With the 2024 Paris Olympics in full swing, we take a look behind the scenes to see which companies are secretly planning their victory celebrations:
Broadcom is the silent warrior in the telecommunications space. The company supplies the chips that power everything from smartphones to smart refrigerators. During the Olympics, 5G technology is ensuring that the live stream of rhythmic gymnastics doesn’t fail. Because nothing ruins a ribbon routine like a frozen screen.
Microsoft is the mastermind in the Olympic classroom. They provide cloud services, data analytics and AI to ensure the Games run smoothly. It is said that they have even trained an AI referee for synchronized swimming. He never blinks, never misses a stroke and would surely give Harry Kane a penalty…
Pepsi is all about hydration – and not just for athletes. They’re launching a limited edition “Gold Medal Cola.” It’s like regular cola, but with added bubbles of ambition. They’ve also convinced Usain Bolt to endorse it. His slogan? “Quench your thirst, break world records.”
Samsung is the official smartphone, tablet and smartwatch for athletes. We imagine gymnasts checking their heart rate mid-somersault or swimmers timing their laps underwater. And if a phone does accidentally fall into the pool, it’s waterproof up to 10 meters – perfect for taking synchronized selfies.
J&J is the ultimate team player. They supply medical supplies, bandages and antiseptics. But they also think ahead. Their new product? Plasters with Olympic motifs. A tiny Usain sprints over scraped knees. It doesn’t heal any faster, but it does boost morale.
Ahold is the supermarket and is considered the “most valuable player”. They offer energy bars, protein shakes and electrolyte drinks for athletes. But they also cater for the fans. In their Olympic-themed snack aisle there are “Gold Medal Gummies” and “Podium Popcorn”.
These companies are chasing Olympic gold like sprinters looking for caffeine. Whether it’s streaming, chips or bandages, they’re all hoping for a podium finish. So turn on the remote control and cheer on your favorite athletes. But remember: investing is a marathon, the Olympics are a sprint.
Von Douglas Scott, Investment Manager des Aegon AM Global Equities Teams
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