By Brian Steinberg
Sabrina Carpenter's Espresso Dream
Before NBC went to Paris, NBC went to Paris.
Paris Hilton isn’t the first person who comes to mind when it comes to recruiting talent to promote a sports venue like the 2024 Summer Olympics in Paris, France. The multi-hyphenate entrepreneur has, over the course of several whirlwind cycles, risen to fame starring in reality shows; attempting a music career; and launching a variety of products. But marketing executives at NBCUniversal couldn’t resist turning to her for one of the most unusual promotional efforts in the company’s history.
In previous years, NBCU didn’t begin broadcasting the Olympics until a few months before the Opening Ceremony. When it came to Paris, the media company launched a promo featuring Hilton in January 2023 — about a year and a half before Mike Tirico, Kelly Clarkson and Peyton Manning greeted viewers with a primetime rebroadcast of a floating parade down the Paris Seine in late July.
