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Deloitte celebrates pioneering “firsts” in new Olympic campaign


15 April 2024 – Worldwide Olympic and Paralympic Partner Deloitte and the International Olympic Committee (IOC) have launched ”The First Effect”, a campaign which highlights the impact of some trailblazing athletes who have accomplished feats that have never been managed before, and the legacy these inspiring achievements helped create. The series can be seen here, and will be showcased on Olympics social media channels, Meta, TikTok and X from 15 April through the Olympic and Paralympic Games.

In the lead-up to the Olympic & Paralympic Games Paris 2024, the campaign will focus on the stories of five pioneering athletes from around the world, including Great Britain’s Nicola Adams, who became the first female boxer to win an Olympic gold medal when she topped the podium at the Olympic Games London 2012. Adams’ ground-breaking victory served as a landmark moment for women’s sport and helped increase the visibility and representation of women’s boxing, when until 1998 it had still been illegal in Great Britain for females to compete professionally in boxing. In the year after Adams’ gold medal-winning performance, interest in boxing from women and girls skyrocketed in Great Britain.

To view video click HERE

In addition to Adams, “The First Effect” features Sarah Attar, the first female to represent Saudi Arabia in athletics at the Olympic Games; South African swimmer Natalie Du Toit, the first amputee swimmer to qualify for the Olympic Games; Algerian 1,500-metre runner Abdellatif Baka, the Rio 2016 gold medallist who became the first Paralympian to beat the winning time of the Olympic champion in the same event; and Rose Lokonyen, originally from South Sudan, who competed at the Olympic Games Rio 2016, as part of the first-ever Refugee Olympic Team.

The campaign also showcases other momentous “firsts” on the Olympic stage, such as the Olympic Games Tokyo 1964 being the first to be broadcast live globally and Olympic Games Paris 1900 being the first to feature female athletes.

“The Olympic and Paralympic Games always provide an opportunity for a set of ‘firsts’. Paris 2024 will be no exception, with the first time that the Opening Ceremony will happen outside a stadium, and the first time that we will see equal numbers of male and female athletes participating. The anticipation of the ‘firsts’ to come – the human ambition and what the athletes themselves might deliver for the first time. This is what we are excited to see and feel the impact of.”

Pia Devitre – Global Partnerships Managing Director, Deloitte Global

“The First Effect” was launched to mark 100 days to go until the Olympic and Paralympic Games Paris 2024. It is a co-created campaign between the IOC and Deloitte celebrating the pioneering athletes who broke barriers and became the “first” to achieve something at the Olympic and Paralympic Games. Each of their stories will be showcased by Deloitte in the build-up to Paris 2024, with the Worldwide Olympic and Paralympic Partner also set to celebrate ground-breaking “firsts” that happen during the Games.

“Worldwide Olympic Partner Deloitte’s ‘The First Effect’ campaign epitomises the spirit of pioneering excellence that defines the Olympic and Paralympic Games. “As we look forward to the start of Paris 2024, this campaign highlights the IOC and Deloitte’s belief in the transformative power of sport.”

Anne Aikman – IOC TMS Vice-President of Delivery and Activation

Deloitte joined The Olympic Partner (TOP) programme in 2022, forming a “partnership with purpose” with the IOC that leverages Deloitte’s considerable business acumen to help the IOC realise the possibilities of its strategic roadmap for the future, Olympic Agenda 2020+5, and its vision to build a better world through sport.

Please visit See the possibility to learn more about Deloitte’s Olympic & Paralympic Partnership.


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