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Deloitte’s New Olympics Campaign Inadvertently Reminds Everyone They’re First in Revenue

Screenshot from Deloitte's new 2024 Summer Olympics First Effect campaign video


Deloitte Digital, in partnership with the International Olympic Committee (IOC), has produced a video to get everyone excited about the 2024 Summer Olympics in Paris and remind us why Deloitte was chosen to be Flavor Flav to the IOC’s Public Enemy. GET HYPED.

Highlighted in the video are Sarah Attar, Saudi Arabia’s first female Olympic athlete; Natalie Du Toit of South Africa, the first amputee to compete in Olympic swimming; Abdellatif Baka, a visually impaired Paralympian runner from Algeria who won gold in Rio in 2016 and holds the distinction of being the first Paralympian to beat the winning time of an Olympian in the same event (also it’s his birthday today so happy birthday, guy); and Rose Nathike Lokonyen, a track and field athlete originally from South Sudan who competed in Rio on the Refugee Olympic Team, a first for the Olympics. Her family fled South Sudan when she was just ten and she was discovered at a refugee camp. No joke:

The International Olympic Committee and Tegla Loroupe Foundation held races inside refugee camps as tryouts for possible participation in the 2016 Summer Olympics. Lokonyen first tried out, while running barefoot, at the 5,000 meter distance and won her race, allowing her advance to Ngong. She continued to train alongside other Olympic hopeful refugees in Ngong before being notified via a livestream from Geneva, Switzerland that she had been chosen to compete.

She was selected by the International Olympic Committee (IOC) to compete for the Refugee Olympic Team in the women’s 800 m at the 2016 Summer Olympics in Rio de Janeiro, Brazil. The Refugee Olympic Team was the first in Olympic history. Lokonyen was one of five athletes on the refugee team born in South Sudan and was the team’s flag bearer at the opening ceremony. Nathinke finished seventh in her first round heat with a time of 2:16.64. She did not advance.

Additional reading: The Olympic Refugee Team Was Created to Offer Hope. Some Athletes Are Running Away From It in TIME.

The full First Effect campaign has many more firsts, we’d tell you what they are in detail but Deloitte is really weird about cookies so you’ll just have to check it out yourself:

I’d rather not, thanks.

But let’s not forget about the most important first of all, holding eight years in a row of gold medals in Big 4 global revenue.


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