Ahead
of
the
Opening
Ceremony
of
the
Paris
2024
Olympic
Games
on
July
26,
the
International
Olympic
Committee
(IOC)
has
introduced
a
new
brand
platform
called,
‘Sport.
And
More
than
Sport.’
The
initiative
kicks
off
in
the
People’s
Republic
of
China
with
an
inspiring
short
film
that
embodies
the
distinctive
spirit
and
emotion
of
the
Olympic
Games.
“Sport.
And
More
Than
Sport.”
is
a
new
Olympic
brand
positioning
that
highlights
the
multifaceted
nature
of
the
Olympic
experience
and
the
wide-ranging
impact
of
sports
and
the
Olympic
Games
on
individuals
both
on
and
off
the
field.
It
celebrates
not
only
the
thrill
of
competition
but
also
the
deeper
values
of
belonging,
human
connection,
personal
growth,
and
the
pursuit
of
dreams.
It
aims
to
bring
the
Olympics
closer
to
people’s
hearts
and
lives
by
emphasising
the
joy
and
entertainment
of
sports
and
the
fan
experience.
It
was
established
to
invite
notable
individuals
from
outside
the
sports
world
to
join
the
Olympic
Movement
and
promote
its
values.
Actor,
Jackson
Yee,
from
the
People’s
Republic
of
China
features
prominently
in
this
brand
platform
as
an
Olympic
Friend
and
contributed
to
the
design
of
the
local
‘Sport.
And
More
Than
Sport.’
logo.
By
focusing
on
‘friendship,’
‘unity,’
and
‘happiness,’
he
infused
his
personal
insights
into
the
logo,
aiming
to
capture
the
Olympic
spirit
and
its
significance
beyond
sports.
Participants
in
the
Olympic
Games
mini-programme
on
‘WeChat’
have
a
chance
to
win
prizes,
including
the
official
mascot
of
Paris
2024,
the
Phryges.
–Insidethegames.biz