Let’s talk sport
In the past, marketing has been a major factor in the perpetuation of stereotypes, frequently marginalising people of colour through discriminatory or underrepresented representations in visual media (Black, 2019). On the other hand, promoting cultural diversity in the media has become a crucial step in advancing understanding and inclusivity among various social groups. Cultural diversity in media not only represents the rich tapestry of human experience, but it also acts as a potent instrument to challenge stereotypes, reshape attitudes, and promote cross-cultural interaction in a globalised world (Whong, 2024).
In the media, representation is more than just visibility; it includes the stories and depictions that shape how people view particular groups. It has been demonstrated that inclusive and diverse storytelling improves audience engagement and broadens social understanding, especially when it confronts structural injustices and cultivates empathy (Whong, 2024). During the 2024 Olympics in Paris, NBC adopted this philosophy and used the ability of digital creators to represent a wider range of society.
Particularly, president of NBC Olympics, emphasised the role of the Paris Creator Collective in connecting with younger audiences through relatable, diverse voices (NBCUniversal, 2024). By collaborating with influencers from a wide range of religious and ethnic backgrounds, NBC made sure the Olympics had a worldwide impact. By providing behind-the-scenes looks at the Games, from cultural celebrations to personal athlete stories, these creators offered their communities a unique perspective (NBCUniversal, 2024).
Resonating with diverse audiences is crucial for global brands like NBC because representation promotes greater relationships, inclusivity, and trust among various demographic and cultural groups (Whong, 2024). In addition to improving audience engagement, brands can establish themselves as socially responsible leaders in a world that is becoming more interconnected and globalised by reflecting the diversity of their viewership (Okonkwo et al., 2023).
Digital Creators as Champions of Diversity
Thus, NBC elevated diversity and inclusion during the Paris Olympics through a strategic partnership with digital creators. NBC made sure that its coverage of the Olympics connected with a truly global audience by working with influencers from a range of professional, cultural, and ethnic backgrounds. In addition to expanding the Games’ audience, these producers gave voice and narrative to groups that have traditionally been underrepresented in the media (NBCUniversal, 2024).
Specifically, black basketball player and entertainer Crissa Jackson (@crissajackson), representing the LGBTQ+ community, shared nine entertaining posts showcasing her humorous stunts with American athletes. Younger audiences who appreciate personality-driven storytelling were drawn to her captivating, funny content, which demonstrated a lighthearted and relatable approach to the Games (Barbosa et al., 2021). Similarly, through posts highlighting significant sporting events, Chris Matthews (@lethalshooter), an African American NBA shooting coach and well-known figure in sports, offered a professional perspective on the Olympics.
Moreover, Lecrae, an African American Christian rapper, brought a faith-based perspective to the Games, with his content reflecting themes of spirituality and community, showing how personal values intersect with global sports moments (Aggerholm and Breivik, 2020). Audiences with similar religious backgrounds found resonance in his posts, highlighting the depth that diverse viewpoints add to Olympic narratives. In addition, TikTok creators like White Canadian diver Molly Carlson (@mollycarlson) and Black lifestyle influencer Clarke Peoples (@claaaarke) offered behind-the-scenes glimpses at the Olympics by combining fashion, lifestyle, and empowerment.
To guarantee wide representation, NBC also included Asian and LGBTQ+ voices. Asian-American influencer Jasmine Nguyen (@jasminenguyen) shared her days with makeup tips, outfit ideas, and stadium tours. She frequently worked with other creators to emphasise the happiness and solidarity of the Games. Artists such as Richard Chao (@hangryblogger) combined Olympic highlights with their culinary explorations to explore Parisian cuisine culture which demonstrated how audiences around the world can be brought together by common cultural experiences, such as food (White et al., 2019).
These influencers, who represented underrepresented communities and came from a variety of ethnic backgrounds (Black, Asian, mixed-race, and white), helped create a dynamic, inclusive Olympic narrative that reached across national boundaries (Ferraro et al., 2024). NBC was successful in showcasing creators from a variety of racial backgrounds, cultural identities, and LGBTQ+ communities, in promotion of inclusivity and making the Games more approachable and relatable. These creators not only provided entertainment but also openly expressed their distinct viewpoints, enhancing the way that viewers around the world viewed the Olympics and emphasising the value of representation in contemporary narrative (Ferraro et al., 2024).
Undoubtedly, influencers of different ethnicities, genders, and sexual orientations embodied diversity, which includes physical, racial, and sociocultural differences (Arsel, Crockett, and Scott, 2022). NBC challenged stereotypes frequently found in sports media by showcasing creators such as Chris Matthews, Crissa Jackson, and Jasmine Nguyen, who celebrated a diverse range of identities (Davis, 2020). These collaborations advocated greater connection and representation by enabling viewers to recognise themselves in the coverage. Beyond just being visible, inclusion creates a space where viewers feel heard and seen by validating and valuing these varied viewpoints (Eisend, Muldrow, and Rosengren, 2023). By elevating the voices of underrepresented groups, this approach broke down barriers and reinforced that the Olympics serve as an occasion for celebrating human diversity and bringing people together in addition to being a global competition.
Overall, NBC effectively promoted diversity and inclusion during the Paris Olympics by strategically utilising digital creators. By collaborating with influencers of various genders, ethnicities, and cultural backgrounds, NBC was able to present the Games in a way that spoke to a worldwide audience by using relatable, real viewpoints. This tactic created a more engaging and inclusive experience for viewers everywhere, overcoming cultural differences and establishing a new standard for sports broadcasting. Going forward, NBC’s strategy demonstrates the ability of varied voices to unite communities around the world, encouraging upcoming sportscasters to give inclusivity top priority when telling their stories.
Media and Digital Transformation in Sport 
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