Dan Wald, the global lead of BCG’s sports business, dives into the unique marketing landscape of the Olympics. He explores how the Games can effectively capture mass attention in a fragmented world. Wald discusses the emotional connections brands can forge with audiences through compelling storytelling. He also examines the financial dynamics, such as media rights and sponsorships, that align brands with the Olympic identity. The future of sports business is also highlighted, focusing on emerging markets like India and China.