There are just a few days left until the Winter Olympic and Paralympic Games begin, which will take place between February 6 and 22 in the Italian cities of Milan and Cortina d’Ampezzo. But brands are already deploying their marketing and communication strategies to link themselves to the sporting event.
The documentary highlights the Airbnb Athlete Travel Grant scholarship program
Airbnb is one of them, and has also served as the official sponsor of the competition since 2019. On this occasion, it has released a documentary in which it shows one of the various ways in which the company supports athletes: the “Airbnb Athlete Travel Grant” program, which offers $2,000 scholarships to 1,000 athletes to stay near their training locations and, thus, continue their journey to the Games.
Thus, “Bring It Home”, directed by Walter Thompson-Hernández, collects the experiences and testimonies of six aspiring Olympic and Paralympic athletes as they train, travel and compete around the world on the way to Milano Cortina 2026. From economic difficulties to the need to travel to another country to have access to snow, each story reveals the way in which the company, through accommodation, offers what athletes need to stay focused.
The protagonists of the 15-minute documentary are: Donovan Carrillo (figure skating, Mexico); Laura Vargas (skeleton, Colombia); Edson Bindilatti (bobsleigh, Brazil); Andrea Macri, (adapted ice hockey, Italy); Joanna Butterfield (wheelchair curling, UK); and Asa Toyoda (snowboard, Japan).
The documentary portrays the logistical and emotional challenges that Olympic and Paralympic athletes face during the months of preparation in their respective disciplines. Thus, “Bring it home” addresses issues such as loneliness or emotional instability derived from constant travel, which can turn the search for excellence into a complex experience.
This is also reflected in a 30-second piece that the company is broadcasting during the broadcast of some NFL games and will also run during the media coverage of the Winter Olympic Games.
“Whether they need extra space to be together with the family while training or a kitchen to prepare home-cooked meals, Airbnb offers the ideal environment for each athlete, so they can compete at their best.“commented Rebecca Van Dyck, Marketing Director of Airbnb, according to Adweek. “We are excited to tell these stories in this new campaign and, most importantly, help these athletes feel at home“.
Furthermore, for a few weeks and also during the competition, Airbnb has created a series of experiences with the intention of providing a unique way to experience this edition of the international sports competition. Led by 26 athletes, both active and retired, it offers the opportunity to participate in cooking, skiing or skating sessions, workshops, or attending the Games’ events themselves.
