USA, presented by Xfinity, program as an Official Partner and served as the presenting sponsor of the U.S. Olympic Team Trials – Swimming, a record-setting event held in Indianapolis, Indiana. From pool decks and tracks, to press rooms and hometown watch parties, the Road to Paris set the tone for a Games year defined by meaningful connection.
3
major pre-Games campaigns to showcase athlete stories: One For All, Media Summit and Making Team USA
3.2K+
stories generated in one week from the 100 Days Out Media Summit
24
Making Team USA media events across platforms and cities
251
athletes qualified through trials
19
U.S. cities hosted trials events
$240M
in economic impact from trials
57.75 / 122.75
hours of trials coverage broadcast on NBC / streamed
Experiencing the Games#
From the banks of the Seine River to hometown watch parties, Team USA was celebrated like never before. The Olympic and Paralympic community joined in the festivities of Paris 2024 through the Team USA Welcome Experience, Team USA House and partner events on the ground in Paris. With packed receptions, inspiring partner activations and strong U.S. fan attendance, the atmosphere surrounding Team USA was electric, uniting athletes, partners and supporters in a shared celebration of sport.
Experiencing the Games
Team USA Welcome Experience
The Team USA Welcome Experience outfitted athletes with custom gear and a hero’s sendoff. They celebrated with live entertainment and immersive brand activations that brought the spirit of the Games to life, building excitement for Paris 2024.
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Growing Fan Engagement#
Team USA captured the attention and imagination of fans across the country in 2024. With a bold mix of digital-first activations, athlete-led content and immersive platforms, the USOPC redefined how Americans connect with the Movement. Creative engagement opportunities like Team USA TV, an innovative partnership with Roblox and behind-the-scenes athlete content fueled a record year of fan growth. The USOPC’s enhanced fan data platform enabled personalized outreach and connected more than 1.8 million fans to events and activations in their communities, making the Olympic and Paralympic spirit more dynamic and accessible than ever.
Growing Fan Engagement
One for All Brand Campaign
Team USA’s biggest brand campaign yet, One for All centered around athletes through bold storytelling, striking visuals and fan-first experiences. With a brand film, social media and live events, it brought fans closer to athletes who inspire them.
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Team USA Roblox Experience
For the first time ever, Olympic and Paralympic fans experienced the Games in the metaverse. The Team USA Ultimate Obby – an immersive Roblox experience developed by the USOPC in partnership with NBCUniversal and the International Olympic Committee – reimagined how younger, digitally-driven audiences connect with Team USA. Players navigated a towering obstacle course, completed a Team USA Museum scavenger hunt and interacted with 20 athlete avatars, each co-developed with each athlete to reflect their personality, sport and style.
The experience featured the first official athlete emote on Roblox, inspired by Breaking stars Sunny Choi and Victor Montalvo, and offered virtual Opening Ceremony uniforms and adaptive gear like wheelchairs and prosthetics. Fans could also visit the Peacock Fan Zone, voiced by Mike Tirico, and step into a broadcast booth to simulate Olympic coverage.
With nearly 1 million U.S. visits, more than 280 million media impressions and daily engagement three times the platform average, the Obby became a powerful entry point introducing a new generation to Team USA.
Paralympic Awareness#
Team USA House opened its doors for the first time during the Paralympic Games in 2024 – creating a dedicated space to celebrate athletes, host partners and engage fans. U.S. viewership of the Paralympics rose by 32% compared to Tokyo 2020, and engagement with Paralympic content more than doubled. The moment also sparked meaningful philanthropic momentum: the U.S. Olympic & Paralympic Foundation was able to increase fund allocation to Paralympic-specific programs, supporting athlete development, accessibility and long-term growth. With a powerful presence both on the ground and online, the Paralympic Movement reached new audiences and further affirmed its place at the heart of Team USA.
